Zebra Technologies Expectations for 2026 | Price, Valuation & Forecast

Zebra Technologies

NasdaqGS:ZBRA

$ 202,64

$-1,78 (-0,87%)

202,64 $

$-1,78 (-0,87%)

End-of-day quote: 03/27/2026

Zebra Technologies Stock Value

The analyst rating for NasdaqGS:ZBRA is currently Outperform.

Outperform

Zebra Technologies Company Info

EPS Growth 5Y

4,35%

Market Cap

$10,06 B

Long-Term Debt

$2,36 B

Short Interest

2,26%

Quarterly earnings

04/29/2026 (E)

Dividend

$0,00

Dividend Yield

0,00%

Founded

1969

Industry

Information Technology

Country

United States

ISIN Number

US9892071054

Website

http://www.zebra.com

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

$332,50

64.08%

Last Update: 03/27/2026

Analysts: 16

Highest Price Target $400,00

Average Price Target $332,50

Lowest Price Target $292,02

In the last five quarters, Zebra Technologies’s Price Target has fallen from $365,10 to $333,77 - a -8,58% decrease. Fiveteen analysts predict that Zebra Technologies’s share price will increase in the coming year, reaching $332,50. This would represent an increase of 64,08%.

Top growth stocks in the information technology sector (5Y.)

What does Zebra Technologies do?

Zebra Technologies Corporation (Zebra) operates in the Automatic Identification and Data Capture (‘AIDC’) industry. The company’s products, services, and software solutions (‘offerings’) are proven to help its customers and end-users digitize and automate their workflows to achieve critical business objectives, including improved productivity and operational efficiency, optimized regulatory compliance, and better customer experiences. The company designs, manufactures, and sells a broad range...

Zebra Technologies Corporation (Zebra) operates in the Automatic Identification and Data Capture (‘AIDC’) industry.

The company’s products, services, and software solutions (‘offerings’) are proven to help its customers and end-users digitize and automate their workflows to achieve critical business objectives, including improved productivity and operational efficiency, optimized regulatory compliance, and better customer experiences.

The company designs, manufactures, and sells a broad range of AIDC offerings, including mobile computers, barcode scanners and imagers, RFID readers, specialty printers for barcode labeling and personal identification, real-time location systems (‘RTLS’), related accessories and supplies, such as labels and other consumables, and related software applications. The company also provides machine vision and robotics automation solutions; a full range of services, including maintenance, technical support, repair, managed, and professional services; as well as cloud-based software subscriptions. End-users of the company’s offerings include those in retail and e-commerce, manufacturing, transportation and logistics, healthcare, public sector, and other industries. The company provides its offerings globally through a direct sales force and an extensive network of over 10,000 channel partners, operating in approximately 176 countries.

The company has expanded beyond the traditional AIDC market to transform activities, such as factory production, packages moving through a supply chain, retail shopping, the hospital patient journey, and first responders addressing public safety and emergency situations. Data from enterprise assets, including status, condition, location, utilization, and preferences, is analyzed in the cloud to provide prioritized actionable insights. As a result, the company’s offerings enable enterprises to ‘sense, analyze, and act’ more effectively to optimize their activities.

Operations and Technologies

The company’s operations consist of two reportable segments: Asset Intelligence & Tracking (‘AIT’), which includes barcode and card printing, RFID and RTLS offerings, supplies, and services; and Enterprise Visibility & Mobility (‘EVM’), which includes mobile computing, data capture, fixed industrial scanning, and machine vision, services, and workflow optimization solutions.

Asset Intelligence & Tracking

Barcode and Card Printing: The company designs, manufactures, and sells printers, which produce high-quality labels, wristbands, tickets, receipts, and plastic cards on demand. Its customers use the printers in a wide range of applications, including routing and tracking, patient safety, transaction processing, personal identification, product authentication, ticketing, and receipts. These applications require high levels of data accuracy, speed, and reliability.

The company’s printers use thermal printing technology, which creates images by heating certain pixels of an electrical printhead to selectively image a ribbon or heat-sensitive substrate. The printers integrate company-designed mechanisms, electrical systems, and firmware that supports serial, parallel, Ethernet, USB, Bluetooth, or 802.11 wireless communications with appropriate security protocols. Enclosures of metal or high-impact plastic help ensure the durability of the printers. Printing instructions can be received as a proprietary language, such as Zebra Programming Language II, as a print driver-provided image, or as user-defined Extensible Markup Language. These features make the printers easy to integrate into most computer systems.

The company also provides dye-sublimation thermal card printers that produce high-quality images and are used for secure, reliable personal identification (e.g., state identification cards, drivers’ licenses, and healthcare identification cards), access control (e.g., employee or student building access), and financial transactions (e.g., credit, debit, and ATM cards). Additionally, the company provides RFID printers that encode data into passive RFID transponders embedded in a label or card. It offers a wide range of accessories and options for the printers, including carrying cases, vehicle mounts, and battery chargers.

RFID and RTLS Offerings: The company provides a range of hardware and software options for capturing location data to satisfy a large variety of requirements for range, accuracy, and precision. Its active and passive RFID products include fixed readers, RFID-enabled mobile computers, and RFID sleds that utilize passive ultra-high frequency to provide high-speed data capture from hundreds or thousands of RFID tags in near real-time without line of sight, complementing the barcode. Using the Electronic Product Code (‘EPC’) standard, end-users across multiple industries use the company’s RFID technology to track high-value assets, monitor shipments, and drive increased retail sales through improved inventory accuracy. Its location solutions offerings include a range of RTLS offerings that generate precise, on-demand information about the physical location and status of high-value assets, equipment, and people. These offerings incorporate active and passive RFID technologies, beacons, and other tracking technologies to enable users to locate, track, manage, and optimize the utilization of enterprise assets and personnel. The company provides substantially all elements of the location solution, including tags, sensors, exciters, middleware software, and application software.

Supplies: The company produces and sells stock and customized thermal labels, wristbands, receipts, ribbons, plastic cards, and RFID tags suitable for use with its printers, as well as wristbands for use in laser printers. It supports its printing products, resellers, and end-users with an extensive line of superior quality, high-performance supplies optimized to a particular end-user’s needs, such as chemical or abrasion resistance, extreme temperature environments, exceptional image quality, or long life. The company promotes the use of supplies with its printing equipment. Its supplies business also includes electronic sensors and temperature-monitoring labels, which incorporate chemical indicators designed to change color upon exceeding predefined time and/or temperature thresholds.

Services: The company provides a full range of maintenance, technical support, and repair services. It also provides managed and professional services, including those that help customers manage their devices and related software applications. The company’s offerings include cloud-based subscriptions and multiple service levels. They are typically contracted through multi-year service agreements. The company provides its services directly and through its global network of partners.

Enterprise Visibility & Mobility

Mobile Computing: The company designs, manufactures, and sells rugged and enterprise-grade mobile computing products and accessories in a variety of specialized form factors and designs to meet a wide array of enterprise applications. Purpose-built handheld and wearable mobile computers, vehicle-mounted computers, tablets, and kiosks ensure reliable operations for targeted use cases, surviving years of rough handling and harsh environments. Industrial applications include inventory management in warehouses and distribution centers; field mobility applications include field service, post and parcel, and direct store delivery; and retail and customer-facing applications include e-commerce, omnichannel, mobile point of sale, inventory look-up, staff collaboration, and analytics. The company’s mobile computing products primarily incorporate the Android operating system with software extensions for the enterprise and support local-area and wide-area voice and data communications. Its products include software tools and services that enable secure data transmission while also supporting application development, device configuration, and field support to facilitate seamless, rapid deployment and maximum customer return on investment. The products often incorporate barcode scanning, global positioning system, and RFID features, as well as other sensory capabilities. Additionally, specialized features, such as advanced data capture technologies, data analytics technologies, voice and video collaboration tools, and advanced battery technologies, enable customers to work more efficiently and better serve their own customers.

Data Capture, Fixed Industrial Scanning, and Machine Vision: The company designs, manufactures, and sells barcode scanners, industrial machine vision cameras, and fixed industrial scanners. Its portfolio of scanners includes laser scanning and imager products in a variety of form factors, including fixed, handheld, and embedded original equipment manufacturer (‘OEM’) modules. The scanners incorporate a range of technologies, including area imagers, linear imagers, and lasers, as well as read linear and two-dimensional barcodes. They are used in a broad range of applications, ranging from supermarket checkouts to industrial warehouse optimization to patient management in hospitals. The design of these offerings reflects the diverse needs of these markets, with different ergonomics, multiple communication protocols, and varying levels of ruggedness. In 2021, the company introduced fixed industrial scanning and machine vision offerings, and in 2022, it significantly expanded its machine vision offerings through the acquisition of Matrox Imaging. The fixed industrial scanning products automatically track and trace items that move from production through distribution. The industrial machine vision platform-independent software, software development kits, smart cameras, vision controllers, frame grabbers, input/output cards, and 3D sensors capture, inspect, assess, and record data from industrial vision systems in factory automation, semiconductor inspection, pharmaceutical packaging, food & beverage, among other use cases. The company also provides related software and accessories for these offerings.

Services: The company provides a full range of maintenance, technical support, and repair services. It also provides managed and professional services that, among other things, help customers design, test, and deploy its offerings, as well as manage their mobility devices, software applications, and workflows. The company’s offerings include cloud-based subscriptions with multiple service levels, which are typically contracted through multi-year service agreements. It provides its services directly and through its global network of partners.

Workflow Optimization Solutions: The company provides a portfolio of offerings that help its customers improve the agility and productivity of key workflows by analyzing and acting on operational data in real-time. Its primary focus is on frontline workers in Zebra’s end markets, including retail, transportation and logistics, manufacturing, and healthcare. The company’s workflow optimization solutions include:

Software-based offerings, which include workforce management, workflow execution and task management, demand-sensing, price optimization, and prescriptive analytics, as well as communication and collaboration-based offerings. These offerings are typically delivered through cloud-based software subscriptions and leverage big data, artificial intelligence, and mobile and web applications to provide customers with real-time visibility and actionable insights about their business. By analyzing labor, inventory, transactional, and real-time situational data, these offerings can forecast demand, prescribe actions, schedule workers, and enhance collaboration. The software-based offerings are available with multiple service levels and are often contracted through multi-year service agreements;

Managed service offerings comprise software and hardware bundled together, which include a range of physical inventory management offerings for retail, including offerings for full store physical inventories, cycle counts, and analytics; and

Robotic automation offerings, which include software-powered autonomous robots that enable customers to orchestrate workflows alongside frontline workers, improving productivity and operational efficiency. The robotic automation offerings are available in a variety of form factors to accommodate many use cases, from e-commerce fulfillment to material movement.

Business Strategies

The key elements of the company’s strategy are to leverage its market leadership position and innovation to profitably grow its core business; advance the company’s enterprise asset intelligence vision; and increase its opportunity for growth through expansion in adjacent market segments.

Competition

Competitors in the company’s fixed industrial scanning and machine vision business include Cognex, Keyence, and SICK. The company competes with numerous companies operating in this market, including Chainway, Impinj, Invengo, JADAK, Rodinbell, and Ubisense.

Customers

End-users of the company’s offerings are diversified across a wide variety of industries. The company has three customers, who are distributors of its offerings, that individually accounted for more than 10% of its net sales during the past three years.

Sales and Marketing

Sales: The company sells its offerings primarily through distributors (two-tier distribution), value-added resellers (‘VARs’), independent software vendors (‘ISVs’), direct marketers, and OEMs, and its software offerings primarily through its direct sales force. It also sells its offerings directly to a select number of customers through its direct sales force. Distributors purchase the company’s products and sell to VARs, ISVs, and others, thereby increasing the distribution of its products globally. VARs, ISVs, OEMs, and systems integrators provide end-users with a variety of hardware, accessories, software applications, and services. VARs and ISVs typically customize offerings for specific end-user applications using their industry, systems, and applications expertise. Some OEMs resell Zebra-manufactured offerings under their own brands as part of their own product offerings. Because these sales channels provide specific software, configuration, installation, integration, and support services to end-users within various industry segments, these relationships are highly valued and allow the company’s products to reach end-users in a wide array of industries around the world. Finally, it experiences some seasonality in sales, depending upon the geographic region and industry served.

Marketing: The company’s marketing function aligns closely with sales, customer success, and product management to promote its offerings that address the needs of its customers. Marketing is responsible for leading strategic cross-functional practices that benefit the broader organization, including pricing, enterprise analytics, customer experience, market sizing, brand strategy, and channel strategy. From a more traditional sense, the marketing organization also comprises regional marketing teams that interface closely with customers, partners, and sellers; plus teams that support external communications, offering marketing, digital marketing, marketing operations, and business intelligence functions.

Research and Development

The company’s research and development expenditures for the year ended 2024 were $563 million, or 11.3% of net sales.

Intellectual Property

As of December 31, 2024, the company owned approximately 1,700 trademark registrations and trademark applications, and approximately 7,150 patents and patent applications worldwide.

History

Zebra Technologies Corporation was founded in 1969. The company was incorporated in 1991.

Zebra Technologies Questions and Answers

Which sectors generate sales and which are the top 3 markets?

**Industry Revenue:** - **Industry:** 35% - **Retail:** 30% - **Healthcare:** 20% - **Transport and Logistics:** 15% **TOP 3 Markets:** - **USA:** 45% - **Europe:** 30% - **Asia-Pacific:** 15% Zebra Technologies Corporation generates the majority of its revenue from the industry sector, followed b...

At which locations are the company’s products manufactured?

**Production Sites:** - **United States** - **Mexico** - **China** - **Brazil** Zebra Technologies Corporation produces its products at several international locations. The main production facilities are located in the United States, Mexico, China, and Brazil. This geographical distribution enables...

What strategy does Zebra Technologies pursue for future growth?

**Revenue Growth:** 10.5% (2024) **Profit Growth:** 8.9% (2024) Zebra Technologies Corporation pursues a strategy that is strongly focused on innovation and digitalization. The company continuously invests in research and development to expand its product range in the field of automated identif...

Which raw materials are imported and from which countries?

**Key raw materials:** Electronic components, metals, plastics **Main importing countries:** China, Taiwan, South Korea Zebra Technologies Corporation heavily relies on the procurement of electronic components needed for the production of their barcode scanners, printers, and other technological...

How strong is the company’s competitive advantage?

**Market Share:** Approximately 40% in the area of barcode scanning and RFID technologies (2024) **R&D Expenses:** 10% of revenue (2024) **Gross Margin:** 45% (2024) Zebra Technologies Corporation has a significant competitive advantage, especially due to its strong market position in the f...

What is the share of institutional investors and insider buying/selling?

**Institutional Investor Share:** approx. 85% (2025, estimated) **Insider Buys/Sells:** No significant transactions in the last quarter (2025, estimated) The institutional investor share at Zebra Technologies Corporation is traditionally high, indicating the trust of large investment funds and ins...

What percentage market share does Zebra Technologies have?

**Market share of Zebra Technologies:** Estimated 15% (2025) **Main competitors and their market share:** 1. Honeywell International Inc. - 20% 2. Datalogic S.p.A. - 10% 3. SATO Holdings Corporation - 8% 4. Toshiba TEC Corporation - 7% 5. Avery Dennison Corporation - 5% Zebra Technologies Corporat...

Is Zebra Technologies stock currently a good investment?

**Revenue Growth:** 8.2% (2024) **Profit Growth:** 9.5% (2024) **R&D Investments:** 10% of revenue (2024) Zebra Technologies Corporation recorded solid revenue growth of 8.2% in 2024, attributed to strong demand for its products and services in the automation and digitization sectors. The...

Does Zebra Technologies pay a dividend – and how reliable is the payout?

**Dividend payment:** No dividend (as of 2025) Zebra Technologies Corporation traditionally does not pay dividends to its shareholders. The company typically reinvests its profits into the business to promote growth and innovation. This strategy is not uncommon in the technology industry, as compan...

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Zebra Technologies Stock Value

Zebra Technologies Company Info

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the information technology sector (5Y.)

What does Zebra Technologies do?

Zebra Technologies Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

New support ticket

Explore

Zebra Technologies Stock Value

Zebra Technologies Company Info

Analyst Price Target The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the information technology sector (5Y.)

What does Zebra Technologies do?

Zebra Technologies Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.