It was supposed to happen in January this year. 20.34 million e-commerce users (Real Users) on all devices – according to Mediapanel research. A year earlier, the figure of 18.06 million was given in a similar study, so the Chinese sales website recorded it an increase of 12.6 percent during the year.
Second in order was Allegro, which had 18.9 million users (Real Users). A year ago it had 18.4 million, so there it is increase, but only by 2.8 percent — the study shows. However, the data mean that Allegro is gradually losing share of customer interest to its Chinese competitor.
The largest reach, i.e. the percentage of real users visiting a given media channel in the population of all users using the Internet in the online shopping category, had Temu – approximately 68.0%. Second in order – Allegro had a reach of 63.2%.
Two more platforms from China are classified in the top ten – Aliexpress and Shein. The former had 10.16 million users in January and 34 percent. range. Shein, on the other hand, had 8.39 million users and 28.1 percent. range. Amazon, in turn, had 8.47 million users and 28.35 percent. range.
In the case of Aliexpress, this means an increase of 2.7%, which is slightly slower than Allegro. Shein, however, grew by as much as 21.9%. and it was this website that gained the market fastest in the last year. Amazon grew slightly slower, by 21%.
Allegro quotes are reacting
Such information may rightly worry the owners of Allegro shares. This anxiety causes the company's shares are down 6.5% this year, and last year they grew slower than the market – by 14.6%. For comparison, WIG grew by 47.3% in 2025 and by 8.2% this year.
The tariff introduced from July 1 this year may be hope for Allegro. in the Union. Products entering the EU in small parcels worth up to €150 are covered will be a fixed customs fee of 3 euros. Some customers may be discouraged by the fee of less than PLN 13.
The position of leader in Polish e-commerce changed last year in March, when Temu overtook Allegro. You may be angry that it is a Chinese platform and offers Chinese products, but sellers on Allegro do not shy away from Chinese products, and Allegro itself has not been a Polish company for a long time, but registered in Luxembourg and shares its profits there. Allegro's advantage is the fact that it employs almost 5,000 people in Poland. employees, and Temu operates from China. One way or another, we can watch with interest the fight for our wallets between two foreign giants in our market and enjoy fierce competition, which is always beneficial to the consumer.
