Allegro launches "brand stores" - a new stage in the personalization of online sales

What?

Allegro is introducing a new sales format, the "brand store" – the first space was launched by the Inglot brand.

Why?

This is a response to the needs of buyers and brands – greater quality of presentation, inspiration and shopping comfort.

For whom?

For brand owners, companies building their image in the marketplace channel and customers looking for proven products.

Background to the topic.

Marketplaces have been a key online sales channel for years, but until now, they have often limited brands' capabilities to standardized listings and generic promotional mechanisms. With growing competition and customer expectations, not only product availability itself is becoming increasingly important, but also the way it's presented, trust in the seller, and brand consistency. Allegro – as the largest e-commerce platform in Poland – is responding to this trend by offering solutions that enable brands to build a professional presence and identity directly within the marketplace. The new "brand store" concept addresses the need for greater personalization and differentiation in the crowded online sales environment.

How do brands gain dedicated sales space?

Allegro has begun implementing a groundbreaking solution for manufacturers – so-called "brand stores ," individual shopping spaces that allow brands to stand out within the platform. The iconic cosmetics brand Inglot was the first to use this feature. This initiative opens a new chapter in online sales – combining a personalized shopping experience with the functionality of large marketplaces.

According to data from the Customer Journey report prepared for Allegro, as many as 93% of shoppers care about product quality, and 89% about product variety . At the same time, over half (57%) of users want to quickly move from inspiration to purchase. The new model aims to meet these expectations by offering a more personalized and inspiring shopping experience.

What are “brand stores” on Allegro?

These are dedicated spaces created by the brands themselves, where they can showcase their product range, values, best-selling products, and new releases. Thanks to the self-service , each brand independently configures the store's layout, graphics, and content, creating a cohesive, unique visual identity.

The first store in this model was prepared by Inglot , emphasizing that the new tool fits perfectly into its strategy of refreshing communication and facilitates the presentation of the wide range of colors and quality of the cosmetics offered.

Why does this movement matter to the digital world?

The new "brand store" concept isn't just a change in presentation. It's an evolution of the marketplace toward greater personalization, trust, and consumer loyalty . It also facilitates image integration among brands operating simultaneously in other digital channels. For shoppers, this means greater transparency, convenience, and access to trusted product sources.

From a business perspective, it's also a way to boost conversions , as brands can more easily showcase their strengths and build coherent sales messages. This gives Allegro a new role – it becomes a space for professional brand communication, not just a place for transactions.

How can brands prepare to implement a “brand store”?

• Prepare a brand presentation strategy : values, communication language and visual identification.
• Isolate key product groups – bestsellers, new products, limited collections.
• Use the self-service model to consistently present your brand across the platform.
• Analyze results and tailor store content to user needs.
• Follow the next features provided by Allegro – new tools will appear regularly.

A New Dimension for Brand Sales on the Marketplace? Allegro Takes a Step Toward Brands

The new space of "brand stores" has the potential to be a breakthrough in the Polish digital world. Marketplace platforms are increasingly shifting toward personalization and long-term loyalty, offering enormous opportunities for brands investing in professional online presence. If the solution is well-received by consumers, Allegro could significantly increase its value as a tool for D2C (direct-to-consumer) strategies.

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