Online commerce offers retailers enormous opportunities.
Products can be sold on their own websites, but also on popular marketplaces such as eBay or Amazon.
Each solution has its advantages and disadvantages, and the best results are often achieved with a multichannel strategy – combining several channels at once.
However, before you decide where to focus your efforts and budget, let's take a closer look at the differences.
Allegro – Poland's largest marketplace
For years, Allegro has been the first choice for many sellers in Poland. It is a platform with millions of active users who search for products there every day. Huge traffic is its biggest advantage – sellers immediately gain access to a ready-made group of customers.
At the same time, Allegro is associated with high competition and price pressure. Customers often choose the cheapest offers, and it can be difficult to stand out without paid promotional campaigns. You also have to take into account sales commissions and additional advertising costs. Allegro gives you a quick start, but margins may be lower than in your own store.
Amazon – the global giant
Amazon is the second most important platform, which is growing rapidly in Poland. Its biggest advantage is its international reach – by selling on Amazon, you can reach customers not only in Poland, but also throughout Europe. Another huge advantage is the FBA (Fulfillment by Amazon) program, in which Amazon takes care of the storage, packaging, and shipping of products.
The disadvantage is the high costs. Commissions, product storage fees, and additional logistics costs mean that Amazon is mainly profitable for sufficiently large sales volumes. In addition, the competition is global, and the price war can be even tougher than on Allegro.
Your own online store – independence and brand
Having your own store gives you full control over sales. You decide on the look of the website, the purchasing process, customer communication, and margins. It is also the best way to build your own brand—customers remember your store, not just the name of the marketplace.
The disadvantage is that you have to build traffic yourself. Your own store does not immediately have millions of visitors – you need to invest in marketing, SEO, advertising, and content. This means higher costs at the beginning, but in the long run, margins can be much better and the customer base more loyal.
Multichannel strategy – combining channels
More and more sellers are choosing a multichannel strategy, i.e., selling simultaneously on marketplaces and in their own stores. This allows them to take advantage of the benefits of each option. Allegro and Amazon provide quick access to a large number of customers, while having your own store allows you to build your brand and independence.
However, good offer management is key. You need to keep track of current stock levels, consistent prices, and handle orders from different sources. This is where integration tools come in handy, allowing you to combine sales channels and automate processes.
Risks and costs
Selling on marketplaces means the risk of becoming dependent on the platform. Changes to the terms and conditions, increases in commissions, or account suspensions can have a significant impact on your business. On the other hand, having your own store requires investment in advertising and long-term work on your online visibility.
That is why it is so important to diversify your sales channels. Basing your business on only one source of income always involves risk. Combining marketplaces and your own store gives you greater stability and flexibility.
There is no single answer to the question of whether it is better to sell on Allegro, Amazon, or in your own store. Each option has its pros and cons. Allegro and Amazon offer quick access to customers, but at the cost of lower margins and high competition. Your own store is a slower start, but offers greater independence and the opportunity to build your brand.
The best solution in 2025 seems to be a multichannel strategy – a presence in multiple channels simultaneously. This allows you to take advantage of the reach of marketplaces while building your own sales space and independence from large platforms. This approach not only increases sales but also minimizes risk.
Are you considering which option would be most beneficial for you?
Please contact us or see more information on Forms of cooperation with Ikonka Wholesale!