We live in a time when online sales are already commonplace, and the ability to shop online has become available to almost anyone with a device with Internet access. Today, almost every company that wants to operate on a large scale decides to sell online. Fortunately, there are many ways to reach customers who buy online, and some of the most popular options are marketplace platforms , such as Allegro, or even your own online store. Both of these solutions have their own rules, and choosing the right sales model for your company depends on many factors. Let's analyze the basic differences between selling on Allegro and running your own online store, and what benefits and challenges are associated with both of these options.

How to start selling on Allegro?

Starting to sell on Allegro is ridiculously easy, which makes this platform attractive to many entrepreneurs (especially beginners). The first step is of course to set up an account on Allegro – here, if we are a company registered in Poland, we of course choose the corporate account option. The registration process is simple and intuitive, and Allegro also helps us get started with selling thanks to the support materials it provides.

Registration is one thing, and while it is free, you should remember about the additional costs associated with running sales on this platform. The company charges sales commissions. The amount of these fees depends on the product category in which we sell and the selected options for promoting the offer. Additionally, if we want to highlight our offer, we can use paid promotional tools, such as Allegro Ads .

If we want the sale on Allegro to proceed smoothly, we must remember to comply with the platform's regulations - the company is known for its reliable approach to customer service. Additionally, all users have access to the opinions reviewed about us. From the seller's perspective, this means the need to take care of high quality services, fast shipping and professional communication with the customer if necessary.

Your own online store – is it worth it?

On the other side of the barricade is an independent online store. The decision to set one up is a step that requires much more effort and planning. Unlike selling on Allegro, here the entrepreneur has full control over his business, but must take into account many more aspects.

The first step is to choose the right e-commerce platform. There are various solutions available on the market – from free Open Source systems such as the WooCommerce module on WordPress or PrestaShop, to paid SaaS (Software as a Service) solutions such as Shoper or IdoSell. The choice of platform depends on our needs and budget. In the case of open-source, we have to take into account the costs associated with hosting, updates and possible technical support. On the other hand, SaaS is definitely a more convenient solution, especially for someone without technical knowledge, but it is associated with monthly subscription fees, which are usually not small. We also have to remember to buy a domain, which will become the address of our online store.

Why is an online store a better option?

Although the time and investment costs involved in creating your own online store may be greater than in the case of selling on Allegro, it is worth remembering that in the long term we have many more advantages than disadvantages. What do we gain?

  1. Business independence

An independent online store gives us full control. We decide, among other things, about the appearance of the site, the way products are displayed, the marketing strategy. On Allegro, we are limited by algorithms and platform rules, which must be additionally monitored because they change. In the case of our own shopping site, we have the final word in terms of setting the rules.

  1. Higher profitability

On Allegro, every sale involves commissions, which can range from a few to a dozen or so percent of the transaction value. Your own online store allows you to avoid these costs, which translates into greater profitability - in short, all sales revenue goes to our company account. Thanks to this, we can offer lower prices that will be more attractive to customers, while obtaining higher margins.

  1. Higher sales due to higher shopping cart value

On Allegro, the Allegro Smart service is popular, offering free delivery for orders over PLN 45. In the case of own online stores, this threshold is much higher (e.g. PLN 100-150), which motivates customers to make larger purchases. Thanks to this, the average value of a shopping cart in an online store can be higher than on Allegro.

  1. Stronger branding

The online store also gives us the opportunity to build and strengthen our brand. We have full control over the visual identification – logo, banners, website colors and even the domain name itself. On Allegro, our brand is not as noticeable, and customers may identify shopping more with the platform than with a specific seller.

  1. Possibility to connect web analytics

Running your own online store allows for advanced monitoring of website traffic and user behavior with the help of various analytical tools. We can connect the website to Google Analytics , for example, which gives us access to a lot of important information that allows us to optimize our marketing strategies or offers. On Allegro, such possibilities are very limited - we can only count on what the platform itself offers.

When does a store on Allegro have an advantage?

Of course, selling on Allegro also has its undeniable advantages.

  1. Faster start

Selling on Allegro does not require investing in building a website or worrying about technical issues such as hosting or website security. We do not have to hire an employee to manage the website or acquire the skills necessary for this. All you have to do is create an account, add products and you can basically start selling right away. This can be a tempting option for novice entrepreneurs who are very afraid of entering the market and the challenges associated with it.

  1. Simplified Marketing Strategy

When selling on Allegro, we don't have to invest in store positioning or Google Ads advertising campaigns . Instead, we have the Allegro Ads advertising system, which helps us increase the reach of our offers. More on this in the article: https://kompan.pl/blog/co-to-jest-allegro-ads-i-na-czym-polega/ .

  1. Trusted platform

Allegro is a well-known and recognizable brand that inspires customer trust. Buyers know that they can count on consumer protection, and in case of problems, they can count on Allegro's customer service. Opinions and comments left by other users also build a sense of security and encourage shopping.

So Allegro or online store?

The decision to sell exclusively on Allegro without investing in a store website may be tempting, but in the long run it may turn out to be completely unprofitable. Allegro is a great addition to sales, but relying solely on this platform carries the risk of addiction and loss of independence. It is worth having your own website, which will allow you to choose your own marketing strategy, as well as create your brand and customer loyalty.

For many companies, the ideal solution is to have both their own online store and a store on Allegro. This allows them to reach a wider group of customers – those who are avid Allegro users, as well as those who are more willing to shop on websites.

Paul Maciejewski
SEO Specialist