Marketplaces in Poland: which ones to sell on and how to start
Online shopping in Poland runs largely through marketplaces that are little known outside the country. This guide covers the platforms that matter, who buys on them, what they charge and what a brand from abroad needs before the first sale.
Author: Borys Terlecki · Client Partner at Commercraft · updated: 6 November 2026
In short
Allegro is the centre of online shopping in Poland, with 15.6 million active buyers in the country and more than 150,000 merchants across the group [2].
Around it sit general marketplaces (Empik, Erli, Amazon.pl, Kaufland.pl, Temu), specialist marketplaces (Decathlon, Castorama, Leroy Merlin, MediaMarkt) and fashion platforms (Modivo, Zalando), and each sets commission by category, from 1% to 20% net on the published price lists [3] [7].
Buyers expect delivery to a parcel locker and free delivery through Allegro Smart!, which for subscriptions activated from 2 March 2026 starts at a PLN 49.90 basket from one seller [4].
You do not need a Polish company to start, but you do need the right VAT setup (the standard rate is 23% [16]), an entry in the BDO register for packaging and Polish-language listings that pass each platform’s review.
Legal disclaimers
Rates as published by the platforms on 6 November 2026. This guide is information, not legal or tax advice; Commercraft is neither a law firm nor a tax adviser. Check the sources listed at the end or ask your adviser before you act.
Poland in numbers for a seller
1 to 20%
commission by category
net rates on the Allegro and Empik price lists [3] [7], price lists compared
Allegro Delivery covers more than 40,000 parcel lockers and almost 35,000 pick-up points, including over 11,000 Allegro One Box lockers, and Allegro plans more than 12,000 One Boxes in 2026 [2]. Commission ranges come from the platforms’ own price lists, read on 6 November 2026.
The marketplaces that matter
These are the twelve platforms a brand from abroad usually weighs up in Poland. The table shows who buys there, how big each one is, what it charges and how you get in. Every platform name links to our full guide.
| Platform | What sells there | Scale | Commission | How you get in | Sources |
|---|---|---|---|---|---|
| Horizontal marketplaces | |||||
| Allegro | Poland’s most popular e-commerce platform, every category [2] | about PLN 70 billion group GMV in 2025 (about EUR 15.9 billion, our calculation [19]), with Polish GMV up 9.4% [1]; 15.6 million active buyers in Poland and more than 150,000 merchants [2] | 1% to 17% by category, net of VAT, on the price including delivery [3]; Smart! free-delivery programme with more than 9 million users [2] | online sign-up with a company account | [1] [2] [3] |
| Empik | books, media, toys, home and lifestyle, inside empik.com | more than 30,000 registered sellers and 27 million offers; marketplace GMV over PLN 1 billion in 2025, up about 40% [5] | 2.4% to 20% net by category plus a 0.45% platform fee, on the gross order value with delivery [7] [8]; 0% commission for up to three months for new sellers [6] | application; free account for a business registered in the EU for at least a month [6] | [5] [6] [7] [8] |
| Erli | a price-driven horizontal marketplace | see the platform guide | by category; see the platform guide | online sign-up | platform guide |
| Amazon.pl | the Polish site among Amazon’s European marketplaces | no public figures for Amazon.pl | 8% to 15% in most categories, minimum PLN 1 per unit; Professional plan PLN 165.91 net a month [9] | one seller account to list and manage offers on several European marketplaces [10] | [9] [10] |
| Kaufland.pl | the Polish site of Kaufland Global Marketplace | one registration covers nine storefronts [11] | 4% to 12% by category on Kaufland.pl, 7% to 16% on the other storefronts, on the gross price including delivery [11] | online sign-up | [11] |
| Temu | general merchandise; sellers can register as local sellers [12] | no public figures for Poland | not published on the seller page | free registration [12] | [12] |
| Specialist marketplaces | |||||
| Decathlon | sport | see the platform guide | 10% to 18% by category, 16% in most, net of VAT on the gross price with delivery, plus PLN 300 a month including tax for all markets [13] | application | [13] |
| Castorama | DIY | see the platform guide | see the platform guide | application | platform guide |
| Leroy Merlin | DIY and garden | see the platform guide | see the platform guide | application | platform guide |
| MediaMarkt | electronics | see the platform guide | see the platform guide | application | platform guide |
| Fashion | |||||
| Modivo | fashion marketplace of Modivo Platform, active in 15 markets [14] | see the platform guide | see the platform guide | application | [14] |
| Zalando | fashion; Poland from the same Partner Program as the rest of Europe | see the platform guide | see the platform guide | by invitation only, no direct applications [15] | [15] |
One technical note: according to public sources, Empik, Decathlon, Castorama and Leroy Merlin run on Mirakl technology [20] [21] [22] [23]. Offers, orders and stock reach them through the same kind of connection, so integration work carries over, while each operator keeps its own categories and attributes. What is Mirakl →
Example. A lighting brand sells a lamp for PLN 200 including delivery on Kaufland.pl, where Lamps & Lighting pays 10%, so the commission is PLN 20.00 net [11]. The same lamp on Kaufland.de at €45.54, the same PLN 200 at the NBP rate of 5 November 2026 [19], pays 13%, so €5.92 net, which is PLN 26.00 [11]. From one registration, the German order costs PLN 6.00 more in commission than the Polish one (our calculation; both prices include VAT and delivery, VAT on the commission comes on top).
How Polish buyers differ
Three habits decide whether an offer sells.
Delivery goes to a locker
Buyers collect from a parcel locker instead of waiting for a courier at the door. You need a Polish return address and locker shipping from day one.
Free delivery is expected
On Allegro buyers expect free delivery through Smart!, so your pricing has to carry the surcharge.
The same product, compared
Buyers compare one product across platforms. The same price on Allegro, Erli and Kaufland.pl leaves a different margin each time, because each platform sets its own commission per category and its own delivery rules.
The details, with worked examples, are in marketplace commissions compared.
What you need before the first sale
A company registered anywhere in the EU can sell on Polish marketplaces, and Allegro also works with sellers from outside the EU, with its own office in Shenzhen for sellers in China [2]. No Polish company is needed.
VAT follows your stock: distance sales from another EU country fall under OSS, stock stored in Poland means a Polish VAT registration.
Packaging and electrical equipment need an entry in the BDO register, Poland’s packaging and waste register, before the first sale.
Promotions follow the Omnibus rule, in force in Poland since 1 January 2023 (Directive 2019/2161) [24].
Under EU law (Directive 2023/2673), online shops must offer a digital withdrawal function from 19 June 2026. Poland has not transposed this rule yet, and the government plans to adopt the draft law in the first quarter of 2027 [25].
Listings must be in Polish, and each platform reviews them before they go live.
The full list of rules with dates is in EU e-commerce regulations 2026.
Which marketplace first
Start on Allegro
that is where the buyers are
Books, media, toys, home
Price drives the purchase
Sport
Home and garden
Electronics
In practice
Kaufland.pl and Amazon.pl make sense when you already run, or plan to run, Germany from the same account. Temu fits brands with their own stock in the EU and room in the margin.
How we help with entering Poland
For brands from abroad we can open and onboard accounts on Allegro, Amazon.pl, Kaufland.pl and Empik, connect your product data, write the Polish listings and product content, and run pricing and advertising after launch.
On Amazon.pl, Kaufland.pl, Empik, Decathlon, Castorama, Leroy Merlin and Modivo the first contact can go through the person we know on the platform side.
On Temu, Zalando, Decathlon, Castorama, Leroy Merlin and Modivo we can take over integration, listings, Polish content and pricing once your account is approved.
We begin with the products whose margin survives Polish commission and free-delivery thresholds, so the first months show which channel deserves the next step.
The scope and the model are described under marketplace management, and the case for running Poland next to your other markets under a marketplace agency from Poland.
Check the Polish channel in numbers first
Enter your revenue, margin, commission and shipping cost. The calculator shows the margin after commission, the month the channel breaks even and how running it with your own team compares with a managed service. Figures in euros, no sign-up.
Frequently asked questions
No. Empik accepts businesses registered in any EU member state for at least one month that ship from the EU [6]. What you need instead is VAT that matches where your stock sits, a BDO entry for packaging and a Polish return address.
The standard rate is 23%, and the reduced rates are 8% and 5% [16]. While you ship from stock in another EU country, OSS lets you report Polish VAT from home; once stock is stored in Poland, ask your tax adviser about registering in Poland.
On Allegro the rates run from 1% to 17% net by category [3], on Kaufland.pl from 4% to 12% [11], and on Amazon.pl most categories pay 8% to 15% with at least PLN 1 per unit [9]. Kaufland and Empik apply the rate to the gross order value with delivery [8] [11], so compare the base as well as the percentage.
Smart! users get free delivery above a minimum basket from one seller: PLN 49.90 for subscriptions activated from 2 March 2026, and PLN 45 to lockers or PLN 65 by courier on older ones [4]. Set prices so that the margin still holds when the buyer pays nothing for delivery.
InPost alone had 29,912 lockers in Poland and 68,925 across its markets at the end of June 2026 [18]. Plan locker shipping as your default option, with courier delivery as the alternative.
Zalando does not take direct applications and invites the brands it wants [15]. If fashion is your category, Modivo is the other platform in the table to look at, through an application.
Sources
- Allegro GMV reached PLN 70 billion in 2025 (2025 results, 12 March 2026, in Polish), Allegro press office. https://media.allegro.pl/450001-gmv-allegro-siegnelo-70-mld-zl-w-2025-r-platforma-wkracza-w-nowe-segmenty-rynku, accessed 6 November 2026.
- Allegro Q2 2026 results, press release (PDF), Allegro.eu. https://about.allegro.eu/wp-content/uploads/2026/09/Press-release-Q2-2026.pdf, accessed 6 November 2026.
- Fees and commissions on allegro.pl (in Polish), Allegro help. https://help.allegro.com/pl/fees/pl, accessed 6 November 2026.
- Allegro Smart! on allegro.pl: information for sellers with a company account (in Polish), Allegro help. https://help.allegro.com/pl/sell/a/allegro-smart-na-allegro-pl-informacje-dla-sprzedajacych-z-kontem-firmowym-9g0rWRXKxHG, accessed 6 November 2026.
- More than 30,000 sellers registered on Empik.com (14 July 2026, in Polish), Empik press office. https://news.empik.com/464879-ponad-30-tys-sprzedawcow-zarejestrowanych-na-empikcom-sprzedaz-na-marketplace-rosnie-ponad-40-proc-rr, accessed 6 November 2026.
- Empik Marketplace, page for sellers (fees, launch offer, requirements, in Polish), Empik. https://www.empik.com/marketplace, accessed 6 November 2026.
- Commission grid valid from 10 November 2026, PDF in Polish, Empik. https://media.empik.com/content/regulamin/Siatka%20prowizji%2026.10_PDF.pdf, accessed 6 November 2026.
- How settlements and invoices work (platform fee and commission base, in Polish), EmpikPlace help centre. https://www.pomoc.empikplace.com/portal/pl/kb/articles/jak-dzialaja-rozliczenia-i-faktury, accessed 6 November 2026.
- Amazon.pl selling fees: plans and referral fees (in Polish), Amazon. https://sell.amazon.pl/oplaty, accessed 6 November 2026.
- Sell on Amazon.pl, page for sellers (in Polish), Amazon. https://sell.amazon.pl/, accessed 6 November 2026.
- Conditions (subscriptions, commission table by storefront), Kaufland Global Marketplace. https://www.kauflandglobalmarketplace.com/en/conditions/, accessed 6 November 2026.
- Temu Seller Center Europe (registration and FAQ), Temu. https://seller-eu.temu.com/, accessed 6 November 2026.
- Marketplace Seller Conditions V9, September 2025, with specific conditions for Poland (PDF), Decathlon. https://www.decathlon.cz/static/dokumenty/marketplace/CLEAN%20ENG%20MSC%20-%20V9%20-%20September%202025.pdf, accessed 6 November 2026.
- MODIVO, business line page (in Polish), Modivo Platform. https://modivoplatform.com/modivo, accessed 6 November 2026.
- Partnership models, Zalando Partner. https://partner.zalando.com/partnership/partnership-models, accessed 6 November 2026.
- VAT rates in EU countries, Your Europe, European Union. https://europa.eu/youreurope/business/taxation/vat/vat-rules-rates/index_en.htm, accessed 6 November 2026.
- Internet purchases by individuals, dataset isoc_ec_ib20 (2025, share of people who used the internet in the last year), Eurostat. https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table?lang=en and https://ec.europa.eu/eurostat/api/dissemination/statistics/1.0/data/isoc_ec_ib20?geo=PL&geo=EU27_2020&indic_is=I_BLT12&ind_type=IND_TOTAL&unit=PC_IND_ILT12&time=2025, accessed 6 November 2026.
- InPost Group Q2 2026 results, press release of 31 August 2026 (PDF), InPost. https://inpost.eu/sites/default/files/2026-08/InPost%202Q%202026%20press%20release.pdf, accessed 6 November 2026.
- EUR average exchange rate, table A no. 216/A/NBP/2026 of 5 November 2026 (EUR 1 = PLN 4.3916), Narodowy Bank Polski. https://api.nbp.pl/api/exchangerates/rates/a/eur/2026-11-05/?format=json, accessed 6 November 2026.
- Empik.com: marketplace guide (Mirakl-based marketplace), ChannelEngine. https://support.channelengine.com/hc/en-us/articles/36744464583197, accessed 6 November 2026.
- Decathlon Marketplace: how to start selling (article in Polish), Shoper Learn. https://www.shoper.pl/learn/artykul/decathlon-marketplace-jak-zaczac-sprzedawac, accessed 6 November 2026.
- Kingfisher launches new Mirakl powered home improvement marketplace at Castorama France (with a Castorama Poland marketplace on the same technology), Retail Technology Innovation Hub. https://retailtechinnovationhub.com/home/2024/3/20/kingfisher-launches-new-mirakl-powered-home-improvement-marketplace-at-castorama-france, accessed 6 November 2026.
- ADEO consolidates its marketplace strategy with Mirakl (Leroy Merlin Poland), adeo.com. https://www.adeo.com/it/?p=17706, accessed 6 November 2026.
- Act of 1 December 2022 amending the Consumer Rights Act (Omnibus transposition), Journal of Laws 2022 item 2581 (in Polish), Sejm. https://api.sejm.gov.pl/eli/acts/DU/2022/2581/text.pdf, accessed 6 November 2026.
- Draft act amending the Consumer Rights Act (UC169, transposition of Directive 2023/2673), planned adoption by the Council of Ministers in Q1 2027 (in Polish), Chancellery of the Prime Minister, gov.pl. https://www.gov.pl/web/premier/projekt-ustawy-o-zmianie-ustawy-o-prawach-konsumenta-oraz-ustawy-o-konsumenckiej-pozyczce-lombardowej, accessed 6 November 2026.
About the author
Borys Terlecki, Client Partner at Commercraft. He worked on the operator side of marketplace platforms at Mirakl in Munich and today takes brands onto European marketplaces, from the first enquiry to a running account.
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