Why does a marketplace’s AI investment benefit its merchants as much as its shoppers? Because better recommendations connect each seller’s products with the buyers most likely to want them — growing merchant sales and platform GMV together. Allegro, Poland’s largest marketplace, uses AI to do exactly that.
The result: Allegro’s AI-driven product discovery and personalized recommendations help merchants reach more buyers across millions of listings, supporting strong marketplace growth — the platform reached around 20.8 million active buyers and €15.3 billion GMV in 2024.
Recommendations grow the whole marketplace#
On a marketplace, shoppers and sellers both win when recommendations work. Buyers find relevant products faster; sellers get their products in front of the shoppers most likely to purchase. Allegro’s AI surfaces relevant items across its millions of listings, matching each seller’s catalog to interested buyers. That’s a two-sided benefit: better discovery for shoppers, more sales for merchants, and more GMV for the platform — a flywheel that powers Allegro’s continued growth across Poland and Central Europe.
How recommendation AI works#
Recommendation AI predicts what each shopper wants from their behavior and surfaces it — which, on a marketplace, means connecting buyers with the right sellers’ products.
Three mechanics drive the impact. The engine personalizes to each buyer, surfacing relevant products from millions of listings. It matches sellers to demand, putting each merchant’s products in front of likely buyers. And it learns continuously, sharpening matches as it observes what converts.
Why two-sided value compounds#
The strategic insight is that marketplace recommendation AI creates a virtuous cycle. Better recommendations help buyers find products (more conversions), which grows merchant sales (more incentive for sellers to list and invest), which deepens selection (more for the AI to recommend), which improves the buyer experience further. Each side reinforces the other. Allegro’s growth reflects that compounding — a recommendation engine that serves buyers and sellers simultaneously strengthens the whole ecosystem.
What this means for your store#
Whether you run a marketplace or a multi-vendor catalog, two-sided value applies:
- Personalize recommendations to connect each shopper with relevant products.
- Match supply to demand, surfacing the right products to the right buyers.
- Recognize that better discovery benefits sellers and buyers together, compounding growth.
Recommendation AI grows the whole marketplace — buyers find more, sellers sell more, GMV rises.
Bring recommendation AI to your store with CartAmplify#
CartAmplify brings marketplace-grade recommendation AI to any store — Shopify, dropshipping, or marketplace. Connect shoppers with the right products and grow sales across the board, the way Allegro powers its merchants.
Related reading#
- How Allegro’s AI Discovery Surfaces Relevant Items
- How Zalando’s Fashion AI Lifts High-Value Actions 40%
- How Vinted’s Recommendation AI Powers Resale at Scale
Buyer and GMV figures cited from publicly reported Allegro 2024 data. Results vary by catalog, traffic, and implementation.
