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Allegro Leans Into Local Strategy to Fend Off Rising Asian Competition

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Polish e-commerce leader Allegro is intensifying its focus on local products, services, and delivery infrastructure to distinguish itself from rapidly expanding Asian competitors such as Temu and AliExpress, the company said Thursday.

The strategy includes removing long-delivery-time offers from East Asia on its international platforms in Czech Republic, Slovakia, and Hungary, following a similar move on its Polish marketplace, which had little to no impact on sales volumes, according to CFO Jon Eastick.

“We’re looking to really double down on our differentiators versus the Asian players and make it really clear to the consumer why they look to Allegro every day as the main place to shop,” Eastick said during a conference call.

Key Strategic Moves

  • Long-shipping offers from East Asian sellers have been phased out to highlight local availability and faster delivery.

  • Allegro will continue investing in platform upgrades, such as:

    • Loyalty program enhancements

    • AI-driven recommendations

    • Smarter ad targeting

The changes are part of Allegro’s broader effort to maintain its dominant position in Polish e-commerce, where it currently holds 38.8% market share, compared to:

  • Amazon – 3.9%

  • AliExpress – 3.4%

  • Temu – 1.5%
    (Source: Euromonitor International, 2024)

“Asian platforms made rapid progress in early 2024, but that has slowed dramatically,” Eastick said, citing internal monthly surveys of transaction shares.

Competition and Marketing Dynamics

Temu, which entered Poland in June 2023, has been aggressive in marketing spend, prompting Allegro to respond.

  • Q1 2024 marketing spend: 317.1 million zlotys ($84.46 million), up 10% YoY

  • This is down from a 28.7% jump in Q4 due to the seasonal holiday push.

“Marketing spend and share of voice is definitely where we feel the impact of the new competitors the most,” Eastick noted.

Despite the increased advertising intensity from rivals, Allegro appears confident in its defensive positioning, relying on brand loyalty, localized logistics, and strong vendor relationships to stay ahead.

Allegro Confirms 2024 Outlook as Q1 Earnings Climb, Focus Shifts to Competing with Temu

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Allegro, Poland’s top e-commerce platform, reported a 4.9% rise in Q1 adjusted core earnings in its domestic market and confirmed its full-year forecast, even as competition from platforms like Temu intensifies.

Incoming CEO Marcin Kuśmierz said the company continues to see strong buyer engagement both domestically and abroad:

“Not only is the number of active buyers rising in Poland and internationally, but they also continue to spend more with us on average.”

Q1 Results Overview

  • Adjusted EBITDA (Poland): 859.4 million zlotys ($229.6 million)
    (slightly below analyst expectations of 875 million zlotys)

  • Gross Merchandise Value (GMV):

    • Poland: Up 8.9% to 14.78 billion zlotys

    • International Markets: Up 82%

  • Active Buyers (Group-wide): 21 million (↑5.4% YoY)

    • Of which 6 million are international

Competitive Strategy and Platform Evolution

Despite “not the best” trading conditions in Q1, Finance Chief Jon Eastick noted that the outlook for Q2 is firmer, with the company remaining optimistic for the latter half of 2024.

To differentiate from Asian e-commerce players like Temu, Allegro has removed listings with long shipping times, particularly those from East Asia. This has helped:

  • Increase shopping frequency

  • Boost the number of local merchants on its international platforms (↑56% YoY)

“Removing most of the long delivery time Asian selection helped Allegro distinguish itself,” Eastick said.

Allegro also continues to invest in logistics infrastructure to lower costs and improve service, expanding its network of:

  • In-house parcel lockers

  • Partner-managed delivery points

The share of delivery volumes managed by Allegro rose to 29% in Q1, up from 24% in Q4 2023.

Market Reaction

Despite the overall positive momentum, Allegro shares slipped ~2% in early trading. Analysts at JPMorgan called the result “moderately negative” due to:

  • Slightly softer Polish profitability

  • No upside surprises in GMV growth

Still, Allegro remains Poland’s dominant player and is steadily building out its international presence in Czech Republic, Slovakia, and Hungary, aiming to consolidate its regional leadership.

Allegro to Expand Parcel Locker Network by 2,500 Units in Poland in 2025

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Allegro, a prominent e-commerce firm, plans to expand its parcel locker network by 2,500 units in Poland in 2025, focusing on increasing its share of parcels delivered through its managed services. This move aligns with Allegro’s strategy to gain more control over its logistics and reduce delivery costs.

In a post-earnings interview, Allegro’s Chief Financial Officer (CFO), Jon Eastick, emphasized the company’s commitment to enhancing its managed delivery methods, which provide more flexibility and lower average prices as the network expands. In 2024, Allegro’s delivery costs increased by 22.9% to 2.84 billion zlotys ($736 million), prompting the company to look for more cost-effective solutions.

Over the past few years, Allegro has ramped up its investment in logistics, co-financing delivery services with merchants through its loyalty program and rolling out its own network of parcel lockers. The company added over 1,000 lockers in Poland last year, bringing its total to 4,500 lockers, with an additional 500 lockers in the Czech Republic. Allegro has also introduced a new delivery program that assumes full responsibility for the delivery process. Initially partnered with Orlen, the program will soon include DHL.

By the fourth quarter, 24% of the company’s parcel volumes were managed through Allegro’s own services, and with price adjustments in 2025, Allegro expects its parcel lockers to be more cost-effective than the most expensive third-party suppliers by the end of the year.

This significant increase in logistics investment came as a surprise to analysts at Trigon brokerage, who speculated that it could impact InPost, a parcel locker company with which Allegro has a seven-year partnership. The potential for Allegro to reduce its reliance on InPost in the future may affect InPost’s market share once the agreement expires in 2027.

Despite this, Eastick reassured that Allegro maintains strong relations with InPost, though it is exploring alternative, cost-efficient options for consumers. Following the news, InPost’s shares dropped by 5.9%.