Zalando, Europe's Largest Online Retailer*, runs its AI Infrastructure on European Technology (Hopsworks)
Europe's largest online retailer is leveraging the European-owned Hopsworks platform to handle demanding AI personalization services for its 62 million active users.
Stockholm, June 18, 2026 — Zalando, recognized as Europe's largest online retailer, has deployed its most demanding artificial intelligence personalization services on Hopsworks, a European-owned AI platform. The move comes as digital services increasingly rely on AI systems that react almost instantaneously to user actions to deliver highly personalized experiences.[1][2]
Building and operating the necessary software infrastructure presents significant challenges for major corporations. Large-scale retailers like Zalando require systems that can deliver high performance, guarantee no downtime, and maintain strict security and governance. Online retailers are increasingly adopting these personalization technologies to provide tailored experiences to their customer bases, following a broader industry shift toward instantaneous digital personalization.[1]
Zalando currently has more than 62 million active users. To accommodate this massive scale, the Hopsworks infrastructure is capable of scaling to handle millions of operations per second, which is essential for managing peak loads during high-traffic events like Cyber week. This focus on personalization reflects broader industry trends, such as TikTok's successful use of personalized video to compete with larger U.S.-based rivals.[1]
