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Case study

Allegro

How did we generate PLN 1.3 million in Allegro sales for a brick-and-mortar pharmacy?

Pharmaceutical
industry seller

Jar of capsules — dietary supplements and medicines
  • 99.9%buyer recommendations
    on Allegro
  • PLN 9.80average return on every
    PLN 1 spent on ads
  • PLN 373,209in Allegro Ads sales
    Sep 2023 – Sep 2024

About the client

In March 2023 we were approached by a company running a pharmacy that had until then operated purely as a brick-and-mortar business. In response to rapidly changing consumer behaviour and the growing popularity of online shopping, the company decided to expand into online sales. In April 2023 it made its debut on the Allegro platform – initially with a limited range.

As a distributor, the client offers products from many brands in the pharmaceutical and related industries – the table below gives a full overview of the range.

Pharmacy shopfront with the Polish sign ‘APTEKA’

What’s in the client’s range

CategoryExample products
Medicinesover-the-counter medicines
Dietary supplementsvitamins, herbal remedies, supplements for immunity, sleep and digestion
Cosmeticsdermocosmetics
Medical devices and equipmentmedical equipment (e.g. blood pressure monitors, thermometers, nebulisers, blood glucose meters)
Health and personal carehealth food, hygiene products, baby products

The pharmaceutical market – how to sell medicines online

The pharmaceutical industry is going through a marked digital transformation – more and more businesses that until recently operated only offline are choosing to start selling online. Running an online pharmacy on a marketplace, however, is a completely different challenge from running a standalone online pharmacy with its own e-commerce website. You need to adapt your listings to the requirements of a specific marketplace, build buyer trust from scratch and compete on price and service quality with dozens of other sellers offering the same products. And these challenges are not unique to pharmacies – plenty of online drugstores entering Allegro with a range of cosmetics and dermocosmetics follow exactly the same path.

The client’s challenges

Because selling on Allegro works in a completely different way from the brick-and-mortar model the client was used to, they faced the following difficulties:

  • No experience of selling online. The company had to make the move from traditional in-store sales to e-commerce and learn how the Allegro platform works.

  • Building listings and a reputation from scratch. The company needed to create listings that met Allegro’s requirements, put a pricing policy in place, and earn its first feedback and the trust of buyers.

  • Meeting high sales quality standards. Another challenge was adapting processes to Allegro’s requirements for customer service, fast dispatch and consistently high sales quality.

  • A competitive online market. Fierce competition made it hard to stand out and called for an effective pricing and promotional strategy – all the more difficult because, as a distributor of dietary supplements and medicines, the client was selling exactly the same products as other sellers.

  • Initial distrust of online advertising and promotion. A sceptical attitude to investing in ads initially limited the scope for increasing visibility and sales.

What we did

Setting up the account

We began our work together by creating the account and configuring the settings needed to run a business account on Allegro:

  • Setting up terms for returns, warranties and complaints,
  • Setting up delivery rates,
  • Setting up payouts,
  • Choosing the right subscription plan,
  • Setting up the ‘About the seller’ tab,
  • Integrating BaseLinker with Allegro.

Building listings and seller feedback

Selling exactly the same products as your competitors is always a major challenge – and here we were working with a company that distributes various brands of medicines and supplements and does not manufacture any products itself. We started building the listings in line with Allegro’s requirements, focusing on expanding the range and implementing a clear pricing policy. For some products we were able to apply a lowest-price strategy, so the listings gradually began to gain traction. Buyer ratings started coming in, and Allegro’s algorithms assessed the account’s sales quality more and more favourably.

The company was very willing to act on all our feedback concerning sales quality, continuously adapting its processes and structures to Allegro’s requirements. Largely thanks to this cooperation, as of September 2024 the account’s Sales Quality had held steady at Super+ for over a year, and the buyer satisfaction rate had stayed at an impressive 99.9% for twelve months.

  • Super+
    Sales Quality on Allegro444 points — the highest level in the seller panel
    1. Unacceptable
    2. Needs improvement
    3. Neutral
    4. Good
    5. Super
    6. Super+

Allegro seller panel, 21 Aug – 17 Sep 2024

  • 99.9%
    buyer recommendationsfrom 1,862 ratings in the last 12 months

Allegro seller panel, as of 19 Sep 2024

From the outset, the company was also committed to meeting Allegro’s shipping requirements. Of 2,185 parcels, 99% were dispatched on time, almost a thousand of them on the same day. Month after month, this commitment to building sales quality translated into a very strong position in terms of dispatch times.

  • 99%
    On-time dispatch2,153 of 2,185 parcels
  • 42%
    Fast dispatch — same day911 of 2,185 parcels

Allegro seller panel, last 28 days (22 Aug – 19 Sep 2024)

Visibility

Once the listings were built, the first seller ratings were in and work on sales quality was under way, we began promoting the listings more actively. We kicked off our marketing with featured offers – both paid ones and those from the Allegro Discount Centre, which let us save on the fixed fee.

Next, we moved on to an advertising campaign. At first the company was wary of this kind of promotion and kept the budget very tight, but after just the first few weeks it quickly increased it, achieving a very high return on ad spend.

Results

Since sales launched in April 2023, revenue has exceeded PLN 1.3 million. This figure keeps growing month on month, which perfectly illustrates how a well-thought-out pricing and promotional strategy lets you scale an online supplement shop effectively.

Allegro sales
Allegro sales
April 20230
May 20237,100
June 202311,800
July 202313,900
August 202320,600
September 202329,600
October 202326,900
November 202364,900
December 202380,200
January 202482,100
February 202473,600
March 202481,200
April 2024102,200
May 2024109,000
June 2024139,200
July 2024174,300
August 2024182,000

Ad performance

Return on ad spend averaged PLN 9.80 for every PLN 1 invested, and sales from ads over the year totalled PLN 373,208.92.

Allegro Ads
Allegro Ads
September 20233,1305.82
October 20238,6706.92
November 202323,0707.96
December 202321,0108.81
January 202431,22010.73
February 202427,0808.42
March 202425,5308.31
April 202433,55010.11
May 202435,0209.84
June 202439,26011.21
July 202450,34012.99
August 202447,11012.14
September 202428,22014.13

Summary

Success in an industry as competitive as dietary supplements requires flexibility. A carefully considered pricing policy, efficient logistics and close attention to buyer feedback form a foundation that well-planned advertising turns into steady month-on-month sales growth.

This case shows that a lasting advantage on Allegro is built through consistency. Our work with the company is ongoing, which means we keep adapting and optimising every element of its sales to the ever-changing conditions sellers face on the marketplaces we work on.

Thank you for your trust!

Client review on Google: 5 stars
Pharmaceutical industry seller

Want to achieve similar results in the pharmaceutical industry?

We specialise in supporting manufacturers and distributors selling on Allegro and other marketplaces. For many years we have been helping businesses across a wide range of industries increase the visibility of their listings, improve conversion and scale their online sales.

If you’re wondering whether your business has the potential to grow on marketplaces – let’s talk. We’ll analyse your situation and tell you honestly whether, and how, we can increase your profits.

  • +783%Allegro sales
    Aug 2024 YoY
  • PLN 1,198,600in Allegro sales
    Apr 2023 – Aug 2024

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