The e-commerce landscape in Central and Eastern Europe (CEE) has been growing at a rapid pace, with more consumers embracing online shopping due to rising disposable incomes, greater internet penetration, and evolving shopping behaviors. While these trends present incredible opportunities, the challenge for many businesses, especially those just starting out in foreign markets, lies in establishing a solid presence in this competitive region.

One of the best strategies for newcomers looking to make a mark in CEE is adopting a mixed e-commerce model—running your own webshop alongside being present on key local marketplaces. This hybrid approach not only helps businesses tap into the massive customer base that online marketplaces offer but also allows them to build a direct relationship with their customers through their own branded website.

In this post, we’ll take a deeper dive into some of the most prominent e-commerce marketplaces in CEE and explain why a mixed model—having your own webshop while leveraging these platforms—is the most effective approach, especially if you're new to the region.

Key e-commerce marketplaces in CEE

Allegro (Poland) Allegro is Poland's largest e-commerce marketplace, with millions of active buyers browsing a vast range of products, from electronics to fashion and home goods. Its widespread recognition and user trust make it an essential platform for businesses entering the Polish market. With integrated features like secure payment gateways and efficient logistics, Allegro is a prime marketplace for e-commerce newcomers.

OLX (Multiple Countries) OLX is a well-known platform across several CEE countries, including Poland, Romania, and Bulgaria. It started as a classified ads site but has since evolved into a full-fledged marketplace. OLX appeals to budget-conscious consumers and those looking for more direct, peer-to-peer transactions, which is a crucial market segment for many businesses targeting value-driven buyers.

Heureka (Czech Republic and Slovakia) Heureka is the leading marketplace for comparison shopping in the Czech Republic and Slovakia. It gives consumers the ability to compare products and read reviews before making a purchase, which boosts consumer confidence. For businesses trying to tap into these markets, Heureka offers high visibility, especially for categories like electronics and home goods.

eMAG (Romania, Hungary, Bulgaria) With a strong presence in Romania, Hungary, and Bulgaria, eMAG is one of the largest online marketplaces in CEE. It is especially popular for tech products, home appliances, and fashion. eMAG’s reputation for fast delivery and excellent customer service makes it a trusted choice for businesses looking to establish themselves in these markets.

Shein (Poland, Romania, Hungary, and Bulgaria) Known for its fast-fashion offerings, Shein is gaining significant traction in several CEE countries, including Poland, Romania, and Hungary. For fashion and accessories businesses, listing on Shein provides access to a vast pool of shoppers looking for affordable yet trendy styles.

eBay (CEE Expansion) Though eBay’s presence in CEE is not as extensive as some of the regional giants, it remains an important platform for cross-border e-commerce. Businesses looking to expand across multiple countries in the region can use eBay to reach customers in Poland, Hungary, and Romania, among others.

Skroutz (Greece) If we go a little bit in the direction of south, Skroutz is Greece’s leading online shopping marketplace and one of the most significant players in the Greek e-commerce scene. It covers a wide range of product categories, from electronics to beauty and home products. Skroutz offers shoppers the ability to compare prices from multiple vendors, creating a competitive environment that benefits both sellers and consumers. For businesses aiming to enter the Greek market, Skroutz’s established customer base and easy-to-navigate platform make it an ideal choice to boost visibility and drive sales.

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Why a mixed model is the key to success

For businesses entering the CEE market, particularly those from abroad, the most effective approach is not just focusing on a single channel but adopting a mixed model that includes both running your own webshop and selling on local marketplaces. Here’s why:

Instant access to established audiences

Marketplaces like Allegro, eMAG, and Heureka already have large, loyal customer bases. When you're just starting out, these platforms allow you to immediately tap into a massive pool of potential customers without having to build brand awareness from the ground up. Being on a marketplace means your products are exposed to shoppers who already trust the platform and actively search for products like yours. This is particularly useful when you are entering an unfamiliar market and want to gain visibility quickly.

However, your own webshop helps you control the customer experience and brand messaging directly, ensuring you build a long-term relationship with your audience and avoid becoming too dependent on third-party platforms.

Brand building and customer loyalty

While marketplaces drive traffic, your own webshop is where you can really showcase your brand identity. Having a professional, well-designed online store allows you to offer a customized experience that reflects your values, aesthetics, and the unique selling points of your products. Over time, this helps you build brand recognition and cultivate customer loyalty—something that marketplaces, by nature, are not designed to do.

By combining both channels, you can drive customers from marketplaces to your own site with personalized marketing strategies (like discounts, exclusive offers, or loyalty programs) and encourage repeat purchases directly from your platform.

Diversifying sales channels reduces risk

The risk of relying solely on a single platform is significant, especially when your business is new to a market. If a marketplace suddenly changes its policies, increases fees, or shifts its focus, it could negatively impact your revenue. By having your own webshop, you diversify your income streams. If one marketplace underperforms, your website can act as a buffer to help stabilize your sales and prevent you from being overly reliant on one revenue source.‍

Access to data and customer insights

Selling on marketplaces like Allegro or Heureka provides valuable customer data and insights into purchasing behavior. However, your own webshop provides an even deeper level of data about your customers—how they interact with your site, what products they view, and where they abandon their cart. This data can be crucial for refining your marketing strategies, improving user experience, and personalizing future offers.

Flexibility to scale

A mixed model offers flexibility as you grow your business. If a particular marketplace is performing well, you can double down on that platform by increasing product listings or advertising. On the other hand, your own webshop provides the foundation for expanding your product range, offering exclusive promotions, or even launching international sales as your brand gains recognition.

For example, as you expand into multiple CEE countries, your webshop could become a key hub for regional customers, while marketplaces like Allegro and Heureka serve as entry points for each new market.

Cost-effective marketing with marketplaces

The marketing tools offered by platforms like eMAG or OLX can be incredibly effective for businesses starting out. Sponsored listings, special promotions, and integrated advertising options can help you get your products in front of the right customers without a massive marketing budget. In combination with your own webshop’s SEO, email marketing, and social media efforts, you can build a robust, cost-effective strategy that works across both channels.

The power of the mixed e-commerce model

Central and Eastern Europe offers huge opportunities for e-commerce businesses, but success requires a strategic approach. By leveraging the combined power of local marketplaces and your own webshop, you can ensure faster market penetration, build a strong brand presence, and drive sustainable growth.

For businesses just starting out in the region, a mixed model gives you the best of both worlds: the broad reach and trust of established marketplaces like Allegro, Heureka, and eMAG, alongside the branding and customer relationship benefits that come from running your own e-commerce site. This balanced approach will allow you to establish a strong foothold in CEE while positioning your brand for long-term success.

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