Major investments are being made in digital infrastructure. Internet penetration in Poland has grown to a rate of over 83 percent for users aged 7 to 75 years old. Easy and affordable access to the internet through multiple tools, comfortable online payment methods and delivery all drive e-commerce growth and purchases. Over 50 percent of the Polish population stated to shop online in 2018. Average annual per capita spending for online shopping has been increasing in Poland in recent years. Another factor that is affecting Polish commerce is new legislation. Online sellers benefit from the 2018 ban on Sunday trading, where most traditional retail operations are closed on official holidays and as of 2020 the ban expands to cover all Sundays. This situation does not have any influence on e-commerce. It only affects trade in shops and is expected to increase online-based sales even further.
There are a total of 27.8 million internet users in Poland. More than half of all e-customers use multiple devices for online shopping. The most common equipment used by Polish e-buyers are laptops, personal computers and smartphones. In general, the number of internet users participating in on-line shopping has grown. Over 24 million of internet users shopped online in 2017. By 2023, the number of all internet users in Poland who shop online is forecast to increase to over 25 million.
What do Polish online customers buy and what are their favorite online shopping platforms? Most online shopping in Poland is done locally. The strongest motivation factors for shopping online were cheaper delivery costs and affordable prices. The most popular products bought online are clothing and accessories, books, music and movies, shoes and cosmetics. Other popular products include consumer electronics, travel and bookings as well as mobiles, tablets and gadgets. The most popular online store in Poland is Allegro. Allegro is a local online e-commerce platform similar to Amazon, selling all types of products. For all products bought online, Polish e-customers pay through internet banking services. The most popular methods of online payment are fast money transfers, credit card payment and cash on delivery.
The outlook for the Polish e-commerce market is very optimistic. The increasing number of Internet users, ban on Sunday trading, fast growing Fintech sector, omnichannel, the variety of delivery methods, as well as increasing usage of smartphones in online shopping are the main factors that will affect the dynamic development of the Polish e-market.