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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 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%.

JD.com Enters China’s Competitive Food Delivery Market

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Chinese e-commerce giant JD.com (9618.HK) is expanding into the country’s food delivery sector, announcing on Tuesday its move to recruit restaurants for its new service, JD Takeaway. The company posted an invitation on its official Weixin account, offering a compelling incentive for restaurants: “Join us now, zero commissions all year round!”

Merchants who sign up with JD Takeaway before May 1 will enjoy a full year of commission-free services. JD.com aims to provide extensive support to these businesses, promoting the sustainable and healthy development of the food delivery industry.

China’s food delivery market is highly competitive, with two major players dominating the space: Meituan (3690.HK), the market leader, and Eleme, owned by Alibaba (9988.HK). JD.com’s entry into this market comes at a time when the company is facing intense competition in the broader e-commerce industry, dominated by giants like Alibaba Group and PDD Holdings (PDD.O), as well as rising platforms such as Douyin.

To stay competitive amid an economic slowdown and declining consumer spending power, JD.com has rolled out discount campaigns. However, these efforts have contributed to a decline in the company’s share price. Despite this, JD.com continues to leverage its robust, self-run logistics network, offering same-day or next-day delivery across most regions of China.