Allegro, the leading Polish e-commerce platform, has officially announced the start of its operations in Ukraine, which could change the balance of power in the domestic online trading market and pose a serious challenge to the segment leader — the marketplace Rozetka.
This is reported by Finway
Stages of Allegro’s entry into the Ukrainian market
Allegro’s entry into the Ukrainian market will take place in two stages, covering an audience of about 11.5 million active internet shoppers. The first stage will begin in June 2026 and will involve organizing purchases from Polish sellers with direct delivery to Ukraine. To this end, Allegro will engage several hundred verified partner companies from Poland, which will undergo special training webinars to adapt to the peculiarities of the Ukrainian market.
The second stage, planned for 2027, involves the launch of a local online platform Allegro.ua for Ukrainian sellers. This approach will allow competition with Ukrainian e-commerce players, particularly with Rozetka, at a qualitatively new level.
Allegro’s partner at the initial stage will be the Ukrainian company Nova Post, which will be responsible for logistics and delivery of orders from Polish sellers to Ukrainian consumers.
Prospects for Allegro’s competition with Rozetka
According to Ihor Huhli, director of the research company GT Partners Ukraine, Allegro’s success in Ukraine will largely depend on the range of products and the efficiency of logistics. The expert points out that the domestic market is primarily oriented towards affordable goods from China, so to gain market share, the Polish marketplace will either have to significantly lower prices, invest substantial funds in marketing campaigns, or even consider the possibility of acquiring one of the local players.
“To establish itself in Ukraine and compete with Rozetka, Polish Allegro will have to either openly undercut prices, inject colossal budgets into marketing, or even consider the possibility of buying one of the local players.”
It is worth noting that at the end of 2025, a new player also appeared in the Ukrainian market — monobank, which launched its own marketplace for selling used goods.