“The increase in traffic on this site is not only a matter of growing popularity, but also effective building brand recognition” – we read in the analysis of the Polish Economic Institute (PI).
In March 2025 ago, for the first time in the period covering three years of available reports, Allegro overtook in terms of the number of users and coverage in the online purchasing category – it results from MediaPanel data.
From May 2024, he is the leader, maintaining an average of over 23,000 active advertising per month on Facebook and Instagram – results from Sotrender data. For comparison, the largest Polish advertisers have on average from several hundred to 1.7 thousand. active advertising per month.
In addition, in the first quarter of 2025, ago it raised the number of active ads by 82 percent. compared to the last quarter of 2024.
“Such intensive promotional expansion could have contributed to the increase in the number of users and overtaking Allegro in the MediaPanel ranking,” the authors of the PIO report note.
We spend more time on the Allegro
However, the average time spent on the Allegro website is almost twice as long as at what may indicate a higher user involvement and a greater tendency to shop. In turn, it can attract users mainly browsing the offer without purchasing intentions (so -called Window Shopping) – we read in the analysis of this.
Does the increase in the number of visits translate into real sales? Not necessarily, although more traffic can affect consumers' purchasing preferences in the long run.
Allegro, the current leader, is struggling not only with price competition, but also with intense promotional activities of global platforms, such as this, Shein or Aliexpress.
“The advantage can be built in other areas – by the quality of the offer, the convenience of purchases and efficient service. The support of sellers and the development of simple, effective sales tools will also be crucial. These elements can determine the loyalty of users and maintaining the leader's position” – reads in the analysis.
Source: Pie weekly
