Poland’s retail media market is worth about 2 billion zloty

Retail media in Poland is worth about 2 billion zloty and Allegro takes more than half of it. The figures came from the Havas Retail Summit 2026 and were reported by the trade title Wiadomosci Handlowe on 12 September. Retail media means advertising bought inside shops and shopping platforms.

Allegro takes more than half of the Polish market

Maja Machaj, senior advertising business partner at Allegro, told the summit that the strength of shop advertising is data on what people actually buy. A basket record beats a survey answer. The marketplace knows who bought washing powder last week and who might want fabric softener now.

Poland is unusual in how concentrated it is. In the United States the money is split between Amazon, Walmart, Instacart and a long tail of chains. Even shopping centres now sell ads off their own visitor data. In Poland one marketplace holds the majority.

A study from November 2025 put the same market at 2 billion zloty

The estimates do not line up, and buyers should know that. An analysis done for MyShopTV in November 2025 valued the market at about 2 billion zloty for that year and expected roughly 30 percent growth in 2026. Adform’s Lukasz Bankowski put 2025 at just under 2 billion zloty.

Nobody counts this market the same way. Some analysts include screens inside stores, others count only ads on a retailer’s website. The 2 billion figure is an order of magnitude, not a measurement.

Retail media ranks third after online and television

Polish internet advertising was worth roughly 7 billion zloty in 2024 and television about 5 billion. Radio took close to 900 million zloty and outdoor 710 million. Retail media has moved into third place in a market where it used to be a line in a trade negotiation.

The category is also maturing through conflict. A US regulator has sued Amazon over hidden mark-ups in ad auctions, and chains keep adding new triggers to their networks, such as weather-based buying at Ace Hardware.

Allegro gains most from this shape of market, because a brand that wants Polish shoppers has no obvious second option. Grocery chains lose, since they are selling ad space against a marketplace with far more purchase data. Media agencies sit in between: the more one seller holds, the weaker their hand at the annual price talks. Brands with a Polish budget should watch whether a second network reaches double-digit share this year.