In 2020, Allegro was the favorite marketplace for 90 percent of online shoppers in Poland, followed by Zalando and the Chinese AliExpress. Only 15 percent of respondents indicated Amazon as the most popular marketplace in Poland in 2020.
E-commerce market overview
Over the past few years, the number of registered e-commerce stores has increased every year in Poland. In the first quarter of 2021, the number of registered e-commerce stores amounted to over 46 thousand, the highest result in recent years. In categories of e-commerce stores on which Poles spent the most money in 2020, these were fashion and beauty, travel, mobility and accommodation. In total, more than 10 billion U.S. dollars was spent on these two categories in 2020. However, when it comes to the products most often bought online, most Poles bought clothes and shoes in 2020, with over 13 million Poles purchasing these products.
COVID-19 impact on e-commerce
Due to the coronavirus (COVID-19) pandemic outbreak, and the reduction in face-to-face contact, online sales have become even more popular. In March 2020, with the onset of the pandemic, most Poles bought online cleaning products and clothes. Additionally, there was an increase in the number of online stores compared to the previous year. Online stores offering books, multimedia, and food products showed the highest growth. Due to the closure of brick-and-mortar stores, the number of orders in online stores increased compared to the previous year. The most significant increase was recorded in orders of food, health, and cosmetics products.
* The report is based on interviews with a total of about 11,000 consumers in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Norway, Poland, Spain, Sweden and the UK. The number of respondents varies somewhat between the countries. In most of them, the number of respondents was around 1,000. The Nordics are an exception, where the countries are reported as one
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