A new marketplace and competitor to Temu will enter Ukraine / Collage of Channel 24, photo Shutterstock, Reuters
The largest Polish marketplace Allegro is planning to enter the Ukrainian market. For Europe, it could become a competitor to Temu, but with a more secure payment method.
How will the Polish giant operate in Ukraine?
Allegro's project to enter the Ukrainian market is divided into several stages. Therefore, it is not about rapid expansion, but about gradual scaling of the business, writes UCSC.
The first step will be the opportunity for Ukrainian buyers to order goods from Polish sellers on Allegro with delivery to Ukraine. The launch of this stage is expected in June. After that, the platform will:
- will open access to a wider range of Polish sellers;
- will allow them to work with Ukrainian clients;
- will gradually scale its presence in Ukraine.
In general, Allegro is considering launching a separate Allegro.ua direction, which will potentially be opened for Ukrainian sellers. According to unofficial data from the portal, this could happen as early as 2027.
It is noted that Nova Post may become the logistics partner of the project.
Allegro is a new competitor to the Ukrainian Rozetka
The Polish publication notes that Allegro's entry into Ukraine could become a serious challenge for local players.
Igor Guglia, an expert on the retail market in Ukraine, noted in a comment for the portal wiadomoscihandlowe.pl that Allegro's potential success on the Ukrainian market will largely depend on the uniqueness of the product range and the efficiency of logistics.
One of the unique features of the Ukrainian e-commerce market is that its key players, in addition to their online presence, have also created a fairly strong and extensive network of brick-and-mortar stores. These include epicentrk.ua with its chain of shopping centers “Epicenter”, Rozetka, Allo and Maudau (part of Fozzy Group). This is a huge advantage for these companies
“They operate as both stationary stores and self-pickup points,” says the expert.
How is it different from Temu?
The main difference is in regulation and transparency, writes Sonline.
Temu has already faced complaints from European regulators:
- deceptive discounts
- aggressive sales methods
- problems with refunds
- risks of illegal goods
Instead, Allegro operates within the European legal framework, which reduces the level of uncertainty for buyers.
Why are prices so low? The low cost of goods is explained by several factors: competition between sellers, a large number of offers for the same product, and deliveries from different countries.
This creates a dumping effect – the buyer sees the lowest possible price, but does not always understand what is behind it.
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What other Polish store will be in Ukraine?
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Discounter chain Pepco announced a test launch of stores in Ukraine, focusing on employee safety due to war risks.
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