Which marketplace has more buyers?

Allegro has over 20M active buyers in Poland alone. eMAG serves approximately 12M buyers across Romania, Hungary, and Bulgaria combined. Allegro wins on total buyer count, but eMAG covers more countries.

Which CEE markets are growing fastest?

Romania and Bulgaria (eMAG's core markets) are growing at 20%+ annually. Hungary is around 15%. Poland (Allegro's market) grows at 8-12%. For pure growth potential, eMAG's markets offer more upside.

Is cash-on-delivery still common on eMAG?

Yes. Cash-on-delivery (COD) rates in Romania and Bulgaria remain higher than in Poland or Western Europe. This affects cash flow and increases operational complexity. Allegro's market has largely shifted to online payment methods.

Can I sell on both simultaneously?

Yes, and this is the recommended approach for CEE expansion. Allegro gives you Poland (the largest single CEE market) and eMAG gives you Romania, Hungary, and Bulgaria. Marqetir can manage listings across both, localizing content for each market.

What languages do I need?

Allegro requires Polish. eMAG requires Romanian for its primary market, plus Hungarian for Hungary and Bulgarian for Bulgaria. Each market needs properly localized content — not just machine translation. Marqetir generates market-specific listings for each language.

Which platform has better fees?

Both have no monthly subscription. Allegro charges 5-12% commission. eMAG charges 5-20% depending on category. Allegro generally has lower and more predictable commission rates, but eMAG's less competitive environment can yield better net margins.

eMAGvsAllegro

Which marketplace is better for sellers?

Last updated: March 2026

Quick Verdict

Allegro is the larger, more mature platform and dominates Poland — CEE's biggest single e-commerce market. eMAG covers more countries (Romania, Hungary, Bulgaria) and operates in faster-growing markets. Together they cover the vast majority of CEE e-commerce. Sellers serious about Central and Eastern Europe need both.

Side-by-Side Comparison

Feature	eMAG	Allegro
Commission Range	7–15%	5.54–14%
Monthly Fee	Free	Free
Payment Fee	Included	1.3%
Fixed Fee per Item	None	None
Currency	RON	PLN
Country	Romania	Poland

Fee Comparison at Price Points

Sale Price	eMAG Fees	Allegro Fees	eMAG Net	Allegro Net
€25	€1.75	€1.71	€23.25	€23.29
€50	€3.50	€3.42	€46.50	€46.58
€100	€7.00	€6.84	€93.00	€93.16
€200	€14.00	€13.68	€186.00	€186.32

Quick Fee Calculator

Sale Price (EUR)

Scoring Breakdown

Average Commission

eMAG7/10

Allegro5/10

eMAG averages 9.8% commission across categories, while Allegro averages 11.2%. eMAG has the lower average commission rate.

Monthly Cost

eMAG10/10

Allegro10/10

Neither eMAG nor Allegro charges a monthly subscription fee.

Per-Item Fees

eMAG10/10

Allegro8/10

Allegro charges a 1.3% payment fee.

Market Size

eMAG7/10

Allegro10/10

Poland is CEE's largest e-commerce market and Allegro dominates it. eMAG's combined markets (Romania, Hungary, Bulgaria) are smaller but growing faster.

Geographic Coverage

eMAG8/10

Allegro5/10

eMAG covers 3 countries (Romania, Hungary, Bulgaria) from one platform. Allegro is Poland-only, though the Allegro Group also owns MALL.cz for Czech/Slovak markets.

Growth Rate

eMAG9/10

Allegro7/10

Romania and Bulgaria have 20%+ annual e-commerce growth rates. Poland's market grows at 8-12%, which is healthy but more mature.

Seller Tools

eMAG6/10

Allegro9/10

Allegro has significantly more mature seller tools, advertising platform, and analytics. eMAG's seller tools are functional but less sophisticated.

eMAG: Pros & Cons

Pros

Multi-country coverage (RO, HU, BG)
20%+ annual growth in core markets
Lower seller competition
First-mover advantage in SEE markets
No monthly subscription fee
Growing fulfillment network

Cons

Lower average order value
Less mature seller tools
Higher cash-on-delivery rate
Currency complexity (RON, HUF, BGN)
Smaller total buyer base
Less sophisticated advertising

Allegro: Pros & Cons

Pros

CEE's largest single marketplace
20M+ active buyers in Poland
Mature seller tools and analytics
Strong advertising platform (Allegro Ads)
No monthly fee
Allegro Smart! loyalty program
One Fulfillment service available

Cons

Poland-only market
Polish language required
Higher competition in top categories
Slower growth than SEE markets
Limited geographic expansion

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Frequently Asked Questions

Sell on both eMAG & Allegro

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