Leading marketplaces in Poland 2019-2021

In 2021, Allegro was the favorite marketplace for 88 percent of online shoppers in Poland, followed by Zalando and the Chinese AliExpress.

E-commerce market overview

Over the past few years, the number of registered e-commerce stores has increased every year in Poland. In 2021, the number of registered e-commerce stores amounted to nearly 51 thousand, the highest result in recent years. In categories of e-commerce stores on which Poles spent the most money in 2021, these were fashion and electronics. In total, nearly nine 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, with 15 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.