Emerging Europe.com bolsters defences as Amazon enters Poland

FILE PHOTO: The Allegro website is displayed in this illustration taken October 12, 2020. REUTERS/Dado Ruvic/Illustration/File Photo

WARSAW (Reuters) - As Amazon sets its sights on central and eastern Europe, the e-commerce giant will need to convince long-time Allegro shoppers like Elzbieta Modrakowska to click away from the region's leading online marketplace.

While prioritising its expansion to other, bigger markets, Amazon has given companies such as Allegro the time to lay deep roots and prepare for its arrival - something the Polish firm has done with loyalty programmes, free delivery and other perks.