Contents
What?
The Temu platform achieved record results in Poland in August 2025, overtaking Allegro in terms of user numbers and reach, according to Mediapanel data.
Why?
This is a significant signal to the entire digital world – for the first time, a Chinese marketplace has dominated a market that for years was the preserve of local online retail giants.
Who is it for?
For online retailers, market analysts, and online store owners who are observing changes in Poles' shopping preferences.
Background:
Temu's dynamic growth is the result of an aggressive marketing strategy, low prices, and easy access to a wide range of products. Despite maintaining a large user base, Allegro has lost some mobile traffic and customer attention, attracted by attractive offers from China.
The one with the record result in August
According to Mediapanel over 15 million users in August 2025 , overtaking Allegro, which reached approximately 14.8 million. This means the Chinese marketplace has become the most frequently visited shopping platform in Poland. This marks the first time a global player from China has taken the lead in a market previously dominated by local leaders.
This success is due in part to a broad advertising campaign on social media, promoting slogans about cheap purchases and free delivery. Integrating the app with mobile payment systems also played a role, attracting younger users.
Why is Temu gaining popularity?
1. Attractive prices and a wide selection of products
Temu offers millions of products in categories ranging from fashion to electronics at significantly lower prices than local platforms. This is a key factor in attracting consumers looking to save money.
2. Effective promotion and advertising on social media
The Chinese marketplace is investing heavily in campaigns on TikTok, Instagram, and YouTube. As a result, the brand has quickly gained recognition and positive reviews among younger users.
3. Intuitive mobile app
A simple interface, personalized recommendations, and fast payments make shopping in the Temu app convenient and engaging. This is an advantage over some older marketplaces.
What does this mean for Allegro and the market?
Experts note that Temu's dominance is a clear warning sign for Allegro and other Polish platforms. Allegro still holds a strong position thanks to its Smart! program and local sellers, but its advantage is shrinking. Competition from China is forcing investments in logistics, pricing, and purchasing technologies.
These changes also demonstrate that the digital world is becoming increasingly global , and the boundaries between local and international online trade are blurring. Polish consumers are increasingly willing to order products from outside Europe, trusting efficient delivery and transaction protection.
How can companies respond to Temu's expansion?
- Diversification of sales channels – it is worth considering a presence on various marketplaces, including international ones.
- Improving pricing – local brands can compete on quality, service and faster delivery.
- Building customer loyalty – investing in loyalty programs and personalizing the offer.
- Developing your own online store – independence from external platforms can increase margins and brand control.
Will Temu maintain its leadership position?
Although August data confirms Temu's impressive growth, experts predict that maintaining its leadership position will be a challenge. Allegro is announcing new features, and Amazon is strengthening its presence in Poland. It's possible that the country's marketplace market will become an arena of even fiercer competition.
In the long run, consumers stand to gain the most from greater competition, lower prices, and better service quality. Companies, on the other hand, must adapt their sales strategies to effectively navigate the new digital ecosystem.
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
