The head of Allegro, Poland’s largest online marketplace, has issued a sharp warning to the European Union about the growing dominance of Chinese ecommerce platforms, urging stricter regulatory intervention to protect European businesses from what he describes as an imminent “flood” of low-cost imports.
Marcin Kuśmierz, Allegro’s recently appointed CEO, voiced deep concern in a Financial Times interview over the strategic expansion of Chinese platforms such as Temu and Shein. With Chinese retailers shifting marketing budgets from the US to Europe, Kuśmierz argues the EU must prepare for a new wave of ecommerce competition, one that could severely impact smaller, local sellers already strained by inflation and supply chain challenges.
“Europe has to realise the underlying threat behind a possible tariff war between the US and China… Chinese retailers may relocate resources here, flooding Europe with goods,” said Kuśmierz.
His comments follow the recent drop in Chinese ecommerce activity in the United States, caused by new tariffs and tax policy changes, and a parallel surge in platform engagement in major European markets like France, Germany, and Poland.
According to Sensor Tower, Chinese ecommerce platforms are rapidly gaining traction in the EU:
In Poland specifically, Temu overtook Allegro in early 2025 as the most visited ecommerce platform, according to analytics group Gemius. Although Allegro maintains strong revenues, this milestone reflects shifting consumer behavior, influenced by pricing and aggressive digital advertising from Chinese rivals.
The European Commission has already launched a preliminary investigation into Temu for selling illegal goods and proposed reforms to slow the surge of unregulated ecommerce imports. Key proposals include:
However, despite these initiatives, member state approval is still pending, and Kuśmierz fears Europe may be unprepared for the scale of change.
The rise of Chinese ecommerce giants is not just a commercial challenge, it’s a political and regulatory test for the EU. If platforms like Allegro are to remain competitive, they need a level playing field, including enforcement of taxation, safety, and data protection rules for all players, regardless of origin.
This is especially vital for the cross-border ecosystem of European marketplaces, where compliance requirements vary but consumer expectations are converging. Platforms must compete not only on price but also on trust, safety, and delivery reliability.
Amid this shift, platforms and retailers face increasing pressure to differentiate through accurate, enriched product content. This is where companies like Icecat play a critical supporting role. With millions of product listings and multilingual needs, Icecat’s structured product data helps local sellers:
In markets where low-cost products dominate through pricing and volume, rich content becomes a competitive differentiator. For platforms like Allegro and even regulators assessing safety or compliance, high-quality product data is not optional—it’s a necessity.
Kuśmierz is expected to take these concerns directly to Brussels, engaging with EU officials on digital, trade, and competition policy. His appeal is part of a larger conversation brewing across the continent, about economic sovereignty, platform regulation, and digital fairness.
Still, for now, his focus remains squarely on the EU, urging fast action to prevent long-term disruption in Europe’s ecommerce landscape.
Read further: Icecat, News, Allegro, china, e-commerce, ecommerce, EU, Icecat, product content, Shein, Temu
Nino is a Content Marketer with a keen eye for storytelling and a drive to build meaningful brand connections through compelling content. With a deep understanding of digital strategy and audience engagement, she thrives on creating content that informs and inspires. Beyond her work in marketing, Nino is passionate about writing, cinematography, and spending time in nature, often hiking and soaking in the beauty of the outdoors.
