Allegro PREMIUM for major brands versus a standard shop – THE DIFFERENCES

Allegro is increasingly expanding its range of official brand shops. Examples include LEGO and TATUUM, whose official shop on Allegro was announced in June 2026. Allegro describes the Brand Zone as a place where manufacturers showcase their product ranges directly, in a more organised and brand-focused manner, with an emphasis on product authenticity, customer service and a convenient shopping experience.

How does an official shop differ from a regular shop on Allegro?

A standard seller on Allegro operates primarily within the platform’s standard framework: a list of listings, Allegro categories, the standard shop view, standard product tiles and limited opportunities to build their own brand image.

The brand’s official shop, on the other hand, looks more like a separate, well-designed sales space within Allegro. It is not just a seller’s account with listings. It is a mini-site for the brand, which may resemble the manufacturer’s online shop, but operates directly on Allegro.

The main difference is that an official brand can exercise greater control over its presentation: showcasing its own style, collections, product ranges, seasonal campaigns and the customer’s shopping journey. This ensures that shoppers are not simply presented with individual offers, but with a well-organised brand space. You can recognise an official brand shop on Allegro by verification mark, as shown next to the brand name.

(pictured: an example offer from the TATUUM brand, showing the verification mark characteristic of official shops)

What do official brands have that average retailers don’t usually have?

Official shops can make use of sophisticated visual and navigational features that really set them apart from standard sales accounts.

They can feature a custom background image, without the usual Allegro overlay showing details such as the number of recommendations, delivery information or ratings. This gives a more premium first impression and is more in line with the brand’s visual identity.

A dedicated horizontal menu – effectively the shop’s own navigation system – may appear beneath such a photo. The brand can use this space to display its own categories, collections or key product lines, rather than relying solely on Allegro’s standard category structure.

(pictured: the LEGO brand’s dedicated menu in the official LEGO shop. „Age groups” category)

(pictured: the dedicated LEGO brand menu in the official LEGO shop. „Product ranges” category)

Another feature is the scrolling banners, which allow you to promote collections, new arrivals, sales, bestsellers or seasonal campaigns. In a more advanced version, video content can also be displayed in place of banners, creating a look and feel more akin to a modern online shop than a traditional seller’s page.

(pictured: custom product ranges and a video on the official LEGO online shop)

Official brands can also create multiple sections that resemble product ranges. For example: a new collection, bestsellers, children’s products, premium products, gift sets or specific product ranges. This makes it easier for customers to explore the range and allows the brand to better guide users towards a purchase.

(pictured: the banner in the background and the bespoke product ranges from the official TANTUUM store)

Interactive images with clickable points are also a very interesting feature. Customers can view a display or product image, then click on a specific item to go directly to the selected product. This solution works particularly well for fashion, home furnishings, toys, electronics and lifestyle products.

(pictured: interactive images and interactive search links from the official TANTUUM online shop)

Why is this important?

For Allegro, this marks a shift towards a more brand-centred shopping experience. The platform no longer wishes to be merely a place for comparing prices and offers from multiple sellers. It is increasingly becoming a space where official brands can establish their own presence, much like in an online shop.

For the buyer, an official shop offers greater peace of mind: the product comes directly from the brand or an authorised partner, the range is well-organised, and the presentation is more professional.

For brands, this in turn presents an opportunity for greater visibility, more control over their image, and the chance to sell not just individual items, but entire collections, campaigns and dedicated product sections.

Guidance for retailers

This shows that Allegro is increasingly moving in the direction of premium marketplace for major brands. Ordinary salespeople can still sell effectively, but competition The competition with official shops will become increasingly apparent.

An official brand not only enjoys brand recognition but also has a better platform for showcasing its products. That is why the average retailer should pay particular attention to the quality of the offers: photos, titles, descriptions, specifications, thumbnails, special offers and Allegro Ads. Simply listing a product may no longer be enough if an official shop appears alongside it with a refined look and a complete shopping journey.

Blog authors: Miś bTOP and Graficzka bTOP (photos) – Nikola K.
Date of publication: 29 June 2026.