E-commerce market analysis
Our analysis of the e-commerce market in Poland showed that the market continues to grow, and the Covid-19 pandemic accelerated this growth by at least 5 years. In 2020, online sales accounted for 18% of all retail sales worldwide, and this share is forecast to rise to 22% as early as 2024. The same trend can be seen in Poland, where approx. 150,000 Polish companies currently sell products and services both through their own online shops and on marketplace platforms.
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How did the pandemic and inflation affect e-commerce in Poland?
In 2020 and 2021 quick commerce grew rapidly, and the industry is now affected by high inflation: according to a Gemius survey, 30% of respondents buy less than before because of it.
In 2020 and 2021, when the world faced the challenges of the coronavirus pandemic, quick commerce (fast delivery) grew rapidly in the e-commerce industry. The following year, deferred payments were the main trend in online retail. Our analysis showed that the whole industry is affected by high inflation. According to a Gemius survey, 30% of respondents said that because of it they buy less than before. This is particularly visible among women (34% of responses) and people aged 35 to 49 (33%). Respondents' main reasons for shopping online are: online shops are open around the clock, there is no need to go to a shop in person, prices are more attractive and there is unlimited time to choose a product. Online, customers most often buy: clothing, accessories and add-ons (80%), footwear (67%), cosmetics and perfumes (65%), books, CDs and films (57%), pharmaceutical products (57%) and sportswear (53%).
Show chart data as a table
| Product category | Share of buyers (%) |
|---|---|
| Clothing and accessories | 80 |
| Footwear | 67 |
| Cosmetics and perfumes | 65 |
| Books, music, films | 57 |
| Pharmaceutical products | 57 |
| Sports clothing | 53 |
As for online payment methods, respondents prefer: fast bank transfer (PayU, Przelewy24, DotPay, TPay) (69%), BLIK (63%) and card payment (43%). Respondents' favourite delivery methods are: parcel locker (82%), courier delivery (42%) and delivery to a partner pick-up point (18%). The option to return a product is just as important to online shoppers: it is one of the deciding factors when making a purchase.
| Method | Type | Share of responses (%) |
|---|---|---|
| Fast bank transfer (PayU, Przelewy24, DotPay, TPay) | payment | 69 |
| BLIK | payment | 63 |
| Card payment | payment | 43 |
| Parcel locker | delivery | 82 |
| Courier delivery | delivery | 42 |
| Delivery to a partner pick-up point | delivery | 18 |
02
What do e-commerce customers in Poland expect?
Today's e-commerce customer is impatient and demanding, and as many as 42% of Polish consumers will abandon a purchase after just one bad experience.
Data from the Gemius survey show that today's digital customer has changed a great deal. They are impatient and demanding, and ready to pay more just to get the product as quickly as possible. With access to many sales channels, they expect offers based on their previous online activity that match their needs as closely as possible. The research also shows that 79% of Poles have shopped online at some point. Online shopping also makes it easier to buy from foreign shops, which 30% of internet users do.
What does the Polish e-commerce customer expect?
1. A good customer experience, because as many as 42% of Polish consumers will abandon a purchase after just one bad experience.
2. Customer activation and localisation, e.g. through loyalty programmes.
3. Omnichannel, that is, a consistent experience across sales channels, including online.
4. Good logistics and continuity of supply chains.
03
How big is the e-commerce market in Poland?
In 2021, the value of the e-commerce market in Poland was PLN 94 bn. In 2022 it was an estimated PLN 110 bn. By 2027, the market is forecast to be worth PLN 187 bn. This means average annual growth of 12%. Even so, sales growth may slow slightly in the coming years. The Polish e-commerce market is one of the fastest-growing markets in Europe. Experts also expect sales on large platforms such as Allegro and Amazon to increase. The share of marketplaces, as opposed to online shops, is expected to rise to more than 55% in 2027.
Growth in the Polish market is also visible in the number of online shops. At the end of Q3 2023, there were an estimated 64,500 shops, an increase of 11% y/y.
| Indicator | Value |
|---|---|
| E-commerce market value in Poland, 2021 | PLN 94 bn |
| E-commerce market value in Poland, 2022 (estimate) | PLN 110 bn |
| E-commerce market value in Poland, 2027 (forecast) | PLN 187 bn |
| Average annual growth to 2027 | 12% |
| Share of marketplaces versus online shops, 2027 (forecast) | more than 55% |
| Number of online shops, end of Q3 2023 | 64,500 |
| Year-on-year growth in the number of online shops | 11% |
| Polish companies selling online | approx. 150,000 |
| Online share of retail sales worldwide, 2020 | 18% |
| Online share of retail sales worldwide, 2024 (forecast) | 22% |
04
What are the trends in the e-commerce market in Poland?
Key e-commerce trends include q-commerce (fast delivery of everyday essentials), re-commerce (trade in used and refurbished products) and the subscription sales model.
Many trends can be seen in the fast-growing e-commerce market. They are driven by digital transformation, automation, simpler payments and purchase paths designed with the user experience in mind, and changes in the way people work.
The q-commerce market has become just as widespread. It means selling everyday essentials online and delivering them within a short time, mainly groceries. According to research, this segment will drive e-commerce growth over the next 5 years. In Poland, such services are offered by Bolt, Glovo, Volt, Biedronka and Żabka, among others.
Another trend worth mentioning is re-commerce. This is the growing trade in used and refurbished products, driven by young customers' strong interest in environmental issues. Such services are offered by IKEA (the "Oddaj i zyskaj" buy-back service), Zalando (the "Pre-owned" service), H&M (the "Resell" platform), among others, as well as by portals such as Vinted and OLX.
The subscription sales model is also gaining popularity. In this model, customers can place a one-off order for products such as food, cleaning products or pet food, and then receive these products regularly for a set period. There are two types of subscription model: convenience, where you pay in advance for a specific order, and discovery, where the products ordered are a surprise.
05
Who leads the e-commerce market in Poland?
In a survey of unprompted awareness of e-commerce sites, Allegro ranks first, mentioned by 86% of respondents. OLX (39%) and Zalando (20%) also made the podium. Amazon (15%) and AliExpress (15%) complete the top five.
In the category of online shops offering consumer electronics and household appliances, the leaders are Media Expert (50%), RTVEuroAGD (44%) and MediaMarkt (38%). In the category of shops selling multimedia in traditional form, i.e. books and CDs, the undisputed leader is Empik (66%), followed by Allegro (25%).
| Site | Category | Share of responses (%) |
|---|---|---|
| Allegro | e-commerce overall | 86 |
| OLX | e-commerce overall | 39 |
| Zalando | e-commerce overall | 20 |
| Amazon | e-commerce overall | 15 |
| AliExpress | e-commerce overall | 15 |
| Media Expert | consumer electronics and household appliances | 50 |
| RTVEuroAGD | consumer electronics and household appliances | 44 |
| MediaMarkt | consumer electronics and household appliances | 38 |
| Empik | books and CDs | 66 |
| Allegro | books and CDs | 25 |
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Source: MarketHub, "E-commerce market analysis", markethub.pl, 11.2023