Allegro officially enters the Slovak market: a localization strategy and consumer impact analysis of the Polish e-commerce giant

Poland's leading e-commerce company Allegro recently announced a new development in its expansion plans by officially entering the Slovakian market with the launch of its customized website "allegro.sk", which is now available to Slovakian users.

Allegro is not only well known in Poland, but according to a new survey by Perfect Crowd, the brand is also well known and influential in Slovakia: close to half (42%) of the Slovak respondents said that they are already aware of Allegro as an e-commerce platform. What's even more interesting is that the majority of Slovak consumers (82%) who are already aware of the brand express a positive attitude towards using the Allegro platform, while 79% of them explicitly state that they would like to shop on the platform.

In order to cater to the needs of Slovak consumers and attract more users, Allegro has introduced a convenient "buy without registering" option, which greatly simplifies the shopping process. In addition, in order to better adapt to the Slovak market, Allegro has localized its platform, which includes special adjustments in logistics services, currency usage and language selection, making it easier for sellers from different countries to sell their products on the Slovak market.

Slovakia's e-commerce market has been showing solid growth since 2018, with its total market value reaching €2.8 billion in 2022 and its e-commerce consumer base approaching 5.5 million. Notably, the country's e-commerce market has been growing at a CAGR of over 10% since then. And traffic generated by marketplaces accounts for the largest share of all e-commerce activity.

In addition, a large number of Slovak consumers (77%) have already experienced shopping in foreign online stores, a statistic that not only reflects the popularity of cross-border e-commerce, but also demonstrates consumer demand for a wider range of shopping options. The most popular online shopping categories in Slovakia are apparel and home décor, which provides significant market opportunities for merchants in related industries.

Overall, Allegro's entry into the e-commerce market in Slovakia has undoubtedly injected new vitality into the market and brought more shopping options and convenience to local consumers. As Allegro continues to localize the market and optimize the user experience, it is expected that more Slovak consumers will choose to shop on the platform, further boosting the e-commerce market in Slovakia.