The end of the wszystko.pl marketplace platform – why did the project fail and what does this mean for sellers?

The end of wszystko.pl! 

Wszystko.pl , an ambitious project of the Comarch Group that was supposed to become a serious competitor to Allegro, ceased operations after only a few months of operation (in other words: after seven!).

The platform, which was supposed to combine attractive terms for sellers with a modern approach to online shopping, ultimately failed to convince either buyers or sellers. You don't kick someone lying down, but it was to be expected given the implementation of this "original" project (employee tests – a success; the announcement of the platform for customers using Comarch ERP – not a success, followed by possible further development… rather, a lack of promotion and the absence of that "magnet" that was supposed to attract both buyers and sellers). 

We should add that we recently described the Comarch e-shop platform and cited as one of the drawbacks that for a player like Comarch in the so-called "ERP" industry, an online store will always be on the sidelines compared to the ERP systems for which Comarch is famous, and that it simply does "good." About a year ago, a marketplace platform in this context sounded truly "fantastical" (meaning "science fiction," or rather, "fiction"). The question, of course, is what will happen next with the e-shop, but that's still unknown. Learn more  about the Comarch e-shop platform, dedicated to the Comarch ERP system, here.

What happened? Here's why this marketplace ended so quickly

• Lack of traffic and interest : Despite considerable publicity surrounding the platform's launch (after all, Comarch is a well-known and large company), the number of active users and transactions was negligible. Little advertising means few customers, and few customers mean little reason for sellers to engage and dedicate time to the new sales channel.

• Technical and UX Issues : Reviews from vendors and customers pointed to numerous technical shortcomings, limited functionality, and an unintuitive interface. (Perhaps a childhood illness, or perhaps someone misjudged the MVP project and ended up with a poor-quality tool for both customers and vendors.)

• A business model unsuited to the market : A lack of aggressive marketing efforts prevented the platform from developing a competitive advantage. For comparison, we'll cite the example of ERLI and the earlier Merx platforms, which demonstrated that if you're going to challenge the leader, you need to have an idea and take appropriate action, supported by an advertising budget. (Although it's an abstraction to say that someone challenged Allegro, considering that a major player like EMPIK (a marketplace), which first launched the fight with its platform several years ago, is still a fraction of the largest player.)

• Insufficient seller base and product range : Many sellers were skeptical of the new platform, fearing it wouldn't gain traction. As a result, the offerings were limited, discouraging buyers.

• Lack of a clear competitive advantage : Wszystko.pl offered nothing unique that could truly convince sellers and customers to abandon Allegro or other platforms. Low commissions are not enough to build loyalty.

• Too late a start – the market was already heavily fragmented : By the time wszystko.pl, Allegro, Amazon, OLX, and industry-specific marketplaces entered, they already had established positions and loyal customers. A new player without a significant differentiator was doomed to difficulty.

• Lack of trust in the new player : Sellers were afraid that the platform might not survive, so they did not invest in building a presence and promoting their offers.

• Too general nature of the platform : Wszystko.pl tried to be a "marketplace for everything", which made it difficult to create a clear target group and develop coherent marketing communication.

• Lack of aggressive shopping promotion campaign : Marketing targeted at end customers was too weak compared to Allegro or Amazon, which constantly run intensive promotional campaigns.

• Too many expectations too soon : Comarch expected quick results and a return on investment. When these failed to materialize within the first few months, the decision was made to shut down the platform.

• Failure to adapt to social commerce and omnichannel trends : The platform did not effectively integrate with social media, nor did it utilize popular formats (e.g. live shopping) that are gaining popularity in the digital world.

 

Why is this important for the digital world?

What's next for sellers?

For sellers who have decided to invest time and resources in a presence on wszystko.pl, the platform's closure means a return to traditional sales channels. Allegro , Amazon , and industry-specific platforms remain the safest choices when it comes to marketplaces in Poland. Of course, sellers should develop their online stores to ensure they have their own revenue stream and diversification, to become independent from external platforms and to have full control over sales, marketing, and customer relations.

Practical tips for businesses in the digital world

• • Diversify your sales channels : don't rely on just one marketplace – develop your own online store and look for niche platforms.
  • Develop other sales channels : as the saying goes, a table stands on four legs, not one or two. And this isn't about dispersing (limited) resources, but rather increasing scale through various sales channels.
  • Analyze trends and test new solutions : Observe the development of new marketplaces, but invest carefully, checking real traffic and sales potential.
  • Maintain your brand : Building a strong brand across platforms is key to long-term success in the digital world.
  • Monitor regulations and market changes : The collapse of wszystko.pl is a warning signal – it is worth monitoring the financial condition and development of each platform before you decide to bet on it.

Is there room for a new competitor to Allegro on the Polish market?

The history of wszystko.pl clearly demonstrates that breaking into the Polish marketplace market requires not only capital and technological resources, but above all, an idea for real added value for sellers and customers . New initiatives will likely emerge in the future, perhaps more focused on specific industries or subscription models. Will any of them threaten Allegro's position? This remains an open question, but it certainly requires drawing lessons from wszystko.pl's history.

Learn more about how to make your business independent from marketplaces by building stable sales in your own online store: write to us

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