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E-commerce in Poland is growing at a dizzying pace, and more and more companies are recognizing the potential of selling on marketplaces. In an era of rapidly changing consumer preferences and rising customer acquisition costs, online platforms are becoming a strategic tool for entrepreneurs seeking to increase their visibility and scale their businesses.
Marketplaces are ready-made sales ecosystems that eliminate the need to invest in e-commerce infrastructure, logistics, and marketing on their own. They allow companies to immediately enter the market, leveraging a vast user base and advanced sales tools. This is especially important at a time when the cost of customer acquisition through channels like Google ads and social media is constantly rising.
Who is a marketplace best suited for? Both small businesses seeking their first sales channels and large players looking to diversify their revenue streams and acquire new customers. However, this doesn't mean that every marketplace will work in every industry – choosing the right platform requires market analysis, cost analysis, and target audience analysis.
In this article we will look at 10 largest marketplaces in Poland and we'll explore which of them are worth considering in your sales strategy. You'll learn which platforms have the greatest reach, which products sell best there, which companies they're aimed at, and what the entry requirements and sales costs are.
Should your company sell on a marketplace? If you want rapid growth, greater visibility, and access to millions of potential customers, the answer is Yes. The question is: which marketplace will be best for you? Check out our analysis and make an informed decision. 🚀
Why is it worth selling on the marketplace?
- Reach and popularity – millions of users per month.
- Ready infrastructure – no need to create your own store.
- Customer trust – consumers are more likely to buy on well-known platforms.
- Logistics and returns handling – many marketplaces facilitate these processes.
- Marketing opportunities – advertising, promotions, visibility in the marketplace search engine.
- Lower cost of entry – no need to invest in website and SEO.
The largest marketplaces in Poland – TOP 10
Below we present the 10 largest marketplaces in Poland along with key information about them.
1. Allegro leader of Polish e-commerce
- Number of visitors: ~20 million per month.
- Assortment: electronics, fashion, home and garden, automotive, books, sports, etc.
- For whom: for small, medium and large companies.
- Entry difficulty: easy – possibility of selling as a company and an individual.
- Costs: sales commission + optional advertising.
Allegro is the largest marketplace in Poland with 20 million users per month and a wide range of products – from electronics to fashion and home products. The platform is suitable for both small businesses, What large sellers, offering ready-made sales and marketing tools.
The entry to Allegro is relatively simple, but high competition requires optimization of offers and investment in advertising. Costs include sales commission (6-15%), fees for promoting offers and Allegro Ads.
✅ Advantages: huge customer base, easy start, Allegro Smart program!
❌ Defects: high competition, commissions, requirements regarding the quality of service.
Application: If you want to sell online in Poland, Allegro is the best choice, but success requires a well-thought-out pricing and marketing strategy. 🚀Allegro: Seller Help Center
2. Amazon.pl
- Number of visitors: growing dynamically, no official data.
- Assortment: a wide selection of products – from electronics to food.
- For whom: for companies wanting to sell in Poland and abroad.
- Entry difficulty: medium – need to register and meet Amazon requirements.
- Costs: monthly subscription fee + sales commission.
Amazon.pl is the Polish version of the global e-commerce giant, offering access to wide customer base and the possibility sales in Poland and abroad. The assortment covers virtually every category – from electronics to books and everyday items.
Selling on Amazon requires registering a business account, meeting certain standards and adhering to strict platform rules. Costs include subscription (PLN 165.91/month), sales commission (approx. 7-15%) and optional promotion and fulfillment (FBA) fees.
✅ Advantages: huge reach, possibility of international sales, FBA program facilitating logistics.
❌ Defects: high quality requirements, monthly subscription fee, high competition.
Application: Amazon.pl is a great option for companies that want to scale sales and enter foreign markets, but it requires good preparation and logistics strategy. 🚀 Amazon.pl: Amazon Seller Central
3. OLX
- Number of visitors: ~12 million per month.
- Assortment: used and new products, real estate, services.
- For whom: for companies and individuals, mainly in the B2C and C2C segment.
- Entry difficulty: very easy – register and add an ad.
- Costs: optional promotion of offers.
OLX is one of the largest advertising websites in Poland, visited by approximately 12 million users per month. It's the perfect platform for selling used products, local services and larger items such as furniture or vehicles.
Registration and adding ads are very simple, and selling does not require running a business. Companies can use business accounts and paid promotions, to increase the visibility of offers. OLX does not charge commission on sales, but offers paid highlights and advertising.
✅ Advantages: no commission, easy to post offers, large user base.
❌ Defects: limited sales of new products, lack of extensive e-commerce tools, mainly local transactions.
Application: OLX is a great place for businesses and individuals selling used items, real estate or services, But it will not replace a professional e-shop or marketplace like Allegro. 🚀OLX: OLX for Business
4. Empik Marketplace
- Number of visitors: ~10 million per month.
- Assortment: books, electronics, cosmetics, premium products.
- For whom: for companies with original, high-quality products.
- Entry difficulty: medium – selective acceptance of sellers.
- Costs: sales commission.
Empik Marketplace is a sales platform belonging to the Empik chain, visited by approximately 10 million users per month. It mainly focuses on books, electronics, cosmetics, premium and lifestyle products, attracting customers with higher purchasing power.
Sales require acceptance by Empik, which means higher quality offers, but also a more selective registration process. Costs include sales commission (approx. 10-20%) and optional fees for promoting offers. The platform offers integration with online stores and the opportunity to use Empik marketing campaigns.
✅ Advantages: high traffic, customers willing to spend more, prestigious platform.
❌ Defects: selective acceptance of sellers, higher commissions, less variety of categories than on Allegro.
Application: Empik Marketplace it's a good place for premium brands and sellers offering high-quality products, but it requires carefully selected offer and pricing strategy. 🚀Empik Marketplace: Empik Place for Sellers
5. eBay.pl
- Number of visitors: no exact data, but globally ~1.5 billion per month.
- Assortment: a wide range of products – both new and used.
- For whom: for sellers interested in exporting.
- Entry difficulty: Medium – requires knowledge of international sales.
- Costs: sales commission + optional promotions.
eBay.pl is the Polish version of the global auction platform and marketplace, but its popularity in Poland is much smaller than Allegro. .Even so, eBay gives possibility of international sales, which makes it attractive for companies wanting to export products to foreign markets, especially to USA, Germany and Great Britain.
The website allows you to sell both new and used products, and registration is relatively simple. Costs include sales commission (approx. 5-12%), listing fees, and optional advertising. eBay also offers a program eBay Global Shipping, making international shipping easier.
✅ Advantages: possibility of selling abroad, large global market, auction option.
❌ Defects: low popularity in Poland, complicated regulations for sellers, need for knowledge of international logistics.
Application: eBay.pl is a good option for export-oriented companies, But For domestic sales, Allegro or Amazon.pl are better choices. 🚀eBay.pl: eBay for Sellers
6. Morele.net Marketplace
- Number of visitors: ~4 million per month.
- Assortment: electronics, gaming, electronics and household appliances.
- For whom: for companies in the technology industry.
- Entry difficulty: medium – requires registration and integration of the offer.
- Costs: sales commission.
Morele.net Marketplace is a platform focused mainly on electronics, gaming, electronics and household appliances, visited by approximately 4 million users per month. The website is popular with customers looking for computer equipment, laptops, smartphones, components and technological accessories, which makes it attractive to companies from the IT and consumer electronics industries.
Registration requires Apricot approval, and sellers must meet certain conditions, including those regarding service quality and logistics. The costs include sales commission (depending on the category) and optional fees for promoting offers.
✅ Advantages: a specialized platform with a large number of customers interested in electronics, the ability to reach customers looking for premium equipment.
❌ Defects: limited number of product categories, selective acceptance of sellers, higher competition in technological segments.
Application: Morele.net Marketplace is a great choice for companies in the technology industry, who want to reach customers looking for high-quality equipment, but it is not a platform for sellers outside the IT and electronics sector. 🚀Morele.net Marketplace: Apricots Marketplace for Partners
7. Ceneo.pl (price comparison site)
- Number of visitors: ~6 million per month.
- Assortment: wide – from household appliances to cosmetics.
- For whom: for companies with competitive prices and a large offer.
- Entry difficulty: medium – need for store integration.
- Costs: CPC fees (cost per click) + commission.
Ceneo.pl is one of the largest price comparison websites in Poland, visited by approximately 6 million users per month. In addition to the standard function of comparing offers from different stores, Ceneo also offers the option „"Buy Now"”, thanks to which customers can make a purchase directly on the platform, without having to go to the seller's store.
The service is particularly attractive for companies with competitive prices and a wide range, especially in categories such as electronics, household appliances, cosmetics, fashion and home products. Costs include CPC model (cost per click) – the seller pays for clicking on the offer – and commission on transactions in the "Buy Now" model„.
✅ Advantages: huge traffic on the website, high conversion at attractive prices, possibility of selling without your own e-store.
❌ Defects: the need to offer very competitive prices, the CPC model generates costs even without finalizing the purchase, high price competition.
Application: Ceneo.pl is a great solution for companies with a wide range of products and low prices, But sellers must take into account advertising costs and strong price competition. 🚀Ceneo.pl: Ceneo for Shops
8. Carrefour Marketplace
- Number of visitors: ~3-4 million per month.
- Assortment: food products, electronics, cosmetics, household appliances, ecological products.
- For whom: for companies selling everyday products and electronics.
- Entry difficulty: medium – requires registration and meeting Carrefour conditions.
- Costs: sales commission + optional promotion fees.
Carrefour Marketplace is a sales platform of one of the largest retail chains in Europe, visited by approximately 3-4 million users per month. It mainly focuses on food products, cosmetics, electronics, household and ecological products. This is a good place for companies offering everyday products and for brands wanting to reach customers who prefer shopping at well-known chains.
The registration process requires Carrefour approval, and sellers must meet certain conditions, including those regarding service quality and logistics. The costs include sales commission (depending on the category) and optional fees for promoting offers. Carrefour also offers integration with sales systems and the ability to use the platform's advertising tools.
✅ Advantages: recognizable brand, loyal customers, high traffic in the food and home categories.
❌ Defects: selective acceptance of sellers, limited number of product categories, smaller reach than Allegro or Amazon.
Application: Carrefour Marketplace is a great option for companies in the FMCG, electronics and home goods sectors, But requires meeting specific standards and pricing strategies. 🚀Carrefour Marketplace: Carrefour for Sellers
9. Vinted
- Number of visitors: ~3 million per month in Poland.
- Assortment: second-hand fashion.
- For whom: mainly for private individuals, but also for used clothing companies.
- Entry difficulty: easy – free registration.
- Costs: optional promotion of offers.
Vinted is a popular sales platform specializing in second-hand clothing, visited by approximately 3 million users per month in Poland. The website allows you to sell clothes, shoes, accessories, as well as cosmetics and children's products, which makes it attractive to both private individuals and companies dealing in used clothing.
Registration and listing of products is completely free, which distinguishes Vinted from other marketplaces. The platform earns money from fees for promoting offers and transaction fees charged to buyers. Companies can use the account Vinted Pro, which enables sales on a larger scale.
✅ Advantages: no sales commission, large customer base interested in second-hand fashion, simple service.
❌ Defects: limited product category (mainly clothing), lack of extensive e-commerce tools for companies, sales focused mainly on individual customers.
Application: Vinted is a great option for second-hand clothing sellers and fashion brands, But for broader e-commerce sales, other marketplaces will be better suited. 🚀Vinted: Vinted for Business
10. Zalando Lounge
- Number of visitors: ~2 million per month.
- Assortment: premium and sale clothing.
- For whom: for fashion brands and distributors.
- Entry difficulty: high – Zalando has a strict selection of partners.
- Costs: sales commission.
Zalando Lounge is a closed sales platform belonging to Zalando, specializing in premium and outlet fashion. The website attracts customers looking for branded clothes, shoes and accessories at attractive prices, and its number of users in Poland is approximately 2 million a month.
Selling on Zalando Lounge requires cooperation with the platform and meeting certain conditions, which means that only selected sellers can display their products. Costs include sales commission, which is negotiated individually, and optional fees for promotional campaigns.
✅ Advantages: prestigious platform, loyal customers willing to spend larger amounts, Zalando's strong position on the market.
❌ Defects: limited availability for sellers, need to adapt to platform policies, long acceptance process.
Application: Zalando Lounge is an excellent option for premium brands and fashion retailers, But the process of entering the platform is selective and requires adaptation to Zalando standards. 🚀Zalando Lounge: Zalando Partner Program
Summary: Marketplaces in Poland – which one to choose for your company?
Marketplaces in Poland are a powerful sales tool that gives companies access to millions of customers without having to invest in their own online store. However, each platform has its own specific features, requirements and billing model, therefore, choosing the right marketplace should be a conscious decision tailored to your business strategy.
The largest marketplaces in Poland – key conclusions
1️⃣ Allegro – the largest marketplace in Poland (20 million users/month), covering all product categories. The best choice for most companies.
✅ Advantages: huge customer base, ability to sell in any category, extensive marketing tools.
❌ Defects: high competition, commissions (6-15%).
2️⃣ Amazon.pl – a global platform enabling sales in Poland and abroad. A good option for companies wanting to export products.
✅ Advantages: international reach, professional logistics (FBA).
❌ Defects: monthly subscription (PLN 165.91), high quality requirements.
3️⃣ OLX – the largest advertising website in Poland (12 million users/month), great for local sales and used products.
✅ Advantages: no commission, easy to post offers.
❌ Defects: limited e-commerce tools, mostly local transactions.
4️⃣ Empik Marketplace – premium marketplace with 10 million users/month, focused on books, electronics and cosmetics. A good option for premium brands.
✅ Advantages: loyal customers, prestigious platform.
❌ Defects: selective acceptance of sellers, high commissions (10-20%).
5️⃣ eBay.pl – less popular in Poland, but great for export to foreign markets.
✅ Advantages: global market, opportunity to sell new and used products.
❌ Defects: low popularity in Poland, complicated international logistics.
6️⃣ Morele.net Marketplace – a specialized platform for the industry electronic and IT (4 million users/month).
✅ Advantages: well-matched customers, high sales in the gaming and technology segment.
❌ Defects: limited number of categories, selective acceptance of sellers.
7️⃣ Ceneo.pl Marketplace (Buy Now) – marketplace connected to price comparison tool (6 million users/month).
✅ Advantages: high traffic, high conversion for competitively priced offers.
❌ Defects: CPC model (cost per click), high price competition.
8️⃣ Carrefour Marketplace – marketplace food and lifestyle z 3-4 million users/month. A good option for sellers of FMCG, eco-friendly and electronics products.
✅ Advantages: well-known brand, loyal customer base.
❌ Defects: selective acceptance of sellers, smaller reach than Allegro.
9️⃣ Vinted – leader in the category second-hand clothing (3 million users/month in Poland). The best option for selling clothes and accessories.
✅ Advantages: no sales commission, large community of buyers.
❌ Defects: limited product category, lack of extensive e-commerce tools for companies.
🔟 Zalando Lounge – premium marketplace for fashion and outlet accessories (2 million users/month).
✅ Advantages: loyal customer base, sales of premium brands.
❌ Defects: selective seller acceptance process, long onboarding.
Which marketplace should you choose?
🔹 If you sell a wide range of products and want to reach as many customers as possible → Allegro
🔹 If you want to scale your international sales → Amazon.pl or eBay
🔹 If you sell locally, no commission → OLX
🔹 If you have premium products, books, cosmetics → Empik Marketplace
🔹 If you sell electronics, gaming, consumer electronics/household appliances → Morele.net
🔹 If you have competitive prices and want high visibility → Ceneo.pl
🔹 If you operate in the food, organic or FMCG industry → Carrefour Marketplace
🔹 If you sell second-hand clothes and fashion → Vinted
🔹 If you have premium branded fashion → Zalando Lounge
Final Summary
Presence on marketplaces can significantly increase sales and brand recognition, but the key is choosing a platform tailored to your offer, budget and business strategy. Each marketplace has its own advantages and limitations, so before you start selling it is worth analyzing carefully costs, requirements and customer profile a given platform.
👉 Want to sell effectively online? Choose the marketplace that best suits your industry and growth strategy! 🚀
