How ABOUT YOU Became One of Europe’s Largest Fashion Stores With Flexible Commerce Technology

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Ambitious growth and expansion plans challenge any eCommerce platform. ABOUT YOU chose a headless API-first approach – with astounding results. Today, ABOUT YOU is one of Europe’s largest fashion and lifestyle platforms, consistently achieving sustainable growth. In recent years, ABOUT YOU has seen an 85% CAGR and reached an impressive €1.73 billion in group revenue in the fiscal year 2021/2022.

One of Europe’s Fastest-Growing eCom Stores

Founded in 2014, ABOUT YOU quickly rose to prominence in the European fashion market. Now, with localized shops in 26 countries and more than 45 million active monthly users, it stands as one of Europe’s largest fashion and lifestyle platforms. The platform offers over 500,000 products from 3,500+ brands, allowing customers to enjoy a personalized, inspiring shopping experience across digital and mobile environments.

Scaling International Growth

ABOUT YOU’s ambitious expansion plans required a platform that could scale rapidly while maintaining high-quality standards. The platform’s flexible, API-first architecture enabled fast market entries and a fully localized experience in 26 countries, making it possible to launch in new markets within weeks. This adaptability has been crucial in driving ABOUT YOU’s remarkable growth.

Challenge Accepted

ABOUT YOU faced significant challenges in creating a scalable, flexible platform to support its aggressive growth targets. Key challenges included implementing a reliable, modern architecture, enabling rapid international rollouts, and creating effective shop and order management processes.

Best-Practice Solution

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Results

ABOUT YOU launched 16 fully localized country shops in less than two years, with a platform capable of entering new markets within weeks. This composable commerce approach enabled ABOUT YOU to stay agile, adapt to new trends, and sustain an 85% CAGR over the past few years.

• 45 million active monthly users
• 85% compound annual growth rate (2014-2021)
• 2,500 influencer collaborations
• 3,500 brands in a hybrid model

“You can’t compete with local heroes unless you become one yourself. So the ability to fully localize our user experience with rapidly scalable set-ups was a game changer. Today, we can enter new markets within weeks, which has made a significant difference in achieving our fast-paced growth targets.”

Tarek Müller, Co-CEO, SCAYLE