Repricing on Allegro and eMAG: How It Works

Repricing is rule-based automated price management. We show how it works on Allegro and eMAG, how to set a margin floor and a price floor, and how to avoid a price war.

Repricing on Allegro and eMAG — what it is and how it works

Repricing is the automatic adjustment of listing prices based on predefined rules — most often to stay at the lowest price for a given product, win the default buy button, or simply raise your price when competitors disappear. Instead of manually checking dozens of competitor listings and clicking through price changes, you set an auto-price rule with a price floor (margin floor) and a price ceiling, and the system recalculates the price on its own within the defined range.

On Allegro, repricing works natively — as built-in price rules (automated price management). On eMAG, the largest marketplace in Central and Eastern Europe, price competition revolves around the so-called buy button, and price automation is usually handled through an external integrator. In both cases the principle is the same: a rule should never drop below the price at which you still make money. Below we break it down to the basics — no fluff, with concrete numbers you can plug in.

Price rules on Allegro — repricing built into the platform

Allegro offers repricing without any external tool. In the panel, in the automated price management section, you create price rules and assign them to listings. Three types of rules are available, and on top of them you can configure up to 20 custom rules.

The heart of repricing on Allegro is the price range. For the Lowest price and Top offer rules, you specify a minimum and maximum price. The system changes your price only within those limits — never below your minimum, even if a competitor drops to an absurdly low level. This is exactly where you enter your margin floor (how to calculate it — in a moment). Custom rules additionally let you adjust the price by a set percentage (up to 50%) or by an amount. Before you start, it’s worth having a connected Allegro account and a tidy catalog with EAN codes, because the system uses them to match competitors’ listings.

How much a price rule costs on Allegro and what limits it

Price rules aren’t entirely free. Each check of a listing against the competition and any resulting price change costs roughly about 0.002 zł — confirm the rate in Allegro’s current pricing, as it does get updated. In addition, as of June 20, 2026, enabling the ‘Check whether the listing has SMART’ option means that a single listing check uses up one extra check, effectively doubling the cost of that cycle. With hundreds of listings and frequent recalculations, it’s worth doing the math calmly — these fractions of a grosz add up fast.

An important limitation: rules do not change the price of listings that are currently taking part in campaigns affecting the base price — including AlleObniżka, Allegro Ceny, and Smart! Week. So if you’re puzzled that a price won’t budge, first check whether the listing isn’t enrolled in such a program.

eMAG — price competition and the fight for the buy button

eMAG is a marketplace present in Romania, Bulgaria, and Hungary, with around 9 million active customers and tens of thousands of sellers (approximate figures). eMAG withdrew from the Polish market in 2020, but today it is actively inviting Polish sellers into cross-border selling and building out logistics to support it, including eMAG Courier Poland and new AI-based tools. For a seller based in Poland, eMAG is therefore primarily an export channel to the CEE region, not a way to sell to Polish customers.

eMAG’s catalog model resembles Amazon: many sellers can offer the same product, but only one listing wins the default buy button (buy button), which is where most orders come from. Winning it is decided primarily by price, but also by participation in the eMAG Genius program (the equivalent of fulfillment/Prime), delivery time and cost, stock availability, and ratings. The exact weighting of these factors isn’t published, so treat this as a general principle, not a ready-made formula.

eMAG doesn’t have as elaborate a native repricer as Allegro’s rules. Price automation is usually handled through a marketplace integrator, which periodically pulls the 5 cheapest listings for a given product (by EAN or name) and recalculates your price relative to the competition — exactly as it does for Allegro. New Polish tools in this category (including Nimo, which is currently in the works) are moving toward a single panel for prices and stock across several channels at once. If you’re still choosing a solution, you’ll find an overview in the article on the best marketplace integrators in Poland.

When entering eMAG from Poland, you add extra cross-border costs to your margin floor: the eMAG commission (category-dependent, roughly in the teens of percent — check the pricing for your category), the cost of delivery to RO/BG/HU, and VAT settlement under the OSS scheme. On eMAG, repricing that ignores these items is even riskier than on Allegro, because it’s easy to confuse the domestic market with the export one and set a price floor based on Polish rather than regional costs.

Allegro vs eMAG — repricing in a nutshell

Both channels automate pricing around the cheapest listing, but they differ in mechanics and in how much of the work falls on your side.

An auto-price rule with a margin floor — how to calculate the price floor

The most dangerous mistake in repricing is setting the minimum price by guesswork. If your price floor is lower than your real cost of sale, the automation will deliberately push you into the red just to be the cheapest. That’s why you calculate the margin floor from the bottom up: you add up all the costs of a single sale and add the minimum margin you’re willing to accept.

Only the sum of these items is your price floor, which you enter into the rule as the minimum price. Commissions can throw things off badly — on Allegro they vary between categories and come with additional fees on top; we’ve broken down these costs in the article Allegro commissions 2026 — what you’ll really pay. Without this number, repricing runs blind.

Repricing without a calculated margin floor isn’t automation — it’s automated money-losing. First the price floor, then the rule.

Example: the price floor step by step (approximate amounts)

Let’s assume a product sold on Allegro. The amounts are approximate — plug in your own and verify the commission in your category:

• Purchase cost: 40.00 zł
• Allegro commission (roughly about 10% of the gross price of ~65 zł): about 6.50 zł
• Shipping subsidy / Smart!: about 5.00 zł
• Packaging and handling: about 2.50 zł
• The minimum margin you accept: 8.00 zł

The price floor comes out to about 62 zł — the rule has no right to drop below this price. You set the maximum price higher (e.g., 79 zł) so that, when there’s no competition, the automation can raise your margin. Because, counterintuitively, repricing isn’t only about markdowns: in practice, many sellers use it mainly to raise prices when competitors sell out their stock.

The undercut step (minimum difference)

The second key parameter is the minimum difference — how much cheaper you want to be than the cheapest competitor (e.g., 0.01 zł, 0.50 zł, or 1%). Set it sensibly: undercutting by 1 grosz sets off a price war within seconds, while too large a step gives away margin for free. A good starting point is small enough to win price comparisons but large enough not to provoke a downward loop with another piece of automation.

When repricing makes sense and when it hurts

Repricing pays off where you sell catalog products (the same EAN as your competitors) and genuinely compete on price — electronics, accessories, household chemicals, parts. There, being at the front of the price pack translates directly into sales and the buy button. It loses its point with unique products, private labels, or handmade goods, where there’s no one to compare against — at best the automation will needlessly lower your price. Before you turn on rules, ask yourself: does the customer really choose by price, or by something else?

How to launch repricing step by step

1. Calculate the margin floor for each product (or group) — it’s the foundation; don’t start without it.
2. Set the minimum and maximum price in the rule. The minimum is your price floor with margin; the maximum is your market ceiling.
3. Choose the rule type: Lowest price when you’re competing on price; Top offer when you care about being featured; the price converter for foreign markets.
4. Set the undercut step (minimum difference) and the recalculation frequency.
5. Exclude listings in campaigns from the rules (AlleObniżka, Allegro Ceny, Smart! Week), since they won’t work anyway.
6. Connect your stock levels so the automation doesn’t reprice listings you don’t have in stock.
7. Watch it for a week and adjust the limits and step based on real sales and margin results.

Repricing risks and how to avoid them

Price automation can earn money in the background, but when set up badly it drowns your margin just as efficiently. The most common traps:

• Price war (race to the bottom). Two automations undercutting each other by a grosz push the price to the bottom within minutes. The remedy: a sensible undercut step and a hard price floor.
• A price floor set too low. If your minimum price forgets the commission, the shipping subsidy, or returns, the automation will sell at a loss. Calculate the floor from the full cost, not from the purchase price alone.
• Reacting to a rogue listing. A single seller clearing out stock at cost or with a mispriced offer can drag the whole market down. Don’t drop below your floor, and consider ignoring listings that are extreme outliers.
• No stock synchronization. Repricing listings you don’t have in the warehouse is a straight path to overselling and cancellations. First sort out stock synchronization, then prices.
• Collision with campaigns and SMART. Rules won’t touch listings in promotions that lower the base price, and the SMART-checking option doubles the cost of checks — keep an eye on what you’re paying for.
• The Omnibus obligation. When communicating markdowns, remember to show the lowest price from the last 30 days; an automation that moves the price up and down affects this reference point, so watch out for misleading strikethroughs.

Repricing works best as one element of broader sales automation — tied to stock, order picking, and labels. Price alone is only the start: if you win the customer with a low price but you’re late with shipping, you’ll lose the buy button anyway.

How to measure whether repricing really pays

Repricing isn’t set-and-forget. After a week and after a month, check a few simple metrics to tell real profit from the illusion of higher sales:

• Margin, not just turnover. A rise in the number of orders alongside a drop in per-unit margin can yield lower profit than before automation — look at the złoty you keep, not the number of parcels.
• Buy-button share / time at the lowest price. How often your listing is the winning one and at what price you achieve it.
• How often the rule hits the price floor. If prices constantly land at the minimum, the market has fallen below your profitability — it’s time to rethink your assortment, not keep cutting.
• The cost of checks. Add up the fractions-of-a-grosz fees for recalculations and the SMART option so you know how much the mechanism itself actually costs you.

Well-run repricing is a loop: you measure, adjust the limits and step, and measure again. You automate the movement of your hand, but the decision about the margin floor is always yours.

Frequently asked questions

Is repricing on Allegro free?

No. Each check of a listing against the competition costs roughly about 0.002 zł, and as of June 20, 2026, the option to check whether a listing has SMART uses an extra check and effectively doubles the cost of the cycle. Confirm the exact rates in Allegro’s current pricing.

Does repricing always lower the price?

No. The rule works within a min–max range, so when competitors disappear or raise their prices, the automation can raise your price to the maximum and increase your margin. That’s why the upper limit is just as important as the lower one.

How does repricing on Allegro differ from eMAG?

Allegro has native price rules built into the panel. eMAG bases competition on the buy button and usually requires an external integrator for price automation. For a Polish seller, eMAG is mainly cross-border selling to Romania, Bulgaria, and Hungary.

How do you set the margin floor so you don’t sell at a loss?

Add up the purchase cost, the marketplace commission, the shipping subsidy, packaging and handling, and VAT, then add the minimum acceptable margin. That sum is the minimum price in the rule — the price floor below which the automation won’t go.

Is repricing legal?

Yes — you set your own rules for your own listings, so it isn’t price-fixing. You do need to watch out for the Omnibus Directive (the lowest price from the last 30 days during promotions) and to avoid communicating markdowns in a misleading way. This is general information, not legal advice — if in doubt, consult a specialist.