Is Allegro becoming too expensive for sellers?

Until a few years ago, for many companies, a presence on Allegro was an obvious step in the development of online sales. The platform gave quick access to millions of customers, built trust and allowed them to scale their business without having to invest huge budgets in their own online shop. Today, however, more and more sellers are asking themselves one question: Is it still profitable to sell on Allegro?

Rising commissions, advertising costs, surcharges and increasing competition mean that some companies are beginning to experience a real drop in profitability. Sales themselves are increasing, but profit does not always follow the result.

More and more hidden costs in everyday sales

Many entrepreneurs look only at the commission on sales, forgetting that the final cost of an Allegro presence is much broader. The standard fees include:

• Allegro Ads campaigns,
• Smart costs!,
• promoting offers,
• distinctions,
• sponsored discounts,
• handling returns,
• logistics,
• packaging and operational work.

In practice, it turns out that a product sold with a high turnover can generate a very low margin and sometimes even a loss.

Advertisements are becoming a necessity

Until recently, a well-crafted offer could generate sales organically. Today, it is difficult to maintain visibility in many categories without advertising. Sellers increasingly have to invest in Allegro Ads just to maintain their existing sales levels.

This represents an additional cost that does not always translate into a satisfactory return. Without analysing ROAS, TACOS and margins, a company can increase sales while decreasing real profit.

Price war reduces profitability

On Allegro, competition is enormous. In many industries, several or a dozen companies are fighting for the same customer with an almost identical product. The easiest method of gaining sales becomes price reduction.

The problem is that price wars rarely have winners. The customer buys cheaper, the platform earns a commission and the seller is left with minimal earnings and increasing operational pressure.

Does this mean that Allegro ceases to make sense?

Absolutely not. Allegro is still one of the strongest sales channels in Poland and generates the highest turnover for many companies. The problem is not the platform itself, but the lack of control over the numbers.

Vendors who regularly analyse profitability, optimise campaigns, work on data and develop their offering strategically are still able to perform very well.

What are successful salespeople doing today?

The most informed companies:

• count the real margin after all costs,
• analyse the effectiveness of advertising,
• eliminate unprofitable products,
• automate operational processes,
• are also developing sales beyond Allegro,
• build a brand instead of competing on price alone.

This makes Allegro a growth tool rather than a cost trap.

Summary

Is Allegro becoming too expensive for sellers? For companies operating without a strategy - often yes. For companies managed consciously - it can still be one of the most profitable sales channels.

Today, it is not the one with the lowest price that wins. The winner is the one who best understands their numbers, costs and scalability. In 2026, selling on the marketplace no longer requires just a presence, but professional business management.

Author of the blog: Krzysztof Krys
Date of publication: 11.05.2026r.