Alternatives to Allegro: Where else can you sell online in Poland?

Allegro has dominated the Polish e-commerce landscape for years, making it the obvious first port of call for international brands looking to enter the market. However, shrinking profit margins, intense price pressure, and frequent policy updates have led many sellers to look for viable alternatives. Exploring other marketplaces can offer lower commission fees, greater control over your brand, highly targeted audiences, and more flexible billing models. It also allows you to scale without constantly battling against a massive pool of competitors.

For international sellers eyeing the Polish and wider Central and Eastern European (CEE) markets, diversifying your sales channels is a smart move. Let’s take a closer look at the Allegro alternatives that can open up new avenues for growth and help you establish a strong presence in Poland.

Allegro alternatives on the Polish market

Allegro’s grip on the Polish e-commerce sector is so firm that finding a like-for-like alternative is incredibly challenging. The platform has led the way for years in terms of user numbers and product variety, meaning competitors struggle to match its sheer scale.

Nevertheless, the marketplace landscape is evolving. New platforms are emerging, adopting similar business models and aggressively competing for both sellers and buyers. If you are planning an expansion into Poland, here are the most popular local platforms to consider:

Amazon PL

Amazon.pl, the dedicated Polish storefront of the global giant, launched in March 2021. It offers Polish consumers a vast catalogue of products across categories like electronics, books, fashion, and everyday essentials.

Amazon’s entry into Poland generated a massive buzz, with high expectations from both shoppers and sellers who anticipated an e-commerce revolution. However, the initial launch underwhelmed many; the product selection was somewhat limited, and the platform lacked several functionalities available on other European Amazon storefronts. Over time, Amazon adjusted its strategy, working hard to rebuild trust and meet those initial expectations.

Today, Amazon is pouring significant capital into advertising and infrastructure in Poland. This aggressive marketing push signals a strong commitment to capturing a larger slice of the market. For international sellers already familiar with Seller Central and FBA programme, Amazon.pl is a highly accessible entry point.

Erli

Erli is a rapidly growing Polish marketplace that is successfully attracting both merchants and shoppers. Selling on Erli comes with several distinct advantages that set it apart from its competitors.

Crucially, Erli focuses on providing highly attractive terms for new sellers. This includes lower commission fees compared to market leaders, making it a highly cost-effective channel for brands looking to test the waters in Poland. It caters well to both SMEs and larger enterprises, offering robust technical support and promotional tools. Furthermore, its seller dashboard is transparent and user-friendly, streamlining order management, customer service, and marketing efforts.

Empik marketplace

Empik is one of Poland’s most iconic retail brands, traditionally known for books, music, and culture. Through Empik marketplace, the company has successfully expanded its footprint into electronics, fashion, cosmetics, and homeware.

For sellers, Empik marketplace offers access to an incredibly loyal customer base. Buyers benefit from a seamless shopping experience, with options for home delivery or click-and-collect at physical Empik stores across the country. Thanks to its household-name status and reputation for premium customer service, Empik is a high-trust environment – ideal for established brands looking to position themselves well in Poland.

Ceneo

Ceneo is Poland’s largest and most popular price comparison engine, but it also functions as a fully fledged marketplace. While users browse the site to compare offers and find the best deals, Ceneo’s “Buy Now” (Kup Teraz) feature allows them to complete their purchase directly on the platform.

For sellers, this provides massive visibility across a wide range of categories, from consumer electronics and appliances to health and beauty. Ceneo’s robust review and rating system helps users identify trusted merchants. If you offer competitive pricing and excellent service, Ceneo is an invaluable tool for building trust and driving sales in the Polish market.

Arena

Arena.pl is a Polish shopping platform covering categories like home and garden, electronics, fashion, automotive, and health.

Note for international sellers: Arena currently partners exclusively with active, Poland-registered businesses. This policy is designed to eliminate unfair competition and support local entrepreneurship. If your expansion strategy involves setting up a local Polish entity, Arena allows you to tap into the growing trend of “buying local” in Poland, where consumers actively seek to support local businesses.

Morele

Morele.net started life as a specialist retailer for IT and consumer electronics, but has since evolved into a broad-category marketplace. Today, alongside tech and gaming gear, you’ll find home appliances, garden equipment, and baby products.

Morele’s marketplace allows third-party sellers to list their products and tap into the platform’s highly engaged user base. Sellers benefit from advanced sales management tools, dedicated technical support, and various promotional options, while shoppers enjoy a diverse catalogue and competitive pricing.

Kaufland PL

Kaufland.pl marketplace is a relatively new player in the Polish e-commerce space, launched by the German retail chain. By leveraging Kaufland’s immense brand recognition, the marketplace offers sellers immediate access to a broad audience. While still in its growth phase in Poland, its potential is massive. The platform prides itself on a straightforward onboarding process and a strong focus on transaction security, making it an appealing prospect for cross-border sellers.

AliExpress + Temu

While AliExpress and Temu are often viewed as major players due to their endless catalogues and rock-bottom prices, they present significant risks for professional sellers.

These platforms are heavily dominated by direct-from-factory Asian suppliers, creating a highly uneven playing field. It is incredibly difficult for European brands to compete with prices that often result from compromised quality or heavily subsidised shipping. Furthermore, associating your brand with platforms known for cheap goods and long delivery times can severely damage your brand equity. If you are a reputable brand looking to build long-term trust in Europe, listing on these platforms carries a high risk of cheapening your brand image.

Expanding beyond Poland: Alternative European markets

If you are evaluating the Polish market, it is highly likely that your cross-border strategy could benefit from looking at the wider European landscape. As a European marketplace agency, we know that limiting yourself to just one country leaves revenue on the table. Platforms like Amazon, eBay, and eMAG offer incredible reach across multiple borders.

Here are the most popular expansion routes for European sellers:

• The German market: A powerhouse of European e-commerce. Platforms like Amazon DE, eBay DE, Kaufland DE, and Otto offer massive purchasing power. The logistics are highly streamlined, making it a low-friction expansion target.
• The French market: One of the most dynamic e-commerce landscapes in Europe. Key players include Amazon FR, eBay FR, Cdiscount, and ManoMano.
• The Romanian market: The fastest-growing e-commerce sector in the CEE region. eMAG RO is the undisputed leader here, acting as a gateway not only to Romania but also to Bulgaria and Hungary.
• The Dutch market: The local landscape is dominated by bol (formerly bol.com), an absolute must-have for brands targeting the Benelux region.
• The Greek market: Skroutz is the dominant force in Greece, operating as a hybrid between a price comparison site and a marketplace.
• The Baltic markets (Lithuania, Latvia, Estonia): While smaller in population, they boast exceptional e-commerce growth. The PHH Group (Pigu) is the clear market leader in this region.

Your own online store

Running your own D2C (Direct-to-Consumer) online store allows you to break free from marketplace commissions and restrictive policies, giving you total control over your pricing margins, marketing strategy, and brand image. It also enables you to build genuine customer loyalty through newsletters and reward programmes.

However, in my expert opinion, a marketplace storefront and a standalone e-commerce site shouldn’t be viewed as either/or alternatives. They are complementary channels. Marketplaces are unparalleled engines for customer acquisition – they put your products in front of millions of buyers who are already looking to spend. Your own website, on the other hand, is your tool for retention and long-term brand building. You don’t have to choose; both channels work synergistically to maximise your sales potential.

Why should you look for alternatives?

Even though Allegro is the undisputed leader in Poland, relying entirely on a single platform is a risky strategy. Rising marketplace fees, saturation in high-volume categories, and strict seller performance metrics can severely impact your bottom line. Seeking out alternatives allows you to diversify your revenue streams, stabilise your business, and mitigate the risks associated with being overly dependent on one platform.

How to choose the best marketplace in Poland?

Selecting the right marketplace for your expansion depends entirely on your business model and objectives. Here are a few steps to guide your decision:

• Platform reach and popularity: If you want market dominance akin to Allegro but in different territories, look at Amazon (Germany/France), eMAG (Romania), or bol (Netherlands).
• Understand your target audience: Where does your ideal customer shop? Each platform attracts a different demographic. Match the marketplace to your buyer persona.
• Costs and commissions: Scrutinise the fee structure. Ensure the unit economics make sense for your business before committing to a launch.
• Available features: Compare the seller tools. Do they offer robust advertising consoles, easy ERP integrations, and detailed analytics?
• Seller support: Look at the level of assistance provided. Are there dedicated account managers, comprehensive Seller Central resources, or training programmes?

Ultimately, choosing the best alternative to Allegro requires thorough market research and a clear understanding of your cross-border goals. Diversification brings immense benefits, but you must invest in the platforms that genuinely align with your business strategy.

Summary

If you are still unsure which marketplace is the best fit for your brand’s expansion into Poland or the wider European market, book a free consultation with us below. We will help you define the most effective cross-border sales strategy for your business.

We pride ourselves on our honest, data-driven approach. We will always give you a transparent assessment of the true potential and risks associated with any given marketplace. Our experts can seamlessly launch your brand on new platforms while ensuring your existing accounts (whether on Allegro, Amazon, or elsewhere) operate at peak performance.