Allegro to bring logistics, advertising and financial services beyond its marketplace

Allegro is preparing to extend some of its key ecommerce services beyond its own marketplace, allowing merchants to use selected logistics, financial and advertising solutions in their independent online stores.

The plans were presented at the first Allegro Open conference, held in Poznań on September 8. More than 2,000 ecommerce professionals attended the event, including sellers, technology providers and companies from the logistics, financial and consulting sectors.

The move signals a broader change in Allegro’s strategy: instead of supporting merchants exclusively within its marketplace ecosystem, the Polish ecommerce company wants to become a technology and services partner for businesses selling across multiple channels.

Allegro services coming to independent online stores

One of the biggest announcements from Allegro Open was the planned expansion of selected Allegro tools outside the marketplace.

The company intends to give its selling partners access to logistics, financial and advertising solutions that can also support transactions made through their own ecommerce stores.

Allegro CEO Marcin Kuśmierz described the company’s ambition as building Europe’s most partner-friendly ecommerce organization. According to Allegro, the objective is to help merchants create stronger businesses capable of reaching customers across different sales channels, rather than limiting its services to transactions taking place directly on Allegro.

This could make Allegro a more direct competitor not only to other marketplaces but also to ecommerce service providers operating in areas such as fulfillment, advertising and payments.

Allegro is moving towards category-specific shopping experiences

Another major part of Allegro’s strategy is the “verticalization” of its marketplace.

Instead of offering essentially the same shopping experience across its broad catalogue, Allegro plans to increasingly adapt its interface and purchasing journey to individual product categories.

The idea is to reproduce some of the advantages offered by specialized ecommerce stores. Customers buying automotive parts, clothing or cosmetics, for example, have different requirements when searching for and comparing products.

Allegro therefore plans to develop purchasing experiences tailored more closely to the characteristics of individual sectors.

New Seller Protection Program and Allegro App Store

Several new tools for merchants were also announced during Allegro Open.

One of them is a Seller Protection Program designed to standardize the support provided to businesses selling through Allegro.

The company also presented the Allegro App Store, an integrated hub through which merchants will be able to access selected third-party applications. These tools are intended to support areas such as sales management and process automation.

Together with the decision to make some of Allegro’s own services available outside the marketplace, these developments point towards a more open ecosystem of tools surrounding the platform.

International Allegro sales continue to accelerate

The new strategy comes as Allegro continues to record particularly strong growth outside its home market.

Preliminary results for the first half of 2026 showed that the group’s GMV increased 13.7% year on year, reaching approximately PLN 36.9 billion.

Growth in Allegro’s international segment was considerably faster. International GMV increased 64.8% year on year during the first six months of 2026, reaching approximately PLN 1.86 billion.

The difference became even more pronounced during the second quarter. International GMV grew 82.4% year on year, compared with 12% growth in Allegro’s Polish operations.

Allegro currently operates marketplaces in Poland, Czechia, Slovakia and Hungary, with the company increasingly positioning the latter three countries as important markets for its future international growth.

Allegro XL targets large and heavy ecommerce products

Allegro is also expanding its logistics offering with Allegro XL, a new delivery solution for large and heavy products developed together with Rohlig SUUS Logistics.

The service is designed to make products that traditionally present logistical difficulties easier to sell online.

In addition to transportation, customers will be able to select services including carrying products into their homes, unpacking, assembly, installation and collection of used equipment.

Allegro has already started testing the delivery method. The first rollout will focus on electronics and household appliances, followed by categories including home and garden as well as sports and tourism.

The company estimates that the Polish market for large and heavy products is worth approximately PLN 10 billion.

For smaller merchants in particular, Allegro XL could remove the need to independently organize specialized delivery networks or negotiate individual contracts with logistics providers.

From marketplace to ecommerce ecosystem

Taken together, Allegro’s latest announcements suggest that the company increasingly sees its logistics, advertising, financial and technology infrastructure as products in their own right.

Opening some of these capabilities to independent ecommerce stores would allow Allegro to participate in merchants’ sales even when those transactions do not happen directly on its marketplace.

Combined with its App Store, category-specific shopping experiences, AI investments and expansion in Central and Eastern Europe, the strategy could gradually move Allegro from being primarily a marketplace towards becoming a broader ecommerce infrastructure provider.