We show you what to look for in logistics and fulfillment when selling on major marketplaces like Amazon and Zalando.
Amazon and Zalando are the two highest-grossing marketplaces for online retailers in Europe. If you want to sell successfully on both platforms, you need a fulfillment provider that can handle both channels technically and operationally. This guide shows you which selection criteria really matter, what requirements Amazon and Zalando place on logistics, and how to make the right decision for your marketplace business.
Your choice of fulfillment partner directly affects your visibility, your metrics, and ultimately your revenue on both platforms. Wrong decisions don't just cost you margin, they can also cost you your selling privileges.
Marketplaces continuously measure their sellers' logistics performance. Amazon tracks Late Shipment Rate, Order Defect Rate, and Cancellation Rate. Zalando evaluates on-time delivery and return rates. If you don't meet these metrics, you lose ranking visibility and, in the worst case, risk account suspension.
A fulfillment partner that understands both platforms delivers more than parcels. It delivers the operational metrics that keep your marketplace business running. Choosing the right provider isn't just a cost decision, it's a strategic one.
Amazon offers two basic fulfillment models: FBA (Fulfillment by Amazon) and FBM (Fulfillment by Merchant). With FBA, Amazon handles all logistics. With FBM, you ship yourself or work with an external fulfillment partner.
With FBA, you automatically get the Prime badge, which significantly boosts conversion. Amazon handles warehousing, shipping, and returns. The downside: you lose control over the unboxing experience, can't use custom inserts, and are completely dependent on Amazon's warehousing decisions.
FBA fees add up quickly: storage fees, pick-and-pack fees, shipping costs, and long-term storage fees. For low-margin or slow-moving products, FBA can become economically difficult.
With FBM, you keep control over packaging, branding, and customer communication. In return, you have to meet Amazon's strict performance metrics on your own. Your on-time rate must be at least 90 percent, and your cancellation rate must not exceed 2.5 percent.
An external fulfillment provider can help you meet these requirements reliably. Make sure your partner has experience with Amazon sellers and knows the specific reporting requirements.
With Seller Fulfilled Prime (SFP), you can use the Prime badge without using FBA. You ship from your own warehouse or through a fulfillment partner, keep control of your brand, and still benefit from Prime visibility.
The requirements are high, though: same-day shipping, delivery within one to two business days, free shipping for Prime customers, and the use of Amazon-approved carriers. Zenfulfillment supports SFP with its zenrush technology, which enables next-day delivery at standard costs.
Zalando works differently from Amazon. The marketplace is curated, meaning not every retailer gets accepted. Zalando reviews brand quality, product range, and logistics capabilities before you're allowed to sell on the platform.
Zalando offers several ways to connect technically. The most common option for retailers is integration via a certified third-party provider like Tradebyte, Zalando's preferred integrator. Tradebyte connects your ERP or inventory management system directly to Zalando and enables real-time synchronization of product data, inventory, and orders.
Alternatively, you can build a direct integration (DI) via the Zalando API. However, this requires an in-house development team and approval from Zalando. For most mid-sized retailers, integrating through middleware or ERPs like Billbee, Xentral, or Plentymarkets is the more practical route.
With ZFS, Zalando offers its own fulfillment program, comparable to Amazon FBA. Zalando handles warehousing, picking, shipping, and returns. The advantage: you don't have to worry about logistics and you benefit from Zalando's shipping network.
The downside is similar to FBA: you lose control over the packaging experience. No custom boxes, no inserts, no branding. For brands that see unboxing as part of their identity, that's a significant trade-off.
In the Zalando Partner Program, you ship yourself or through an external fulfillment provider. You keep full control over packaging and the customer experience. In return, you have to guarantee fast delivery times, offer free shipping and free returns, and meet Zalando's quality standards.
A key difference from Amazon: Zalando has no Buy Box in the classic sense. The platform is curated, which means your visibility depends more on brand quality and less on price competition.
When choosing a fulfillment partner for your marketplace business, five criteria matter most. Each one directly affects your performance on Amazon and Zalando.
Your fulfillment partner must be able to connect technically to both marketplaces. That means direct integrations with Amazon and Zalando or a connection via middleware systems like Billbee, Xentral, or Plentymarkets.
Look for real-time inventory synchronization. If your fulfillment system doesn't communicate with the marketplaces in real time, you risk overselling or cancellations. Both hurt your seller metrics.
Key questions for potential partners: How quickly are marketplace orders transferred to your system? How does tracking data get submitted? Do you support the specific requirements of both platforms?
For selling on Zalando, a German warehouse is effectively mandatory. Zalando expects fast delivery times, and these are hard to meet from a warehouse outside Germany. The same applies to OTTO Market: orders must ship from Germany.
On Amazon, a German warehouse isn't a formal requirement, but it's a clear competitive advantage. Shorter delivery times improve your Buy Box chances and increase customer satisfaction. A centrally located site in Germany enables next-day delivery to most regions.
Check whether your fulfillment partner offers multiple warehouse locations in Europe. For international expansion, a network with hubs in different countries can significantly reduce shipping costs and delivery times.
Every marketplace has specific requirements that your fulfillment partner needs to know and implement. On OTTO, for example, a return tracking number must be submitted with every shipping confirmation. That sounds like a detail, but it regularly causes problems for retailers whose providers aren't aware of this requirement.
Amazon requires the use of approved carriers and compliance with strict performance metrics. Your fulfillment partner should be able to show documented error rates and proactively inform you of deviations before you hear about them from the marketplace.
An experienced partner like Zenfulfillment already ships for numerous marketplace sellers and knows the operational requirements of each platform. That reduces ramp-up time and minimizes the risk of performance issues.
Return rates in ecommerce range from 20 to 50 percent depending on the product category. In fashion, which is especially relevant for Zalando, return rates of 40 percent and more are not unusual. Your fulfillment partner needs to process returns efficiently.
Key aspects of returns management: How quickly are returned items inspected and restocked? Is there a quality check? How are damaged or unsellable items handled? How does communication with the end customer work?
On Zalando, return shipping is free for the customer. That means you cover the cost. An efficient returns process saves real money here and shortens the time until items are available for sale again.
Your fulfillment partner has to keep up with your growth. That applies to steady growth as well as seasonal peaks. Black Friday, Cyber Monday, and the holiday season put capacity to the test every year.
Ask about scalability: How quickly can additional capacity be provided? How are peaks handled organizationally? Are there flexible pricing models that adapt to fluctuating volumes?
A pay-per-use model, where you only pay for the storage space you actually use and the parcels you actually ship, is often more economical for growing ecommerce brands than fixed flat rates. Zenfulfillment works with exactly this kind of flexible pricing model, tailored to your needs.
Choosing between platform-owned fulfillment (FBA, ZFS) and an external partner depends on your priorities. Here's an overview of the most important decision criteria:
Platform-owned fulfillment solutions make sense if you're looking for maximum operational simplicity, branding during shipping doesn't matter to you, you only sell on one platform, and your margin can absorb the fee structure.
FBA automatically comes with the Prime badge and high conversion. ZFS makes selling on Zalando much simpler. Both options reduce your operational effort to a minimum.
An external fulfillment provider is the better choice if you sell on multiple marketplaces and in your own shop, brand control and custom branding matter to you, you want to use FBM or SFP on Amazon, and you want to optimize costs in the long run.
With an external partner, you can serve all channels from one platform. You keep control over packaging and the customer experience. And you reduce your dependence on individual marketplaces.
The technical connection between your shop, the marketplaces, and your fulfillment partner is the backbone of your multichannel business. This is where it's decided whether orders flow smoothly or whether manual intervention slows the process down.
Most retailers use a central system as middleware: Billbee for small to mid-sized retailers, Xentral for growing DTC brands, or Plentymarkets for complex multichannel setups. These systems collect orders from all channels and pass them on to the fulfillment partner.
Zenfulfillment offers direct integrations with all common shop systems and marketplaces. Setup takes just a few minutes and requires no technical expertise. Orders, inventory, and tracking information are synchronized automatically.
For retailers with their own IT department, a direct API integration can make sense. You connect your internal system directly to the fulfillment partner and retain maximum flexibility in data processing.
The downside: API integrations require development resources for setup and maintenance. You have to keep up with changes to the marketplaces' interfaces yourself. For most mid-sized retailers, integrating via proven middleware systems is more efficient.
Your choice of carrier directly affects delivery time, costs, and customer satisfaction. Your fulfillment partner should give you access to multiple carriers so you can respond flexibly to requirements.
A multi-carrier strategy reduces risk in your supply chain. If one carrier has capacity issues, shipments can run through alternative providers. This is especially relevant during peak periods, when individual carriers reach their limits.
Zenfulfillment works with a network of more than 20 shipping partners. You can choose between your preferred carrier or an automatic best-price option that selects the optimal provider for each shipment.
Keep in mind that not all carriers are approved for all platforms. OTTO, for example, only allows DHL and GLS. Amazon has a list of approved carriers for Seller Fulfilled Prime. Your fulfillment partner needs to know and meet these requirements.
Fulfillment costs are made up of several components: storage fees, pick-and-pack fees, shipping costs, and optional services. A transparent pricing model helps you estimate total costs realistically.
Pay attention to the ratio of variable to fixed costs. Fixed base fees weigh on you even in low-revenue months. Variable models, where you only pay for services actually used, are often more advantageous, especially for growing companies.
Zenfulfillment offers transparent pricing with no hidden fees, no long-term contract, and no setup costs. You pay for storage, pick-and-pack, and shipping, nothing else.
Ask specifically about costs that aren't immediately visible: Are there integration fees? Costs for inventory corrections? Surcharges for special packaging or inserts? How are returns priced? The more transparent the cost structure, the better you can plan.
Switching to a new fulfillment partner or starting with an external provider requires careful planning. A structured onboarding avoids disruptions to your day-to-day business.
A typical onboarding includes: technical integration of your systems, submitting your product master data (SKUs, EANs, weights, dimensions), delivering your goods to the fulfillment center, setting up packaging guidelines, and a test shipment for quality control.
At Zenfulfillment, the process from sign-up to go-live usually takes five business days. A dedicated Customer Operations Manager guides you through the entire onboarding and serves as your permanent point of contact.
If you're switching from an existing fulfillment setup, running both in parallel often makes sense. You run both systems side by side for a short time until the new partner is fully up to speed. This minimizes the risk of delivery delays during the transition.
The work doesn't stop after launch. Continuously monitoring your fulfillment metrics helps you spot problems early and optimize processes.
The most important metrics for your marketplace business: on-time shipping rate (share of orders shipped on time), picking accuracy (share of error-free shipments), return rate, and average delivery time.
Your fulfillment partner should give you transparent access to this data. With ZenOS, the Zenfulfillment operating system, you can track all relevant KPIs in real time and react immediately to deviations.
Choosing the right fulfillment provider for Amazon and Zalando isn't a decision to take lightly. Both marketplaces continuously measure your logistics performance and reward reliable sellers with better visibility.
Evaluate potential partners against the five core criteria: technical integration, location and speed, marketplace experience, returns management, and scalability. Compare cost structures realistically and watch out for hidden fees. Plan your onboarding carefully and start with a structured trial run.
With the right partner at your side, fulfillment turns from an operational bottleneck into a competitive advantage. You gain time for what really matters: growing your brand and developing your product range.
Yes. A specialized fulfillment provider like Zenfulfillment lets you sell on both marketplaces from one central platform. You connect both marketplaces, your partner handles warehousing, shipping, and returns, and you keep an overview of all channels. That saves time and reduces operational complexity.
Formally, Zalando doesn't require a German warehouse. In practice, though, its delivery time requirements can only be met from a warehouse in Germany or a nearby EU country. Zenfulfillment operates fulfillment hubs in Germany, enabling fast delivery times that meet Zalando's requirements.
With FBA, Amazon handles all logistics and you automatically get the Prime badge, but you lose control over packaging and branding. With an external partner like Zenfulfillment, you keep control of your brand, can use custom packaging, and can serve additional sales channels too. Through Seller Fulfilled Prime, you can still get the Prime badge.
Returns work differently depending on the platform. On Zalando, return shipping is free for customers and you cover the cost. On Amazon, it depends on your settings. Zenfulfillment handles returns centrally: incoming returns are inspected, resellable items are restocked, and damaged goods are documented. You keep track of all returns in the dashboard.
The technical requirements are minimal. Zenfulfillment offers direct integrations with Shopify, WooCommerce, Amazon, Zalando, and common ERP systems like Billbee or Xentral. Setup is plug-and-play and takes just a few minutes. No technical expertise is required.
At Zenfulfillment, onboarding typically takes five business days: integrating your shop, submitting product data, and delivering and storing your goods. After go-live, orders flow through the system automatically. A dedicated contact guides you through the entire process.
