Top Online Marketplaces in Eastern Europe in 2027: A Guide for Sellers

Eastern Europe is still the fastest-growing e-commerce region on the continent, but 2027 will reward sellers who are efficient rather than just early. Growth is slowing after two strong years, Allegro is turning into a regional platform, Kaufland and Amazon keep investing, and parcels from outside the EU now pay a €3 customs duty plus a €2 handling fee per item. This guide summarises 2026, lists the marketplaces that matter in 2027 country by country, and explains what each means for your fulfilment setup.

2026 in review

• The region outgrew Western Europe again. According to the European E-commerce Report 2026, Eastern Europe grew 14% in 2025 after 18% in 2024, almost three times as fast as Western Europe (5%). Romania alone reached €12.9 billion in online sales.
• Allegro became a regional platform. By Q2 2026 it had 20.9 million active buyers, more than 5 million of them in Czechia, Slovakia and Hungary, where GMV grew 82% year on year. It sold its Slovenian and Croatian businesses to focus on those markets.
• Western marketplaces kept investing. Kaufland now runs marketplaces in nine countries, including Poland, Czechia and Slovakia, after adding Spain and the Netherlands in 2026. Amazon plans to invest more than €5 billion in Poland between 2026 and 2028.
• Parcels from outside the EU got more expensive. Since 1 July 2026 every item in a sub-€150 parcel from outside the EU pays a flat €3 customs duty, and from 1 November 2026 an EU handling fee of €2 per item comes on top. That narrows the price gap between Chinese platforms and sellers who ship from EU stock.
• Bulgaria joined the euro on 1 January 2026, so eMAG’s Bulgarian shoppers now pay in euros.
• Second-hand kept growing. Vilnius-based Vinted grew GMV 47% to €10.8 billion in 2025 and launched in Latvia, Estonia and Slovenia.

What changes for marketplace sellers in 2027

1. Ecommerce News Europe – European e-commerce grows 7% (European E-commerce Report 2026) – regional growth 2025 and 2026 outlook
2. Nine O’Clock – Romania e-commerce €12.9 billion in 2025
3. Allegro.eu – Half-year report 2026 – Q2 2026 buyers and GMV
4. European Commission – EU customs reform – €2 handling fee
5. European Commission – Delegated Regulation C(2026) 6694 on the Union handling fee
6. Council of the EU – Bulgaria ready to use the euro from 1 January 2026
7. VATupdate – Poland KSeF e-invoicing mandate
8. RetailDetail – Kaufland launches marketplace in Spain and the Netherlands
9. Slower growth, sharper competition. Ecommerce Europe expects nominal growth in Eastern Europe to slow to about 5% in 2026, with real spending slightly down because of inflation. In 2027 the winners will be sellers with competitive delivery times, good reviews and low cost per order, not just a presence on the platform.
10. €5 per item for parcels shipped from outside the EU. 2027 is the first full year with both the €3 duty and the €2 handling fee. For low-price goods, bulk importing into an EU warehouse and shipping domestic parcels becomes the default. See our guide to the €3 EU customs duty.
11. Allegro’s regional push continues. With international GMV growing fastest, Czechia, Slovakia and Hungary become a realistic second step for sellers already on Allegro in Poland.
12. E-invoicing in Poland. Poland’s KSeF e-invoicing system became mandatory for most VAT-registered businesses in 2026 and applies to micro-businesses from 1 January 2027; penalties are deferred until the end of 2027. Sellers registered for VAT in Poland should check their invoicing setup.
13. Packaging rules tighten. The EU Packaging and Packaging Waste Regulation has applied since August 2026, with limits on empty space in e-commerce packaging from 2030. Marketplace sellers will use 2027 to right-size their packaging.
14. Product safety stays in focus. Large platforms such as Temu are under EU Digital Services Act supervision, and every consumer product sold in the EU needs an EU-based responsible person under the General Product Safety Regulation.

Best marketplaces by country

Looking for Western and Southern Europe too? See our top 30 online marketplaces in Europe.

The top marketplaces at a glance

Allegro: Poland’s marketplace, now regional

Markets: Poland, Czechia, Slovakia, Hungary

Allegro remains the default place to shop online in Poland: in Gemius’ 2025 study, 86% of Polish internet users named it spontaneously when asked about online shopping brands. Group GMV approached PLN 70 billion in 2025 (+9.4%), with 15.3 million active buyers in Poland, over 80 million products and more than 36,000 Allegro parcel lockers. For 2026, Allegro targets 10–12% group GMV growth; in Q2 2026 group GMV grew 14.4% to PLN 19.6 billion, with 15.6 million active buyers in Poland.

Why sellers use it

• The largest captive audience in Central Europe, with high purchase frequency
• Polish seller accounts can also sell to buyers in Czechia, Slovakia and Hungary
• Allegro Smart! loyalty members (7.5 million in Poland) expect free, fast delivery

Fulfilment angle: Smart! delivery standards reward stock held in Poland. A Polish warehouse cuts delivery to one or two days nationwide and makes it easier to hit Allegro’s delivery-time requirements.

eMAG: the leader in Romania, Bulgaria and Hungary

Markets: Romania, Bulgaria, Hungary

eMAG dominates Romanian e-commerce and runs local sites in Bulgaria and Hungary. Its marketplace had more than 64,000 sellers in 2024, with around 28 million offers in Romania, 15 million in Bulgaria and 17 million in Hungary. During Black Friday 2025 it took orders worth over RON 986 million (about €194 million) in a single day, with almost a third of products coming from more than 15,000 marketplace sellers.

Why sellers use it

• One marketplace account with a cross-border programme covering three countries
• Sellers who expanded from Romania to Bulgaria and Hungary grew those sales about 40%
• Its own logistics network (Sameday couriers and easybox lockers) makes delivery predictable

Fulfilment angle: Stock close to Romania keeps delivery times and costs competitive. EU-based sellers can also ship cross-border from Central Europe while volumes are still being tested.

Kaufland Marketplace: the German challenger

Markets: Czechia, Slovakia and Poland, plus Germany, Austria, France, Italy, Spain and the Netherlands (the last two added in 2026)

Kaufland has turned its retail brand into a pan-European marketplace. In Czechia around 4,700 retailers list 5.9 million items, and in Slovakia 4,200 retailers offer 6.5 million products. Poland launched in 2024, and across all markets Kaufland counts more than 13,000 registered sellers.

Why sellers use it

• A single registration covers several Central European markets
• Less crowded than Allegro or Amazon in many categories
• A good fit for home and household goods, like the Kaufland stores themselves

Fulfilment angle: Because the same account sells into Germany, Czechia, Slovakia and Poland, one warehouse in Germany or Poland can serve most Kaufland markets within two to three days.

Amazon.pl: small share, big investment

Markets: Poland

Amazon is still far behind Allegro in Poland, but it is investing heavily: more than €10 billion between 2012 and 2025 and a further €5 billion-plus planned for 2026–2028, including a robotic fulfilment centre in Dobromierz, its 12th in Poland.

Why sellers use it

• Easy extension for sellers already selling on other Amazon EU stores
• Strong in electronics, books and branded goods
• Prime delivery expectations are rising in Poland

Fulfilment angle: Sellers who don’t use Amazon’s own fulfilment need stock in or near Poland to meet Prime-level delivery times with their own shipping.

Temu and Shein: price-driven competition

Markets: Across the EU, with Poland among Temu’s top European markets

Chinese marketplaces have become household names. In Gemius’ 2025 study Temu was the second most-mentioned online shopping brand in Poland (32%), behind Allegro (86%). Under the EU Digital Services Act, Temu reported about 13.2 million monthly users in Poland in H1 2025, and Shein reported 155.7 million average monthly users across the EU between August 2025 and January 2026.

Why sellers use it

• Huge reach, especially in low-price fashion, home and gadgets
• Temu has opened its marketplace to EU-based sellers with local stock
• Heavy scrutiny under the Digital Services Act and product-safety rules

Fulfilment angle: From 1 July 2026 a flat €3 customs duty applies to each item in low-value parcels shipped from outside the EU, until 1 July 2028, and from 1 November 2026 a €2 handling fee per item comes on top. That strengthens the case for bulk-importing into an EU warehouse and shipping locally.

Alza: Czechia’s electronics giant

Markets: Czechia, Slovakia, Hungary, Austria

Alza is the largest online retailer in Czechia, with electronics making up more than half of its sales. It opened its platform to third-party sellers through Alza Marketplace in 2021. Its online revenue was estimated at about US$3.8 billion in 2025 (ECDB estimate).

Why sellers use it

• Very high trust among Czech shoppers
• Strong fit for electronics, gaming and tech accessories
• AlzaBox lockers give nationwide pick-up

Fulfilment angle: Czech shoppers expect next-day delivery, so stock within a day of Prague (Germany or Poland) keeps lead times short.

Heureka: where Czech and Slovak shoppers compare

Markets: Czechia and Slovakia, with sister sites across CEE

Heureka is a price-comparison and shopping-guide platform rather than a classic marketplace, but it shapes buying decisions across the region. Heureka Group (50% owned by PPF) also runs Árukereső in Hungary, Compari in Romania, Pazaruvaj in Bulgaria, Ceneje in Slovenia, Jeftinije in Croatia and Idealno in Serbia and Bosnia and Herzegovina.

Why sellers use it

• Visibility wherever shoppers compare prices
• Store reviews and ratings drive trust
• One group covers most of Central and South-Eastern Europe

Fulfilment angle: Heureka shows shop ratings and delivery options next to the price, so reliable, fast fulfilment helps you win the click.

Notino: Europe’s online beauty leader

Markets: 27 European markets, led by Poland and Czechia

Czech-founded Notino reported €1.76 billion in revenue for fiscal year 2025 (May 2025 to April 2026), up 11.5%, with more than 40 million customers. Poland is its largest market with over 15% of sales, followed by Czechia (12%) and Italy (9%).

Why sellers use it

• The go-to destination for fragrance and cosmetics shoppers
• Strong presence in Poland and Czechia
• Works mainly with brands and distributors rather than as an open marketplace

Fulfilment angle: Beauty products need batch and expiry tracking and careful packing, which a specialist fulfilment partner should handle.

Vinted: the Baltic-born second-hand leader

Markets: Pan-European, headquartered in Vilnius

Vinted grew GMV 47% to €10.8 billion in 2025, with revenue of €1.1 billion and a €62 million net profit. It added Latvia, Estonia and Slovenia in 2025 and expanded beyond fashion into electronics, homeware, sports and collectables. Vinted Pro lets businesses sell alongside private members.

Why sellers use it

• Huge, engaged audience for pre-owned and resale goods
• Growing categories beyond fashion
• Vinted Pro for business sellers

Fulfilment angle: Resale and refurbishment need grading, photography and returns handling, which are services worth outsourcing as volumes grow.

PHH Group (Pigu.lt, 220.lv, Kaup24.ee): the Baltic backbone

Markets: Lithuania, Latvia, Estonia and Finland

Formed when Pigu Group merged with Finland’s Hobby Hall in 2021, PHH Group runs Pigu.lt, 220.lv, Kaup24.ee, Hansapost.ee and HobbyHall.fi. More than 4,000 sellers use its marketplace, and nearly 600,000 customers shopped during Black Friday week 2025.

Why sellers use it

• One marketplace account covering three Baltic countries and Finland
• Less competition than larger European marketplaces
• Local brands with high consumer trust

Fulfilment angle: A warehouse in Estonia can reach Lithuania, Latvia and Finland quickly, so one Baltic stock position covers the whole PHH network.

eObuwie and Modivo: fashion and footwear

Markets: Poland and selected CEE markets

eObuwie and Modivo are now fully part of Poland’s CCC Group. After withdrawing from less profitable markets, Modivo Group sales returned to modest growth in mid-2025 (+2% in Q2, +1% in Q3), while CCC focuses on its HalfPrice off-price chain.

Why sellers use it

• Established fashion and footwear audience
• Loyalty programme shared across CCC Group brands
• More selective with partners than open marketplaces

Fulfilment angle: Footwear and fashion bring high return rates, so fast returns processing and restocking matter as much as outbound speed.

OLX: classifieds, not a retail marketplace

Markets: Poland, Romania, Bulgaria, Ukraine (and Portugal)

OLX is still one of the most-visited platforms in Poland and Romania, but its owner Prosus has refocused it on Motors, Real Estate and Jobs. OLX Group revenue grew 18% to US$777 million in its fiscal year 2025.

Why sellers use it

• Large reach for used and local goods
• Low listing costs
• Useful for clearance and second-hand stock

Fulfilment angle: OLX suits local and second-hand sales more than scaled e-commerce; most brands use it alongside, not instead of, Allegro or eMAG.

Rozetka and Prom: Ukraine

Markets: Ukraine

Rozetka is Ukraine’s largest e-commerce retailer and marketplace (estimated US$1.45 billion online revenue in 2025, ECDB), followed by the Prom marketplace. Epicentr, Allo and Kasta are other popular platforms.

Why sellers use it

• Loyal domestic audience despite the war
• Rozetka combines online and physical pick-up points
• Growing interest from EU brands

Fulfilment angle: Ukraine is outside the EU customs union, so plan for customs clearance and local delivery partners; many sellers serve it from Polish stock close to the border.

Honourable mentions

• Empik and Erli (Poland): Empik is strong in books, media and gifts, and Erli is a smaller general marketplace.
• Ceneo (Poland): Poland’s leading price-comparison site, useful alongside marketplaces.
• Okazii.ro (Romania): a local general marketplace.
• Wildberries and Ozon: large in Russia, but sanctions, payments and logistics make them unrealistic for most EU sellers. We’ve removed them from this guide.

How to choose where to sell

1. Start where demand is concentrated. For most brands that means Allegro in Poland, then eMAG in Romania, then Czechia (Allegro, Alza, Kaufland, Heureka).
2. Reuse accounts. Allegro, eMAG, Kaufland and PHH Group each cover several countries from one seller account.
3. Put stock inside the EU. Low-value imports from outside the EU now pay €3 duty plus a €2 handling fee per item, and marketplaces reward fast local delivery.
4. Check local tax and invoicing rules. If you register for VAT in Poland, plan for KSeF e-invoicing; Bulgaria now invoices in euros.
5. Plan for returns and local languages. Fashion and footwear return rates are high, and every market expects local-language listings and customer service.

Frequently asked questions