Amazon has changed the status quo on nearly every market it entered – first of all by accelerating the growth of the e-commerce segment. When it comes to Poland, Amazon has already made an attempt to get shoppers accustomed to it by proposing its German version, translated into Polish.
Now, when it is about to enter our market officially, it can be assumed it has selected the most convenient moment for making the first steps. Due to the pandemic and lockdown consequences, the dynamics of the e-commerce growth has considerably increased. Given the customer service level it represents, Amazon is likely to contribute to further dynamisation of online shopping and getting shoppers accustomed to its benefits, but it can also change their shopping behaviours for good.
Amazon is chiefly an excellent opportunity for Polish manufacturers and brands that will be able to familiarise themselves with the mechanism of its action and consequently achieve more success on foreign markets. This is the reason why it needs to be considered in strategies developed by local businesses, be a part of their long-term plans, and complement the standard online store offer. The decision about introducing such a powerful player to the Polish market is a gauntlet thrown down to Allegro – the question is whether Amazon has drawn the right conclusions from eBay’s unsuccessful attempt to conquer the Polish market? The time will show.
We have to bear in mind the fact that eBay failed to dominate the Polish market, as back then Allegro offered competitive shopping experience and quality of service. Moreover, Allegro more effectively tailored its offer to small, local retailers. But when it comes to Amazon, many of those elements are no longer the source of competitive advantage for our local Allegro.