Zalando prepares for Bulgaria launch as expansion continues

Zalando is continuing its rollout across Europe. Following recent launches in Portugal and Greece, the company is now preparing to enter Bulgaria. The move is part of a broader strategy to strengthen its presence in the region, with further expansion likely.

Earlier this year, Zalando confirmed plans to add three new markets: Portugal, Greece and Bulgaria. With Portugal and Greece now live, attention is shifting to Bulgaria, where preparations appear to be well underway.

Bulgaria launch approaching
While the platform is not yet available to consumers in Bulgaria, new information suggests the launch is near. Data from Zalando’s Partner Program indicates that the market could go live on August 1, 2026. Brands and retailers are already able to prepare for entry, which typically signals that Zalando is finalizing supply before opening the platform to shoppers.

Focus on Southeast Europe
Zalando has also hinted at continued growth beyond these markets. After describing the rollout in Portugal and Greece as successful, the company says it intends to keep expanding into additional countries. This is particularly relevant for Southeast Europe, where several markets remain untapped.

The company’s expansion strategy follows a familiar pattern. Zalando usually builds its marketplace by onboarding partners and setting up logistics first, before launching to consumers. Its Partner Program plays a key role in this process, allowing brands to sell across markets without requiring Zalando to manage all inventory directly.

For ecommerce businesses, this approach offers access to a wider customer base through a single platform. Zalando currently serves over 50 million customers across Europe, and its continued expansion is aimed at increasing both supply and demand. The expected Bulgaria launch marks another step in that direction.