THE PROMOTION SYSTEM AS A COMPETITION TOOL ON THE ALLEGRO.PL TRADING PLATFORM

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Published:
Dec 30, 2019
Issue
Vol. 18 No. 4 (2019)
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Articles
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Dariusz Strzębicki
Warsaw University of Life Sciences – SGGW
https://orcid.org/0000-0003-1656-4268

DOI: https://doi.org/10.22630/ASPE.2019.18.4.49
Keywords : Allegro.pl, B2C electronic commerce, promotion on the Internet, electronic marketplace, Poland
Abstract
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 Allegro.pl. 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 Allegro.pl website. The analysis showed that Allegro.pl 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.

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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. https://doi.org/10.22630/ASPE.2019.18.4.49
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