Lexibook: From zero to 4 million in sales on Allegro in 3 months

With Pertina, It Was a Unique Combination of Two Disciplines

Pertina Group exclusively distributes products from Lexibook, a family-owned French company specializing in children’s electronics since 1993 and a world leader in producing small consumer electronics – especially smart electronic toys for kids.

Pertina handles the online sales of Lexibook products in key Eastern European markets: Poland, Czechia, Slovakia, Hungary, and Romania. This role involves a unique blend of two critical disciplines:

Brand building 

As an exclusive distributor, they had to actively promote the Lexibook brand, raise product awareness, and effectively communicate the key benefits of the products.

Reselling

On marketplaces, they had to compete with other sellers, including those offering Lexibook products, through the Buybox* strategy, price optimization, promotion, and other activities that would maximize their share of the overall product sales.

“Pertina’s case, as the exclusive distributor of Lexibook, is a perfect fit for Merchantee, as it allows the use of all Merchantee features. On one side, you’re building a brand and growing the market, but on the other side, you’re competing with other sellers to ensure your investment in the brand actually drives sales for you, not your competitors. Merchantee handles both disciplines exceptionally well, and with Lexibook, everything clicked perfectly.”

Jakub Vraspír, CEO Merchantee

With Merchantee, You Get Instant Insights

As soon as you link your existing marketplace account, Merchantee analyzes the historical interactions customers have had with your products, identifying those that are ready to grow and others that might not have the highest sales yet but have the potential to become bestsellers. You also get a complete view of total sales for each product (across all sellers), allowing you to track the market size and trends daily. Merchantee breaks it down to the product level, providing key insights for making your first effective moves.

Dynamic segmentation

As you gradually work in the marketplace, your portfolio will naturally begin to divide into several categories - it's important to know what to do with each category to allow you to continue growing. Regular monitoring of customer interactions with your products is key to success.

#1 Superstars

Products with high conversion rates and stable sales. These are worth promoting through all available channels. If they’re doing well without much promotion, expanding to new audiences promises further growth with minimal effort.

#2 Contenders

Products with potential, but lower or zero sales. People click on them, but don't buy. The way can be through discount campaigns such as Allegro Days or Deal zone or the inclusion of larger packages or free shipping. For these products, investment in promotion is often very ineffective.

#3 Cold stocks

Products with no significant interactions. There’s something off, and it’s necessary to figure out what – whether it’s adjusting the photo, the description, or, for example, changing its listing (moving the product to a different subcategory). Alternatively, these may be newly listed products. For this group, investing in PPC (Allegro Ads) tends to pay off significantly.

Smart segmentation happens automatically, offering recommendations in real-time on how to boost your sales

Merchantee continuously classifies your products into three segments and creates a strategy for each to maximize sales and the effectiveness of promotions:

Market Benchmarking: Market Analysis

How big is the market for your category on Allegro? Which products are the best sellers? And how do they compare in price? Merchantee’s Market Benchmarking feature answers these questions on a daily basis. It tracks total sales for all products (including those from competitors) and compares your pricing to that of the top-performing seller. This enables you to quickly react to changing demand or constantly monitor price competitiveness for your bestsellers.

Thanks to Merchantee, Pertina knew:

• The market size and which products were bestsellers
• Market Share
• How their prices compared to the competition 
• Where to focus their efforts and where not to wase time

Dynamics pricing

The next step was to stay competitive on product prices. Thanks to this feature, you get a clear view of competitor pricing across all products, which forms a solid foundation for dynamic pricing. You simply upload an XML feed or Excel file with your pricing rules (min and max prices), and dynamic pricing feature takes care of the rest.

What does dynamic pricing do?

• Every hour, it checks competitors prices and adjust your prices based machine learning Merchantee ruls
• It analyze customer price sensitivity and reacts to competitors individually (e.g. matches prices, reduce price by 1-3%, or sets a visibility lower price)
• Automatically increase your price when the cheapest competitor sells out or stops selling

• Tracks detailed data on how many orders were won through pricing, the extra profit generated by increasing prices, and how much of your total revenue comes from pricing, so you can constantly evaluate and optimize the strategy.

Dynamic promotion

You set a monthly budget for promotion, and Merchantee automatically turns promotions on or off based on customer interactions, demand, or conversion rates. This way, you never miss an opportunity, and every promotion is as effective as possible.

motPertina’s results:

"The level of automation allowed Pertina to focus on critical fundamentals, like delivering goods on time and providing excellent customer service, without losing momentum in their business activities. Key automations include responding to customer interactions, competitor reactions, and monitoring market share for bestsellers. Merchantee constantly offers new recommendations based on this data. And don’t think it’s just for big sellers – Pertina is a 4-person company, which deserves huge credit.”

Jakub Vraspír, CEO Merchantee

A Perfect Example of Effective Marketplace Use

Pertina proved once again that marketplaces aren’t just about passive selling – success comes from actively responding to demand and competition. Merchantee provided Pertina not only with key data and automation but also with the space to focus on strategic decisions during peak season, such as inventory management, shipping, and customer service. This led to a successful season and the following results within just three months:

ON AVERAGE Pertina kept Cost of sales  BETWEEN 20-30%:

•  14 % was investment in promotion
•  12 % covered marketplace fees

INDIVIDUAL COUNTRIES SHARED THE RESULT AS FOLLOWS

• Allegro.pl 50 %
• Allegro.cz 32 %
• Allegro.sk 18 %

“Working with Pertina has been great. They’re a fantastic example of a growing seller that approaches things in a modern way, focusing on data. They enter markets with a combination of their own e-shop and marketplaces, emphasizing maximum automation and outsourcing parts of the sales process so they can focus on what truly matters – having the right products, getting them shipped on time, and providing quality customer support. This story also highlights a potential trend in local e-commerce: marketplaces could soon account for nearly a quarter of overall revenue, with sellers focusing on multiple markets from the start.”

Jakub Vraspír, CEO Merchantee

How does Pertina evaluate the work with Merchantee?

“We chose Merchantee for their marketplace expertise and deep knowledge of the ecosystem. We aim to use specialized tools for every key area, and Merchantee fits perfectly. We didn’t want to learn the entire marketplace discipline ourselves but rather use the system and data to show us how we can sell more. Merchantee served as our external marketplace specialist, helping us manage our activities efficiently.

Another reason was the option to work with a local company – we considered a agency, but the price-to-performance ratio was unbeatable. We appreciate Merchantee’s proactive approach and their ability to see things through and quickly respond to situations. Their support during the peak season was fantastic."

Lenka Pertlíčková, CEO Pertina Group