Optical scaling relations between observables and cluster mass are important for understanding the physical processes that regulate the baryon share in galaxy clusters and are a critical ingredient to constraint cosmological parameters in current and future surveys using clusters of galaxies, such as Euclid. In this talk I will focus on two key observables accessible from survey-quality data: richness and stellar mass. The scaling of stellar mass with cluster mass is tight, making it a promising (and already used at z~2!) accurate mass estimator. However, the scaling of stellar mass, gas mass and ICM metallicity with cluster mass is far to be understood. Richness is, instead, a less accurate mass proxy, but is available for virtually every cluster.