Marketplaces to watch in 2026: What’s next after 2025?

Fashion e-commerce keeps moving fast. As we head into 2026, marketplaces are expanding, social commerce is becoming more relevant, and brands are expected to do more than just list products. Shoppers want inspiration, content, and smooth cross-border experiences.

Here are a few marketplaces and trends fashion brands should keep an eye on in 2026.

Allegro: A strong marketplace for cross-border growth

Allegro has established itself as one of Europe’s largest marketplaces, with strong traction across Central and Eastern Europe. With millions of active buyers and a growing merchant base, it offers a clear opportunity for brands looking to expand beyond Western Europe.

Why it matters for fashion brands:
If your products work well across borders, Allegro can be a solid channel to explore in 2026, especially if you want to diversify away from more saturated marketplaces.

Zalando: More than just a marketplace

Zalando continues to evolve into a more content-driven fashion platform. Its focus on premium brands, curated assortments, and expanded categories like beauty and sportswear reflects how consumers shop today.

What to focus on:
Strong visuals, clear positioning, and assortments that align with trends matter more than ever. For many fashion and lifestyle brands, Zalando is less about volume and more about brand presence and long-term value.

TikTok Shop and social commerce: Worth testing

Social commerce keeps growing, and platforms like TikTok are becoming an important part of how consumers discover fashion. Video, creator content, and interactive formats make it easier to show fit, movement, and styling in a natural way.

Live shopping and social-first commerce are developing at different speeds across markets, but they already show potential in categories like fashion and beauty. Still not live in all countries, but in

Why it’s worth evaluating:
Social commerce works best as a complement to traditional marketplaces. It’s a way to test new formats, build awareness, and shorten the journey from inspiration to purchase, not a replacement for everything else.

What this means for fashion brands in 2026

Going into 2026, fashion brands should focus on a few key things:

• Diversify marketplaces to avoid relying on a single channel
• Adapt assortments to each platform rather than using a one-size-fits-all approach
• Invest in visuals and content that help products stand out
• Test social commerce where it makes sense
• Stay flexible as platforms and consumer behaviour continue to change

Final thought

2026 is likely to bring continued change in fashion e-commerce. Brands that treat marketplaces as strategic channels and invest in both reach and content will be better positioned to grow.

If you are evaluating how marketplaces fit into your growth strategy for 2026, Sello is here to help.

Christoffer Andersson, CEO & Founder