The brand’s share of its flagship product category on Allegro rose from 1.95% to 3.37%
A distributor of kitchen and catering equipment holds exclusive rights to a French premium brand. In eighteen months, it moved from ninth to sixth place among 452 brands.
The client
A Polish distributor of catering and kitchen equipment with more than 25 years in business. About 7,000 products in the range and exclusive rights to several European premium brands. Sales have always been B2B: a network of wholesalers and shops, plus its own shop for business customers. The Allegro account existed before we started, but it was a side channel. Allegro is Poland’s dominant marketplace, the local equivalent of Amazon.
Where it started
The premium brand the client had exclusive rights to was visible on Allegro mainly through its own B2B customers. They listed only its bestsellers. Nobody spent on advertising, and they undercut one another on price, so the brand as a whole stood still. In the flagship product category it held 1.95% share and ninth place among 452 brands.
Several things came together at once:
- the B2B customers listed only bestsellers and did not run Allegro Ads, so the brand did not grow in the category,
- nobody tracked the brand’s category share or prices across all sellers,
- growth meant competing with its own B2B customers, and not every distributor is willing to do that.
What we did
- We took over the client’s Allegro account in May 2025.
- We started monitoring the brand’s category share and its distribution. That means tracking prices and offers across every seller of that brand on Allegro.
- We introduced pricing automation that keeps the client’s prices in line with its distributors’.
- We began investing in advertising on Allegro via Allegro Ads, something the client’s B2B customers were not doing.
- Every month, we prepare a report for the client: brand share, category position, account sales, cost of advertising.
Results
Over eighteen months, the brand’s share of the flagship product category rose from 1.95% to 3.37%. It moved from ninth to sixth place among the 452 brands in that category. Allegro account sales doubled between the takeover in May 2025 and the end of the year.
This growth did not come from undercutting its own distributors. The brand took share from other brands in the category because it was visible and had stock when buyers were looking for it.
What this means for you
The same situation repeats with distributors who hold exclusive rights or their own brand. Their B2B customers list on Allegro only what sells by itself. Contrary to first impressions, this does not turn into a price war with your own customers. The work goes into the brand’s visibility in the category and into keeping prices in order. See how we run retail media on Allegro: selling on Allegro
