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The Client
Our partnership with Hoppline started in April 2024. Based in Hungary, the client is an international seller operating on the Allegro platform. Our core objective was not only to drive top-line sales but also to drastically improve product visibility and fully optimise their listings.
One of the primary hurdles when breaking into the Polish market was the language barrier. As a cross-border seller, they struggled to navigate Allegro effectively, communicate with local buyers, and present their product listings in Polish within an increasingly saturated market. They quickly realised that to turn their sales figures around, they needed a robust advertising strategy alongside fully optimised listings, perfectly tailored to the unique dynamics of the Allegro marketplace.
The Challenge
Before joining forces with us, the client faced several key bottlenecks that were severely stunting their growth on Allegro:
- Fierce competition: Their product range is highly popular on the platform, placing them in a crowded market. In such a competitive environment, making listings stand out and reaching potential buyers is notoriously difficult, especially when competing against products with similar specifications and price points.
- Cross-border logistics & lack of Allegro Smart!: The client fulfils orders directly from Hungary, creating logistical hurdles. At present, Allegro does not have a logistics network between Hungary and Poland that allows cross-border listings to qualify for the Allegro Smart! badge. Missing out on Smart! heavily impacts conversion rates, as Polish shoppers overwhelmingly favour listings offering free delivery through this programme.
- Compensating for missing badges: This lack of Smart! eligibility meant we had to double down on other forms of account and listing optimisation to level the playing field and help the client compete effectively.
The Solution
Onboarding & optimisation strategy
We kicked off our partnership in April. One of our first priorities was establishing a cohesive and visually striking listing template. We ensured every listing stood out through compelling copy and high-quality visuals, instantly boosting their competitiveness. We fully optimised product titles, maximising the 75-character limit to improve relevance and search engine visibility (SEO).
We also introduced listing banners to capture shopper attention and overhauled their Allegro storefront to make it cleaner and more intuitive to navigate.
Next, we revamped the product descriptions to highlight unique selling points and better address customer needs. We completely re-evaluated their product categorisation and streamlined their advertising spend to maximise ROI.
Advertising & promotional campaigns
On the advertising front, we focused heavily on Allegro Ads – the primary driver for scaling product visibility. Alongside this, we rolled out a targeted Product Feature strategy to push key listings up the search rankings. To further drive conversions and boost listing relevance, we leveraged Allegro Coins (loyalty points) and discount coupons. We also made sure to participate regularly in Allegro Days, riding the wave of increased platform traffic to push promotional inventory.
For seasonal stock, such as summer and autumn ranges, we built bespoke Allegro Ads campaigns tailored to the time of year and shifting buyer intent. These campaigns captured shoppers actively looking for seasonal deals and allowed us to maximise sales during critical trading windows.
The Results
Thanks to these targeted initiatives, the client’s sales surged by over 50% within just one month of working together. This was the direct result of comprehensive listing optimisation, tailored advertising strategies, and the smart deployment of promotional tools, all of which significantly boosted product visibility and buyer engagement.
Listing visibility
Tactics like title optimisation, enhanced product descriptions, strategic banner placements, and aggressive Allegro Ads campaigns significantly improved visibility across the marketplace. Consequently, the client’s products began ranking much higher in search results, driving more organic traffic and store visits. Here is exactly what we implemented:
- Expanded the subtitle within the product description to incorporate relevant keywords not covered in the main title.
- Provided highly detailed product specs so buyers wouldn’t have to bounce off the page to search for additional information.
- Optimised the layout for mobile devices (keeping in mind that 80% of Allegro users shop via the mobile app).
- Included a brief section about the manufacturer to build brand trust.
Campaign performance
When comparing the metrics before and after taking over the account, the uplift in sales and other key performance indicators (KPIs) was substantial. After we took over the management of Allegro Ads, the number of units sold skyrocketed by 310% (between March and June). Crucially, by optimising our cost-per-click, we managed to reach more than double the audience for the same ad spend.
Overcoming the lack of Allegro Smart!
Despite lacking access to the Allegro Smart! programme – which is usually critical for success on the platform – we still drove massive sales volume. We achieved this through the cumulative effect of our launch strategy. The combination of listing optimisation, refreshed copy, targeted product features, and aggressive Allegro Ads delivered tangible results.
By fine-tuning every aspect of the sales funnel and maximising both visibility and relevance, we successfully mitigated the absence of the Smart! badge while aggressively scaling the client’s revenue.
Key success factors
The client's success came down to several key elements that grew sales despite the lack of access to the Smart! programme. Above all, the right advertising strategy based on Allegro Ads and effective listing management were the foundation of the growth in visibility and sales.
Optimising product descriptions, using the full character limits in titles and implementing a product feature strategy made it possible to match listings better to customers' needs.
In addition, precise campaign targeting that paid particular attention to product seasonality, together with regular participation in Allegro Days, contributed to higher traffic on the account and better conversion.
Future Roadmap
Having secured a strong foothold on Allegro Poland, the next logical step is cross-border expansion into Allegro’s newer markets: Czechia, Slovakia, and Hungary. By rolling out inventory across these regions, the seller is perfectly positioned to scale their sales even further and capture new customer segments.
The key will be adapting our marketing strategies and product presentation to the nuances of these local markets, just as we did in Poland. Expanding into these countries will unlock huge potential, allowing the seller to cement their position across the CEE region.
We truly believe in our clients’ products, which is exactly why we consistently succeed in scaling their sales.
Would you like to achieve similar results with us?
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