Carrefour Marketplace ceased operations in Poland – what happened and what were the reasons?
What happened? Carrefour has discontinued its sales platform – Carrefour Marketplace – in Poland.
Why did this happen? The decision was the result of a shift in the company's digital strategy, which focused on developing its own online store for food and household goods.
Who is this important to? Marketplace sellers, technology partners, and online store owners looking for new sales channels.
Why did Carrefour Marketplace cease operations in Poland?
Carrefour launched its marketplace platform in Poland in 2017, intending to compete with giants like Allegro and Amazon. However, the platform failed to gain the expected popularity and market share. Consequently, in early 2020, the company decided to close it, even before the outbreak of the COVID-19 pandemic. Instead, Carrefour decided to focus on developing its own online store, offering groceries and household goods.
What was the market context for this decision?
The Polish e-commerce market is heavily dominated by a few large platforms, such as Allegro. New players, even those like Carrefour, struggle to gain significant market share without a unique offering or technological advantage. Furthermore, maintaining and developing a marketplace platform involves high operational and technological costs. Faced with these challenges, Carrefour decided to change its strategy.
What does this decision mean for the market?
The closure of Carrefour Marketplace in Poland demonstrates how difficult it is to enter and survive in the competitive e-commerce market without a strong position or a unique offering. For retailers, this means they must seek alternative sales channels, such as their own online stores or other marketplace platforms. For the e-commerce market, it signals that success requires not only investment but also a clearly defined strategy and understanding of local consumer needs.
What can businesses do after the closure of Carrefour Marketplace?
Here are some practical steps to consider:
- Transferring the offer to other platforms – such as Allegro, Amazon or eBay.
- Building or optimizing your own online store – with greater control over margins and customer relationships.
- Invest in SEO and Google Ads campaigns to attract new users directly to your channel.
- Implementation of logistics and payment automation that will allow you to scale sales regardless of marketplaces.
- E-commerce audit to check current performance and define a new strategy.
Are other marketplaces at risk?
The example of Carrefour Marketplace demonstrates that even large companies can encounter challenges in the e-commerce market. The key to success lies in understanding local consumer needs, developing a unique offering, and developing an effective marketing strategy. Other platforms that don't meet these criteria may also face similar challenges.
Want to learn more?
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
