Overview
Allegro is the largest online marketplace in Poland and one of the largest in Central and Eastern Europe. Besides allegro.pl, it runs marketplaces in Czechia, Slovakia and Hungary, and one seller account reaches all four. For brands looking at Poland and the wider CEE region, Allegro is usually the first marketplace to consider.
Who is behind Allegro
Allegro was founded in Poland more than 25 years ago and is listed on the Warsaw Stock Exchange. In 2025 the marketplace's gross merchandise value (GMV) was close to PLN 70 billion, and Allegro has said its business contributes around 1% of Poland's GDP. It has 21 million active buyers, of whom 15.3 million are in Poland. Polish buyers spent on average 7.3% more in 2025 than the year before.
Beyond Poland
Allegro launched marketplaces in Czechia in 2023, Slovakia in 2024 and Hungary at the end of 2024. Together they reached 4.6 million active buyers in 2025, and their GMV grew 58% during the year. Allegro has also closed most of the former Mall Group shops in the region and moved that business onto the Allegro marketplaces.
What the shopper sees
Allegro covers almost every category, from electronics and fashion to home, beauty, sports, kids, automotive and pets. A few programmes shape how Polish shoppers buy:
- Allegro Smart! is a paid delivery subscription with 7.5 million users in Poland at the end of 2025. Smart! is also offered in the newer markets.
- Allegro Pay is Allegro's own buy-now-pay-later service, which financed around 15% of Polish GMV in 2025.
- Allegro Delivery combines Allegro One Boxes (parcel lockers) with carriers such as Orlen Paczka, DHL and DPD. Allegro calls it the largest delivery network in Poland, and more than 90% of Polish orders arrive within two working days.
- The app generates more than 45% of GMV.
How selling on Allegro works
Allegro is an open marketplace for business sellers, and a seller account is free. A brand considering Allegro should know the following:
- One account, four markets. The same account sells on allegro.pl, allegro.cz, allegro.sk and allegro.hu, with prices in each local currency.
- Commission per sale. In most categories the only basic fee is a commission per item sold, which varies by category (integration partners quote roughly 4% to 15%). The commission is calculated on the item price plus delivery cost. A few categories also have listing fees.
- Payouts. Sellers from the EEA are paid twice a month.
- Product data. Each item needs a GTIN and product data that matches the Allegro catalogue and category parameters.
- Delivery and Smart! Offers that qualify for Smart! carry free delivery for subscribers, which matters for visibility and conversion.
- One Fulfillment by Allegro. Allegro's own fulfilment service stores and ships the seller's stock from Allegro's warehouses, including cross-border to Czechia and Slovakia. One Fulfillment requires VAT registration in Poland.
- Allegro Ads. Sponsored listings appear on Allegro and can also run in the Google Ads network.
- Sales quality. Allegro scores sellers on service quality, and sellers that keep a high score can earn the Super Seller badge.
Already selling elsewhere? How Allegro fits in
For a brand that sells on Amazon or other European marketplaces, Allegro is the main way to reach Polish shoppers at scale, because many of them start their online shopping there. The work is mostly in Polish-market readiness: product data in Allegro's catalogue format, delivery that meets Polish expectations, and prices that work in PLN, CZK and HUF. Brands that join now also get access to the fast-growing Czech, Slovak and Hungarian marketplaces from the same account.
How eBrands looks at Allegro
eBrands sells on Allegro across Poland, Czechia, Slovakia and Hungary, and works with brands on marketplaces across Europe and North America. If you are thinking about Poland or Central Europe and want to see how Allegro could sit alongside the channels you already use, we are happy to talk it through.
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