The ideal data structure for Zalando: how to prepare your catalogue for success

The ideal data structure for Zalando: how to prepare your catalogue for success

Anyone who works in e-commerce knows that Zalando is the most demanding marketplace in terms of data quality. It's not enough to have a good product; you need a flawless data structure.

If you're uploading products one by one or struggling with incomplete CSV files, you're in the wrong place. As a Marketplace Specialist, my advice is always the same: centralise, normalise and automate. Here's how to set up the work.

1. The starting point: Export data from your e-commerce platform (Shopify and others)

The first step is to extract information from your CMS (Content Management System). If you use Shopify, for example, you can export your catalogue to CSV, but be careful: Shopify's native data is often not enough for Zalando.

Zalando requires specific attributes that your site may not handle, such as:

• Detailed material composition (e.g. 95% cotton, 5% elastane).

• Brand-specific colour codes associated with Zalando's standard colour codes.

• Size groups (size charts).

2. The heart of the strategy: The Feed Management Tool

Uploading an Excel file directly to Zalando is risky and not very scalable. The professional solution is to use a Feed Management Tool (such as Channable, Lengow or ConnectWise).

Why is it essential?

• Dynamic mapping: You can tell the software, ‘Take the “Colour” field from Shopify and transform it into the “Colour Code” required by Zalando.’

• Exclusion rules: You can decide not to send products with less than 3 pieces in stock to Zalando to avoid selling out-of-stock items.

• Real-time updates: If you change a price on Shopify, the feed automatically updates it on Zalando.

3. Creating the Excel “Master File”: The attributes that cannot be missing

If you prefer to start with an Excel structure before moving on to automation, here are the columns that must be perfect:

GTIN (EAN): This is your product's passport. Without valid, registered EAN codes, Zalando will never accept your catalogue.

Merchant SKU: Your internal identification code. It must be unique.

Colour and Pattern: Don't just say ‘Blue’. Specify whether it is ‘Navy’, “Cobalt” or ‘Denim’ and associate it with Zalando's colour family.

Size and Dimension: This is where most errors occur. You must map the manufacturer's size (e.g. “M”) to the specific size on the Zalando scale (e.g. “M - INT”).