In 2019, the two online shops which recorded the highest number of users in Poland were e-commerce platform - Allegro and price engine - Ceneo, with over 16 and nearly 11 million users, respectively. The ranking also included the Chinese e-commerce platform Aliexpress, which was used by over five million Poles.
Online shopping in Poland
The number of Poles deciding to give up the traditional form of shopping has been increasing year on year. Consequently, more than half of the population is already shopping online countrywide. Online shoppers generally have an excellent reputation for shopping online. Online shopping is primarily perceived as an uncomplicated and a convenient experience which also provides broader options to the user than the traditional shop, encouraging the customers to shop online with the 24-hour availability. More attractive prices than in brick-and-mortar stores remains the principal motivating factor to buy online for Polish consumers.
Shopping behavior of internet users in Poland
The shopping behavior of internet users varies according to their gender, age, education, or economic situation. In essence, different groups make different choices in terms of product categories or the frequency of online shopping. However, among all e-shopper categories, the most popular product categories were clothing, accessories, but also footwear, books, records, films, and cosmetics/perfumes. Poles were equally eager to use foreign online platforms. The products they most willingly bought from abroad were clothing and accessories, sportswear, jewelry, and footwear.
Most popular online shops in Poland in 2019, by number of users
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WirtualneMedia. (December 4, 2019). Most popular online shops in Poland in 2019, by number of users (in millions) [Graph]. In Statista. Retrieved August 12, 2020, from https://www.statista.com/statistics/415919/most-popular-online-shops-by-number-of-users-in-poland/
WirtualneMedia. "Most popular online shops in Poland in 2019, by number of users (in millions)." Chart. December 4, 2019. Statista. Accessed August 12, 2020. https://www.statista.com/statistics/415919/most-popular-online-shops-by-number-of-users-in-poland/
WirtualneMedia. (2019). Most popular online shops in Poland in 2019, by number of users (in millions). Statista. Statista Inc.. Accessed: August 12, 2020. https://www.statista.com/statistics/415919/most-popular-online-shops-by-number-of-users-in-poland/
WirtualneMedia. "Most Popular Online Shops in Poland in 2019, by Number of Users (in Millions)." Statista, Statista Inc., 4 Dec 2019, https://www.statista.com/statistics/415919/most-popular-online-shops-by-number-of-users-in-poland/
WirtualneMedia, Most popular online shops in Poland in 2019, by number of users (in millions) Statista, https://www.statista.com/statistics/415919/most-popular-online-shops-by-number-of-users-in-poland/ (last visited August 12, 2020)