Cross-Border Listing Image Matrix: 15 Marketplaces Compared

Each row states what the platform's own page says. "Not stated" means the page we cite does not give that spec; it does not prove the platform has no rule. Where a platform's pages disagree, the row gives the version on the page cited and our individual guide sets out both.

Catch.com.au, which appeared in earlier versions of this matrix, closed in 2025 and is no longer listed.

Four of the platforms above address AI-generated images on the pages we checked, and TikTok Shop's ban on digital renderings may also cover them. We found no AI rule on the other platforms' cited pages, which does not mean none exists. The rules do not line up neatly: Zalando generally bars visible AI labels on images, while Allegro's labeling option adds a visible watermark. Zalando also says content that could pass as authentic may need visible labeling under applicable law, so check both platforms' rules for each AI image rather than reusing one file by default.

Not one file, but one master can feed most exports. The matrix splits into three groups. White backgrounds cover Amazon, Walmart US, TikTok Shop, Kaufland, bol and most noon categories; only TikTok Shop asks for square, and noon only needs the width to be at least half the height. Portrait on grey covers Zalando and The Iconic. OTTO, Allegro, eBay, Shopee and Mercado Libre outside its white-background categories accept more than one background.

Our working recommendation, not a platform rule: keep a square master of 2400 x 2400 pixels on white, in sRGB. That clears every square minimum and zoom figure in the matrix, including Walmart's 2200 x 2200 recommendation and Kaufland's 2048 pixels for zoom. Allegro scales anything above 2560 pixels down and Mercado Libre resizes above 1920, so the master does not need to be larger.

Plan fashion portraits as their own shot rather than a crop. A 2400-pixel square cropped to 1:1.44 gives about 1667 x 2400 pixels. That passes Zalando's 762 x 1100 minimum but falls short of its 1801 x 2600 best practice. The Iconic also needs its grey background, not white.

Gallery images after the main one usually carry text, and text rules differ. Zalando bars non-English text on primary views but allows English text and logos in additional views. Allegro allows dimensions in gallery photos as numbers and units, and allows legally required markings. Bol's public pages set no language rule. Kaufland asks for the energy label in the national language on energy-labeled products and says it may take products offline when the label is missing or wrong.

Our recommendation: show measurements in the units buyers use in each market, translate callouts from an approved source sheet, and photograph real packaging for marks and warnings rather than redrawing them. Whether a product needs CE, UKCA, GPSR or energy label information depends on the product, so check that in the specific guides linked below before you add any mark to an image.

Before you use AI-generated images on any channel, check the AI rules above: TikTok Shop US rules out digital renderings of a product, which may include AI images, and Walmart US, Zalando, Allegro and The Iconic each set conditions.

Picmato analyzes your product once and plans a set of listing images tailored to it, and the exports are standard image files. Some platforms restrict AI images or require them to be labeled, as the table above shows, so check each channel before you use one there. It directs the main image to a plain white studio background. AI renderers do not guarantee an exact RGB value, so check the background with a color picker before uploading. Picmato does not check files against any marketplace's rules and does not verify translations, so run each channel's current spec against every export yourself.