From 27 September 2026, the e-commerce market and the entire retail sector across the European Union will face a new legislative challenge. The EmpCo Directive (Empowering Consumers for the Green Transition – Directive (EU) 2024/825) will come into force, the main aim of which is to eliminate misleading environmental claims (so-called ‘greenwashing’) and unsubstantiated certifications from the public domain.  Are your product descriptions, website graphics and packaging certifications ready for these changes? Find out what’s changing, Read more

For many retailers, the fourth quarter only really begins in November, when major sales campaigns get underway and customers start looking for presents. In practice, this is already a period of intense sales activity, rather than a time for calmly preparing offers, testing adverts or planning stock levels.  Preparations for the most important period in e-commerce begin much earlier. July and August should be spent analysing results, selecting key products and organising the product catalogue. In September, it is worth starting to test offers and campaigns, whilst October should be set aside for final tweaks and ensuring Read more

ROAS is one of the most frequently analysed metrics in marketplace advertising campaigns. Sellers monitor it on Allegro, Amazon, eMAG and other platforms to assess whether their advertising budget is delivering the expected results.  A high ROAS looks good on paper and is often used as an argument for increasing spending. The problem arises when, despite rising sales, the account does not show a significant increase in profit. The company is fulfilling more orders, the warehouse has more work, and turnover is rising, but the final financial result Read more

A listing may look attractive, feature good photos and have an accurate description, yet still perform poorly. The reason? The customer understands what you’re selling, but the marketplace or search engine algorithm is unable to recognise the product correctly. This is a particularly important issue in multi-channel selling. Platforms analyse not only the content of the description, but also the category, specifications, variants, identifiers and the consistency of all data. Below are eight mistakes that most commonly limit a listing’s visibility.   1. Incorrect category A product may be well described, but if it ends up in Read more

Until recently, customers would type short search terms into search engines, such as „upright hoover” or „running shoes”. Today, they are increasingly asking more detailed questions: Which lightweight vacuum cleaner for a flat with a cat should I choose for up to 1,500 zł? Such queries are directed not only to Google, but also to ChatGPT, Gemini and other AI assistants. A traditional search engine may display hundreds of results, whereas an assistant usually tries to highlight a few products best suited to the user’s needs. For a retailer, this means that their product range must Read more

When sales drop, many marketplace sellers turn to advertising for a solution. They launch Allegro Ads, Amazon Ads or eMAG Ads campaigns, or invest in promoting their products on social media, hoping for a rapid improvement in results. Unfortunately, it very often turns out that increasing the advertising budget does not deliver the expected results. The reason is simple – advertising can boost the visibility of a listing, but it won’t fix its underlying problems.   Advertising attracts traffic, but does not guarantee sales. The purpose of advertising is to direct potential customers to the product listing. Read more

The same product, the same manufacturer, and sometimes even the same price. Yet sales are going very well in one sales channel, whilst in another the product is generating virtually no results. This comes as a surprise to many companies, as it intuitively seems that if a product works well in one place, it should perform similarly everywhere.  In practice, however, sales across different channels follow a completely different logic. What works on one platform may not work just as well on another, even if Read more

Many companies entering a new marketplace take a simplistic approach: since the catalogue already exists, it’s best to list as many products as possible straight away. This seems like a logical move. The wider the range, the greater the chance that something will start to sell. In practice, however, the opposite is very often true. Launching on a large scale makes it harder to control margins, complicates logistics, blurs the budget and makes it difficult to draw conclusions. Rather than boosting sales, it can turn entering a new channel into a costly experiment. That is why, at the outset, a much better solution is Read more