Polish e-commerce platform Allegro announced today that it generated €2.6 billion in sales in 2024, marking a 7% increase compared to the previous year. The company also reported a 10% rise in gross merchandise volume (GMV), a measure of total sales value across its platform, reaching €15.3 billion.
Allegro, founded in 1999 as a local auction site in Poland, has grown into one of Central Europe’s largest online marketplaces. Known for its broad range of products—from electronics to fashion—the platform has expanded beyond Poland in recent years. In 2022, it launched operations in the Czech Republic, followed by a 2023 entry into Slovakia. The company has stated its long-term goal is to become a leading e-commerce player across Europe.
The sales growth reflects Allegro’s aggressive international push. While Poland remains its core market, contributing roughly 80% of its revenue, the company has steadily increased its focus on Central Europe. Its expansions into the Czech Republic and Slovakia have helped attract over 2 million active customers in those regions, according to internal data. The platform now serves nearly 25 million monthly users across all markets.
“Our strategy is to build on our strength in Poland while methodically growing in neighboring countries,” said François Nuyts, CEO of Allegro. “The GMV increase shows that customers trust us not just for selection, but for reliable service.”
Allegro’s success comes amid fierce competition in European e-commerce. Giants like Amazon and Zalando dominate Western markets, while regional players such as Romania’s eMAG and Hungary’s Extreme Digital hold strong positions locally. Analysts note that Allegro’s advantage lies in its deep understanding of Central European consumer habits, including offering cash-on-delivery payments—a preferred method in the region.
The company has also invested in logistics to speed up deliveries, a key challenge in cross-border e-commerce. It operates six fulfillment centers in Poland and recently opened a seventh in Slovakia. Same-day delivery is now available in major Polish cities, with plans to expand this service to the Czech Republic by mid-2024.
Despite its growth, Allegro faces hurdles. Inflation has dampened consumer spending in Central Europe, particularly for non-essential goods. The company has responded by promoting budget-friendly products and expanding its secondhand goods category, which saw a 22% uptick in sales this year.
Allegro’s next steps include exploring entry into Croatia and Romania, markets with growing internet penetration but fragmented e-commerce sectors. It also aims to double down on sustainability, pledging to make all packaging recyclable by 2025.
While the company has not disclosed profitability figures for 2024, its revenue growth suggests resilience in a competitive industry. For now, Allegro’s focus remains on turning its Central European foothold into a springboard for broader continental influence.