Zara is expanding its digital offerings with plans to launch live shopping shows in key markets like the U.S., Spain, Canada, France, Italy, Germany, Britain, Ireland, and The Netherlands. The initiative is part of parent company Inditex’s strategy to strengthen its online presence, as highlighted by CEO Oscar Garcia Maceiras during the first-half earnings report. Although Zara has not disclosed how many customers have used its resale service in the markets where it is currently available, Maceiras revealed that Zara’s online platforms attract over 22 million daily visitors.
This move aligns with a growing trend among fast fashion retailers embracing secondhand fashion. Competitor H&M, for example, offers resale products in the U.S. through a stand-alone website in partnership with ThredUp, a well-known secondhand clothing marketplace. As consumers increasingly prioritize sustainability, the resale market has gained significant momentum, with major brands integrating it into their business models.
In China, Zara has already found success with live shopping shows. Since launching five-hour-long weekly live streams on Douyin, TikTok’s sister site, in November, the brand has seen a surge in sales. These shows have proven particularly effective in engaging Chinese customers, a key market for Zara’s growth. According to retail analytics firm EDITED, the broadcasts have helped the company capture more market share in the region.
The introduction of live shopping in other major markets is expected to further boost Zara’s online sales. Live shopping, a rapidly growing trend in global e-commerce, allows brands to interact with consumers in real time, showcasing products and providing a more engaging and immersive shopping experience. With this expansion, Zara aims to maintain its competitive edge in the fast fashion industry, combining its strong digital presence with innovative strategies to drive growth.