Central and Eastern Europe (CEE) remains an unexplored e-commerce market for many UK retailers. Yet it’s one of the fastest-growing regions in Europe, with a young, tech-savvy consumer base and strong appetite for international brands. At the heart of this opportunity stands Allegro, a marketplace that has quietly become a household name in the region and now ranks among Europe’s top e-commerce platforms.
We’ve sat down with Christian Fintrop, Group Director Partner Management at Allegro, to talk about why the CEE is becoming a major destination for British brands and how Allegro is helping sellers reach tens of millions of new customers across Poland, Czechia, Slovakia and beyond.
Are you looking for new opportunities for your business? Maybe you’d like to expand abroad but don’t know where to start or are afraid of the complications regarding logistics, legislation, and regional differences? Read on to find out why now might be the perfect time for British brands to make the move east, and how Allegro can help you.
What is Allegro, and what are its primary markets?
Allegro is Central and Eastern Europe’s largest and most trusted e-commerce platform and the largest e-commerce player of European origin. Founded in Poland in 1999, it has grown into a regional leader, connecting over 20.8 million active buyers with more than 160,000 merchants across Poland, Czechia, Slovakia, Hungary, Croatia, and Slovenia (as of December 2024).
The platform offers a vast product range covering electronics, home and garden, fashion, automotive, toys, health and beauty, and more. It’s essentially a one-stop shop for everyday shopping, trusted by millions of households across the region. We have become a go-to shopping destination in Poland; around 33% of consumers choose Allegro as their primary touchpoint for online shopping (compared to 26% who choose Google Search Engine).
Allegro is already a household name in Central and Eastern Europe – what makes it unique compared to other marketplaces UK brands may already know?
There are a few things that make Allegro stand out. Firstly, it’s a European-born platform, deeply rooted in local markets. Unlike global giants that operate on a one-size-fits-all basis, Allegro is designed around local preferences, from payment options and delivery methods to language and customer service. We’ve grown up alongside our customers and understand the nuances of how people in this region like to shop.
Secondly, its logistics and loyalty infrastructure are remarkably strong. Over 91% of orders are delivered within 1–2 working days, which conveys reliability and convenience. Allegro is continuously developing its own delivery infrastructure, supported by 28,000+ parcel lockers and pick-up points under the Allegro One network. Allegro’s Smart! loyalty programme, with more than 8 million subscribers, drives repeat purchases and higher spend, which is a major advantage for sellers.
Finally, Allegro combines marketplace reach with fintech and advertising tools that help merchants grow faster. Allegro Pay drives customer satisfaction and loyalty, providing one-click shopping and payment, as well as instalment payment options. In-platform ad solutions integrate seamlessly with sales, giving brands both visibility and financial flexibility.
How big is Allegro’s customer base today, and what growth are you seeing outside Poland?
Poland remains Allegro’s core market, with around 15 million active buyers, but expansion is well underway. We launched in Czechia in 2023, Slovakia in 2024, and Hungary later that same year. These markets, along with Croatia and Slovenia, where Allegro operates under Mall / Mimovrste brand, represent a combined retail opportunity of more than $350 billion, and Allegro’s share is growing rapidly. Gross Merchandise Value for Allegro outside of Poland almost tripled between 2023 and 2024.
Allegro continues to attract new clients, and existing ones consistently increase their spending. The total number of active buyers increased by 1.4 million (7.7%) from 2022 to 2023 and by 1.2 million (6.1%) from 2023 to 2024. The focus now is on scaling its international marketplaces efficiently — building awareness and trust, expanding the product catalogue, and enhancing delivery speed. The ambition is clear: to make Allegro the go-to shopping destination across the CEE.
For a UK brand that hasn’t considered CEE before, what makes this region such an attractive next step?
Central and Eastern Europe is one of the most underpenetrated e-commerce regions in Europe. At the same time, it’s growing faster than Western markets. Consumers here are tech-savvy, price-aware, and open to international brands, especially those offering quality and trust.
For British sellers, this is a rare opportunity to enter a region with 140 million online users and relatively low competition compared to Western Europe. The cost of acquisition is lower, loyalty is stronger, and the market is still maturing, which makes it a prime opportunity for UK sellers to establish themselves early.
Why are British brands desirable in this region?
UK products are often associated with authenticity, craftsmanship, and reliability – traits that resonate with Central European consumers. Shoppers in Poland, Czechia, and Slovakia are also very brand-conscious but pragmatic; they look for good value, not just low prices. British brands that offer that balance tend to build loyalty quicker.
Which product categories perform the best on Allegro?
Electronics, home & garden, and health & beauty are constant favourites, but Allegro is also seeing fast growth in fashion, automotive, kids’ products, sports, and lifestyle. Another rising trend is bespoke products; special designs, customised gifts, upcycled products that are one of a kind. Allegro is also seeing increased demand for sustainable and ethical goods such as natural cosmetics.
UK sellers can maximise the potential of these, and other product categories by participating in seasonal events, like Smart! Week and Allegro Days. These generate huge spikes in sales, and are perfect for boosting visibility and conversions.
What tools and services does Allegro provide to help international sellers with language, customer service, and local payment preferences?
You don’t need to worry about language barriers, logistics, or payment differences, as Allegro has built an ecosystem designed to make selling across Central and Eastern Europe simple and efficient.
Here’s how it works:
- Automatic translation tools – Your listings and customer messages can be automatically translated so that you can communicate easily with buyers in their local language.
- Unified listings – You don’t need to create separate listings for every market. You can simply select where you want to sell, and Allegro will help you adjust your pricing and currency automatically.
- Integrated local payment methods – Allegro supports a wide range of regionally preferred payment options, ensuring a seamless shopping experience for buyers.
- Customer communication support – Communication with buyers can be managed in their local language, ensuring a smooth experience and helping build trust.
- Educational resources – Allegro Academy offers free webinars, courses, and articles to help sellers learn more about e-commerce, marketing, and logistics.
- Sales acceleration tools – You can take advantage of features like Allegro Smart!, the platform’s popular loyalty program that encourages repeat purchases with free delivery for members.
Everything is managed from one central dashboard, so whether you’re selling in Poland, Czechia, Slovakia, or Hungary, operating across markets is as straightforward as managing one.
How does Allegro support sellers with delivery, returns, and fulfilment across the region?
This is where Allegro really shines. The One Fulfillment service allows sellers to relay logistics completely to us. The process is simple. Sellers send their inventory to Allegro’s fulfillment center, and we handle everything: packing, dispatching, delivery, and returns. That way, you don’t have to worry about fulfilling your customers’ needs in that department and instead gain valuable time for strengthening your brand.
Orders are shipped through trusted carriers, consistent with regional preferences. This provides fast, affordable, and reliable deliveries, which help merchants to build trust and boost repeat orders. Allegro One Fulfillment allows easy selling across Poland, Czechia, Slovakia, and Hungary with warehouses in each country. As an additional advantage, the process uses eco-friendly packaging and optimised routes to reduce CO₂ emissions — aligning with Allegro’s broader sustainability goals and customers’ expectations.
If I’m a UK seller interested in testing Allegro, what’s the fastest route to get started?
It’s simple. You can register directly as an international seller on Allegro, now available fully in English. Once approved, sellers can list products, use the built-in translation tools, and start reaching buyers immediately. Allegro’s team is there to support newcomers through every step — from account setup to connecting external systems like Shopify.
If you want to start small, that’s fine: it’s a low-risk, high-potential entry point into one of Europe’s fastest-growing e-commerce regions. Registering is free. After approval, you can activate your Welcome programme available to all new sellers. It provides up to a 100% discount on sales commissions and other benefits to help you scale faster.
Final thoughts
Allegro is already a household name across Central and Eastern Europe — and its ambition reaches further. For British brands looking to expand beyond saturated Western markets, Allegro offers a ready-made ecosystem built on trust, local expertise, and proved infrastructure.
