In this article, we take a look at the five most popular marketplace platforms that stand out in the Polish market. By analysing their popularity, functionality, and user feedback, we’ll understand why they have gained consumer trust and how they are shaping the future of online retail. We’ll also discuss the benefits they bring to both buyers and sellers and how they are meeting the changing demands of the market. Read on to learn more about these leading platforms and their role in shaping Polish e-commerce.
The dominance of marketplace platforms in Poland
The report “E-commerce in Poland 2023” clearly shows that Poles overwhelmingly prefer shopping on marketplace platforms rather than traditional online stores. In a survey of spontaneous brand recognition in e-commerce, as many as 86% of respondents mentioned platforms like Allegro or OLX. Marketplaces not only offer a broad range of products but also convenient delivery options and competitive prices, making them more attractive to consumers.
According to the report, a significant 75% of Polish internet users regularly shop online, with the majority choosing marketplace platforms. For instance, Allegro, the market leader in Poland, is known to 86% of respondents, while OLX, another popular platform, is spontaneously mentioned by 39% of respondents.
Poles also appreciate the variety and ease of comparing offers on marketplaces, which contributes to their growing popularity. In addition, these platforms offer advanced features such as extensive delivery options, rating and review systems, and numerous promotions that attract customers. Users also point to the higher quality of customer service and greater trust in large, well-known sites.
All these factors make marketplace platforms dominant over traditional online stores, which often struggle to offer such a wide range of products and services. These advantages ensure that marketplaces reign supreme in Polish e-commerce, gaining an ever-increasing number of loyal customers [1].
For more on Polish e-commerce, read this article: Poland’s e-commerce market – trends, growth, and key insights
Allegro – Poland’s most popular marketplace
Allegro is an absolute giant in Polish e-commerce, dominating the market for over two decades. Founded in 1999, the platform started as an auction site but gradually evolved into a comprehensive marketplace where almost anything can be found—from electronics and clothing to home and garden products.
One of Allegro’s key strengths is the variety of features it offers. In addition to traditional auctions, users can make instant purchases, choose from various delivery methods (including popular InPost parcel lockers), and participate in loyalty programmes like Allegro Smart!, which offers free delivery for subscribers. The platform also supports instalment payments and has an advanced rating system to help users choose reliable sellers.
The popularity of Allegro is undeniable—86% of respondents in the “E-commerce in Poland 2023” report mention this platform spontaneously, with 73% listing it first. This shows just how deeply rooted the brand is in Polish consumers’ minds.
Allegro users appreciate the wide range of products, competitive prices, and frequent promotions. Convenient delivery options and a robust seller rating system further enhance the shopping experience. However, like any platform, Allegro has its drawbacks. Some users report long delivery times and issues with the quality of products from lesser-known sellers. Nevertheless, the Allegro Smart! programme, buyer protection system, and continuous innovations mean that the platform enjoys high customer satisfaction.
Allegro is a prime example of a platform that not only keeps up with changing market needs but often anticipates them, becoming synonymous with online shopping in Poland.
OLX – for buyers who value direct contact with sellers
OLX is a popular classifieds platform that has been facilitating buying and selling among Poles for years. Founded in 2006, OLX quickly gained popularity thanks to its simplicity and user-friendliness. It’s a place where users can find everything from second-hand furniture and electronics to job listings.
OLX’s popularity is indisputable. According to the “E-commerce in Poland 2023” report, 39% of respondents spontaneously mention this platform as one of the main online shopping sites. Thousands of new listings are added daily on OLX, highlighting the platform’s high user activity.
Users praise OLX for the ease of posting ads, access to a large base of potential buyers, and the ability to negotiate prices. The platform facilitates quick contact between buyers and sellers, which significantly simplifies transactions. Additionally, OLX offers various ad categories, making it extremely versatile.
However, OLX is not without its challenges. Commonly mentioned issues include fraud and dishonest sellers, which some users occasionally encounter. Although the platform is working to introduce preventive measures, users need to remain vigilant and cautious. Furthermore, some people complain about the quality of products, which do not always match their descriptions in the ads.
Despite these challenges, OLX remains one of the key players in Polish e-commerce, attracting millions of users with its simplicity, efficiency, and broad range of available listings. It’s a place where everyone can find something, regardless of their needs or budget.
What sets OLX apart from Allegro?
OLX is primarily a classifieds site where transactions are often local, and sellers and buyers frequently meet in person. Allegro, on the other hand, is a traditional marketplace where transactions occur online, and products are shipped via various delivery methods. Additionally, Allegro offers more organised sales structures, such as auctions and loyalty programmes, while OLX focuses on simplicity and direct user contact.
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Zalando – fashion, footwear, and accessories at Your fingertips
Founded in Germany in 2008, Zalando quickly became one of the leading players in the European e-commerce market, including in Poland. The platform specialises in selling fashion, footwear, and accessories, offering a wide range of brands and products. Zalando stands out for its attractive return policies and free delivery, which attract many customers.
Zalando enjoys significant popularity among Polish consumers. According to the “E-commerce in Poland 2023” report, the platform is spontaneously mentioned by 15% of respondents as one of the main online shopping sites. The clothing and footwear category is particularly popular on Zalando, underscoring its strong position in the fashion market.
Customers appreciate Zalando for its wide product range, high-quality customer service, and convenient delivery and return options. The platform also makes it easy to compare products and take advantage of attractive promotions.
However, Zalando has its challenges. Some users report long delivery times and issues with the availability of certain products. Nevertheless, the platform’s advantages far outweigh its drawbacks, making Zalando one of the favourite online shopping destinations for many Poles.
What makes Zalando stand out?
Unlike Allegro and OLX, Zalando is primarily an online store focused on fashion rather than a classifieds or auction platform. Zalando offers a carefully curated range of clothing, footwear, and accessories, attracting customers seeking high-quality products and the latest trends. The platform places great emphasis on customer experience, providing a smooth shopping process and extensive return options.
When it comes to selling on Zalando, it’s more restrictive than Allegro or OLX. Not everyone can become a seller on Zalando—the platform mainly works with official brands and verified suppliers, ensuring a high quality of products on offer.
Amazon – the marketplace giant conquering a new market
Amazon, the e-commerce giant, officially entered the Polish market in March 2021. Known worldwide for its vast range, competitive prices, and advanced logistics, Amazon quickly gained consumer recognition. In Poland, Amazon offers similar features, including the Prime programme with free delivery and streaming access, as well as a wide range of products, from electronics to clothing and books.
Amazon is growing in popularity in Poland, although its position remains much weaker than the domestic Allegro. Amazon is spontaneously mentioned by 20% of respondents. The most popular product categories on Amazon include electronics, books, and household items.
From a Polish consumer’s perspective, Amazon stands out for its quick delivery, large selection, and reliable customer service. However, some users highlight issues related to higher shipping costs and a lack of local payment options. Additionally, some products on Amazon are more expensive than those on local platforms.
How is Amazon different from Allegro?
Compared to Allegro, Amazon takes a more global approach, offering access to a wide range of products from around the world. Allegro, on the other hand, is more focused on the local market, providing products from Polish sellers and offering delivery and payment options better suited to local needs. This makes Amazon, despite its global advantages, less popular in Poland, where local consumer needs are better met by homegrown e-commerce platforms.
AliExpress – low prices and a wide range straight from China
AliExpress, part of the Chinese giant Alibaba Group, debuted on the Polish market in 2010, quickly gaining popularity thanks to low prices and a wide range of products. The platform specialises in selling affordable products directly from Chinese manufacturers, spanning categories from electronics to clothing and home goods.
AliExpress is highly popular in Poland, especially among bargain hunters and those looking for unique items. This platform is spontaneously mentioned by 15% of respondents. The most commonly purchased product categories on AliExpress include electronics, phone accessories, clothing, and home gadgets.
Polish users appreciate AliExpress for its low prices and broad selection. Many consumers use the platform to buy products that are harder to find or more expensive locally. However, users often complain about long delivery times, sometimes lasting several weeks, and the risk associated with product quality, which does not always match descriptions. Another challenge is the lack of Polish-language customer service and local payment options.
Compared to Allegro, AliExpress stands out with its global reach and direct access to Chinese manufacturers, allowing for significantly lower prices. However, differences in quality standards and long delivery times make AliExpress less convenient for users who value quick order fulfilment and local support. Despite this, the platform remains a popular choice among Polish consumers looking for affordable alternatives and unique products.
Summary
The e-commerce market in Poland is growing dynamically, with marketplace platforms at the core of this shift. In the coming years, their importance is expected to continue to increase. The growing number of users and competition will drive innovation and improvements.
Key trends include personalisation of offers and enhancement of user experience, faster deliveries, and flexible payment options. Technological innovations, such as artificial intelligence, will enable better product matching to customer needs.
Marketplaces will continue to dominate, offering convenience, a wide selection, and transaction security. Further market consolidation is anticipated, with the largest platforms investing in technology and logistics. Online shopping will become even more tailored to consumer needs, strengthening the position of e-commerce in Poland.
