The €20B Opportunity: Why Global DTC Brands are Scaling to Central Europe in 2026

You might have noticed how oversaturated Western Europe has become for direct-to-consumer growth. Customer acquisition costs climb, and marketplaces feel crowded. Meanwhile, just a little farther east, a €20B e-commerce region continues to expand with less noise, lower competition, and remarkably loyal buyers.

Central and Eastern Europe (CEE) is no longer an emerging market. For global DTC brands ready to scale intelligently, expanding to this region is a logical next step. Read on to learn more. CEE is no longer a secondary market Too many brands still treat Central and Eastern Europe as a later-stage expansion plan. That assumption is now outdated.

Poland, Czechia, Slovakia, and neighbouring markets have become digitally mature, mobile-first economies with strong purchasing power and high trust in online shopping. Shoppers in those countries are highly selective about where and how they buy, but at the same time can be very loyal to dependable sellers.

They often choose local shops and marketplaces that offer convenience (expedited shipping, quick payment options, easy returns) and safety. With the right approach, expanding to CEE with your DTC brand can be extremely rewarding. Why DTC brands are moving to CEE If you are looking for a market that is not yet saturated, CEE is the place to go.

Here you can benefit from: lower competitive density than in Western Europe strong consumer trust in marketplace shopping high conversion intent from day one a faster path to meaningful sales volume. Brands don’t have to fight tooth and nail for customers’ attention.

There is still space for newcomers – especially those who are able to adhere to local customs.

Expanding to CEE: the typical obstacles If you have ever evaluated expansion into this region, you have likely encountered the same barriers: complex localisation requirements language barriers trouble with legal compliance (such as GPSR) difficult warehousing and fulfilment planning new integrations, feeds, and operational processes Each of these steps slows down momentum.

Each adds cost and internal friction. As a result, many brands put off their expansion to CEE – often indefinitely.

A partnership that removes the usual expansion headaches At the centre of the CEE e-commerce environment sits Allegro, holding around 40% of the Polish e-commerce market and operating the most popular shopping app in the country (Allegro data Q1 2025). For consumers, it is the default destination for online shopping.

For brands, it is the fastest route to immediate visibility at scale. With over 21 million active online buyers in Europe, Allegro (available and growing also in Czechia, Slovakia and Hungary) is your gateway to a €20B e-commerce market still growing at double-digit rates. It is a solid engine where consumers already start their buying journeys.

With brand awareness reaching 88% in Poland and 75% in Czechia, Allegro lets you breeze through the first few roadblocks laying before a new brand in a foreign market (Mediapanel Gemius/PBI 2024). You can start selling immediately – without investing copious amounts of money or time.

Rithum × Allegro integration: the easy way to conquer a new market In 2026 expanding to CEE is easier than ever. With Allegro and Rithum partnering up, all the major obstacles are removed. The integration allows you to connect Allegro directly through your existing Rithum dashboard without additional systems.

Which means a whole new market is just a couple of clicks away. Just simply submit your existing product data feed to Allegro from the same place you already use to manage your other marketplaces and channels. Instead of building a new operational layer for CEE, you extend the one you already use.

In return, you gain a new revenue stream – with no real effort needed. Logistics without the usual headache: Allegro One Fulfilment The real trouble with expansion usually begins at the stage of fulfilment and compliance. Your customers require fast shipping, safe payments and easy returns. Cross-border operations prove to be way to slow.

That’s why Allegro offers One Fulfilment – a fulfilment service ready to take over the whole logistical process. With Allegro One Fulfilment, all you need to do is ship your stock to a local warehouse in CEE and let them take over. The service takes care of distribution, helping you to build trust with new customers.

The service includes: storage guaranteed fast delivery a wide range of shipping options, tailored to local preferences handling of your customers’ queries 24/7 return handling. There’s no need for a complex multi-country logistics strategy. With Allegro One Fulfilment, you can operate as if you already had infrastructure in the region.

Allegro’s Welcome Programme: reducing the risk To accelerate adoption, Allegro offers a Welcome Programme designed specifically for new brands entering the marketplace. It includes: 100% commission discount for the first 90 days 1,000 PLN advertising bonus to drive vis