Allegro sets its sights on Ukraine

Allegro is preparing to take its next major step outside Poland, with Ukraine emerging as the company’s new target market. The expansion is expected to begin gradually in June 2026, starting with cross-border sales before moving toward a broader local presence.

Polish merchants will lead the first stage

The first phase will be built around a limited group of Polish sellers. Several hundred merchants are expected to receive access to a new option allowing them to ship orders directly to Ukrainian customers.

For Allegro, this will be a cautious way to test demand, delivery processes and customer behaviour before opening the model to more sellers. If the first stage runs smoothly, a larger group of Polish businesses will be able to join the programme and use Allegro as a channel for reaching buyers in Ukraine.

A dedicated Ukrainian platform may follow

The bigger ambition appears to go beyond cross-border deliveries. Allegro is reportedly working toward the launch of Allegro.ua, a dedicated Ukrainian version of the marketplace.

That move would mark a much deeper entry into the country’s ecommerce sector. Instead of simply connecting Polish sellers with Ukrainian shoppers, Allegro would be able to build a local marketplace with Ukrainian merchants, local offers and a stronger domestic presence. This stage is expected in 2027.

Logistics will be a key part of the rollout

A successful launch in Ukraine will depend heavily on delivery infrastructure. Allegro is expected to work with Nova Post, also known as Nova Poshta, one of Ukraine’s most important logistics operators.

The partnership gives Allegro access to a courier network that Ukrainian consumers already know well. This could help reduce friction for first-time buyers and make cross-border shopping feel more familiar.

Ukraine offers strong ecommerce potential

Allegro’s interest in Ukraine comes as cross-border ecommerce continues to grow across the region. The Ukrainian market is large, digitally active and still developing, which makes it attractive for international marketplace operators.

According to the source, Ukraine has around 11.5 million active ecommerce users. For Allegro, that represents a sizeable audience and a possible new growth path beyond its core Central European markets.

Rozetka will be the competitor to watch

Allegro will not be entering an empty field. Its most important rival is likely to be Rozetka, Ukraine’s leading online marketplace.

Rozetka began as an electronics retailer in 2005, but has since expanded into a broad ecommerce platform covering many product categories. Its strength comes not only from its online reach, but also from its network of stores and pickup points, where customers can collect orders, return products, try on items and check selected goods before completing a purchase.

The rivalry could move in both directions

The competition is especially interesting because Rozetka has already entered Poland through Rozetka.pl. So far, its Polish operations remain relatively small, but the move shows that both companies are looking beyond their home markets.

If Allegro follows through with its Ukrainian launch, the result could be a two-way contest between two major regional ecommerce players. Allegro would challenge Rozetka in Ukraine, while Rozetka continues to explore opportunities in Poland.