More Poles shop online using Temu than Allegro – according to Mediapanel’s measurements. For the first time in history, the Chinese platform has become the leader, surpassing the largest Polish e-commerce tycoon – reported Wirtualnemedia.pl.
A new study by Mediapanel shows that in March of this year, Temu became the leader in the e-commerce category for the first time. The number of its users amounted to 18.11 million, which means it increased by over 400 thousand in a month. This allowed it to achieve a reach of 60.98 percent. Buyers spent an average of 58 minutes and 18 seconds there. In turn, Allegro had 17.84 million real visitors in the same period, which translated into a reach of 60.04 percent. They spent an average of 1 hour 54 minutes and 44 seconds on the Polish platform, which is over 64 minutes more than on Temu.
Media Expert also on the podium
In third place in the March Mediapanel study in the e-commerce category is Media Expert, which had 11.78 million real users. This gave it 39.66 percent reach. Buyers spent an average of 6 minutes and 38 seconds on the site. In turn, another Chinese platform, Aliexpress, achieved a result of 10.8 million visitors, each of whom spent 49 minutes and 38 seconds there.
According to Wirtualnemedia.pl, Temu has been approaching Allegro, the long-time leader of the ranking, in Mediapanel results for many months. In February, the Polish website was visited by 17.85 million Internet users, while the Chinese competitor's was visited by 17.72 million people. Temu exceeded 13 million users for the first time in November 2023, and in January last year it already had 14.92 million, in August – 15.76 million, and in December – a record 18.24 million.
Large marketing expenditures did not help
To strengthen its position, Allegro increased its marketing spending. In 2024, the group spent PLN 1.61 billion on this purpose, which is 30.8 percent more than a year earlier. According to market experts quoted by Wirtualnemedia.pl, Temu achieves such good results thanks to a well-thought-out and aggressive pricing policy, as well as a wide selection of products, including those that cannot be purchased elsewhere.
KW
