Poland is an attractive market for the development of e-commerce – a young industry that is growing fast. With the increasing popularity of e-commerce and its revenue growth, Poland is one of the fastest-developing e-commerce markets in Europe. The number of registered e-commerce stores in Poland is increasing every year. Polish online customers love to buy online and do it more often. The latest data also shows that the number of Polish internet users who buy in international shops has been increasing yearly. Users mostly look for products that can be purchased at better prices or unavailable on the Polish market.
Characteristics of the e-commerce market in Poland
Major investments are being made in digital infrastructure. Internet penetration in Poland has grown to over 93 percent for users aged 7 to 75. Easy and affordable access to the internet through multiple tools, comfortable online payment methods, and delivery all drive e-commerce growth and purchases. Ninety-two percent of the Polish population bought goods and services online in 2022. In recent years, average annual per capita spending for online shopping has been increasing in Poland. 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. The COVID-19 pandemic has positively impacted the e-commerce market, reflected in the increase in sales and the number of newly established online shops.
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 online shopping were cheaper delivery costs and affordable prices. The most popular products bought online are clothing and accessories, footwear, books, music and movies, and cosmetics. Other popular products include consumer electronics, event tickets, as well as pharmaceutical products. 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 online payment methods are fast money transfers, BLIK, credit card payments, and traditional transfers.
The outlook for the Polish e-commerce market is very optimistic. The increasing number of Internet users, the ban on Sunday trading, the 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.
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