Adriana Sas
Research expert covering the Polish market
E-commerce in Poland - statistics & facts
Poland is an attractive market for the development of e-commerce. With the increasing popularity of this sector and its revenue growth, Poland is one of the fastest-developing e-commerce markets in Europe. The number of registered e-commerce stores in the country is increasing every year. Polish online customers love to buy online and do it more often. The popularity of cross-border shopping is relatively stable. More than every third of Polish internet users buy from international shops. Customers mostly look for products that can be purchased at better prices or unavailable on the Polish market.
The outlook for the Polish e-commerce market is very optimistic, with revenues of over 35 billion U.S. dollars in 2029. Another key trend in the market is the adoption of 'omnichannel' strategies by businesses, which involves providing a seamless shopping experience across multiple channels, such as online, mobile, and physical stores.
The smartphone is the favorite device for online shopping
With 30 million internet users in Poland, the e-commerce market is thriving and accessible. Smartphones are the go-to device for online shopping, making it easier for many to participate in e-commerce. The number of internet users engaging in online shopping has significantly increased, with over 14 million shopping online in 2024. This number is projected to rise to over 20 million by 2029, indicating a promising future for the Polish e-commerce market.Poles are very keen to buy online
Significant investments are being made in digital infrastructure. Internet penetration in Poland has grown to nearly 96 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. Two-thirds of the Polish population bought goods and services online in 2024. Within five years, the rate of online shoppers rose by nearly 20 percentage points. The COVID-19 pandemic has positively impacted the e-commerce market, reflected in the increased sales and the number of newly established online shops.Consumer preferences
When it comes to online shopping, Poles have a strong preference for local shops. The key motivators for purchasing online are the availability of cheaper products and affordable delivery costs. The most popular products bought online include clothing and accessories, footwear, books, music and movies, and cosmetics. Other popular products include consumer electronics, event tickets, and pharmaceuticals. The most popular online store in Poland is Allegro, a local e-commerce platform similar to Amazon, offering a wide range of goods. For all online purchases, Polish e-customers prefer to pay through internet banking services, with the most popular online payment methods being BLIK, Pay-by-Link, credit card payments, and traditional transfers.The outlook for the Polish e-commerce market is very optimistic, with revenues of over 35 billion U.S. dollars in 2029. Another key trend in the market is the adoption of 'omnichannel' strategies by businesses, which involves providing a seamless shopping experience across multiple channels, such as online, mobile, and physical stores.
