OTTO Market enables Polish manufacturers, brands and distributors to reach millions of customers in Germany. However, it is not a marketplace where it is enough simply to copy a catalogue from another platform. OTTO assesses applications on a case-by-case basis, and selling on the platform requires the company to be prepared in terms of product data, logistics and German-speaking customer service. Kacper Pawlak, Marketplace Specialist at bTOP, explains who this platform is for, how the registration process works, and what costs and requirements need to be taken into account. As an OTTO Market Service Partner, bTOP supports sellers in preparing for Read more
Temu has, in a very short space of time, become one of the world’s most recognisable marketplaces. The platform is also expanding rapidly in Europe and is increasingly opening up to local sellers. For Polish businesses, this means the opportunity to reach a new customer base without having to build their own sales channel from scratch. At the same time, selling on Temu differs from selling on Allegro, Amazon or Kaufland Marketplace. Krzysztof Kryś, Marketplace Specialist at bTOP, explains how to start selling on Temu and what to look out for before listing your products Read more
E-commerce markets in Poland are evolving rapidly, and the country’s largest retail chains are increasingly bold in transforming their websites into fully-fledged marketplace platforms. Media Expert is the clear leader in this transformation – according to Gemius/PBI research, it is one of the most frequently visited e-commerce websites in Poland, generating tens of millions of shopper visits each month. Joining the Media Expert Marketplace presents a huge opportunity to scale up sales, but the platform is not open to everyone unconditionally. Joining the sales programme involves a detailed verification and selection process. A Marketplace Specialist at bTOP explains Read more
Sales on marketplaces are now a key driver of international growth in B2C and D2C models. According to market reports, including the ‘Cross-Border E-commerce in Europe’ analysis, cross-border sales on e-commerce platforms already account for over 50% of total e-commerce in Western Europe. Kaufland Global Marketplace remains one of the most important and accessible players in the region, connecting millions of active buyers in Germany, the Czech Republic, Slovakia, Poland, Austria, France, Italy, Spain and the Netherlands. Although Kaufland is regarded as a marketplace that is easy to use, both from a technical perspective and in terms of day-to-day customer service, Read more
The use of artificial intelligence to remove backgrounds from thumbnails, generate virtual product set-ups or create backgrounds for advertising banners has become commonplace in e-commerce. The use of generators such as Midjourney, DALL-E and ChatGPT has enabled a significant reduction in the costs of visual design. However, the entry into force of the European Parliament and Council Regulation (EU) 2024/1689 (the so-called AI Act) has, however, introduced a specific legal framework for anyone publishing AI-generated material in online shops and on marketplaces. Will an AI generator place a visible caption on your photo? Amongst sellers, there has been Read more
Creating 3D renders, virtual interior designs and generating models showcasing clothing represent huge cost savings for manufacturers and D2C (Direct to Consumer) brands. However, the entry into force of Regulation (EU) 2024/1689 of the European Parliament and of the Council (the AI Act) necessitates the adaptation of internal procedures for the creation and publication of digital assets. Below, we present a detailed overview of the legal requirements imposed on manufacturers and brands in e-commerce. 1. Machine labelling and brand image integrity The most important issue from the perspective of the branding industry is the fact that 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
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