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AllegroMultichannel strategy in the baby products industry: from Allegro to 4 international marketplaces
About the client
Raf-Pol s.c., the owner of the Babylux brand, is a Polish manufacturer of prams and pram accessories. Its range includes combination prams and travel systems, pushchairs, as well as sledges and car seats.
Our partnership began when we took over the management of the company’s accounts on Allegro, eMAG, Kaufland and Mall. Later on, we were also entrusted with its Amazon accounts, and we are now starting to expand onto Worten.
What’s in the Babylux range
| Category | Example products |
|---|---|
| Prams and pushchairs | travel systems (2-in-1, 3-in-1), pushchairs |
| Car seats and accessories | car seats, car seat bases, pram accessories |
The industry
The baby products industry plays by its own rules. A parent shopping online isn’t just looking for an attractive price – above all, they need to be sure that the pram or car seat meets the required safety standards and will serve their child for years to come. That’s why selling prams and pushchairs online takes more than standard listing optimisation: brand credibility has to be built separately in every market, taking into account local shoppers’ expectations and the specifics of each platform. For a manufacturer entering several European marketplaces at once, this means hundreds of decisions about range, pricing and communication – and in a category as competitive as baby essentials, every day of delay costs real sales.
The Client’s challenges
During a free consultation, the owner of Raf-Pol told us about the company’s marketplace activities to date and the problems he was struggling with:
Not enough time to make additional changes to the account,
Lack of in-house knowledge about foreign marketplaces,
Inefficient use of the advertising budget across platforms,
Maintaining account quality and meeting all platform requirements,
No plan for further expansion into new markets.
In practice, this meant there was no coherent strategy for selling baby accessories on multiple marketplaces at once. Each platform had a different standard of product pages, different advertising rates and was at a different stage of development.
Our work
Allegro audit
We began our partnership with a thorough audit of the sales account, pinpointing the key areas and challenges the company was facing:
- Low sales of prams and child car seats despite a range that was competitive within the industry,
- Poor listing visibility,
- No Allegro Ads,
- No featured listings,
- A fragmented range with no listing variations,
- Low account quality and poor customer service.
Visibility
The key steps we had to take straight away were to increase the visibility of the listings and improve their quality. We did this by:
- Launching Allegro Ads campaigns,
- Promoting products with featured listings,
- Setting up listing variations.
Strategy and solutions
We work on the principle that a good product speaks for itself, and our job is to make sure it gets noticed. That’s why we built our strategy primarily around putting the Babylux pram brand on the radar of Allegro shoppers.
Allegro Ads campaigns
Once we had set the goal and agreed on the strategy, we moved on to the analysis needed to build a well-structured advertising campaign. Using historical sales data and an analysis of sales categories and competitors, we took the following steps:
- We built the campaign structure around key categories,
- We selected relevant keywords with the help of the Campaign Planner,
- We set the budget and CPC bids, tailoring them to specific ad groups.
Running the ads led to a significant increase in listing impressions (169k → 288k), and the return on investment itself was satisfactory almost from day one.
| September 2023 | 185,300 | 8 PLN |
|---|---|---|
| October 2023 | 209,000 | 12.1 PLN |
| November 2023 | 209,500 | 16.5 PLN |
| December 2023 | 208,100 | 13.3 PLN |
| January 2024 | 239,860 | 16.7 PLN |
| February 2024 | 258,322 | 11.9 PLN |
| March 2024 | 231,661 | 8.3 PLN |
| April 2024 | 275,367 | 15.7 PLN |
| May 2024 | 294,648 | 12.4 PLN |
| June 2024 | 285,729 | 20.3 PLN |
| July 2024 | 288,660 | 15.9 PLN |
| August 2024 | 235,445 | 11.9 PLN |
Featured listings
In line with the strategy we developed, featured listings were, and still are, the second pillar of listing visibility.
On the Babylux account, there had been no strategic, and above all no effective, approach to featured listings. Yet featured listings cannot be left to chance – they need to be worked on throughout the entire sales period.
Multi-variant listings
Alongside our work on featured listings, we had to consolidate the individual listings into proper multi-variant listings.
Creating two-level multi-variant listings allowed us to keep target customers within the seller’s own listings. It also reduced promotion costs – a single featured listing drove traffic to a listing with a wider choice of products.
Results of our work on Allegro
Once the partnership began and the strategy was gradually rolled out, the expected cycle of sales growth kicked in. Every month of the partnership brought significant increases, ultimately boosting year-on-year sales by over 100%.
| June 2023 | 66,575 | 43 orders |
|---|---|---|
| July 2023 | 96,902 | 58 orders |
| August 2023 | 107,381 | 62 orders |
| September 2023 | 122,676 | 68 orders |
| October 2023 | 132,512 | 75 orders |
| November 2023 | 149,917 | 91 orders |
| December 2023 | 108,637 | 62 orders |
| January 2024 | 143,471 | 79 orders |
| February 2024 | 112,314 | 70 orders |
| March 2024 | 113,868 | 66 orders |
| April 2024 | 173,757 | 100 orders |
| May 2024 | 172,950 | 103 orders |
| June 2024 | 182,523 | 106 orders |
| July 2024 | 137,521 | 78 orders |
Amazon audit
As always, we started with a detailed audit of the account, pinpointing the key areas and challenges the company would face.
On that basis, we planned a strategy and a schedule of work aimed at improving the search rankings of its baby products and increasing the profitability of sales on the platform.
Visibility
The key step we had to take straight away was to increase the visibility of the listings and improve their quality. We did this by:
- Rewriting titles and adding new keywords,
- Creating brand-specific listing content (A+ Content),
- Auditing and optimising existing advertising campaigns,
- Setting up product variations,
- Updating listings with infographics.
Implementing the changes
Having set the goal and developed the strategy, we got down to the work needed to improve the key elements. Using historical sales data and an analysis of categories and competitors, we took the following steps:
- We enrolled the brand in Brand Registry,
- We expanded the basic descriptions,
- We added phrases to Generic Keywords,
- We expanded the bullet points section,
- We improved the listing titles, adding the necessary keywords,
- We created two- and three-level multi-variant listings,
- We audited and optimised the ads.
A holistic approach
In the first months of the partnership, we also:
- Extended the account’s reach to additional markets: FR/IT/ES,
- Introduced business pricing and set up quantity discounts,
- Created promotional campaigns.
This marked the real start of selling the brand’s baby products abroad – a process that now spans five marketplaces at once.
Results of our work on Amazon
With each month of the partnership, we recorded clear growth in sales, which after a few months reached EUR 40,000 a month.
| February 2023 | 494 | 1 |
|---|---|---|
| March 2023 | 0 | 0 |
| April 2023 | 0 | 0 |
| May 2023 | 0 | 0 |
| June 2023 | 0 | 0 |
| July 2023 | 0 | 0 |
| August 2023 | 11,319 | 28 |
| September 2023 | 12,802 | 31 |
| October 2023 | 20,934 | 53 |
| November 2023 | 23,113 | 55 |
| December 2023 | 18,352 | 42 |
| January 2024 | 19,615 | 42 |
| February 2024 | 21,044 | 46 |
| March 2024 | 24,670 | 56 |
| April 2024 | 29,166 | 63 |
| May 2024 | 32,253 | 73 |
| June 2024 | 38,329 | 77 |
| July 2024 | 37,637 | 77 |
Launching listings on eMAG
The next stage in scaling our client’s sales was launching listings on all eMAG markets. Our tasks were:
- Creating keyword-based listings and a consistent template for all listings in the RO/HU/BG markets,
- Setting up listing variations,
- Creating advertising campaigns,
- Taking part in promotional events.
Results of our work on eMAG
Since going live, we have recorded steady month-on-month sales growth, and we continue to optimise listings and analyse the competition.
| November 2023 | 58,260 | 30 orders |
|---|---|---|
| December 2023 | 56,057 | 31 orders |
| January 2024 | 53,648 | 30 orders |
| February 2024 | 66,427 | 34 orders |
| March 2024 | 73,391 | 37 orders |
| April 2024 | 69,570 | 37 orders |
| May 2024 | 90,746 | 46 orders |
| June 2024 | 97,343 | 52 orders |
| July 2024 | 122,528 | 63 orders |
Kaufland
In parallel with eMAG, we were also launching listings on all available Kaufland markets (DE/SK/CZ). Here are the steps we took:
- Rolling out listings in all markets and optimising product pages,
- Adding keywords,
- Building listings so that they group correctly into variations,
- Launching advertising campaigns,
- Introducing vouchers.
Results of our work on Kaufland
Since sales began, we have recorded regular month-on-month growth.
| February 2023 | 7,719 | 20 orders |
|---|---|---|
| March 2023 | 9,604 | 25 orders |
| April 2023 | 9,758 | 28 orders |
| May 2023 | 8,724 | 23 orders |
| June 2023 | 9,805 | 26 orders |
| July 2023 | 9,810 | 26 orders |
| August 2023 | 10,049 | 26 orders |
| September 2023 | 11,798 | 30 orders |
| October 2023 | 13,570 | 34 orders |
| November 2023 | 8,719 | 21 orders |
| December 2023 | 10,842 | 26 orders |
| January 2024 | 9,714 | 23 orders |
| February 2024 | 12,614 | 29 orders |
| March 2024 | 10,961 | 25 orders |
| April 2024 | 8,095 | 19 orders |
| May 2024 | 12,859 | 28 orders |
| June 2024 | 13,711 | 31 orders |
| July 2024 | 12,419 | 27 orders |
| August 2024 | 18,810 | 43 orders |
Mall / Mimovrste
In addition to the channels covered above, the marketplaces acquired by Allegro that are now being wound down also deserve a mention.
Seeing a gradual outflow of customers from these platforms, we decided together with the client to stop selling there. The decision to close down was driven by the following problems:
- The launch of Allegro CZ and SK,
- A steady outflow of customers,
- No dedicated seller panel,
- No advertising.
It is worth noting, however, how much work went into launching the range:
- Creating listings,
- Setting up product variations,
- Connecting listings to BaseLinker via API,
- Creating a template.
Next steps
- Scaling sales in the German market by looking for new advertising opportunities, creating defensive campaigns and actively adding new products to campaigns,
- Scaling sales in the remaining markets outside DE, i.e. FR, IT, ES, by optimising listings to include more keywords in titles, bullet points and generic keywords, alongside parallel advertising activity,
- Scaling sales on other marketplaces and looking for new channels where we can sell effectively,
- Further analysis of competitor listings in DE, FR, IT, BE, e.g. to assess the sales potential of products.
Summary
…and we’re not done yet!
Our partnership with Raf-Pol is ongoing, which means we keep adapting and optimising every element of sales to the ever-changing conditions for sellers on Allegro, Amazon and other marketplaces.
The Babylux story shows that a Polish pram manufacturer can successfully grow sales on multiple European marketplaces at once, as long as the work on each platform is driven by data.
We believe in our clients’ products – that’s why we manage to boost their sales so successfully!
Thank you for your trust!
Do you sell baby products and want to achieve similar results?
We specialise in helping manufacturers and distributors sell baby and children’s products on Allegro, Amazon, eMAG and other marketplaces. For many years, we have been helping businesses in the baby products industry increase listing visibility, 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.
- +87%sales on Kaufland
(Aug 2024 YoY) - €38ksales on Amazon
in June 2024
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