Allegro’s own sales transformation story
From Fragmented Operations to Unified Excellence
Allegro & Deloitte case study
Challenge
Allegro, faced the challenge of consolidating operations to unify its direct retail processes and technological systems across four markets: Poland, Czechia, Slovakia, and Hungary.
While operating a marketplace remains the core focus for Allegro, the company has also developed its own store (1P, first party), positioning itself as one of the merchants on the platform in Poland. The acquisition of Mall Group and WE DO in 2021/2022 - amplified the presence of Allegro’s own business (1P) into Czechia, Slovakia and Hungary but also introduced fragmented processes and disparate IT systems. Each market relied on separate IT systems, distinct stock management practices, and supplier handling methods, hindering scalability and innovation. The question arose of how to integrate all four organizations to maintain consistent service levels and unified customer experience.
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Solution
Regional transformation on a tough deadline
The goal was ambitious - leveraging Allegro's successful Polish model as the foundation in Czech Republic, Slovakia, and Hungary to establish scalability while addressing fragmented processes, unify technology landscapes, and increase operational efficiency across all markets.
Building on its strong foundation of technological advancements, Allegro also aimed to further leverage technology innovations like AI-driven automation and advanced analytics. These tools are intended to further refine decision-making, optimize operations, and elevate the quality of the customer experience.
To meet this ambitious goal, Allegro teamed up with Deloitte. Together we embarked on the very ambitious transformation program with challenging deadline.
Guiseppe Panarense, Vice President, International 1P, Allegro: “It wasn’t just business as usual - finishing the first stage in less than 5 months was one of our toughest challenges. During that time, we transitioned 130,000 product pieces to external warehouses in Czechia - all without interrupting service for our customers. Thanks to strong cooperation between Allegro and Deloitte, we launched a new operating model and a single ERP system supporting all four markets on a tight schedule.”
Michał Gronowski, Head of 1P Transformation, Allegro: “But we didn’t stop there. After the first stage was deployed, Allegro teams started upgrading its 1P ERP solutions to the latest version - Microsoft Dynamics 365. Our aim was to unlock the full potential of AI and advanced automation, upgrading further our processes such as price setting, demand forecasting, and sales campaign creation.”
Building Unification
February 2025 – June 2025:
- Redesigning 280 business and technological processes, covering end-to-end supply chains - from vendor onboarding and sourcing to customer returns and product price optimization.
- ERP and Process Integration: consolidated the IT landscape by migrating four markets to a single ERP system, replacing six disparate accounting systems and enabling seamless functionality for accounting, procurement, warehouse management, sales campaigns, and returns.
- Transition to a single, unified operating model and one IT ecosystem ensuring scalability for future growth
- Transfer of 130,000 product pieces to external distribution warehouses, while ensuring seamless migration of operations without interrupting business continuity.
- Migration of all commercial operations into one entity with unified stock ownership, organization, and business frameworks.
- Transitioned storefronts in Czechia, Slovakia, and Hungary to localized Allegro platforms with dedicated brand stores.
- Successful training of over 200 Allegro employees in new technologies, processes, and workflows, ensuring smooth adoption and operational efficiency.
What happened next?
Building foundation for further growth and innovation (July 2025 – June 2026):
- Migration to a new version of the ERP system (Microsoft Dynamics 365) further equipped Allegro to deliver innovative solutions.
- Advanced analytics, AI, and automation to enable vendor onboarding, price monitoring, offer optimization, and demand prediction.
- Strong technology-driven improvements in price setting, demand forecasting, and complaint management, enabling consistent service delivery to customers.
- Empowering Allegro’s teams to focus on strategic priorities while automation handles repetitive workflows.
Amadeusz Andrzejewski, Partner, Data & AI Leader, Deloitte: “We designed future-ready solutions to drive automation, innovation, and growth - like vendor onboarding tools, demand prediction algorithms, and price monitoring systems to optimize offers and margins. Using Agentic AI, millions of offers will be created in real-time instead of lengthy manual process.”
The wins
Michał Gronowski, Head of 1P Transformation, Allegro: “The key to successful transformation was engaging top tech and business talent from Allegro and a trusted change partner, Deloitte”.
With strong tech, unified operations, and a shared vision, Allegro’s direct sales are now ready to scale further and deliver even better value.
