Trading your own goods via an online marketplace around Europe is usually a fairly simple decision; Ebay or Amazon. However, in Poland, with 75% of Poles placing it before either of their global counterparts, Allegro leads the marketplace. With Amazon not even active, and Ebay playing a very minor role, Allegro is by far the go-to place for online shopping in the country. If a foreign online retailer wishes to reach Poland, this must be done through Allegro.pl, and must be a Polish-language website. Part of the company’s success is its early launch in 1999, from where it has continued to grow, now boasting 14 million customers and a current brand awareness in Poland of nearly 99%.