A presence on online marketplaces has ceased to be a supplement to an online store—for many companies, it's now the primary source of orders. At the same time, the question of where to sell online is changing faster than most available rankings suggest. This article provides a current data-driven market picture, an overview of the most important platforms—from the leaders to niche players—and a comparison of costs and requirements to help you tailor a Polish marketplace to your business.
What is a marketplace and what does the e-commerce platform market look like in Poland?
Horizontal or vertical – two types of platforms
A marketplace is a platform where many independent sellers offer products within a single platform. The platform owner provides the infrastructure, payments, and traffic, and in return collects a commission on transactions. Platforms are divided into horizontal, encompassing products from multiple industries, such as Allegro or Amazon, and vertical, focused on a single segment—electronics, fashion, or crafts.
E-commerce platforms in Poland constitute a uniquely structured market. According to an OECD market study published in 2026, Allegro accounts for approximately 81% of traffic among general marketplace platforms in the country. Empik reaches 8%, Amazon 6%, Erli 3%, and Morele 2%. Furthermore, 42,3% of Allegro users do not use any competing platforms. This leads to two conclusions for sellers. First, bypassing the leader means forgoing the majority of buyers. Second, the remaining platforms are not substitutes for Allegro, but complements with different characteristics, chosen for specific reasons. Knowing the market share is the starting point for every decision about where to sell online.
Allegro – a reference point for the entire market
Allegro attracts over 20 million users monthly and has set the standard for Polish e-commerce for over two decades. For buyers, it's the default starting point for their search, and for sellers, it's the largest available source of demand. Listing an offer is free, and the basic cost is a sales commission, which in 2026 ranges from 1% to 17% net, depending on the category. There are also transaction fees, surcharges related to the Smart! free shipping program, and expenses for promoting offers. Participation in the Smart! program increases costs, but it can be a competitive advantage – buyers filter search results en masse based on free shipping.
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However, scale comes at a price. Competition in popular categories is fierce, buyers primarily compare prices, and visibility can be difficult to achieve without the support of the Allegro Ads advertising system. The platform's ecosystem extends beyond the main platform – Allegro Lokalnie handles classifieds sales, while Allegro Biznes handles corporate purchases. We detailed the formalities, startup costs, and first steps in our post on how to set up a store on Allegro . For most companies, the most important question isn't whether to sell on Allegro, but rather which marketplace to choose, in addition to reducing dependence on a single platform.
Contenders: Empik Place, Amazon and Erli
The three platforms from the second row are developing so dynamically that they are worth considering as a second sales channel.
Empik Place
Empik built its marketplace on the strength of its own brand and the loyal customer base of the Empik Premium program. Culture, entertainment, beauty, and lifestyle categories are its natural habitat, although the platform's product range is much broader. Commission ranges from 6% to 18% of the gross price and is the only basic fee – with no separate transaction fee. Price competition can be more moderate than with the market leader, making Empik Place a sensible choice for margin-conscious retailers. The platform also offers its own fulfillment service, handling storage and shipping of orders.
Amazon
Amazon has been operating in Poland since 2021, and while it hasn't challenged its leading position, it offers something no one else has: access to customers across Europe from a single account and an FBA logistics program , in which the platform handles warehousing and shipping. The price comes with high quality requirements, rigorous procedures, and the risk of account suspension if they are violated. This is a route for companies with well-organized logistics and export plans.
Erli
Erli has emerged as the most serious Polish contender thanks to its low costs – registering a basic account is free, there are no fees for listing, and the commission is calculated solely on the product price, excluding shipping costs. After three quarters of 2025, the platform exceeded PLN 1,29 billion in revenue. Traffic is lower than on Allegro, but so is the competition, giving smaller sellers a chance for greater visibility.
Specialized and niche platforms
Beyond general marketplaces, there's a group of vertical platforms that compete based on specialization in a single category rather than breadth of product range. Morele focuses on electronics and computer equipment, reaching tech-savvy customers. Zalando has a strong presence in fashion , demanding high-quality service and good product photography from its partners, while the second-hand clothing segment is dominated by Vinted , a consumer marketplace that has also developed offerings for professional sellers.
The market is being supplemented by new international players with local services. Kaufland Global Marketplace launched its Polish version in August 2024 and features a single registration model that opens sales in several European markets simultaneously. Romanian eMAG , a strong presence in Central and Eastern Europe, is expanding its operations in Poland and is often chosen as a gateway to regional markets. Both platforms have significantly lower traffic in Poland than the leaders, but they represent an interesting starting point for companies considering international expansion. Their algorithms quickly assess seller quality, so on-time shipping and product data consistency, visible from the first few weeks, are particularly important. A vertical platform works best when your product range aligns with its specialization – the traffic is lower but more relevant.
OLX and Facebook Marketplace – ads are a different model
In the rankings, OLX and Facebook Marketplace are often found next to Allegro, although they operate according to different principles.
A classifieds website matches sellers with buyers but doesn't handle the entire transaction—finalization, payment, and pickup remain the responsibility of both parties, and buyer protection is limited. A full marketplace manages the transaction from cart to return, which builds trust but comes with commissions and regulatory obligations for the seller.
For businesses, however, classifieds have specific applications. OLX is suitable for local sales, bulky products that need to be picked up in person, and services.
Facebook Marketplace remains primarily a platform for individuals – businesses can, however, sell through a store linked to their company profile. Ads don't require a transaction commission, but they are time-consuming – you handle every contact with a buyer yourself. We described how this platform works in the post about Facebook Marketplace.
Ads complement sales where local contact is important – but they will not replace the infrastructure of a full marketplace.
What about foreign platforms? Ago, AliExpress, and eBay from a seller's perspective
Why are Temu and AliExpress mainly competitors for you?
Cross-border platforms are taking up an increasingly large share of the Polish shopping cart – according to industry analyses from 2026, approximately 41% of Polish internet users shop on foreign platforms, with Temu and AliExpress dominating the cheapest product segment. Selling through them remains possible, but barriers include a lack of local integration solutions, limited control over customer service, and price pressure. For Polish sellers, these platforms primarily represent price competition, making it difficult to maintain margins.
eBay has a different character . While its importance in Poland is limited, it has proven successful as an export channel to Western Europe and the United States for years – particularly for collectibles, automotive parts, and niche products that local platforms don't handle well. However, export sales require preparation – from VAT settlements to cross-border refunds. Treat foreign platforms as a task – as an export channel where you have a product advantage, rather than a price battleground with Asian imports.
How to Choose a Sales Platform? Comparing Costs and Requirements
Cost models vary more than the commission rates alone suggest. When comparing sales platforms in Poland, pay attention to the full fee structure:
- Allegro – 1–17% net commission calculated on the transaction amount with delivery, plus a transaction fee, Smart! surcharges and an advertising budget, without which using the platform makes no sense,
- Empik Place – 6–18% gross commission as the only basic fee, excluding transaction fees,
- Erli – commission only on the product price, no listing fees, with an optional PROseller account for PLN 39,90 per month,
- Amazon – commission depending on the category, plus optional FBA logistics fees, with the highest formal requirements,
- advertising websites – fees for publication or corporate packages, no transaction commission.
The second criterion is the requirements for starting – from a simple form on classifieds sites, through company verification on Polish platforms, to Amazon's restrictive procedures. The third is matching the product range. Electronics are gaining ground on Morele and Allegro, fashion on Zalando and Vinted, culture and beauty on Empik Place, unique products on Erli, and export plans are supported by Amazon, Kaufland, and eMAG. Before comparing commissions, calculate the full cost of selling a single product on each platform – the differences in fees can outweigh the differences in rates.
Marketplace and your own store – how to combine both channels?
Selling on a marketplace gives you instant access to millions of buyers, but it's done by someone else's rules – commissions increase, visibility depends on algorithms and advertising budgets, and the customer remains a customer of the platform. Having your own store reverses this equation: you keep the margin, and so does the customer data, but you have to generate traffic yourself.
Why connect a marketplace to your own store?
In mature strategies, both channels work together. The marketplace generates revenue from day one and allows you to test demand for new products, while the in-house store builds the brand, serves returning customers, and protects profitability. Integration systems provide a practical link, synchronizing inventory and orders across all channels in a single dashboard.
Over time, the balance can be shifted – the stronger the brand, the less reliance on commission-based intermediaries . For a complete breakdown of direct and indirect channels, see our article on sales channels for businesses.
It is best to treat the marketplace as a sales engine and your own store as the foundation of your brand – giving up either of them limits your growth.
Frequently asked questions about marketplace platforms
Allegro – according to a 2026 OECD study, it accounts for approximately 81% of traffic among general marketplace platforms in the country and attracts over 20 million users per month. Empik, Amazon, Erli, and Morele are next in line, but there's a significant gap between them and the leader. Importantly, a significant portion of Allegro users don't use any other platform, so leaving it out means missing out on a majority of buyers.
In 2026, the sales commission ranges from 1% to 17% net, depending on the category. However, this isn't the only cost – it also includes transaction fees, surcharges related to the Smart! free delivery program, and a budget for promoting offers. Therefore, the actual cost of sales can be significantly higher than the commission rate itself.
Erli stands out in terms of entry threshold – registering a basic account is free, there are no listing fees, and the commission is calculated solely on the product price, excluding shipping costs. The optional PROseller account costs PLN 39,90 per month. While traffic is lower than on Allegro, there's also less competition, which increases visibility.
A full marketplace handles the entire transaction—from cart, through payment, to returns—and charges a commission. A classifieds site like OLX or Facebook Marketplace merely matches sellers with buyers, with finalization and payment remaining the responsibility of both parties. Classifieds don't require a commission, but they are time-consuming and offer limited buyer protection.
Amazon offers access to customers across Europe from a single account and an FBA logistics program, where the platform handles warehousing and shipping. The price comes with high quality requirements, rigorous procedures, and the risk of account suspension if they are violated. This approach is for companies with well-organized logistics and export plans, not for every seller.
Typically, yes, because a presence on multiple platforms reduces dependence on one and spreads risk. However, it's crucial to treat the other platforms as complements with different specifics, not replacements for the leader – each is chosen for a specific reason, such as less price competition or access to foreign markets. Before adding another channel, calculate the full cost of selling a single product on each platform.
It's best to combine both, as they serve different roles. A marketplace provides immediate access to millions of buyers and generates revenue from day one, but it operates on a different basis – commissions increase, and customers remain customers of the platform. A dedicated store retains your margin and buyer data, building your brand, although you have to generate traffic yourself. The stronger the brand, the less reliance you have on commission-paying intermediaries.
Summary
The above article covers the following topics:
- A marketplace is a platform that brings together many sellers, and the market is divided into horizontal and vertical services.
- According to OECD data from 2026, Allegro is responsible for the majority of traffic on general marketplace platforms in Poland, ahead of Empik, Amazon, Erli and Morele.
- The contenders differ in their profiles – Empik Place offers milder price competition, Amazon offers European expansion and FBA logistics, and Erli offers a low entry threshold.
- Vertical platforms and new players are successful with a tailored product range and foreign plans.
- OLX and Facebook Marketplace operate on an advertising model, without full transaction support, and complement local sales.
- Temu and AliExpress are mainly price competitors for Polish companies, while eBay remains a proven channel for exporting niche products.
- Choosing a platform requires comparing the full fee structure, startup requirements, and product selection, and it's best to combine selling on a marketplace with your own store.
