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Shopee spent a lot of money on advertising in Poland.  Almost twice as much as Amazon

Shopee spent a lot of money on advertising in Poland. Almost twice as much as Amazon

Two weeks ago, Shopee quite unexpectedly withdrew from Poland. On January 12, the store’s website announced that within 36 hours it would end its operations on our market and would suspend the possibility of placing orders. Now interesting facts about the platform are coming to light.

Shopee spent almost PLN 140 million on advertising in Poland

According to Kantar data quoted by the company, in just 11 months of 2022 (January to November), Shopee spent over PLN 137.5 million on advertising in Poland. And this is only in traditional media, i.e. not counting online advertising. This is much more than experts estimated.

At the same time, Amazon spent just over PLN 77 million on advertising in Poland, and OLX around PLN 76 million. The market leader, Allegro, spent over PLN 284 million, which is about twice as much as Shopee.

Moreover, the entry of the Asian platform into the Polish market may have contributed to the increased interest in advertising on the part of the main competitors. In 2022, Allegro and Amazon allocated several dozen million zlotys more for this purpose (approx. PLN 69 and PLN 38 million more, respectively) in 2022 than in the corresponding period of 2021.

Shopee admitted that it sees “promising opportunities” outside of Poland

Shopee became famous in Poland for loud, flashy advertisements that literally flooded the radio, television and the Internet. Advertising campaigns were conducted in a way popular in Asia, and slogans from advertisements were to be remembered. However, Shopee created advertisements dedicated to the Polish market, e.g. establishing cooperation with the singer Sławomir.

Apparently, however, this way of communicating with customers did not appeal to Poles, and – despite high expenses – Shopee failed to build a sufficiently large customer base in Poland. Probably from Singapore

Closing its operations in Poland, Shopee admitted that it was focusing on “the most promising opportunities” and saw potential for growth in the Asian and Latin American markets, and this is how it intends to focus its efforts now.

Source: Gazeta

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