Head of International Sales Allegro
Create best possible experience for Polish consumers & merchants
Allegro is a Polish online e-commerce platform. Kacper Rozenbaum, Head of International Sales, Allegro, spoke to Fibre2Fashion about the company’s growth since inception, how it has registered a jump in its revenue since the pandemic hit the world and the special services launched to attract more customers to its site.
Where does Allegro rank in the e-commerce scene in Poland?
Allegro.pl is the most popular shopping platform in Poland and one of the largest e-commerce websites in Europe. We operate a marketplace model which means that customers can buy whatever they need from over 128,000 merchants, who can list an unlimited number of offers on our platform.
How challenging has the road been since the inception of brand Allegro and what is unique to your marketplace?
For the last two decades we have been serving Polish consumers and promoting the idea of entrepreneurship in one of the most innovative areas of the economy. We have come a long way from an auction site for private individuals looking for a modern alternative to their local flea market. Today, we are a vibrant marketplace platform for professional sellers and a must-have sales channel for top international brands and retailers.
What are your criteria for merchant on-boarding? What are the 5 key requirements before take on one?
Allegro is an open platform -- we welcome any merchant that sells goods from verticals available on Allegro - which is almost everything. There are two critical steps during the onboarding process -- registration and offer listing.
We want to make sure that all Allegro transactions are safe and in line with the European Law regulations. That is why we need to verify the seller's business account and we require several documents--company registration documents, an identity document of the company’s representatives and information about the actual beneficial owners (name, surname, birth date, nationality).
Second step is offer listing and as a company focused on Polish buyers, we require a Polish version of the offer title and description. This could be done through cooperation with one of our translation partners or by the seller himself. There are multiple ways to upload an offer--direct API connection, upload via one of the popular international integrators or uploads using a simple spreadsheet.
How many merchants are registered with you as on date? Are they only local merchants of Poland or spread across the world?
We have over 128,000 merchants including international ones. In Q1 2021 we noted a double digit increase in the number of sellers.
What challenges are small and medium sized apparel companies facing when they start selling through the marketplace?
Selling through a marketplace is not much different from traditional online sales. In the case of fashion, it is highly recommended to provide high quality images (on a white background), good description (in Polish, focus on the fabric composition) and precise size chart.
How is competition like from e-commerce biggies such as Amazon, Flipkart and Snapdeal, Myntra etc?
We keep our focus on making Allegro the first choice for Polish customers and the best place for sellers to do business. Delighting them is as important as ever. That’s why Allegro keeps investing in innovation, bringing more and more customers to our platform, investing in our people, and creating the best possible experience for Polish consumers and merchants. We already offer a vast selection of over 200 million offers, low prices, and fast and free Smart! delivery.
With so many online players, what is the repeat percentage at Allegro?
Allegro.pl is the most popular shopping platform in Poland and one of the largest e-commerce websites in Europe. Our mission is to offer the best shopping experience to customers and great business opportunities to merchants. We focus on their needs, which inspire us to create innovative solutions in which business and technology come together. Our NPS (Net Promoter Score) level is +77, which can be compared to world’s iconic consumer brands such as Starbucks (77), YouTube (59) and Spotify (46).?
Clients continue to choose Allegro more and more for their everyday shopping. As of the end of the 1st quarter 2021, the number of active buyers exceeded 13.2 million, 13.4 per cent more than a year before. The average annual spends per buyer rose to almost PLN 2,880, an increase of 38.9 per cent YoY. What’s more, Poles are more likely to start their search for products with us, than any other popular search engine?
Which are the top-selling categories in fashion?
Fashion is one of the most visited categories on Allegro with, on average, over 1000 user visits each minute. In 2020 product selection increased by 50 per cent compared to 2019.
Top 5 selling categories in 2020:
●Women’s clothing (especially dresses, outerwear and shirts)
●Men’s clothing (sweatshirts, t-shirts and outerwear)
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