Temu is growing faster than Allegro. What does this change for Polish sellers? 

Until recently, the question was whether Temu could realistically threaten Allegro in Poland. Today, this is no longer a theoretical scenario. According to Mediapanel data for January 2026, Temu had 20.34 million real users in Poland and Allegro had 18.9 million, confirming that the Chinese marketplace can already win the battle for reach. It is also apparent that this is not a one-off stunt, but part of a larger shift in the market.  

However, this does not automatically mean that Temu has „won Polish e-commerce”. And this is where the most important part for sellers begins. Because in marketplaces, traffic alone does not yet equate to sales quality, margin or business stability. Allegro remains very strong where it counts most for many businesses: in purchase frequency, trust in the platform, local logistics and customer willingness to close deals quickly. Reuters reported in 2025 that Allegro had a 38.8 per cent share of Polish e-commerce, while Temu was much smaller in terms of market share, despite its very large volume of traffic.  

For Polish retailers, three important lessons emerge from this clash. 

First, the stage is coming to an end when the marketplace could be judged solely by the number of users. Temu is gaining attention brilliantly, but Allegro is defending itself with a more „shopping” rather than just „page views” model. The company itself shows that it has more than 15.1 million active shoppers in Poland, with their average annual spend exceeding PLN 4,000. On top of this, Allegro is developing Smart!, Pay and its own logistics, which reinforces loyalty and shopping frequency.  

Secondly, the price pressure will increase. Even if Temu does not take away Allegro's entire 1:1 market, it is changing customer expectations. The consumer is increasingly comparing not only the product itself, but also the „feel of the occasion”: price, discount, set, free delivery, speed of purchase decision. This means that sellers operating on Allegro and in their own shops will have to keep an even tighter eye on their pricing policy, the design of promotions and the quality of their offer. A low price alone will not be enough, but the lack of competitiveness will become apparent more and more quickly. In the background, Allegro is already openly building a strategy to differentiate itself from Asian players through localisation, faster delivery and filtering out offers with long shipping times.  

Third, the importance of the „local advantage” is growing, not just the scale of the catalogue. Allegro explicitly communicates that it wants to win over Temu and similar platforms with the quality of its local offering, logistics and shopping experience. The company has removed offers with long delivery times, mainly from Asia, from parts of the markets and, in parallel, invested in its own delivery, parcel machines and AI-based solutions. This is an important signal for sellers: in 2026, the advantage will no longer be simply „having an online offer”, but having an offer that is well embedded in the local shopping model - with short delivery, predictable service and meaningful content.  

So from an operational perspective it looks like this: Temu is winning the battle for attention today, but Allegro still has a very strong case where real traffic monetisation begins. For sellers, this is not a signal to panic, but to better understand how the customer has changed. The customer has become more price-sensitive, but has not stopped valuing fast delivery, convenience, security and simplicity of purchase. That's why brands that want to maintain sales must simultaneously keep their prices competitive and reinforce everything that Temu cannot copy so easily: local availability, quality of service, better content and efficient logistics.  

The biggest mistake?

To consider that since Temu has a larger range, the whole market will now only play with price. A more likely scenario is different: the market will diverge into two models. One will be very aggressively priced and based around impulse buying. The other will be built around trust, speed, convenience and predictability. And it is in this second model that Allegro is still in a very strong position, and Polish sellers still have room to grow - provided they do not compete with Temu exactly on its terms. This is the most important lesson from this change today.  

In practice, then, the question is not „will Temu take the Allegro market?”, but rather: „how to sell in a world where the customer sees more, compares faster and is much more likely to expect an immediate benefit?”. For many companies, the answer will be simple: fewer random listings, more refined listings, better margin control, more efficient logistics and stronger purchase arguments than price alone. And that is why the rise of Temu is an important signal not only for Allegro, but for all of Polish e-commerce.  

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Author of the blog: Krzysztof Krys
Date of publication: 03.04.2026r.