Most popular online clothing stores in Poland 2021-2023, by brand awareness

The most popular e-commerce platform where consumers in Poland bought clothes in 2023 was the online retailer Allegro. Allegro is not only the leader on the market for e-commerce platforms in Poland, but also the leader of online fashion stores, followed by Zalando and Vinted.

Clothing and footwear market in Poland

The clothing and footwear market in Poland is one of the most attractive in Central and Eastern Europe and is characterized by high competitiveness. Apart from large foreign players, there are many Polish manufacturers and brands, whose value and importance increases each year. In 2021, the value of the clothing and footwear market exceeded 37 billion zloty. This value dropped in 2020, due to the COVID-19 pandemic. The growing number of affluent people also makes the luxury goods market an important and attractive segment in the clothing and footwear sector in Poland. The value of the luxury market in the clothing, footwear, and accessories category will reach over 2.1 billion zloty in 2026.

Financial outlook for the e-commerce market in Poland

Expenditure of Polish households on clothes in 2021 amounted to over 57 billion zloty. This expenditure declined compared to the previous year due to the COVID-19 pandemic. Polish consumers spent around 62 zloty per month on the purchase of clothing and footwear in 2022. The favorite places to buy were clothing store chains in 2019.