Zalando Adds Size Advice and In-Chat Checkout to Its AI Assistant

In a November 11 update, the company said the assistant can also search using uploaded photos or screenshots, compare products and offer beauty recommendations. Customers can add or remove items from their basket, check availability, proceed to checkout and request an order-tracking card in the chat.

Zalando said its fit technology maps more than 10,000 size charts, while its broader Size & Fit services cover about 70% of its assortment. The company reported 13 million assistant visitors in the third quarter of 2026. It said the assistant became available in all 25 Zalando markets in October 2024.

Zalando combines its own search, recommendation and sizing models with large language models from OpenAI and other providers.