Allegro Overtakes Temu, Reclaiming Top Spot: User Traffic in Poland's Local Market Returns to First Place in November

Ebrun Original, December 21: According to the latest data from Mediapanel, significant changes occurred in the ranking of Polish internet user traffic in November 2025. Local e-commerce platform Allegro, with 19.19 million visitors, surpassed Chinese platform Temu's 19.10 million, reclaiming the top spot in Poland's e-commerce market by traffic volume.

A month-on-month comparison shows that in October, Temu still held the lead with 19.76 million visitors, while Allegro had 18.97 million. The reversal in November thus carries strong symbolic significance, much like when Temu first overtook Allegro to become Poland's top e-commerce platform in March this year, reflecting the prolonged tug-of-war and consistently narrow gap between the two platforms in the local market.

Mediapanel's latest research also indicates that besides Allegro and Temu, the top three e-commerce platforms by user traffic in November included Media Expert, which saw a significant increase to 13.40 million users from 11.64 million in October.

They were followed by AliExpress (10.93 million), Empik (10.00 million), Rossmann (9.55 million), and Shein (8.80 million). Rounding out the top ten were Amazon (8.23 million), Erli (8.04 million), and Vinted (7.07 million).

Beyond user traffic, user engagement also showed clear differentiation. Among the top ten platforms, Allegro led with an average user session duration of nearly 1 hour and 59 minutes, while Vinted ranked second at close to 1 hour and 53 minutes.

In contrast, Empik's average session duration was only about 7 minutes, with Erli and Amazon slightly above 8 minutes. These figures indicate that Allegro not only surpassed Temu in user traffic in November but also maintained a lead in user stickiness and engagement.

Allegro's recently released Q3 2025 financial results show continued rapid growth in its home market of Poland. During the reporting period, GMV in Poland increased by approximately 10.4% year-on-year, revenue grew by over 20%, and group net profit reached about 396.2 million PLN, with adjusted EBITDA up around 24% year-on-year. Meanwhile, the number of active buyers on the platform increased by approximately 600,000, surpassing 21.10 million in total.

In terms of international expansion, Allegro has also accelerated its pace. Q3 international GMV grew about 56% year-on-year, and the number of Smart! subscription users in international markets more than doubled. Beyond Poland, Allegro is steadily advancing its international presence in Central European countries like the Czech Republic and Slovakia, where active buyer numbers have reached several million, becoming a key growth driver for the group's future.

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