Main Article Content

Dariusz Strzębicki

Keywords :, B2C electronic commerce, promotion on the Internet, electronic marketplace, Poland
The purpose of the article is to identify the types of promotional tools used and their role in competition between sellers on the B2C and C2C trading platform called A case study of this electronic marketplace was carried out. The information needed to develop the case study came primarily from a qualitative content analysis of the website. The analysis showed that provides sellers with many different promotional tools to compete within this electronic market while maintaining a high level of user experience (UX). Price is an important tool for competing in this market, but the availability of promotional tools reduces its importance on the platform.

Article Details

How to Cite
Strzębicki, D. (2019). THE PROMOTION SYSTEM AS A COMPETITION TOOL ON THE ALLEGRO.PL TRADING PLATFORM. Acta Scientiarum Polonorum. Oeconomia, 18(4), 95–102.
References (2017a). Dobre praktyki na dobry początek. Retrieved from [accessed: 15.09.2019]. (2017b). Nowe zasady dla ofert. Retrieved from [accessed: 10.09.2019] (2018). Jak się wyróżnić na Allegro? 8 lutego 2018. Retrieved from [accessed: 18.09.2019]. (2019a). Google Ads - reklamuj swoje oferty poza Allegro. Retrieved from [accessed: 23.09.2019]. (2019b). Kampania digital na Allegro. Retrieved from [accessed: 12.10.2019]. (2019c). Reklama graficzna - zwiększ rozpoznawalność marki. Retrieved from [accessed: 15.11.2019].

Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2000). Internet Marketing. Pearson Education, London.

Ciemniewska, J. (2016). wg badania Gemius/PBI, 12 grudnia 2016. Polskie Badania Internetu. Retrieved from [accessed: 05.11.2019].

Hartson, R., Pyla, P. (2012). The UX Book: Process and Guidelines for Ensuring a Quality User Experience. Elsevier, Waltham.

Joo, S., Lin, S., Lu, K. (2011). A Usability Evaluation Model for Academic Library Websites: Efficiency, Effectiveness and Learnability. Journal of Library and Information Studies 9 (2), 12.

Katlubeck, L. (2014). Connecting Consumers. Designing User Experience the eBay Way. Retrieved from [accessed: 04.10.2019].

Lee, C. (2001). An analytical framework for evaluating ecommerce business models and strategies. Internet Research, 11 (4), 349-359. (Crossref)

Maciorowski, A. (2013). E-marketing w praktyce. Edgar, Warszawa.

Muscat, F. (2015). Content Marketing is King. In: Digital minds. Kindle Edition, WSI, 29-32.

Neudorf, K.A. (2002). The Content Analysis Guidebook. Sage Publications, Thousand Oaks.

Pavlou, P., Dimoka, A. (2016). The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation, Information Systems Research, 17, 393-398. (Crossref)

Puch, A. (2018). Firma sprzedaje na Allegro - o czym należy pamiętać? Magazyn Allegro, 11 września 2018 [accessed: 04.11.2019].

Rancati, E., Gordini, N. (2014). Content marketing metrics: theoretical aspects and empirical evidences. European Scientific Journal, 10 (34), 92-104.

Sentence, R. (2017). The evolution of display: How is advertisers' use of display advertising changing? ClickZ. Retrieved from [accessed: 03.10.2019].

Turban, E. (2006). Electronic commerce. A managerial perspective. Pearson Prentice Hall, Upper Saddle River.

Turban, E., Outland, J., King, D., Lee, J., Liang, T., Turban, D. (2018). Electronic Commerce 2018: A Managerial and Social Networks Perspective. Springer International. (Crossref)



Download data is not yet available.