SCAYLE vs Otto Group

YouTube launches Shopping Affiliate Program in Germany with retail partners

At DMEXCO 2026, Google's VP of Global Ads, Dan Taylor, emphasized AI's ROI in marketing, highlighting a shift from keywords to conversational search, with US AI-mode queries averaging three times longer and generating more touchpoints. Google promoted 'Good SEO is Good GEO' and introduced AI Brief for campaign guidance. The YouTube Shopping Affiliate Program, launched in Germany on September 3, 2026, with ten retail partners including bonprix, enables creators with 500+ subscribers to tag products, boosting clicks by over 110%. Case studies showed bonprix achieving a 44% increase in new customers and Deutsche Bank acquiring 60,000 customers at lower costs. Other developments include an Awin Meetup, a BVDW/OVK AI optimization guide (GEO/AEO), Tradedoubler's Card-Linked Offers, and Synatix Group's acquisition of Preisvergleich.de.

• Google reports US AI-mode search queries average three times longer, leading to more touchpoints.
• YouTube Shopping Affiliate Program launched in Germany on September 3, 2026, with ten partners and a 500+ subscriber requirement.
• Product-tagged videos generate over 110% more clicks; Germany saw 25M+ shopping searches in June 2026.

Marks & Spencer gives European logistics to Zalando's Zeos

Marks & Spencer (M&S) is expanding its cooperation with Zeos, Zalando’s B2B logistics brand, by handing Zeos fulfilment for M&S’s Direct-to-Consumer online business across 22 continental European markets, including Germany, France, the Netherlands and Spain. The partnership, which began in 2022 as a marketplace cooperation, evolves into a channel-agnostic logistics model built around a centrally pooled inventory. Zeos will provide logistics and technology services such as shipping and returns, and says a Poland pilot raised demand by 22% and improved conversion by 97%. Zeos also claims up to 58% lower shipping costs and up to 77% faster return processing. The deal signals Zalando’s push to monetise its logistics network as a service for other retailers and supports M&S’s international growth strategy.

• Zeos will handle fulfilment for Marks & Spencer’s Direct-to-Consumer online business in 22 continental European markets.
• Key initial markets include Germany, France, the Netherlands and Spain.
• The M&S–Zeos cooperation dates back to 2022, when Zeos processed M&S orders via marketplaces (Zalando, About You) and later Amazon.

bonprix Expands Partner Commerce with DEICHMANN

bonprix, the fashion subsidiary of the Otto Group, is expanding its partner-commerce strategy by selling selected women's apparel on deichmann.de. The cooperation started with selected items in May 2026, added a seasonal Trachten capsule in August, and a further women's collection is planned for September, according to bonprix. The move is part of bonprix’s shift from a pure D2C focus toward a mixed distribution approach via a permanent "Partner Commerce" unit, evolved from the "Beyond D2C" program launched in early 2025. DEICHMANN gains the ability to offer outfits and larger baskets while bonprix accesses the retailer’s European reach. bonprix is already available via otto.de and ABOUT YOU, and is testing partner channels as a complementary sales pillar to its own shops and apps.

• bonprix began selling selected women’s items on deichmann.de in May 2026 and added a Trachten capsule in August 2026; a further women’s collection is planned for September 2026.
• bonprix created the permanent unit 'Partner Commerce' from the 'Beyond D2C' program (started in early 2025) to consolidate marketplace and B2B activities.
• Since November (year not specified in article) bonprix is present on otto.de with around 2,000 items at launch; in June 2026 bonprix listed about 200 products on ABOUT YOU.

OTTO: Mit ChatGPT-Plugin und -Ads zur Agentic Readiness

OTTO is advancing its e-commerce platform for AI-driven shopping. With its tech partner one.O, the retailer built an MCP-based interface, enabling a new ChatGPT plugin that offers product recommendations for over 19 million articles. Users can engage the plugin via '@OTTO' to get personalized product advice, with purchases completed on OTTO's own shop. Additionally, OTTO has been testing ChatGPT Ads since September 2026, one of the first European partners, while clearly distinguishing paid ads from organic recommendations. Earlier, OTTO introduced a voice-assisted shopping tool that has driven up to 37% higher order values and double conversion rates. Future plans include AI agents that can retrieve real-time data and handle transactions, but these capabilities are not yet available.

• OTTO launched a ChatGPT plugin for product recommendations across 19 million articles, built on an MCP-based interface with one.O.
• The plugin enables customers to get advice on OTTO's assortment within ChatGPT, with purchases completed on OTTO's shop.
• OTTO has been testing ChatGPT Ads since September 2026 as one of the first European partners, distinguishing ads from organic recommendations.

Witt-Gruppe eröffnet virtuelle Umkleidekabine; Nächste Phase der KI-Transformation: OTTO startet GenAI-Enablement-Partner-Programm

New press releases on the Otto Group newsroom: Witt-Gruppe launches virtual fitting room (08.10.2026) and OTTO starts GenAI-Enablement-Partner-Programm (07.10.2026).

Alexander Peters erweitert als CTO die Geschäftsführung der Hermes Fulfilment

Otto Group 26.08.2026