A step-by-step guide to selling on Allegro for German brands

Expanding eastward has rarely been a headline move for Western European brands. 

Historically, the focus has been on established markets in Western Europe or North America. But the numbers now tell a different story. In Poland alone, the online retail market is expected to surpass PLN 150 billion in value in 2025, up from approx. PLN 140 billion in 2024.

Meanwhile, Allegro – Poland’s home-grown marketplace – is showing clear signs of why it matters: the group reported over 21 million active buyers in Q2 2025, expanding its reach across Central and Eastern Europe.

For German brands looking to grow beyond saturated Western markets, this shift presents a tangible opportunity. With strong infrastructure, rising digital adoption and relatively lower competition from major global platforms, Allegro offers a gateway into a market poised for growth.

This step-by-step guide is designed for German brands that want to enter the Polish/CEE e-commerce space via Allegro. It walks you through each phase with recent data, regulatory considerations and practical actions. By the end, you’ll understand why Allegro is a credible partner for cross-border expansion into East and Central Europe.

Why Allegro is a solid marketplace for cross-border sellers

When a German brand considers entering a new market, two questions loom large: 

How big is the opportunity? and How strong is the infrastructure? 

In the case of Allegro, each question is answered with hard data and clear direction.

Scale and buyer base you can trust

In Q2 2025, Allegro’s group-wide active buyer count exceeded 21 million.

In Poland alone, active buyers rose to approximately 15.2 million, with average spend reaching PLN 4,178 (≈ €900-€950) per active buyer. AnalyStock.ai+1

The platform reported GMV growth of ~9.8% YoY in Poland and consolidated revenue in Q2 up ~18.1% YoY.

International expansion is underway: Allegro’s CEE marketplaces posted 61% YoY GMV growth in Q2.

For German brands, these numbers indicate a platform that already serves millions and is still growing meaningfully.

Logistics & delivery infrastructure you can rely on

Allegro is building serious logistics muscle. By September 2025, its managed delivery network included approximately 33,000 automated parcel lockers and 37,000 pick-up/drop-off points (PUDOs) across Poland.

The share of Allegro-managed parcel deliveries rose to 34% of all parcels in Poland for Q2.

The company has publicly announced plans to expand to 8,000 Allegro “One Boxes” (locker units) by year-end 2025.

Your German-based brand can simply leverage a market-ready network for reliable last-mile delivery… without needing to build logistics from scratch.

Growth potential and competitive advantage

Although Poland’s e-commerce market is competitive, growth remains solid. Allegro’s growth is outpacing general retail and benefiting from consumer shifts.

Many Western European sellers have focused on already-saturated markets; Poland and neighbouring CEE countries still offer first-mover advantages, especially for premium or niche brands positioned by German quality.

Allegro’s strong financial position and improved outlook increase confidence: the group raised its 2025 guidance after Q2 results.

What this means for German brands

1. Plug-in channel at scale → With 21 + million active users and rising spend, you’re entering a mature marketplace, not a test-bed.
2. Gateway into CEE → Poland via Allegro becomes your anchor, with logistics and buyer infrastructure already in place for potentially wider regional expansion.
3. Stand-out differentiation → German manufacturing and brand quality carry strong potential in Poland/CEE. Combined with Allegro’s reach, you can position premium offers with fewer headwinds from mass-market saturation.
4. Lower risk, higher execution speed → With Allegro’s established infrastructure and buyer pool, you bypass many “unknowns” of building new vertical or international operations.

Allegro isn’t just another marketplace. For German brands looking eastward, it represents a credible, data-backed platform: ready for growth, equipped for delivery, and designed to deliver scale one step ahead.

How to tackle Allegro

Step 1: research your opportunity

Entering the Polish market (and by extension, Central & Eastern Europe) via Allegro starts with informed decision-making. Before listing your first product, you’ll benefit from drilling into three key areas: 

• market size & growth, 
• consumer behaviour (particularly cross-border), 
• and competitive category fit.

1. Market size & growth

From consumer survey data, approximately 78% of Polish internet users shop online, indicating strong digital adoption.

Poland’s online retail market is both large and growing. According to industry reports, Poland’s e-commerce market is valued at around US $24.8 billion in 2025, with a projected compound annual growth rate (CAGR) of about 8.6% through to 2030.

2. Cross-border behaviour & consumer expectations

39% of Poles report shopping online from foreign (international) stores in 2025: a clear indicator that cross-border buying is becoming mainstream. Moreover, among those buying cross-border, 44 % purchase two to three times per month.

This means German brands have a ready audience: consumers who are comfortable with foreign sellers, cross-border shipping and international payment methods. But it also brings expectations, especially for convenience (e.g., parcel lockers and pick-up points are very popular).

3. Category & competitive fit

Next, evaluate which categories work best on Allegro and how your German brand fits. Data suggests niches such as consumer electronics, children’s products, and premium home/garden segments stand out in this region. For example, the report on Polish e-commerce notes frequent cross-border purchases of games, electronics and children’s goods.

At the same time, you’ll need to research competition: local brands, other international sellers, price sensitivity, shipping expectations and local habits. Polish buyers are very accustomed to marketplace shopping (according to the Asendia insight, 86 % of Polish shoppers used marketplaces like Allegro, Amazon or eBay in 2024).

For your brand, this means: 

• You should explore your category’s presence on Allegro (number of listings, price spread, seller origin), 
• Identify where you can differentiate (German quality, premium sourcing, faster delivery) 
• and define your target launch window.

Step 2: register your business & meet EU compliance

Before listing products on Allegro, German companies expanding into Poland need to secure the necessary legal framework and operational logistics. Two major pillars stand out: account set-up on Allegro and cross-border compliance (VAT, packaging, duties, returns).

Account set-up on Allegro

Since you’re based in Germany (an EU country), the path for EEA-based companies applies. Allegro’s official help-centre explains that sellers from the EEA can register a business account, verify a bank account, set their sales policy and list the first offers. Here’s how to do it:

I. Visit Allegro’s Registration for sellers from outside Poland in the European Economic Area page and choose the Polish marketplace (allegro.pl) or others (CZ, SK, HU) if relevant.

II. Create a business account. Provide your German company details (legal name, registration number, VAT ID, address). Accept terms & conditions, verify your email.

III. Verify your bank account for payouts. If you have a German bank account capable of receiving PLN transfers, that’s acceptable. Allegro offers different verification methods (online transfer, standard transfer, bank statement).

IV. Set up key store policies before listing: returns policy, complaints policy, shipping terms, delivery time. These must comply with Polish consumer laws.

V. Once your account and policies are verified, you’re ready to list your first offers. Obtain full account verification if you plan regular sales or expansion into multiple markets.

Compliance for German brands selling cross-border

Selling from Germany into Poland requires attention to EU-wide and local obligations. For a German brand, four areas deserve particular focus:

• VAT & OSS (One-Stop Shop): If you’ll sell B2C into Poland and your cross-border sales exceed the EU threshold (currently €10,000 annually) for distance sales, you must register for OSS or register VAT in Poland. Document this step in your set-up.
• Packaging & EPR (Extended Producer Responsibility): Products shipped into Poland must comply with Polish packaging laws (search for: opłata produktowa) and may require registration with packaging-waste schemes. Ensure your products, documentation and partner logistics cover this.
• Returns & consumer rights: Polish law mandates a 14-day right of withdrawal for consumers, and up to 2-year liability for defects. Your return policy set-up must reflect this.
• Bank account/currency & payouts: Your German bank account must accept PLN transfers or you must use an intermediary. Ensure your payout method aligns with Allegro’s requirements.

Step 3: Localise & Translate Your Offering

German brands using Allegro to enter the Polish market need to understand that localization requires more than simple translation; it demands a full adaptation of product presentation, pricing, and communication to align with Polish buyer expectations.

Allegro supports automatic translations of offers and messages, but sellers still need to polish and optimise these translations to reflect their brand voice and resonate locally. 

Practical localisation checklist

• Write product titles and descriptions originally in Polish (or adjust translations of German/English versions).
• List prices in PLN. Ensure your value positioning aligns with local expectations.
• Use clean, familiar visuals (white backgrounds, clear product shots) and ensure your shipment, delivery and return details are clearly communicated.
• Incorporate Polish-language returns, warranty, and shipping terms to build trust.
• Research and include Polish search keywords (don’t assume German equivalents will suffice).
• Highlight your German brand credentials (“Made in Germany”, engineering, premium quality) in a way that appeals locally.
• Plan for local-relevant promotions: for example, local holidays, payment-method offers.
• Decide on language of customer service (Polish or English) but ensure response quality and speed.
• Soft-launch a limited number of SKUs, track return rates and buyer queries, then optimise listings before full rollout.

With these points addressed, your brand will feel native. That leads to stronger conversion, fewer returns and better reputation.

Step 4: Choose logistics & delivery options

When German companies sell to Poland via Allegro, logistical planning must be prioritized as it significantly shapes their profitability (cost structure) and market reach (growth potential).

Choosing the right model

You have two main routes: ship directly from Germany, or use Allegro’s logistics network (including its “Allegro Delivery”/“One Fulfillment” services). The latter often costs more initially, but gives you local delivery speed, easier returns and stronger buyer trust.

Why the infrastructure matters

Allegro now serves Poland with a delivery network that includes about 33,000 parcel lockers and 37,000 pickup/drop-off points (PUDOs) thanks to a 2025 agreement with DPD Polska.

That means your brand can offer delivery experiences Polish shoppers expect – fast, convenient, local – even though you’re based in Germany.

Key decisions for your strategy

• Fulfilment location → Ship direct from Germany, or store inventory in Poland/use Allegro’s fulfilment?
• Delivery methods → Include courier-to-door, lockers, pick-up points. Polish customers expect choice and speed.
• Returns handling → Ideally, allow returns within Poland to reduce buyer friction.
• Cost vs time trade-off → Use direct German dispatch for niche SKUs, and Allegro fulfilment for high-volume ones.
• Scaling path → Start with Poland, then expand into other CEE markets using the same infrastructure.

Execution checklist

1. Estimate fulfilment cost for both models (Germany direct vs Polish fulfilment).
2. Configure delivery promise (e.g., “1-3 working days via locker”) and reflect it in your listing.
3. Set up a return policy. Local returns preferred.
4. Contact Allegro to join their fulfilment programme, check fees and eligibility.
5. Track logistics KPIs (delivery time, returns rate, customer satisfaction) via Allegro dashboard.
6. Plan for expansion: once Poland is performing, extend the same setup into other markets.

Step 5: Set up payments & currency handling

It is vital to handle all payment and currency aspects accurately; failure to do so risks poor conversion performance or challenging payout processes.

Understand the Polish payment landscape

One of the key payment methods in Poland is BLIK. Users completed over 154.5 million BLIK transactions in Q1 2025, representing a 47% increase year-on-year.

By late 2024, BLIK and other A2A (account-to-account) options dominated Polish e-commerce payments, while card-based payments held a lower share.

From the seller side, Allegro has broadened its in-house payment solution (“Allegro Finance”) to manage deposits, withdrawals and refunds, which simplifies payout flow for sellers.

Practical tasks for German exporters

1. Configure your payout account: Ensure your German business bank account can receive PLN or you use a currency conversion service that settles in EUR/PLN as supported by Allegro. Confirm settlement timings and fees.
2. Offer preferred local payment methods: At a minimum, support BLIK and instant bank transfer in your listing. Polish buyers expect these methods; neglecting them may reduce conversion.
3. Clarify currency and pricing: List your products in PLN if you’re targeting the Polish market. Avoid just showing EUR and relying on automatic conversion—buyers prefer seeing their local currency.
4. Manage refunds and chargebacks: With Allegro’s payment infrastructure evolving, understand how refunds are handled (via Allegro Finance or your bank), and ensure your German accounting set-up captures these flows.
5. Monitor payment conversion metrics: Track the share of orders by payment method, failed payments due to currency mismatch or method unavailability, and adjust your listing options accordingly.
6. Coordinate tax/FX implications: Since you operate cross-border, liaise with your finance/tax team about how settlement currency affects VAT registration, profit reporting and cost-of-goods calculations.

When your payment setup is complete, you’ll be ready to list with full support for means of payment and local buyer expectations.

Step 6: Build your Allegro presence

Once your account is live and your products are ready, your focus must shift from mere listing to positioning: so your German brand stands out and converts in the Polish marketplace.

Craft high-quality listings

Your product card reflects your brand’s promise. Use sharp, high-resolution images, show the product from multiple angles, and include lifestyle context where appropriate. Clear titles matching Polish search behaviour matter even more than direct translations. Completing all mandatory attributes (size, colour, condition) improves visibility and ranking in Allegro’s filters and search algorithm.

Even though Allegro supports translation tools, always review your Polish-language listing versions to avoid awkward phrasing or brand messaging that fails to resonate locally.

German quality is your advantage: highlight “Made in Germany”, engineering pedigrees or premium credentials; but frame them in local language that says: “reliability, value, long-term durability”.

Use promotion and advertising tools

Visibility is not guaranteed in a competitive market, so use Allegro’s native tools to boost your reach. Listings that use highlights or promotional “distinctions” are placed higher in search results and can increase click-through substantially.

Allegro Ads (such as sponsored listings or search-result placements) allow you to allocate budget to key SKUs and track performance via impressions, clicks and conversions.

Consider timed campaigns tied to Polish consumer events (such as Black Friday, “Dzień Kobiet”, or Allegro-specific sale weekends). Align promotions with your brand’s value positioning, not just low price.

Maintain seller quality & ratings

Polish consumers and Allegro’s algorithm both respond to seller performance. Metrics like response time, on-time dispatch, returns rate and buyer ratings influence your visibility. Listings and stores with strong performance rank higher.

For your German brand, set internal service standards: respond within 24 hours, ship within promised window, resolve complaints fast, and encourage buyers to leave positive feedback. Over time this builds trust and improves algorithmic relevance.

Scale step-by-step

Start with a modest number of SKUs (e.g., 20-50) to test the market. Monitor performance: conversion rate, return ratio, buyer comments. Once you find winners, roll out variants or expand into other CEE markets via the Allegro group. Use data to guide which product families to expand.

As you gain momentum, use insights from Allegro’s analytics to adjust pricing, inventory and promotion mix. A data-driven approach helps you avoid under-cutting margins while still staying competitive.

Step 7: Measure, scale & optimise

You’ve launched your listings, integrated your payments and logistics, and built your presence. Now it’s time to treat the move into Poland and CEE via Allegro as a business experiment with real-time measurement, disciplined scaling and continuous optimisation.

Focus on the right metrics

Allegro gives sellers access to its Sales Quality dashboard. In this section, you’ll see your performance across eight core metrics such as response time, on-time dispatch, fast refunds and buyer recommendations — all calculated daily and represented as points. A high score not only reflects good service but can boost your visibility, eligibility for promotional programmes and access to locked-in benefits like the Smart! Badge.

For example: if your “On-time dispatch” or “Average response time” falls short, your ranking in search may drop. Monitoring these metrics closely allows you to anticipate issues instead of reacting later.

Beyond quality metrics, keep an eye on business KPIs such as conversion rate, average order value (AOV) and return rate. According to recent data, Allegro’s conversion rate in certain categories was in the 2.5–3.0% range in 2024.

Tracking those numbers regularly allows you to benchmark your German brand performance against marketplace norms.

Scale when you have proof

Once your pilot SKUs show consistent performance (e.g., meets your target conversion, low return rate and solid logistics cost per order) you’re ready to scale. Increase SKU count, expand into other CEE territories via Allegro’s regional footprint, and broaden your promotional spend.

Use performance data to guide your rollout: which product families resonate most this season, which logistics model offers best margin, which search terms deliver highest click-through.

Continuous optimisation

Some actionable tactics:

• Leverage Allegro’s analytics tools to monitor where drop-offs happen (e.g., cart ⇒ checkout, payment decline).
• Test different price-points and delivery promises; track impact on conversion.
• Review buyer review comments to spot recurring issues (e.g., “delivery delay”, “poor packaging”) and adapt processes.
• Monitor competitive pricing and marketplace events (major sale weeks) so your German-brand positioning stays relevant.
• With the quality dashboard above, if you see dips in seller metrics, act promptly: resolve open discussions, refund quickly, dispatch on time.

Checklist for execution

Check your “Sales Quality” report from Allegro and identify any metrics in “Good” or below. Act to improve them.

Set monthly KPIs for conversion rate, AOV and return rate based on your first quarter performance.

Schedule a quarterly review of your logistics cost per order, payment decline rate and buyer satisfaction score.

Plan your scale-up: select 10 additional SKUs for Q2, allocate extra budget to Allegro Ads, prepare fulfillment increase.

Create a continuous-improvement loop: buyer feedback ⇒ listing adjustment ⇒ logistics refinement ⇒ performance update.

Conclusion

If your German brand is ready to move beyond “just another marketplace listing”, then this moment is your gateway. With Allegro boasting over 21 million active buyers, mid-single digit growth turning into double-digit expansion, and a logistics network built for local trust (33 000+ lockers, 37 000+ pick-up points)… you’re tapping into serious scale.

Poland and the wider CEE region today offer one clear advantage: the Eastward frontier is an opportunity in motion. While many brands in Western Europe push harder into saturated markets, you can step into a region still gaining steam, still welcoming quality, and still under-indexed.

Follow the roadmap you’ve just walked through. Launch into Allegro today, to lead in a region undergoing transformation. Because when the numbers speak, and the infrastructure is ready, you won’t be asking “Should we go?”: you’ll be asking “How fast can we grow?”

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