Polish E-Commerce Snapshot 2026 — Quick Read
Poland is Central and Eastern Europe's largest e-commerce market, projected at €30B+ in 2026 GMV with 32M+ online shoppers. Allegro alone reaches roughly 80% of Polish internet users; Amazon.pl (live since 2021), Empik (cultural retail since 1948, 240+ stores), Ceneo (Poland's #1 price comparator, 19M+ monthly visitors), Morele.net (Kraków-based tech specialist) and Erli (0% commission challenger) make up a six-marketplace ecosystem. InPost parcel lockers — 40,000+ Paczkomats — are the dominant logistics layer; BLIK is the dominant payment method; and from February 2026 KSeF e-invoicing becomes mandatory for B2B and B2G transactions.
The 2026 Polish Marketplace Landscape at a Glance
Few European countries have a marketplace mix as diverse as Poland's. The chart below summarises the six platforms covered in this guide — keep it nearby as you read each deep-dive section.
Allegro — The Dominant Polish Marketplace
Founded 1999 in Poznań · NYSE/WSE listed (WSE:ALE) · Allegro Smart!, Allegro Pay, One Fulfillment
Amazon.pl — The Global Giant in Poland
Live since March 2021 · FBA Poland (Sady, Pawlikowice, Kołbaskowo) · Pan-EU FBA gateway
Empik — Poland's Cultural Marketplace
Founded 1948 (as KMPiK) · 240+ retail stores · #1 in books, growing in lifestyle
Ceneo — Price Comparator + Marketplace
Founded 2005 in Poznań · Part of Allegro Group · CPC + commission hybrid
Morele.net — Polish Tech Specialist
Founded 2003 in Kraków · Konfigurator PC · esports + gaming community
Erli — Zero-Commission Challenger
Founded 2018 in Warsaw · 0% standard commission · Erli Plus subscription model
Ready to sell across Polish marketplaces?
Connect all six Polish platforms — Allegro, Amazon.pl, Empik, Ceneo, Morele.net and Erli — to a single Zunapro panel. One catalog, one inventory, KSeF e-invoice ready out of the box.
1. Allegro — Poland's Dominant Marketplace
Allegro at a Glance
Allegro is, by almost every metric, the centre of gravity of Polish e-commerce. Founded in 1999 in Poznań and dual-listed today (WSE:ALE since October 2020), it serves 22M+ active customers, hosts 130K+ Polish third-party sellers and processes a Gross Merchandise Value (GMV) above €15 billion annually. Independent surveys consistently place Allegro's reach among Polish internet users at 75–80% — a level only Amazon achieves in Germany or eBay achieves in the UK.
The platform was originally a Polish-only auction site, but in the 2010s it pivoted to a "buy-now" marketplace model and was acquired by a consortium led by Cinven, Permira and Mid Europa Partners in 2017 for $3.25 billion — at the time, the largest private-equity transaction in Polish history. The October 2020 IPO valued Allegro at around PLN 44 billion (~€9.5B), briefly making it the biggest listing on the Warsaw Stock Exchange.
For sellers, this matters because Allegro's market dominance shapes every other Polish marketplace: prices on Ceneo, Morele.net and Empik are routinely compared against Allegro listings, and "the Allegro price" has become a domestic benchmark Polish shoppers explicitly look for.
Allegro Smart! — The Polish Prime
Allegro Smart! is Allegro's free-delivery and free-returns subscription, equivalent to Amazon Prime but priced for the Polish market. Subscribers (over 7 million as of 2026) pay roughly PLN 49–59 per year and unlock free InPost / Allegro One Box delivery on eligible orders above a low minimum threshold. From a seller perspective, listings marked "Smart!" earn priority placement and convert significantly better — internal Allegro data suggests 2–3× higher conversion on Smart!-eligible listings versus non-Smart!.
Allegro Pay — Embedded BNPL
Allegro Pay is Allegro's in-house Buy Now, Pay Later product (launched 2020, supervised by KNF). It lets shoppers split purchases into instalments (e.g. 0% in 30 days, or 3–24 monthly instalments) directly at checkout. By 2026 Allegro Pay carries more than 5 million active users and is a major lever for high-ticket categories such as electronics, home appliances and furniture. Sellers cannot opt out — Allegro Pay is enabled by default, with Allegro absorbing the credit risk.
Allegro Commission Structure 2026
Allegro's marketplace commissions in 2026 are tiered by category, with three broad bands plus optional per-listing and "Allegro Ads" promotional fees on top. The official commission schedule is published in the Allegro Help Centre under "Opłaty i prowizje" and updated quarterly.
One Fulfillment — Allegro's FBA-Equivalent
One Fulfillment by Allegro is the platform's first-party logistics service: sellers ship inventory to Allegro's fulfillment centres in Komorniki (near Poznań), Skawina (near Kraków) and Warsaw, and Allegro handles storage, picking, packing, last-mile delivery (via Allegro One Box / InPost) and returns. One Fulfillment listings carry a distinct "Allegro Smart! Dziś z Allegro" badge — same-day or next-day promise — and benefit from the highest visibility weighting in Allegro's search ranking.
One Fulfillment fees are billed monthly per cubic metre of storage plus a per-order pick-and-pack rate; the structure mirrors Amazon FBA but with InPost-locker drop-off baked into the last mile.
💡 Read the full Allegro integration guide
Deep-dive into Allegro's REST API, Smart! eligibility, One Fulfillment fees, Allegro Ads bidding, and the 10-minute Zunapro connection flow.
2. Amazon Poland — The Global Giant in Poland
A Late but Strategic Entry
Although Amazon has operated fulfillment centres in Poland since 2014 (serving primarily the German and Czech customer bases), it did not launch a dedicated Polish-language storefront — Amazon.pl — until March 2021. That delay was deliberate: Allegro's dominance made a head-to-head domestic launch expensive, so Amazon initially used Poland as a low-cost EU fulfillment hub for richer Western markets.
The 2021 launch changed that calculus. By 2026 Amazon.pl reports 4M+ Polish customers and roughly 15K+ active Polish sellers. It is still small versus Allegro's 22M, but growth has been steady — particularly in premium electronics, books in English and cross-border-eligible SKUs.
FBA Poland — The Pan-EU Backbone
Amazon's three major Polish fulfillment centres are key to its strategy:
- POZ1 / POZ2 — Sady near Poznań (operational since 2014, one of Amazon's largest EU sites)
- WRO1 / WRO2 — Pawlikowice near Łódź (added 2017, mixed sortation + fulfillment)
- SZZ1 — Kołbaskowo near Szczecin (added 2020, optimised for cross-border to Germany and Scandinavia)
For Polish sellers, FBA from these centres means access to Pan-EU FBA — Amazon distributes your stock automatically to Germany, Czechia, Slovakia, Hungary, Austria, France, Italy and Spain. The economics favour exporters: Polish unit-fulfillment costs are 20–30% lower than the German equivalent, but you sell into a EUR-denominated Western European customer base.
Amazon.pl Commission Tiers 2026
Amazon.pl uses the same referral-fee schedule as other European Amazon marketplaces, expressed as a percentage of the item price. Categories follow Amazon's standard buckets:
On top of referral fees, Amazon.pl Professional Sellers pay a monthly subscription of approximately €39 (or PLN equivalent), plus FBA fulfillment fees if you opt into FBA.
Buy Box and Repricing on Amazon.pl
As with every Amazon marketplace, the Buy Box ("Offer of the Day" box on the right-hand side of the product page) is the entry point for the vast majority of sales — frequently more than 80% of total volume on a given listing. Winning it requires a tight combination of price competitiveness, FBA status, account health and shipping speed. Zunapro's repricer module integrates with Amazon's Selling Partner API to adjust prices every few minutes within seller-defined floors and ceilings.
Cross-border tip: Polish sellers using FBA Poland + Pan-EU FBA report 15–25% lower unit fulfillment costs than equivalent German-based sellers, while reaching the same Western European customer base. See full Amazon Poland integration guide →
📘 Read the full Amazon Poland integration guide
SP-API setup, FBA Poland onboarding, Pan-EU FBA enrolment, VAT OSS reporting and repricer rules — everything Polish FBA sellers need in 2026.
3. Empik — Poland's Cultural Marketplace
From KMPiK Kiosks to Omnichannel Marketplace
Empik traces its roots to KMPiK (Klub Międzynarodowej Prasy i Książki — International Press and Book Club) founded in 1948 during the communist People's Republic of Poland. The chain stocked Western newspapers and books in a tightly controlled media market and became a cultural institution. After 1989 it was privatised, rebranded to "Empik" in 1992, and over the next three decades expanded to 240+ retail stores across Poland and into a full e-commerce platform.
Today Empik is owned by Empik Media & Fashion (EMF) with Penta Investments as a major shareholder, and the empik.com marketplace is the country's #1 destination for books, music, board games and educational toys.
Empik Premium — The 1.5M-Subscriber Loyalty Layer
Empik Premium launched in 2018 as a "Polish Prime" answer to Allegro Smart!. By 2026 it counts over 1.5 million paying members (PLN 89 / year typical pricing) who get free delivery, exclusive discounts, access to Empik Go (audiobook + e-book streaming, including all of Olga Tokarczuk's Nobel-laureate catalogue), and early access to box-set drops. Empik Premium subscribers are demographically older and higher-income than the average Allegro shopper, making the marketplace attractive for mid-to-premium SKUs in beauty, home and gifting.
Categories Beyond Books
- Books & e-books — Empik's heritage category, #1 nationally
- Music, vinyl, audiobooks — Empik Go streaming + physical retail
- Board games & puzzles — Polish gaming culture is enormous; titles like Wsiąść do pociągu Polska sell out repeatedly
- Toys & educational — strong omnichannel pickup in Empik stores
- Electronics, gaming — secondary but growing
- Beauty, gifts, stationery — high attach-rate categories at retail
Empik Commission Tiers 2026
📚 Read the full Empik integration guide
Empik marketplace API, Empik Premium eligibility rules, in-store pickup integration and Empik Go cross-promotion — all in our dedicated guide.
4. Ceneo — Price Comparator + Marketplace Hybrid
From CPC Comparator to Marketplace
Ceneo was founded in 2005 in Poznań by Tomasz Wieczyński as a vertical-search engine for product prices — a Polish answer to Idealo (DE) or Kelkoo (UK). It has been part of the Allegro Group since 2016, though Ceneo operates independently with its own commercial team. By 2026 Ceneo attracts roughly 19 million monthly visitors, making it Poland's #1 price comparator by a wide margin.
The Hybrid Monetisation Model
Ceneo's business model is unique among Polish platforms. Sellers can choose:
- CPC-only model — pay per click on outbound links to your own e-commerce shop. No commission. Bids vary from PLN 0.10 (long-tail) to PLN 2+ (premium electronics categories).
- "Ceneo Marketplace" (Kup teraz) — checkout happens on Ceneo; sellers pay a commission (typically 3–15% depending on category) plus a small CPC bid for product-listing placement.
The hybrid is especially useful for sellers who want incremental SEM-style traffic to their own storefront without committing to a full marketplace SKU mirror. Many electronics, appliances and PC components sellers run a "Ceneo plus own shop" strategy as their primary channel.
Ceneo Commission Bands 2026
Commission percentages are on top of the CPC click costs Ceneo charges for placement.
📊 Read the full Ceneo integration guide
Ceneo XML feed schema, CPC bid optimisation, "Kup teraz" marketplace onboarding, and how to attribute Ceneo traffic in your analytics.
5. Morele.net — Polish Tech & Gaming Specialist
The Kraków Tech Stronghold
Morele.net was founded in 2003 in Kraków by Radosław Stelmaszczyk. It began as a small online electronics shop and grew, over two decades, into Poland's largest dedicated tech and computing marketplace. By 2026 Morele claims 8M+ customers and operates a network of niche sub-brands — Sferis (consumer electronics), Hulahop (small appliances), Pupilo (pet supplies), Trenuj (sports) — but the Morele.net core remains decisively PC, gaming and consumer electronics.
Konfigurator PC and the Build Culture
Konfigurator PC is Morele's signature product: an in-browser PC-build tool that lets shoppers configure a custom desktop (CPU, GPU, motherboard, RAM, storage, PSU, case, cooling) with real-time compatibility checking and live in-stock pricing. For component vendors, being included in the Konfigurator dramatically increases attach-rate — Morele's data shows that components surfaced in Konfigurator builds convert at roughly 4× the rate of the same SKUs listed only in the catalog.
esports and Community
Morele.net is a long-time sponsor of Polish esports — its eSuba CS:GO and League of Legends teams play in major European tournaments — and the brand has a sticky community of tech enthusiasts and gamers. For SKUs that match this audience (graphics cards, mechanical keyboards, gaming chairs, mid-tower cases, monitors), Morele often outperforms generalist marketplaces on conversion despite a smaller traffic footprint.
Morele Commission Tiers 2026
🎮 Read the full Morele.net integration guide
Morele's seller API, Konfigurator PC product feed requirements, esports co-marketing slots and the cross-listing flow with Sferis, Hulahop and the rest of the Morele Group.
6. Erli — Modern Zero-Commission Challenger
The 0% Commission Disruption
Erli launched in 2018 in Warsaw as a direct response to Allegro's market dominance and its rising commission rates. Erli's headline promise is radical: 0% standard commission on every sale. The company instead monetises through a subscription-tier model — sellers pay Erli Plus (from PLN 99/month) or Erli Premium for advanced visibility, analytics and ad placement. Reach has grown rapidly; by 2026 Erli claims 4M+ customers and is widely cited as Poland's fastest-growing marketplace by relative volume.
Why 0% Commission Matters
On a typical fashion SKU, Allegro's 17% commission alone equals more than the full gross margin of many resellers. Mirroring that SKU on Erli — even at a slightly higher visible price — can deliver substantially better unit economics on incremental sales. The pragmatic 2026 strategy is to keep Allegro for reach but use Erli as a margin-protection channel: identical inventory, identical or marginally adjusted prices, lower fee burden.
Customer Profile and Categories
Erli skews younger and more mobile-first than Allegro: roughly 70% of orders originate on the Erli mobile app. Strongest categories in 2026 are fashion, home decor, baby & kids, pet supplies and small electronics. Erli's tone of voice (the brand uses warm, conversational Polish copy with a friendly mascot) is closer to Vinted or Shein than to Allegro's utility-first interface.
The Catch — Subscription Tiers
The "0% commission" headline holds, but sellers should budget for:
- Erli Plus — ~PLN 99/month: required for serious sellers; includes analytics, basic ad slots and priority customer support
- Erli Premium — higher tier: dedicated account manager, premium placement, advanced promotional tools
- Erli Ads — CPC ads on top, fully optional
For SMEs with 50–500 SKUs the maths is almost always favourable: Erli Plus's monthly fee is recovered on roughly 600–1,000 PLN of typical Allegro-equivalent commission.
🚀 Read the full Erli integration guide
Erli's REST API, Plus vs Premium subscription breakdown, app-first listing optimisation and the cross-listing flow from Allegro to Erli with Zunapro.
Commission Comparison Table 2026 — All Six Marketplaces
The single most useful artefact for choosing where to sell is a side-by-side commission view. The table below summarises 2026 commission bands and the platform's vendor / subscription fee structure.
| Marketplace | Low Tier | Mid Tier | High Tier | Vendor / Subscription Fee |
|---|---|---|---|---|
| Allegro | 5% – 12% | 12% – 17% | 15% – 22% | Free account · per-listing fees · Allegro Ads optional |
| Amazon.pl | 5% – 12% | 12% – 17% | 15% – 22% | ~€39 / month Professional Seller + FBA fees |
| Empik | 6% – 10% | 10% – 15% | 15% – 20% | Free account + commission only |
| Ceneo | 3% – 7% | 7% – 12% | 10% – 15% | CPC bids on top of commission (PLN 0.10–2+ / click) |
| Morele.net | 4% – 9% | 9% – 13% | 12% – 17% | Free account + commission only |
| Erli | 0% standard commission across all categories | Erli Plus from PLN 99/mo · Premium tier higher | ||
Reading the table: Allegro and Amazon.pl are roughly equivalent on commission, but Allegro has no monthly subscription, while Amazon's €39 monthly fee is offset by Pan-EU FBA reach. Empik and Morele.net are cheaper than the giants, especially in low-margin tech. Ceneo is the only platform where you must factor in CPC bid spend. Erli is structurally cheapest on commission but extracts value via the Plus/Premium subscription.
Polish Legal Framework 2026 — What Changes
VAT (PTU) and KAS
Poland's VAT is called Podatek od Towarów i Usług (PTU), administered by KAS (Krajowa Administracja Skarbowa). Standard rate is 23%; reduced rates of 8%, 5% and 0% apply to specific categories (children's books, basic groceries, medical, intra-EU exports). Marketplace sellers domiciled in Poland register for PTU once their annual turnover exceeds PLN 200,000; cross-border EU sellers can use the OSS (One Stop Shop) regime to file all EU VAT through a single declaration.
KSeF — The 2026 e-Invoice Revolution
KSeF (Krajowy System e-Faktur — National e-Invoice System) is the most significant compliance change of 2026 for Polish marketplace sellers. The Ministry of Finance has set the following rollout:
- February 2026 — mandatory for large taxpayers (annual turnover above PLN 200M)
- April 2026 — mandatory for all VAT-registered businesses
- Structured XML invoice format (FA(2) schema) submitted directly to the Ministry's KSeF API
- 10-character KSeF identifier returned by the system; replaces traditional sequential invoice numbers
Every marketplace order to a Polish business customer must produce a KSeF invoice within a tight window — manual issuance is impractical at marketplace volumes. Zunapro's KSeF module issues the structured invoice automatically the moment a marketplace order is received, stores the KSeF identifier alongside the order, and surfaces it to the customer via the marketplace's standard invoice download.
JPK_VAT Monthly Reporting
Parallel to KSeF, Poland's JPK_VAT (Jednolity Plik Kontrolny — Standard Audit File for Tax) remains the monthly VAT reporting standard. The JPK_V7M file consolidates sales and purchase data and is submitted to KAS each month. Marketplace transactions show up as individual line items, which is why having a single source of truth (Zunapro) across all six marketplaces is critical for JPK_VAT accuracy.
Consumer Protection — RODO, UODO, Rękojmia
- GDPR / RODO — EU General Data Protection Regulation, enforced in Poland by UODO (Urząd Ochrony Danych Osobowych). Marketplaces handle the shopper-data side, but sellers remain joint controllers for direct B2C contact data.
- 14-day right of withdrawal — Polish consumers may return any distance-purchased product within 14 days, no reason required (EU Directive 2011/83/EU).
- 2-year rękojmia warranty — Polish civil law imposes a mandatory two-year statutory warranty (rękojmia) on B2C sales, independent of any commercial guarantee.
Sectoral Registers — BDO, REACH, CE, WEEE
- BDO (Baza Danych o Odpadach) — Polish waste-management register. Any seller introducing packaging, electronics, batteries or chemicals to the Polish market must register and file annual reports.
- REACH — EU chemical-substance regulation; relevant to cosmetics, cleaning products and many DIY SKUs.
- CE / WEEE — CE marking for regulated categories, WEEE registration for electronic waste obligations.
Compliance is not optional in 2026. KSeF, JPK_VAT, BDO and rękojmia are enforced with real penalties. Zunapro bundles a Polish compliance pack — automated KSeF issuance, JPK_VAT export, BDO record-keeping templates — alongside marketplace integrations. See compliance bundle →
Logistics & Shipping in Poland — The InPost-First Reality
InPost Paczkomat — The Dominant Layer
InPost (operator of the iconic yellow Paczkomat parcel lockers) is the single most important logistics provider in Polish e-commerce. By 2026 the network covers 40,000+ lockers across virtually every Polish town with 1,000+ inhabitants — making Poland the densest parcel-locker country in the world by a factor of three over second place. ~80% of Polish e-commerce shoppers prefer locker delivery over courier-to-door; the median delivery cost for an InPost locker shipment is around PLN 9–13, well below courier rates.
Every Polish marketplace integrates InPost natively. Failing to offer InPost as a delivery option typically reduces conversion rates by 30–50% versus identical listings that do offer it.
The Courier Layer
- DPD Poland — strong B2B and high-value B2C deliveries; door-to-door focus
- DHL Parcel Poland — large-package and international-friendly
- GLS Poland — competitive small-business courier; strong in Western Poland
- Poczta Polska — state postal operator; widest rural reach, slower SLAs
- Allegro Kurier / Allegro One — Allegro's own last-mile, integrating with Allegro One Box lockers
- Orlen Paczka — Orlen petrol-station pick-up network, fast-growing alternative to InPost
Practical Shipping Stack 2026
The pragmatic 2026 shipping stack for a Polish marketplace seller is: InPost as the default for B2C parcels under 25 kg, DPD or GLS for larger / heavier B2C, Poczta Polska for rural-only ZIP codes (often the only economical option below 2,000 PLN/parcel/month), and Allegro One Box for Allegro-specific Smart! orders. Zunapro's logistics module routes each marketplace order to the optimal carrier based on weight, destination postcode and selected delivery service.
Cross-Border CEE Expansion from Poland
Allegro's Multi-Country Push
Between 2023 and 2024 Allegro extended its marketplace to Czechia (allegro.cz), Slovakia (allegro.sk), Hungary (allegro.hu) and Slovenia (allegro.si). From a Polish seller's perspective, this is the biggest geographic opportunity of the decade: a single Allegro seller account, with auto-translation handled by Allegro's own ML pipeline, can list into all four new countries without rebuilding the catalog. Commissions, fulfillment and InPost-equivalent logistics (Zásilkovna / Packeta in CZ/SK) are handled by Allegro.
Amazon.pl → Pan-EU FBA
Amazon's Pan-EU FBA programme uses Polish fulfillment centres as a low-cost EU hub. By 2026 a Polish seller enrolling in Pan-EU FBA can have stock distributed across Germany, France, Italy, Spain, Czechia, Slovakia, Austria, Hungary and the Netherlands — all from a single Polish inventory pool. VAT compliance across nine countries is handled via Amazon's VAT Services or by routing through OSS.
The Cross-Border Sales Stack
- Catalog: master SKUs in Zunapro, mirrored to Allegro PL/CZ/SK/HU/SI and Amazon PL/DE/CZ/etc.
- Pricing: multi-currency rules (PLN, EUR, CZK, HUF) with daily ECB rate sync
- Compliance: KSeF for PL invoicing, OSS for cross-border EU VAT, country-specific WEEE/REACH registrations
- Logistics: InPost PL + Packeta CZ/SK + FBA fallback
- Returns: Polish-language CS team handling all CEE inbound
🌍 One Polish account, five CEE markets
Zunapro orchestrates Allegro PL/CZ/SK/HU/SI, Amazon Pan-EU FBA and Erli — one master catalog, multi-currency pricing, consolidated KSeF + OSS reporting.
How to Start Selling in Poland — 2026 Step-by-Step
1. Choose Your Marketplace (Decision Tree)
- Maximum reach, any category → Allegro
- Premium electronics + Pan-EU FBA → Amazon.pl
- Books, music, board games, gifts → Empik
- Tech / PC / gaming → Morele.net (+ Allegro mirror)
- SEM-style traffic to own shop → Ceneo CPC
- Low-margin SKUs, margin protection → Erli
The typical winning configuration in 2026 is Allegro + 2–3 specialist marketplaces, all mirrored from one master catalog.
2. Polish Company or EU VAT (OSS) Registration
You have three legal-entity options:
- Polish JDG (Jednoosobowa Działalność Gospodarcza) — sole proprietorship, set up in ~1 day via CEIDG, lowest overhead
- Polish sp. z o.o. — limited liability company, ~PLN 5,000 minimum capital, ~1 week to register
- Foreign EU entity + OSS — keep your existing company, register for One Stop Shop VAT, sell into Poland with no Polish establishment
3. KSeF Integration (Mandatory from February/April 2026)
Whichever entity you choose, KSeF compliance is non-negotiable. The integration involves:
- Obtain a KSeF API certificate from the Ministry of Finance portal
- Implement the FA(2) XML structured invoice schema
- Submit each B2B/B2G invoice to the KSeF API within the regulatory window
- Store the returned 10-character KSeF identifier
Zunapro handles all four steps automatically when your marketplace orders are received.
4. InPost Parcel Locker Integration
Open a ShipX account (InPost's seller portal) and connect via API. Allegro Smart! and Amazon.pl already include InPost as a baked-in option, but for own-shop traffic from Ceneo or for Erli / Empik / Morele you'll want a direct ShipX connection. Zunapro maps every marketplace order's "delivery method" field to the correct InPost service code.
5. Connect via Zunapro (10-Minute Integration)
- Sign in to Zunapro and open the Poland module
- Connect each marketplace — paste API keys / OAuth into the Allegro, Amazon.pl, Empik, Ceneo, Morele.net and Erli tiles
- Map your master catalog — Zunapro auto-suggests category mappings; you confirm with a few clicks
- Enable KSeF + InPost — single toggle each
- Go live — first sync completes in roughly 10 minutes for a 1,000-SKU catalog
Centralize all 6 Polish marketplaces in one panel
Allegro + Amazon.pl + Empik + Ceneo + Morele.net + Erli — one catalog, one inventory, one KSeF flow. 10-minute integration, real-time stock sync, multi-currency pricing.
Connect Polish Marketplaces →Polish Marketplace FAQ 2026
Which Polish marketplace has the lowest commission in 2026?
Erli offers 0% standard commission as its headline value proposition in 2026 — sellers instead pay an Erli Plus or Premium monthly subscription (from PLN 99/month). For small SKU portfolios this is the cheapest option overall.
Ceneo's hybrid 3–7% commission + CPC bid is the second-cheapest for low-margin tech. Allegro and Amazon.pl run roughly equivalent 5–22% category-tiered commissions, while Empik and Morele.net sit slightly below the giants in their respective specialist categories.
Is Allegro still the #1 Polish marketplace in 2026?
Yes — by a wide margin. Allegro holds roughly 70–80% of Poland's online marketplace volume in 2026, with 22M+ active customers, 130K+ active sellers and €15B+ GMV. Amazon.pl has grown to 4M+ Polish customers since its 2021 launch but is still well behind Allegro in domestic reach and category depth.
Erli and Empik are the fastest-growing alternatives, but neither approaches Allegro's reach. The 2026 consensus playbook is "Allegro as the spine, the other five as specialist channels".
How does KSeF affect Polish marketplace sellers in 2026?
KSeF (Krajowy System e-Faktur — National e-Invoice System) becomes mandatory for B2B and B2G invoices in Poland from February 2026 for large taxpayers (above PLN 200M turnover), and from April 2026 for all other VAT-registered businesses.
Every marketplace order to a Polish business customer must be issued as a structured FA(2) XML e-invoice submitted directly to the KSeF API. Manual issuance is impractical at marketplace volumes. Zunapro auto-issues KSeF invoices the moment a marketplace order is received and stores the returned 10-character KSeF identifier.
Can foreign sellers (Turkish, German, UK) sell on Allegro?
Yes. Allegro accepts EU-based sellers and non-EU sellers with an EU VAT number (OSS) or full Polish VAT registration. A Polish bank account (IBAN PL) is recommended for faster payouts but not strictly required — payments can be routed via Allegro Finance or SEPA to EU IBANs.
From 2026, KSeF compliance is mandatory for any seller invoicing Polish business customers, regardless of where the seller is established. Foreign sellers typically pair OSS for cross-border VAT with a KSeF-capable invoicing platform such as Zunapro.
What is InPost and why is it essential in Poland?
InPost (Paczkomat) operates 40,000+ parcel lockers across Poland — the densest parcel-locker network in Europe by a factor of three. Roughly 80% of Polish e-commerce shoppers prefer locker delivery over courier-to-door, mainly for cost (PLN 9–13 typical) and 24/7 pickup convenience.
Allegro Smart!, Amazon.pl, Empik, Erli and almost every Polish marketplace bake InPost in as the default option. Failing to offer InPost typically cuts conversion rates by 30–50% on otherwise-identical listings.
How does Amazon.pl compare to Allegro?
Allegro wins on domestic Polish reach (22M vs 4M customers) and broad category depth. Amazon.pl wins on cross-border: its Polish fulfillment centres in Sady, Pawlikowice and Kołbaskowo plug straight into Pan-EU FBA, distributing Polish stock to Germany, Czechia, Slovakia, Hungary and beyond.
The typical 2026 strategy is to list on both: Allegro for Polish-market volume, Amazon.pl as the gateway to DE/CZ/SK/HU/AT/FR via Pan-EU FBA. Commission tiers are roughly equivalent; the differentiator is fulfillment topology, not fees.
Should I use Erli's 0% commission or Allegro's reach?
Both. Erli's 0% commission (plus Erli Plus subscription from PLN 99/month) is excellent for low-margin SKUs and brand testing — but its 4M+ customer reach is a fraction of Allegro's 22M+.
The pragmatic 2026 playbook: list on Allegro for volume, mirror identical SKUs to Erli for higher-margin incremental sales, and keep stock in lock-step via Zunapro to avoid overselling. A small premium on Erli pricing relative to Allegro is usually invisible to shoppers because Erli's audience is largely incremental, not overlapping.
Is Empik only for books and culture in 2026?
No — though books and Polish-language media remain Empik's #1 category, the empik.com marketplace now sells electronics, board games, toys, beauty, sports gear and home goods. Empik's 240+ omnichannel stores extend the marketplace into in-store pickup and return.
Empik Premium's 1.5M+ paying members skew older and higher-income than the average Allegro shopper, making the marketplace particularly strong for mid-to-premium SKUs in beauty, gifting and home — plus the heritage book / music / board-game core.
What are the most popular Polish payment methods?
BLIK — Poland's mobile instant-payment standard — is dominant, accounting for over 60% of Polish e-commerce checkouts in 2026. Allegro Pay (BNPL) and PayU follow. Card payments (Visa, Mastercard) are universal and required for cross-border.
Cash-on-delivery has dropped below 5% as InPost locker delivery + BLIK at-pickup replaced it. Every marketplace integrates BLIK natively; Zunapro reconciles all payment methods into a single ledger for accounting and KSeF cross-reference.
Cross-border selling: Poland → CZ, SK, HU, AT, DE?
Yes — and 2026 is the best year ever to do it. Allegro launched Czechia (2023), Slovakia (2024), Hungary (2024) and Slovenia (2024) marketplaces, all reachable from a single Polish Allegro seller account with automatic translation.
Amazon.pl plugs into Pan-EU FBA, distributing Polish-stored stock to Germany, Austria, Czechia, France, Italy, Spain and beyond. Erli has begun a Czech rollout. Zunapro orchestrates multi-country listings, multi-currency pricing (PLN/EUR/CZK/HUF) and consolidated KSeF + EU OSS reporting from one panel.
Do I need a Polish company to sell on these marketplaces?
No — most Polish marketplaces accept EU-based sellers with a valid EU VAT number. Foreign non-EU sellers (e.g. Turkish, UK, US) typically need either a Polish branch office, a Polish JDG / sp. z o.o., or an EU representative for VAT and consumer-protection obligations.
A Polish JDG (sole proprietorship) can be opened in roughly one day via CEIDG and is the lowest-overhead path for sellers planning to commit to the Polish market long-term.
How long does Polish marketplace integration take with Zunapro?
Roughly 10 minutes for a single marketplace with a 1,000-SKU catalog, including catalog import, category mapping, KSeF activation and InPost connection. Connecting all six Polish marketplaces in parallel typically completes in under one hour.
Zunapro's onboarding wizard auto-detects your existing Shopify, WooCommerce, BigCommerce, PrestaShop or custom catalog and proposes category mappings using ML; sellers confirm with a few clicks rather than manual SKU-by-SKU work.
Start selling in Poland — connect all 6 marketplaces in 10 minutes
Allegro · Amazon.pl · Empik · Ceneo · Morele.net · Erli — one catalog, one inventory, KSeF + InPost integrated. No demo required, no long contracts. Begin your Polish e-commerce launch today.
🇵🇱 Launch in Poland Now →Besoin d'aide ?
Service associé: Marketplace