If Poland's e-commerce market were a chessboard, the second quarter of 2025 would represent a critical turning point in the game. Domestic leader Allegro maintains steady growth while defending its position; cross-border newcomer Temu makes aggressive moves to capture market share; Amazon watches carefully from the sidelines; and TikTok Shop prepares to enter the fray. The outcome of this strategic contest will shape not just the platforms' individual fortunes, but the entire e-commerce ecosystem across Poland and Central-Eastern Europe.
Allegro: Strategic Foundations Behind Steady Growth
As Poland's e-commerce market leader, Allegro continued its consistent growth trajectory in Q2 2025. Financial reports show an 18.1% year-over-year revenue increase in Poland, with gross merchandise value (GMV) growing 9.8% — approximately double the growth rate of Poland's overall retail market. This performance stems from Allegro's clear strategic vision and operational efficiency.
Financial Performance
The revenue boost primarily resulted from March's co-financing adjustments. Adjusted EBITDA grew 14.2% year-over-year, demonstrating sustained profitability. Polish operations saw margins improve by 0.24 percentage points to 6.27%, while leverage decreased by 0.32 to 0.72 times adjusted EBITDA — evidence of exceptional cost control and operational management.
Strategic Vision
CEO Marcin Kuśmierz emphasized Allegro's ambition to become "an indispensable part of daily life" while positioning artificial intelligence as the core driver of future growth. This long-term perspective suggests Allegro prioritizes sustainable development through technological innovation to enhance both user experience and operational efficiency.
Operational Improvements
The company increased its self-managed delivery services to 34% and completed business integration in Czechia, Slovakia, and Hungary — expanding its Central European footprint.
Capital Markets Activity
Allegro successfully issued 1 billion PLN in bonds with 2.7 times oversubscription, while repurchasing 3.68% of shares and returning 1.4 billion PLN to investors — demonstrating strong market confidence.
Temu: Lightning-Fast User Acquisition
In contrast to Allegro's measured growth, Temu's Polish expansion resembles a blitzkrieg campaign. The platform's combination of ultra-competitive pricing and formidable user acquisition capabilities has propelled it past Allegro in user numbers.
- User Base: Mediapanel data shows Temu reached 19.917 million Polish users in August, securing market leadership. The platform first surpassed Allegro in March with 18.1 million users — a European record for Temu.
- Market Impact: Temu's rise has pressured competitors including Amazon, whose Polish user count dropped over 13% month-over-month, indicating significant market share erosion.
Amazon: A Global Giant's Local Struggles
Despite its worldwide dominance, Amazon faces challenges in Poland. User metrics across key indicators show concerning declines:
- User Count: Dropped to 6.45 million in August from 7.39 million in July (13% decrease)
- Engagement: Average session duration under 7 minutes trails competitors significantly
- Traffic: August visits fell to 6.21 million (21.01% traffic share), ranking seventh with a 9.4% monthly decline
Amazon retains potential advantages through its global brand, FBA logistics network, AWS infrastructure, and Prime membership program — provided it can improve localization and partnerships.
TikTok Shop: The Looming Social Commerce Disruptor
Though not yet operational in Poland, TikTok Shop's planned 2026 launch poses a significant threat. The platform already reaches over 13.78 million Polish users across 150+ countries. Its "social commerce" hybrid model could fundamentally reshape the competitive landscape.
Outlook: A Multi-Polar Competitive Future
Poland's e-commerce arena now features distinct competitive approaches: Allegro's domestic strengths versus Temu's price-driven expansion, with Amazon needing revitalization and TikTok Shop awaiting its entry. Temu faces additional challenges from EU investigations into allegedly illegal products, raising questions about long-term sustainability.
For merchants and investors, understanding these platforms' evolving strategies will prove crucial to navigating Central Europe's dynamic digital commerce environment. The Polish e-commerce "game of thrones" has only just begun.