The Markets Where Amazon Fails to Dominate

Amazon dominates in many European markets, but it isn’t the default everywhere.

When we look at marketplace usage on a per person basis, some clear regional differences emerge.

In Eastern Europe in particular, Poland stands out.

Despite being one of the largest populations in Europe, Amazon sees significantly fewer visits per person than any of the major Western European markets.

The implication is simple:

Brands building marketplace strategies shouldn’t always treat Amazon as the primary channel.

Local marketplaces still dominate consumer behaviour — with Allegro remaining the most popular and trusted platform in Poland.

Amazon may be part of the mix, but in Poland and similar markets, growth and scale are far more likely to come from looking beyond it.

Source: SimilarWeb