Poland has firmly established itself as one of Europe’s fastest-growing and most digitally engaged e-commerce markets. With a sophisticated consumer base and robust logistics infrastructure, it offers exceptional opportunities for international expansion. The Polish e-commerce market value is projected to exceed PLN 150 billion in 2025, with continuous compound annual growth expected in the years following.
From this blog post you will find out the following:
- what are the most popular marketplaces in Poland,
- which marketplace to choose to succeed on the Polish market,
- is multimarketplace strategy good in Poland.
Critically for European sellers, the cross-border e-commerce (CBEC) trend is soaring, as Polish consumers actively seek products unavailable locally or at better prices from foreign retailers. The key to capturing this growth is understanding where sales happen. Marketplaces dominate the Polish digital economy, typically accounting for 50-60% of all online sales volume.
What Marketplace to Choose
The Polish e-commerce landscape is defined by a clear hierarchy of platforms, beginning with a powerful local champion that international players have struggled to displace.
Allegro
Allegro is the undisputed market leader, often called the “Polish Amazon,” but its dominance is far greater than Amazon’s in many other European countries. Allegro’s sheer scale makes it a must for any cross-border strategy, as it is the first destination for over 80% of Polish online shoppers. Its combined website and app user count is over 22 million monthly users in Poland, with its turnover being an estimated 10 times higher than Amazon.pl.
For sellers, the platform is rich with features, including its loyalty program Allegro Smart!, which boasts over 7 million users who benefit from free delivery. Allegro is also actively expanding its reach into Central and Eastern Europe (CEE) with new marketplaces like Allegro.cz and Allegro.sk, making it a powerful gateway to the broader region.
Temu, AliExpress, and Amazon
While Allegro keeps a dominant position, the market features formidable international competition. The most recent market dynamic involves the “Asian Offensive,” with platforms like AliExpress and the newcomer Temu gaining massive traction.
These marketplaces are incredibly popular with Polish bargain hunters, posting very high internet audience reach in 2023 and 2024, despite often being associated with longer delivery times. Moreover, in spring 2025 Temu has surpassed Allegro in terms of monthly unique users for the first time.
On the other hand is Amazon.pl with its launch in 2021. Since then it has established itself as a serious, though secondary, player. It leverages its global brand recognition and superior logistics solutions, such as Fulfillment by Amazon (FBA) services, to attract sellers and buyers. However, it still faces an uphill battle against Allegro’s entrenched local familiarity. It seems that Amazon.pl is a good starting point for local sellers trying to internationalise their offer.
Other Marketplaces
Beyond the generalist giants, several dedicated platforms offer targeted cross-border opportunities. OLX.pl functions as a massive classifieds and second-hand platform, operating as a key C2C and B2C hybrid for everything from electronics to vehicles. Ceneo is an essential part of the ecosystem as the largest price comparison website, which is used by over 70% of Polish buyers and also offers direct selling capabilities.
In specialized retail, international platforms like Zalando and Vinted are strong performers in the Fashion category, while local players like Morele.net focus on Electronics. Smaller but growing platforms like Empikplace or Erli are also actively working to attract new sellers with competitive commission rates.
Development and Future Predictions
The overall outlook for the Polish e-commerce market remains highly positive. Market value, which was estimated at roughly PLN 140 billion in 2024, is forecast to surpass PLN 150 billion in 2025 and is projected to reach as much as PLN 187 billion by 2027. This continuous growth suggests sustained opportunity.
The competitive trend is characterized by the tension between Local Resilience vs. Global Scale. While Amazon, Temu, and AliExpress continue to invest and grow their user bases, Allegro’s deep local roots, vast user loyalty, and efficient domestic logistics network, particularly through its ownership of parcel locker solutions, grant it a robust defence. The market share battle is intensifying, but Allegro currently remains firmly in control.
Actionable Takeaways for European Cross-Border Sellers
For any European seller looking to enter Poland, a Multi-Marketplace Strategy is essential. You simply cannot ignore the local champion, Allegro, which provides access to the largest, most active, and most loyal consumer base. Listing on Allegro should be the cornerstone of your strategy. Simultaneously, you must consider the growing reach of global generalists like Amazon.pl for supplementary sales and to hedge against future market shifts.
Finally, explore niche and specialist sites like Ceneo, Empik, or Morele.net if your product line aligns closely with their target demographic. The Polish e-commerce landscape is a dynamic mix of established local giants, rapidly growing global challengers, and increasingly demanding, price-sensitive consumers, all of whom expect a seamless online experience.
Summary
Poland offers one of the most promising growth trajectories in European e-commerce. By focusing on the dominant marketplace model and adapting your strategy to the preferences of the modern Polish consumer, your brand can unlock substantial cross-border revenue. If you are ready to stop observing and start selling on these high-potential Polish marketplaces, Nethansa can assist you in developing and implementing a localised, multi-platform strategy.
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