How to sell on Allegro: a complete guide for 2026

Opening an account and dealing with the formalities will take you a day, perhaps two. What takes more work is everything that comes after: getting your price, your offer and your shipping right so that customers choose you out of the dozens of sellers offering the same product, and so that you still have something left once all the fees have been deducted.

In this guide, we walk you through the start step by step. Using a worked example, we show how much you really earn on a single sale, and we share what works on the accounts we manage day to day.

How to sell on Allegro: 7 rules to start with

If you remember only one thing from this article, make it this list. We expand on every point later on.

1. Work out your profit per unit before you order stock. Deduct VAT, commission, the parcel fee, advertising and packaging from the price. A product that seems to make a 40% margin “at a glance” often ends up somewhere in the teens once every fee has been paid.
2. Sell with Smart! from day one. Customers filter results by free delivery, and according to Allegro, offers with Smart! sell 2.5 times more often than the rest. Set up your shipping rates (Delivery settings in Sales Center) straight away so that they meet the programme’s requirements.
3. Watch the Smart! thresholds when you set prices. The parcel fee jumps at 45, 65, 100 and 150 zł. A product priced at 99.99 zł earns you more than the same product at 100 zł.
4. Bundle cheap products into sets. Free Smart! delivery starts at 49.90 zł. A customer who wants to buy something for 20 zł has to pay for shipping, and often gives up. A set of two or three units crosses the threshold and sells more easily.
5. Get the offer right first, then pay for advertising. Advertising brings customers to your offer, but it will not persuade them to buy. If photos or parameters are missing, or the description does not answer basic questions, you end up paying for clicks that never turn into sales.
6. Ship quickly and without slip-ups. On-time shipping and efficient customer service raise your account’s sales quality, and that determines both your access to Smart! and the position of your offers in search results.
7. Check the profit on every offer once a month. Turnover can be misleading. An offer that sells a lot but earns just a few zloty can slip into a loss with a single return.

If you would rather focus on your products and shipping and leave setting up the account, offers and advertising to someone who does it every day, see what having an agency run your Allegro account looks like.

Is it worth selling on Allegro in 2026?

Yes, if you sell physical products in Poland. Allegro is the country’s largest e-commerce channel and it is still growing fast. According to the company’s preliminary figures, the value of sales on Allegro in Poland reached 18.51 billion zł in the second quarter of 2026, 12.0% more than a year earlier. Allegro reports 449.9 million visits a month, and 8 million people in the region use the Smart! programme.

For a new seller, what matters most is that the customers are already there and they trust the platform. You do not have to build brand awareness from scratch or pay to drive traffic to your own website before you have sold anything. You pay mainly when you make a sale.

There are, however, situations in which Allegro will be a tough place to start. If you sell exactly the same product as dozens of other sellers and cannot source it more cheaply, the competition will come down to cutting prices. In that case, look for an edge in bundles, faster shipping or your own brand.

Your own online shop is best treated as a second channel, developed alongside Allegro. Many customers who discover a brand on Allegro later look for it on Google, so the two channels support each other.

Which Allegro account should you open?

If selling is going to be a steady source of income, you open a business account. A private (personal) account and Allegro Lokalnie are meant for people who sell occasionally, for example things from around the house.

When you sell from a business account, you have the same obligations towards consumers as an online shop: you accept returns within 14 days without the customer having to give a reason, and you are responsible for handling complaints.

Can you sell on Allegro without registering a business?

You can, through unregistered business activity, as long as your revenue does not exceed 10,813.50 zł a quarter. In 2026, the limit is calculated quarterly and amounts to 225% of the minimum wage (4,806 zł gross).

That sounds generous, but what counts towards the limit is revenue, meaning everything your customers have paid you. If you sell goods for 10,000 zł, the full 10,000 zł counts towards the limit, even though after deducting the cost of the goods and the commission you may be left with only 1,500 zł. Once the limit is exceeded, you are running a business from that day on and you have 7 days to register in CEIDG, the Polish business register. A single good weekend in the run-up to Christmas is all it takes.

Unregistered activity works well for handmade goods or for selling off things from around the house. If you plan to buy stock for resale, set up a business straight away: without a NIP (Polish tax identification number), you cannot buy from wholesalers on invoice or deduct VAT.

How to set up an Allegro business account, step by step

Registering a business account takes a quarter of an hour or so: you enter your NIP, activate the account with the link in the email and make a verification transfer of 1.01 zł. Then, to finish setting up your Allegro business account, you configure your return and complaint policies, shipping rates and payouts. Once the account is up and running, you can also switch on your Allegro Shop (Twój Sklep), a tab with your logo, banners and offer carousels that comes with a subscription.

Three slip-ups happen most often at the start, and they are worth knowing about in advance. A verification transfer sent from a private bank account, or from an account in which the company name differs from the one on Allegro, will be rejected. The returns address must be a place where someone will actually collect the parcel, so a virtual office or your accountant’s address will not do. And it is best to set your shipping rates in line with the Smart! requirements (described below) from the outset, so that your first offers do not go live without the badge.

How do the product catalogue and EAN codes work on Allegro?

On Allegro, every offer is attached to a product page in the catalogue, usually through its EAN code. If several sellers carry the same product, the customer sees a single product page with a list of offers that they can compare by price and delivery time.

In practice, it works like this: you enter the EAN and the system suggests an existing product page with the parameters already described. All you add is your price, stock level, dispatch time and return terms. If the product is not yet in the catalogue, you create a new product page and fill in its parameters.

A few tips that will save you a lot of frustration:

• Use only genuine EAN codes. Manufacturers buy them from GS1 Polska, and distributors use the manufacturer’s codes. Codes from free generators or “EAN packs” bought online end up getting your offers rejected.
• Report catalogue errors instead of working around them. Sometimes your EAN leads to a page for a completely different product, because someone created it with a mistake in the past. Do not list your goods on the wrong page in that case; use the product error report form instead. Otherwise the customer will receive something different from what they ordered, and a return is guaranteed.
• Variants are set by the catalogue. Allegro groups the colours or sizes of the same product itself, at catalogue level. You can check them in the My Assortment tab and report corrections there.

How do you create an Allegro offer that sells?

A good offer answers the customer’s questions before they have a chance to ask them. A buyer cannot ask you, as they would in a shop, whether a jacket has a hood or whether a charger fits their phone, so they look for the answer in the title, photos, parameters and description. If they cannot find it, they will buy from someone who spelled it out.

To start with, focus on four things:

1. Start the title with what the customer types into the search bar: the product type, brand and model, followed by the most important feature. You have 75 characters, so do not waste them on “hit” or “super quality”. “Shaver Philips OneBlade Pro QP6520 waterproof trimmer” will find more customers than “Super shaver HIT gift for him”.
2. In the thumbnail, show the product on its own against a white background, filling almost the whole frame. Most people browse Allegro on their phones, and a small item on a large white area gets lost. Use the gallery to show the product in use, its details and what comes in the box.
3. Fill in all the parameters, including the minor ones. Customers narrow down results with filters, and an offer that lacks the parameter they filter by disappears from their results.
4. Structure the description so that specific information is quick to find: first 3–4 benefits, then the technical data in one place, and finally the contents of the package. Write in your own words and add the information required by the GPSR (manufacturer, responsible person in the EU, safety information).

Each of these four elements is a proven way to increase your sales on Allegro.

A title that starts with the product type, size and features tells the customer more than “SUPER”, “HIT” or “OKAZJA”.

What determines an offer’s position on Allegro?

By default, Allegro sorts results by relevance and gives the top positions to offers that are most likely to end in a sale and a satisfied customer. The lowest price helps, but on its own it is not enough. An offer’s position depends above all on:

1. Sales history: an offer that sells gets more views, and those views bring in further orders.
2. Price compared with the competition: what counts is how you compare with other offers for the same product.
3. Complete parameters: without them, the offer drops out of filtered results.
4. Click-through rate and conversion: a weak thumbnail reduces the number of clicks, while a weak description or a high delivery cost puts people off buying.
5. Smart! and delivery time: customers are quick to tick the free delivery filter.
6. Sales quality: on-time shipping, fast replies, few returns and complaints.

On a new account, the first sales are the hardest, because the offer has no history yet and the account has no ratings. That is why it is better to start with a few products on which you can genuinely compete on price, and only widen your range after the first orders come in. Advertising helps a great deal too: every sale from a Sponsored Offer builds a history that later lifts your position in the organic results.

When sorting by ratings, Allegro takes into account not only the average but also the number of ratings, the ratio of positive to negative ones and how recent they are. A single weaker rating will therefore not sink a product that regularly collects good reviews.

We compare the paid promotion options and what they cost in our article on how to promote your offers on Allegro and what it costs.

Sales quality and Super Seller status

Sales quality is your account’s rating in the My Sales Quality tab, with levels ranging from Neutral to Super+. If it drops below Neutral, you lose Smart!, and Allegro only awards the Super Seller title for Super or Super+ quality maintained on at least 14 of the last 30 days, with a minimum of 50 orders a month.

The simple things make the biggest difference here: shipping within the declared time, replying to messages on the same day and a description that matches what the customer receives. What you should not do is send rating requests through the Message Centre, because Allegro blocks them. The quality panel shows what makes up your level, so that is the place to check what to improve first.

Allegro Smart!: requirements and fees for sellers

Allegro Smart! is a subscription for buyers that gives them free delivery and returns on orders of at least 49.90 zł from a single seller. You pay for the shipment, but much less than usual: Allegro covers most of the transport cost, and the seller pays a fee towards each parcel that depends on the order value.

How do you get the Smart! badge?

Allegro assigns it automatically to offers from a business account if:

1. your account’s sales quality is at least Neutral,
2. you pay your invoices for Allegro services on time and comply with the terms and conditions,
3. your offers include all the Allegro Delivery methods available in your location and suitable for the size of the product,
4. the prices of your other delivery methods stay within the limits of the Smart! rate card,
5. your offers have return terms with a return address in Poland assigned to them.

Returns under Smart! are free for you too, because Allegro covers the cost of the return parcel. If the customer sends the goods back or does not collect the shipment, Allegro automatically refunds your parcel fee.

How much does a Smart! parcel cost?

Gross rates for business accounts on allegro.pl:

With cash on delivery, Allegro adds 4.99 zł, but the customer pays the same amount on top, so you break even. For orders of 150 zł or more, the first parcel is charged at the highest rate and each subsequent one at the rate for the 100–149.99 zł bracket.

The table points to two practical tips. First, Allegro Delivery methods are noticeably cheaper: on a 120 zł order, a parcel to a One Box costs you 6.19 zł, while one to an InPost Paczkomat costs 7.89 zł. With several hundred parcels a month, that difference adds up to serious money. Second, it pays to set prices just below the thresholds, that is, 64.99 zł instead of 65 zł and 99.99 zł instead of 100 zł. We show what this means in practice in the calculation below.

How much does it cost to sell on Allegro?

Listing an offer on Allegro is free. You pay a sales commission and the Smart! parcel fees and, if you use them, for Features, Allegro Ads, a subscription and One Fulfillment.

Sales commission

The commission rate depends on the product category. Allegro charges it on the product price plus the delivery cost if the buyer pays for delivery. If the customer gets free delivery (for example through Smart!), the commission is calculated on the product price alone. Rates are quoted net: Allegro adds 23% VAT to the invoice, which an active VAT payer can deduct.

Commission ranges by allegro.pl department (net):

Some categories also have a maximum commission amount. For pressure washers and air conditioners, the rate is 4.5% net but no more than 250 zł net, so on expensive appliances the commission stops rising with the price.

Allegro changes its rates several times a year, so before you price a product, check the exact commission for your category in the current Allegro fee schedule for sellers.

Feature and promotion on the category page

A featured offer goes to the top of the results list, but you pay for it twice: a fixed fee plus an additional commission on every sale from that offer, equal to 75% of the commission in the category. If the regular commission is 10 zł, with a Feature you will pay 17.50 zł. Rates according to the Allegro price list (Appendix no. 4 to the Allegro Terms & Conditions):

* Women’s, men’s, children’s and wedding jewellery, Piercing, Clothing, Footwear, Accessories, Footwear and Clothing in the Kids department, Lingerie and erotic clothing in the Health department.

A flexibly billed Feature pays off for short campaigns, such as a weekend: for up to 6 days it works out cheaper than the 10-day package. The Feature fee is charged on a recurring basis, so if you do not want it to renew automatically, set an end date.

Allegro Ads

In Allegro Ads, you pay per click on a Sponsored Offer (CPC) or per thousand impressions of a display ad (CPM). The minimum cost per click depends on the department and on where the ad appears:

These rates are gross. You can launch a Sponsored Offers campaign from just 3 zł a day, and a display ad from 15 zł a day (the minimum CPM is 9 zł per 1,000 impressions).

Subscription

A subscription is not compulsory. It gives you access to additional sales and analytics tools and comes in three levels: “Podstawowy” (Basic) for 49 zł gross, “Profesjonalny” (Professional) for 199 zł gross and “Ekspercki” (Expert) for 3,000 zł gross, each for 30 days. Before you buy one, compare which tools you will actually use at your stage.

Sample calculation: how much do you keep from a single sale?

Let’s take a product priced at around 100 zł gross and sold with Smart!, and work out four scenarios (amounts in zł):

* Estimates. Plug in the commission rate, purchase cost, advertising spend and packaging cost from your own account. We assume that each order is for a single unit and that the customer uses Smart!. Scenario D does not include the fixed Feature fee (16.18 zł net for 10 days). ** Gross rates from the Allegro price list (5.19 zł, 7.89 zł and 3.69 zł) converted to net.

What does this tell us? Here, a single extra grosz on the price costs you 2.18 zł of profit per unit, because a 100.00 zł order falls into a higher Smart! fee bracket, which cuts profit by 11.4%. Shipping through One Box instead of an InPost Paczkomat adds 1.22 zł to every sale. A Feature cuts profit by 39%: if you sell 10 units in 10 days without it, you need to sell around 18 with it to earn the same. With more expensive products and higher margins, the sums look much more favourable.

The same product earns 2.18 zł less per unit at 100.00 zł than at 99.99 zł, because the Smart! parcel falls into a higher bracket.

How much really goes to Allegro? Data from a client account

In the fourth quarter of 2025, the Cosori brand account we manage sold goods worth 1,691,441.85 zł on Allegro. All Allegro fees over that period came to 294,684.81 zł, or 17.4% of sales value. Allegro Ads cost 64,356.80 zł and generated 1,265,386 zł in sales from 1,284 orders.

This is an account selling premium appliances: the average price of a Cosori offer in the air fryer category was 982.94 zł. With a cheaper range, the fixed parcel fees make up a larger part of the price, so the share of fees will be higher. That is why it is so important to work this out with your own numbers before you order stock.

Read the full Cosori case study.

How do you promote your offers on Allegro?

Start with the things that cost nothing: Smart!, a price matched to the thresholds and a complete offer. Only once an offer is collecting its first orders and ratings should you add paid tools, in the order in which they most often pay for themselves:

• Sponsored Offers in Allegro Ads. This is where to begin. Choose a few products with the best margin and a well-prepared offer, set a small budget and, after 2–3 weeks, check how much in sales each zloty spent has brought in. We cover this in detail in our guide to how advertising on Allegro Ads works in 2026. If you would rather hand your campaigns over to someone who runs them every day, see what an Allegro Ads Partner+ can do for you.
• The “Okazja” (Deal) label. Allegro assigns it automatically when you cut the price of a new product by 5–60% compared with its lowest price in the last 30 days and your business account has at least Neutral sales quality. These offers appear in Strefa Okazji (Deals Zone), where customers go looking for promotions.
• Allegro campaigns such as Allegro Days and Black Weeks. They can give sales a big boost, but you need to prepare your prices and stock well in advance. We have gathered the dates and rules in our article Allegro Days: dates, discounts and rules for sellers.
• “Allegro Ceny” (Allegro Prices). For every zloty of discount you give, Allegro lowers the price by another 2 zł and covers that difference itself, while the commission is calculated on the price reduced only by your discount.
• “Smart! Monety” (Smart! Coins) and coupons. One coin costs 1.23 zł gross, and you pay for it only when you make a sale. Coins are visible only to Smart! customers. Coupons along the lines of “spend 100 zł and get a discount” help to raise the basket value.
• Feature and promotion on the category page. These work well for more expensive products with a good margin. With cheap products, the additional commission quickly eats up the profit.

When you announce a price reduction, remember the rules of the Omnibus Directive: next to the promotional price, you must show the lowest price from the 30 days before the reduction, and the discount percentage is calculated from that price.

Your own shipping or One Fulfillment by Allegro?

To begin with, your own shipping is usually enough. One Fulfillment is worth considering when you have products that sell quickly or when you have no warehouse in Poland.

When you ship yourself, you use Allegro Delivery, which according to Allegro means around 70,000 parcel lockers and pick-up points, with delivery up to 30% cheaper than methods outside the programme. You can generate labels in the Ship with Allegro tool. Once you are sending dozens of parcels a day, retyping data by hand stops making sense, and it is worth connecting an integrator such as Baselinker, which downloads orders, issues invoices and prints labels for you.

With One Fulfillment, Allegro stores your goods, packs them, ships them and handles returns. You pay a fee for each unit shipped, depending on its volume:

On top of that comes a storage fee. The first 30 days are free, and after that the rate rises the longer the goods sit on the shelf:

Storing a cubic metre of goods for 120 days costs 314.10 zł net, and for 180 days as much as 1,363.50 zł net. That is why you should send only as much stock to the Allegro warehouse as you will sell within 2–3 months. Six months’ worth of stock eats into your margin faster than the commission does.

How do you sell abroad through Allegro?

From the same account, you can list offers on Allegro.cz, Allegro.sk and Allegro.hu. Allegro translates your offers and converts the prices, and your stock level is shared across all the markets, so you will never sell the same last unit twice.

What to watch out for:

1. Check the translations of your bestsellers. Machine translation can turn a “kurtka z zamkiem” (a jacket with a zip) into a jacket with a castle, because “zamek” means both in Polish. Have someone who speaks the language review your best-selling offers.
2. Recalculate your shipping costs abroad. A parcel to the Czech Republic or Slovakia costs noticeably more than a domestic one, so a price that is profitable in Poland will not necessarily be profitable abroad.
3. Decide where you accept returns. You can accept returns in a different country from the one you ship from (Poland, the Czech Republic, Slovakia, Hungary) and still keep the Smart! badge.
4. Keep an eye on the VAT threshold. Once your total sales to consumers in other EU countries exceed €10,000 (42,000 zł) a year, you account for VAT in the customer’s country, either through the VAT OSS scheme or by registering in that country. This is general information, so agree the details with your accountant.

The easiest way in is to start with one market and a few proven products, for example on Allegro.cz in the Czech Republic, and to build up your sales there step by step.

What does it look like in practice? Two accounts we manage

The two accounts below entered Allegro by different routes: one through the platform’s logistics, the other by steadily building up its sales quality.

Cosori (distributor: JPK Trading), small household appliances. The client had no warehouse in Poland, so we opted for One Fulfillment. As a result, the offers got Smart! straight away and could take part in exclusive campaigns, including the Black Week promotional category. We began preparing for the fourth quarter as early as the third quarter of 2024. Our first quarter working together closed with a turnover of 843 thousand zł. A year later, with the same strategy, turnover in the fourth quarter reached 1.693 million zł, and December 2025 alone brought in 777,961.89 zł, almost as much as the whole fourth quarter a year earlier. Return on ad spend in Allegro Ads (ROAS) rose from 8.61 to 19.66, with an average cost per click of 1.17 zł. From July 2024 to December 2025, the account’s sales totalled 4,670,740 zł. Visibility on Allegro has also helped beyond the platform: today the client supplies Media Expert, Euro RTV AGD and Neonet. The details are in our Cosori case study with 1.69 million zł in sales in the fourth quarter of 2025.

A bricks-and-mortar pharmacy, on Allegro since April 2023. We started with the basics: return policies, shipping rates, payouts, the subscription and the Baselinker integration. After that, we developed the offers and built up sales quality, and only switched on advertising once the first ratings had come in. Of 2,185 shipments, 99% went out on time, almost a thousand of them on the same day. For over a year, the account has held Super+ sales quality, and its sales have passed 1.3 million zł. You can read more in the case study of a pharmacy with 1.3 million zł in sales on Allegro.

In both cases, the order of work was the same, and we recommend it to anyone starting out: first get the account in order and the shipping running smoothly, then refine the offers, and only then set an advertising budget.

A plan for your first 90 days of selling on Allegro

This is what the start of a new business account can look like:

The most common mistakes new Allegro sellers make

1. A price set just above a Smart! threshold. 100.00 zł instead of 99.99 zł raises the parcel fee for Allegro Paczkomaty InPost from 5.19 zł to 7.89 zł gross.
2. A description copied from the manufacturer. It does nothing to set the offer apart from dozens of identical ones and often lacks the information required by GPSR.
3. Advertising an offer that is not ready. A click on an offer with a weak thumbnail and no parameters costs you just as much, but it ends in a purchase far less often.
4. Featuring cheap products. When the margin is low, an extra 75% on top of the commission can take most of the profit.
5. Too much stock in One Fulfillment. After 120 days, the storage rate rises from 6.49 zł to 14.99 zł net per m³ per day.
6. Messages asking for a rating. Allegro blocks them, and the invoice has to be added in the Orders tab anyway.
7. Losing track of the unregistered activity limit. Once your revenue exceeds 10,813.50 zł in a quarter, you have only 7 days to register a business.

What should you measure on your Allegro account?

These metrics are worth checking at least once a week:

How to sell on Allegro: frequently asked questions (FAQ)

Can you sell on Allegro without registering a business?

Yes, through unregistered business activity, as long as your revenue does not exceed 10,813.50 zł a quarter (the limit for 2026). Once you go over the limit, you are running a business and have 7 days to register in CEIDG. If you sell regularly, it is better to set up a business and open a business account straight away.

How much does it cost to sell on Allegro?

Listing an offer is free, and the basic cost is the sales commission, which ranges from 1 to 17% net depending on the category. You also pay between 0.79 and 11.89 zł gross towards each Smart! parcel. Optional costs include a subscription (from 49 zł gross for 30 days), Features, Allegro Ads and One Fulfillment. On the Cosori account, all fees in the fourth quarter of 2025 came to 17.4% of sales value.

What is the minimum order for free Smart! delivery?

Free delivery applies to orders of 49.90 zł or more from a single seller, both to parcel lockers and pick-up points and by courier. That is why cheap products are worth selling in bundles that cross this threshold.

Does Allegro charge commission on the delivery cost?

Yes, if the buyer pays for delivery, in which case the commission is calculated on the product price plus delivery. If the customer gets free delivery, for example through Smart!, the commission covers only the product price.

Do I need an EAN code to sell on Allegro?

Products that have an EAN code must be linked to the product page in the Allegro catalogue that carries that code. Manufacturers buy codes from GS1 Polska, while distributors use the manufacturer’s codes. Codes from unofficial sources get your offers rejected.

How do you get Allegro Smart! as a seller?

On a business account, you need sales quality of at least Neutral, invoices paid on time, all the available Allegro Delivery methods in your offers, delivery prices within the Smart! limits and return terms with an address in Poland. Once you meet these conditions, Allegro assigns the badge automatically.

Is One Fulfillment worth it?

One Fulfillment pays off for products that sell within 2–3 months of arriving at the warehouse, and when you do not have your own warehouse in Poland. The first 30 days of storage are free, but after 120 days the rate rises to 14.99 zł net per m³ per day.

Can you sell in the Czech Republic, Slovakia and Hungary from one account?

Yes. You make your offers available on Allegro.cz, Allegro.sk and Allegro.hu from the same panel, and your stock level is shared. Once your sales to consumers in other EU countries exceed €10,000 a year, you account for VAT in the customer’s country, for example through VAT OSS.

Want to launch on Allegro with an account that is properly set up from day one, or get sales that have stalled moving again? As a Certified Allegro Ads+ Partner, we manage accounts for manufacturers and distributors, from the catalogue and Smart! to advertising campaigns and cross-border sales. See how Allegro account management at Raise Your Sales works, and book a free consultation.