Most popular online clothing stores in Poland 2019, by brand awareness

The most popular e-commerce platform where consumers in Poland bought clothes in 2019 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 online marketplace OLX.

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 2017, the value of the clothing and footwear market exceeded 35 billion zloty, and by 2022 it will reach over 43 billion zloty, an increase of nearly 22 percent. 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 nearly four billion zloty in 2024, which would constitute an increase of over 34 percent compared to 2018.

Financial outlook for the e-commerce market in Poland

Expenditure of Polish households on clothes in 2018 amounted to nearly 49 billion zloty. This expenditure has been steadily increasing, which may also be a result of a prosperous society. Every third Pole spent from 10 to 24 percent of his or her monthly earnings on the purchase of clothes, shoes, and accessories in 2018. The favorite places to buy were clothing store chains.

Leading online fashion stores ranked by brand awareness in Poland in 2019*

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Release date

July 2019



Survey time period

April 18-26, 2019

Number of respondents

1,643 respondents

Age group

15 years and older

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

* The original question was worded as follows: (Polish) "Wymień do trzech nazw serwisów internetowych sprzedających odzież, które przychodzą Ci na myśl w pierwszej kolejności". (English: "Name up to three names of websites selling clothing that come to your mind first.")

The report was prepared by Gemius in cooperation with the Chamber of Digital Economy.

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Statistics on "E-commerce in Poland"

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