Zalando shifts from algorithm discovery to beauty expert authority with Insider’s Edit

Global – Zalando is rethinking how it sells beauty with the launch of Insider’s Edit, a new shoppable content series that blends expert advice with curated commerce. Kicking off with Paris-based facialist Sophie Carbonari, the platform invites beauty consumers to watch and shop her routine in real time, offering a more personalised and emotionally resonant shopping experience. 

Rather than relying on algorithmic suggestions, Insider’s Edit taps into the growing demand for authenticity, guidance and trusted voices. The move reflects a wider shift in retail, explored in our EQ–Commerce macrotrend report, where emotional intelligence and first-party relationships are becoming the foundations of effective engagement. As shoppers move fluidly between digital and physical touchpoints, brands must provide value-driven, content-rich interactions to win attention and loyalty. 

By using content as a gateway to commerce  and focusing on expertise over aesthetic perfection, Zalando positions itself as more than just a retailer: it becomes a trusted guide in the customer journey, showing how EQ can shape the future of e-commerce.