Choosing a marketplace channel shouldn't start with the question of which marketplace is the biggest. For an online shop, what matters more is where its range has a real chance of success, what demands the channel places on data and operations, and whether the economics work out once all costs are factored in.
Allegro, Kaufland and Amazon can all be attractive for Czech companies, but each works a little differently. They differ in markets, customer expectations, competition, listing requirements, logistics, advertising and internal discipline. The right choice therefore isn't universal. It's a decision based on product range, margin, data readiness and company capacity.
Why not to start with marketplace size
A big marketplace doesn't automatically mean the best first step. If a company enters a channel where it has a weak margin, insufficient data or unresolved logistics, the size of the market won't help. On the contrary, it can quickly magnify operational problems.
It's better to assess marketplaces against practical criteria: how well the range fits, how demanding the listing process is, what shipping and returns cost, how strong the competition is and how quickly the team can handle orders and exceptions.
Allegro: strong for CEE and Czech online shops
Allegro makes sense for companies that want to grow in the CEE region and have a range suited to a more price-sensitive but very active customer base. For Czech online shops, it can be a good first marketplace, provided they already have their warehouse processes, availability and product data under control.
Allegro's strengths are regional proximity and the potential for gradual scaling. The risk is underestimating operations: pricing, availability, shipping speed and feed quality must be under control from day one.
Kaufland: a European growth channel
Kaufland Marketplace is interesting for companies that want to expand their European reach and work in a more retail-oriented environment. It suits ranges with clear product parameters, good availability and the ability to meet requirements for the catalogue, customer experience and operational stability.
The advantage can be gradual growth across multiple markets. The downside is that the company must keep data, translations, prices and logistics conditions consistent across locations.
Amazon: big potential, higher demands
Amazon offers a huge market, but also high demands on competitiveness, listings, fulfilment, customer ratings and advertising discipline. For some brands, it can be an excellent channel; for others, too demanding a first step.
Amazon makes the most sense where a company has a clear product advantage, sufficient margin and the ability to work with content, advertising and performance over the long term. Without this preparation, it can quickly become an expensive experiment.
How to compare marketplaces
When choosing a channel, we recommend reviewing six areas: product range, margin, logistics, data, internal capacity and expected return. If any of them is significantly lacking, it's better to start with a smaller pilot or prepare operations first.
It also helps to look at completed projects. The M.A.T. Group case study shows how marketplace expansion accelerates when orders, listings, warehouse and carriers are connected into a single process.
A recommended decision framework
The first step is a readiness assessment. The second is selecting a pilot range and marketplace channel. The third is technical integration, a test period and performance measurement. Only then does it make sense to scale to other markets or marketplaces.
If you're considering whether to start on Allegro, Kaufland or Amazon, Exportio will help you choose a channel based on commercial potential, data quality and operational readiness. You'll also find an overview of available marketplace options on our Marketplaces page.