PLN 3 million in sales on Allegro within 10 months of launch – a coffee distributor case study

The Coffee category on Allegro holds almost 90,000 listings, while the keyword ‘kawa’ (coffee) alone, together with click-throughs to its category, averages almost 1.2 million searches a month on Allegro. Over the year, the keyword dips in spring and summer, with sales peaking in December.

The Polish coffee market has been growing for years as consumer habits change – shoppers are increasingly opting for premium products and brands with a long tradition of roasting beans in Italy. Selling this kind of grocery product online is part of the wider shift of FMCG shopping to the internet, where customers expect the same quality and authenticity as in bricks-and-mortar shops. For marketplaces, this means growing competition in the grocery category; for sellers themselves, it means having to build trust around where their goods come from.

In this context, the role of the coffee distributor becomes particularly important: it is responsible for delivery quality, best-before dates and relationships with producers before the product ends up in the customer’s basket. However, companies that have so far operated solely on a B2B model and decide to enter Allegro must translate this expertise into an entirely different language – the language of the marketplace, its algorithms and the expectations of individual consumers.