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



ABOUT YOU was founded as a fashion platform in 2014 and quickly became a major player in the European market. With fully localized shops in 26 countries, ABOUT YOU is now one of the largest fashion and lifestyle platforms in Europe, counting more than 45 million unique active users per month. Customers can choose from over 500,000 items from over 3,500 brands. 

The platform aims to allow users to discover fashion in an inspirational and personalized way and to recreate the classic shopping stroll in a digital and mobile environment. The customer experience is continuously updated with new features, new content, and new and exciting brands and collaborations.

> 0 m active monthly users

> 0 influencer collaborations

> 0 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
Tarek Mueller SCAYLE

SCAYLING international growth

From the very beginning, ABOUT YOU had ambitious expansion plans and high-quality expectations. The goal was to create a personalized online shopping experience – internationally. Today, it offers a fully localized customer experience in 26 countries, including local carriers, locally preferred payment methods, automatically translated content, and native-language customer support through all communication channels. A backend optimized for scaling with a modern, composable architecture enables ABOUT YOU to launch new markets in a matter of weeks – a game changer for fast-paced internationalization projects. Furthermore, an API-first approach gives ABOUT YOU the freedom to connect any features and applications, whether developed in-house or procured by third-party providers. The ability to flexibly adapt and perfect the customer experience makes it easy for ABOUT YOU to implement any online shopping trends, making the platform future-proof.


Challenge accepted

Setting up a platform that could handle ABOUT YOU’s ambitious growth goals posed the following challenges:

  • Implementing a flexible, modern architecture to scale reliably
  • Enabling fast international rollouts with a localized assortment
  • Creating effective shop and order management processes

“Extreme seasonal peaks like on Black Friday are the ultimate challenge for any eCom business. A system handling these massive amounts of API calls without a performance loss or failure wasn’t available on the market. So we built it ourselves.”

Sebastian Betz, Co-Founder and Co-CEO, ABOUT YOU
Sebastian Betz


ABOUT YOU launched 16 fully localized country shops in less than two years. We created a platform that makes market entries possible in a matter of weeks. In a rapidly changing industry, a composable commerce approach enables ABOUT YOU to flexibly adapt the platform’s features to include new and exciting features. A reliably scaling platform provides the basis for sustainable growth and allowed ABOUT YOU to achieve an increase of 85% in CAGR in the last few years.

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