B2C Isn't Enough — The Real Reason Zalando Expanded to B2B

TL;DR

Europe's largest fashion platform Zalando achieved simultaneous B2C and B2B growth in 2025. The era of single-channel dependence is over. Integrated wholesale/retail omnichannel strategies are becoming the new formula for e-commerce success.

How many sales channels is your brand currently using?

Just one Naver Smart Store? Only Coupang? Or running your own e-commerce site? That's no longer enough. Europe's largest online fashion platform Zalando's 2025 earnings report made it clear — you need to target both B2C and B2B simultaneously to accelerate growth. (Source: World Footwear)

Why Did Zalando Focus on B2B?

Zalando already had a solid B2C presence in the European market. Yet they actively invested in expanding B2B partnerships. The reason is simple — to diversify customer touchpoints, increase inventory turnover, and expand the ecosystem through brand partnerships.

B2C means selling directly to end consumers. Margins are high, but competition is fierce and advertising costs are substantial. B2B, on the other hand, involves wholesale supply to retailers or offline stores. Transaction volumes are larger and create a stable revenue foundation.

Zalando integrated both channels to distribute inventory risk and maximize brand exposure. For example, inventory that doesn't sell well in B2C can be quickly moved through B2B channels, or offline customers can be driven online through B2B partners.

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B2C vs B2B — What's the Difference?

You need to clearly understand the differences between these channels to develop strategy. Here's a comparison table:

The key point here is that B2C and B2B are complementary. Build brand awareness through B2C and secure stable revenue through B2B. This is exactly the strategy Zalando executed.

Can This Apply to Korean E-commerce?

Absolutely. Omnichannel strategies are becoming increasingly essential in the Korean market too, especially for fashion, beauty, and lifestyle brands.

1. Naver Smart Store + Coupang (B2C)

First, diversify your B2C channels. Only running Naver Smart Store? Try Coupang too. The customer base is different. Naver has more search-based purchases, while Coupang drives impulse buying through Rocket Delivery trust.

2. Offline Select Shops/Department Stores (B2B)

Run B2B channels in parallel. Supply wholesale to distribution channels like Hyundai Department Store, Shinsegae, or select shops like 29CM and Musinsa. Brand credibility increases, and customers who experience products offline create a virtuous cycle of online repurchases.

3. KakaoTalk Channel + Own E-commerce Site (Direct-to-Consumer)

Your own site has the highest margin. Communicate directly with customers through KakaoTalk channels and drive them to your site. Using CRM solutions like Datarize lets you analyze customer purchase patterns and automatically send personalized messages. Repurchase rates skyrocket.

4. Live Commerce + Social Commerce (Hybrid)

Don't miss live commerce platforms like Naver Shopping Live and Grip. Increase conversion through real-time interaction, and simultaneously upload recordings to your site or YouTube for continuous traffic.

How to Start an Omnichannel Strategy?

You don't need to open all channels from the start. Take a phased approach.

Step 1. Analyze Current Channel Performance
First, organize sales, ad costs, and customer data from your current channels. Identify which channels have high profitability and where new customers come from before selecting the next channel.

Step 2. Map the Customer Journey
Draw how customers discover your brand and where they purchase. For example, "Instagram ad → Naver search → Smart Store purchase." If there are gaps in this journey, fill them with new channels.

Step 3. Select Priority Channels
Opening all channels at once disperses resources. Set priorities. For B2C, start with either Naver or Coupang; for B2B, begin with select shop entry.

Step 4. Build Data Integration System
Operating multiple channels fragments data. You need a system to manage orders, inventory, and customer information in one place. CRM solutions like Datarize integrate customer data across channels, allowing you to view it centrally and automate customized marketing by segment.

Step 5. Test → Optimize → Expand
Start small with new channels. Test for about 3 months, and if results come, increase budget. If not, boldly withdraw and try another channel.

Practical Application Points

1. Differentiate Product Mix by Channel

Don't sell the same products on every channel. Naver focuses on bestsellers, Coupang on value lines, own site on premium/limited editions — differentiate the mix this way. Avoid price competition between channels and capture customers suited to each channel's characteristics.

2. Integrated Inventory Management

The biggest risk in omnichannel operations is inventory confusion. It's frustrating when an order comes in on Channel A but inventory is tied up in Channel B. Synchronize real-time inventory with ERP or inventory management systems.

3. Centralize Customer Data

Accumulate customer data from B2C channels in CRM and retarget based on this. For example, send own-site coupons via KakaoTalk to customers who purchased on Naver. Using Datarize lets you view customer behavior across channels on one dashboard and drive repurchases with automated messages.

4. Maintain Brand Consistency

Even with many channels, keep brand messaging consistent. Logo, tone and manner, packaging — customers should immediately recognize "Oh, this brand" regardless of which channel they encounter.

Image Alt Text Suggestions

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2. "Omnichannel strategy flowchart illustrating customer journey from social media discovery through multiple touchpoints to final purchase conversion"

3. "Zalando's integrated B2B and B2C growth strategy diagram showing wholesale partnerships and direct consumer sales channels working together"

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FAQ

Q1. How do I start a B2B channel?
Send proposals directly to select shop or department store MDs, or enter wholesale platforms like Domae-gguk or Seller Hub. Start with small test orders initially to build trust. Relationship building is more important than volume in B2B.

Q2. Does omnichannel operation increase advertising costs?
Initial setup costs increase with more channels, but long-term ad efficiency improves. When CPA rises on one channel, you can shift budget to another. The risk diversification effect is significant.

Q3. Is omnichannel possible without my own e-commerce site?
Yes, absolutely. Naver Smart Store + Coupang + KakaoTalk channel alone is sufficient for omnichannel strategy. Add your own site later when resources allow. Start with marketplace platforms first.

Q4. How do I integrate customer data across channels?
Use a CRM solution. Tools like Datarize automatically collect data from multiple channels and create unified customer profiles. The era of manual Excel organization is over.

Q5. Does Zalando's case apply to Korean SMB brands?
The scale differs, but the principle is the same. Build brand awareness through B2C and secure stable revenue through B2B. Start small and expand in stages — it's entirely possible.

Q6. What's the biggest challenge in omnichannel management?
Data fragmentation and inventory synchronization. Without proper systems, you'll waste time reconciling orders manually. Invest in integration tools early to avoid operational chaos as you scale.

Q7. How long does it take to see results from omnichannel strategy?
Typically 3-6 months for initial traction. B2C channels show faster results (weeks), while B2B relationships take longer to establish (months). Plan for a 12-month horizon to fully realize synergies between channels.

Relying on a single channel is now a risk. Customers experience brands and make purchase decisions across multiple paths. Start an omnichannel strategy that targets both B2C and B2B simultaneously, just like Zalando. You can find more practical insights at Datarize Blog.