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Case study Hoppline

Allegro

International multi-category distributor: orders up 310% without Allegro Smart!

Glass food storage containers with fruit and vegetables
  • +55%in sales a month into our
    partnership (May vs Apr 2024)
  • 2×more clicks on sponsored
    offers (Jun vs Mar 2024)
  • +129%in sales from sponsored offers
    (Jun vs Mar 2024)

About the client

We started working with Hoppline in April 2024. The client is based in Hungary and sells on the Allegro platform. Our goal was not only to increase sales, but also to improve visibility and optimise the listings.

One of the main challenges in entering the Polish market was the language barrier. As a foreign seller, the client found it difficult to navigate the Allegro platform effectively, communicate with local customers and present its offering in Polish in an increasingly competitive market. Hoppline realised that improving its sales results would require an advertising strategy and listing optimisation, both tailored to the realities of the Polish Allegro market.

Laptop showing the Hoppline store on Allegro

Example categories Hoppline sells in

CategoryExample products
Furnitureliving room, kitchen and bathroom furniture, teenage bedroom furniture, office furniture
Gardengarden furniture, garden structures, barbecues, outdoor lighting
Home furnishingsfestive decorations, rugs and carpets, kitchen utensils, food storage containers
Children’s productsswings, sandpits, playhouses, educational toys
Sport and hobbiescamping furniture, sleeping bags and mattresses, fitness equipment
Other categoriespet supplies, beauty, health, consumer electronics and household appliances, automotive

What makes the Hoppline account different

The Hoppline account isn’t a classic specialist store but a multi-category store – customers find products from very different categories in one place, from home furnishings to accessories for the little ones. This business model, also known in Polish e-commerce as multi-category retail, doesn’t play by quite the same rules as a narrowly specialised store: a multi-category distributor grows sales in many categories at once, which on the one hand reduces the risk tied to the seasonality of any single product range and, on the other, requires constant work on consistent communication and the quality of presentation across hundreds, sometimes thousands, of listings. In practice, this means developing a uniform standard of descriptions and images for categories as different as home and garden, children’s products and sport – so that customers see the brand as one trustworthy store rather than a collection of random listings.

The client’s challenges

Before we started working together, the client was facing several significant challenges that made it much harder to grow its sales on Allegro:

  • Competition. The products on offer are relatively popular on the platform, which means the client has to contend with heavy competition. In such a competitive environment, it is harder to make listings stand out and reach potential customers, especially with products of similar specifications and prices.

  • Logistics. The distributor ships its products directly from Hungary, which creates additional logistical difficulties. Allegro currently has no logistics link between Hungary and Poland that would allow listings to carry the SMART badge – an extremely important factor in making listings attractive to Polish shoppers. Not being able to offer SMART has a significant impact on sales volumes, as Polish customers prefer listings with free delivery under this programme.

  • Diverse product range. An additional, less obvious challenge was how to manage a broad and constantly changing product range on the marketplace so that no category suffered at the expense of another.

The situation called for a focus on other forms of account and listing optimisation to make up for the lack of the SMART badge and help the client compete effectively in the market.

What we did

Kick-off and optimisation strategy

Our work with the client began in April, and one of our first priorities was to create a consistent and attractive listing template. We made sure every listing stood out in terms of both content and visuals, which helped the client become more competitive on Allegro. We optimised the product titles, making full use of the available 75 characters, to improve the relevance and visibility of the listings in search results.

We also introduced banners above the product listings to catch shoppers’ attention, and reorganised the Allegro store to make it clearer and easier to navigate.

The next step was to improve the product descriptions, which allowed us to better highlight their unique features and tailor them to customers’ needs. We also rethought the product categorisation and optimised the costs of the advertising campaigns to make our marketing activities more profitable.

Advertising activity

On the advertising side, we focused mainly on Allegro Ads, which proved a key tool for increasing product visibility. We also developed a featured listings strategy, so that selected listings gained greater visibility on the platform. In addition, we used Allegro Monety (coins) and coupons to improve the relevance of the listings and encourage customers to buy. We regularly took part in Allegro Days, which gave the products extra promotion and drove more traffic to the store.

For seasonal products, such as summer and autumn items, we prepared dedicated Allegro Ads campaigns tailored to the time of year and shoppers’ preferences. These campaigns caught the attention of customers looking for seasonal deals and helped maximise sales at key moments of the year.

Promoted products in the Hoppline store on Allegro

Sales growth

Thanks to the measures we put in place, the client’s sales grew by more than 50% within just a month of starting our partnership. This was the result of comprehensive listing optimisation, advertising strategies and the use of marketing tools that significantly increased product visibility and customer engagement.

Sales value

Sales value
March 2024114,568
April 2024133,598
May 2024207,775
June 2024200,807
July 2024208,171

Listing visibility

Measures such as title optimisation, improved product descriptions, banners above the product listings and Allegro Ads campaigns led to a clear improvement in listing visibility on Allegro. As a result, the client’s products began to appear higher in search results, which translated into more store traffic and a greater number of visits. Here’s exactly what we did:

  • We expanded the titles within the listing description to complement the keywords in the main title,
  • We added a detailed product description, so customers don’t have to look for additional information,
  • We adapted the listing layout to the latest Allegro trends (80% of users are on the mobile app),
  • We also added a few words about the manufacturer and a Call-To-Action phrase at the end.
Hoppline listing description on Allegro, built on the new template

Results

Comparing the results before and after the start of our partnership, we recorded a significant increase in sales and other key metrics.

After we took over Allegro Ads management, the number of units sold rose by 310% (March to June), while cost optimisation allowed us to reach more than twice as many people.

Sponsored offers – daily clicks

Grey bars: March 2024, campaigns run by the client. Gold: June 2024, after Raise Your Sales took over Allegro Ads (partnership since April 2024).

Sponsored offers – daily clicks
1 March 2024308
2 March 2024366
3 March 2024549
4 March 2024379
5 March 2024408
6 March 2024433
7 March 2024324
8 March 2024230
9 March 2024346
10 March 2024553
11 March 2024360
12 March 2024383
13 March 2024279
14 March 2024277
15 March 2024198
16 March 2024303
17 March 2024599
18 March 2024331
19 March 2024263
20 March 2024231
21 March 2024240
22 March 2024265
23 March 2024303
24 March 2024427
25 March 2024239
26 March 2024249
27 March 2024239
28 March 2024202
29 March 2024167
30 March 2024139
31 March 2024208
1 June 2024319
2 June 2024371
3 June 2024618
4 June 2024643
5 June 2024591
6 June 2024545
7 June 2024512
8 June 2024541
9 June 2024796
10 June 2024718
11 June 2024674
12 June 2024651
13 June 2024579
14 June 2024504
15 June 2024527
16 June 2024846
17 June 2024733
18 June 2024649
19 June 2024759
20 June 2024594
21 June 2024564
22 June 2024651
23 June 2024887
24 June 2024771
25 June 2024764
26 June 2024817
27 June 2024765
28 June 2024706
29 June 2024759
30 June 2024951

Without Allegro SMART

Despite having no access to the SMART programme, which is key to success on Allegro, we managed to increase sales significantly. We achieved this through the cumulative effect of the measures we implemented. Listing optimisation, updated product descriptions, a featured listings strategy and intensive Allegro Ads activity delivered measurable results.

By focusing on every aspect of sales and maximising listing visibility and relevance, we were able to make up for the lack of SMART while effectively increasing sales across many categories at once.

Key success factors

The client’s success was built on several key elements that increased sales despite the lack of access to the SMART programme. Above all, the right advertising strategy based on Allegro Ads and effective listing management laid the foundation for greater visibility and sales.

Optimising product descriptions, making full use of the character limits in titles and implementing a featured listings strategy made it possible to better match listings to customers’ needs.

In addition, precise targeting of advertising campaigns, with particular attention to product seasonality, and regular participation in Allegro Days helped drive more traffic to the account and boost conversion.

Hoppline store header on Allegro

Summary and next steps

With significant results achieved on Allegro in Poland, the seller’s next step is to expand its offering to other markets served by the platform, such as the Czech Republic, Slovakia and Hungary. By developing its activities in these markets, the company can further increase its sales and reach new customer groups.

The key will be adapting marketing strategies and product presentation to the realities of these markets, just as in Poland. Expanding into these countries will open up new opportunities, allowing the seller to strengthen its position in Central and Eastern Europe.

The Hoppline case clearly shows that multi-category selling on a large marketplace requires, above all, consistent optimisation and day-to-day work on the account.

We believe in our clients’ products – that’s why we succeed in growing their sales!

Thank you for your trust!

Are you a distributor looking to achieve similar results for your business?

We specialise in supporting manufacturers and distributors selling on Allegro and other marketplaces. For many years, we’ve been helping companies across a range of industries 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.

  • +82%in monthly sales
    (Jul 2024 vs Mar 2024)
  • PLN 750kin sales over the first
    4 months of the partnership

Let's talk about growing your sales across marketplaces!

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