Succeed at the Polish online market with

Article published 08. 01. 2019
| 3 minutes read

If you follow the world of ecommerce for a while, you know only building an online store is not enough. One of the first steps is the expansion to search comparison engines. If you sell in Poland, advertising at is almost a necessity. Let’s take a look at what selling at the most important Polish search engine requires.

How to advertise at

When comes to online shopping, Poles prefer to buy at Allegro. But search engine number 1, and therefore another important platform to reach new customers with, is

Ceneo allows you to compare product offers from more than 18,000 Polish online stores. Its users can compare prices of nearly 25 million products, which is 15 to 20% of all e‑commerce. Ceneo works the same way as common search engines: it ranks stores on the product card — ranking them on comparing the CPCs of the individual bids, customer ratings, and product prices. To get to these front positions, you must pay per click starting from 0.27zł (about 0.4$). In the Christmas season, Ceneo increases its CPC by 10 – 20%. The basic bidding will not get you to the front positions — to display your merchandise in the “wybrane offerty” box, you need to invest in more expensive bidding. From January 6, 2019, the Ceneo CPC will increase: in the January-October period, the CPC rises by 7% and in the Christmas season by 9%.

Zaufane Opinie

In 2009, Ceneo launched the Zaufane Opinie program to provide customer feedback on the quality of purchases made. These are online store reviews by which Ceneo recommends stores that have the highest customer confidence. Do not forget that clients share both positive and negative experiences. Give them everything they need to complete a purchase and keep up-to-date all the information you send. You can do this by using the correctly filled attributes in your data feed.

It’s about quality data…

In order to advertise your products on the search engines, you need to pass the information between the online store and the search engine by using a data feed. Frequently used feed type is XML. This data file with information about your merchandise contains attributes with its name, description, price, date of delivery, categories of goods, and much more. It distinguishes it from other items and assigns it to a category with the same products. Remember, the more precise the XML feed is, the better chance your customer will find your product. Use all the attributes to describe your products — even optional ones. This makes it easy for the customer to choose your sore and purchase your products.

What attributes of the Ceneo XML feed are required:

  • ID
  • URL

One of the most important information is ATRYBUTY (<attrs>) that play a major role in the bid integration process. The three main attributes are: Manufacturer, Manufacturer Code, and EAN.

Optionally, you can fill out information about the attributes:

  • <avil> — availability
  • <set> — set
  • <weight> — weight
  • <imgs> — information with reference to photos
  • <desc> — description

… and not doing it manually

Every search engine has its XML feed requirements. When expanding to other markets, it is difficult to manually prepare the feed for each search engine individually and update it regularly. With Mergado, you make changes to data feeds with no need of employing a developer. You manage and improve your advertising online and with an unlimited number of users. In addition to the platform itself, Mergado offers a number of useful apps that extend its features.

Make your store shine in Polish e‑business and advertise on If you want to use this high conversion channel, be 100% ready. Want to know if your feed is ready to roll? Find it out through our free auditing.

Author / Lukáš Horák / 08. 01. 2019

Lukáš takes care of most of the Czech and English communication in Mergado. Through blogs, e‑mail, and social networks, he regularly supplies readers with e‑commerce news and news and tips from Mergado. In his time off, he enjoys simple things like badminton, digging the hidden gems of the 80’s, and seafood served with red wine.

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