E-Commerce Market Analysis Poland - Size and Forecast 2024-2028

Poland E-Commerce Market Size 2024-2028

The Poland e-commerce market size is forecast to increase by USD 46.9 billion at a CAGR of 20.5% between 2023 and 2028.

• The market is significantly driven by the availability of multiple payment options. Offering diverse methods such as credit cards, debit cards, bank transfers, online wallets, and cash on delivery provides Polish consumers with flexibility and convenience in their online purchases. This accessibility to varied payment choices not only enhances the shopping experience but also encourages more people to engage in e-commerce payment, thereby fueling market growth.
• The market showcases dynamic growth, driven by various sectors and factors. With a strong presence in the fashion industry and an expanding showroom culture, Poland contributes significantly to the worldwide growth rate of e-commerce sales. From electronics to furniture and homeware, the market caters to diverse consumer needs, encompassing hobby, leisure, and care product segments. As eCommerce continues to thrive, Poland emerges as a pivotal player in the global digital marketplace, offering a wide array of products and services to online shoppers. This market research and growth report includes in-depth information about key market drivers, trends, and challenges.

What will be the Size of the Market During the Forecast Period?

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• The market has been experiencing significant growth in recent years. According to the latest reports, the E-Commerce sector in Poland is expected to show a CAGR of 12.5% between 2021 and 2026. This growth can be attributed to several factors, including the increasing popularity of online shopping, the growing number of internet users, and the entry of global players into the Polish market. The Retail sector in Poland is one of the largest contributors to the E-Commerce market, with sales expected to reach €22.5 billion by 2026. E-Commerce platforms like Allegro, Amazon, and eBay have a strong presence in the Polish market, offering a wide range of products and services.
• Additionally, the use of technologies like Artificial Intelligence and Machine Learning is also on the rise, helping to improve the customer experience and drive sales. The ECDB (European Commission Database) reports that the number of E-Commerce users in Poland is expected to reach 18.5 million by 2026, making it an attractive market for businesses looking to expand their online presence. The use of mobile devices for shopping is also increasing, with over 50% of E-Commerce transactions in Poland being made on mobile devices. In conclusion, the market is growing rapidly, driven by increasing internet penetration, the popularity of online shopping, and the entry of global players. The Retail sector, particularly Fashion and Footwear, is expected to see significant growth in the coming years. The use of advanced technologies and the increasing number of E-Commerce users make Poland an attractive market for businesses looking to expand their online presence.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

• Type
  • B2B
  • B2C
• Application
  • Home appliances
  • Fashion products
  • Groceries
  • Books
  • Others
• Geography
  • Poland

By Type Insights

• The B2B segment is estimated to witness significant growth during the forecast period.

The eCommerce market in Poland is experiencing robust growth, driven by the expansion of business reach for B2B companies in a cost-effective manner. This trend is particularly notable in sectors such as Hobby & Leisure, Electronics, Furniture & Homeware, DIY, Care Products, Fashion, and Grocery. The competitive rivalry among companies is intensifying, with logistics companies playing a crucial role in ensuring efficient delivery. The worldwide growth rate of global eCommerce sales is anticipated to continue, making Poland an attractive market for companies seeking to expand their reach. The ECDB (Electronic Data Interchange for Administration, Commerce and Transport in Europe) is facilitating cross-border sales, further fueling growth in the B2B segment.

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The B2B segment was valued at USD 9.22 billion in 2018 and showed a gradual increase during the forecast period.

Market Dynamics

Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

What are the key market drivers leading to the rise in adoption of Poland E-Commerce Market?

The advantages of e-commerce platforms are the key drivers of the market.

• The market is experiencing robust growth, driven by Polish online customers shifting towards registered e-commerce stores. With over 21 million Polish internet users, the demand for a wide range of products from international shops is increasing. Digital infrastructure, including internet penetration and online payment methods, facilitates this trend. E-customers can compare products based on type, price range, materials, designs, brands, applications, and colors, making online shopping more convenient. The entry of offline retailers into the online platform is shaping the Business-to-Consumer (B2C) segment. Key product categories include consumer electronics, fashion industry, footwear, cosmetics, and pharmaceutical products. Services like internet banking, fast money transfers, credit card payments, and traditional transfers are enhancing the shopping experience.
• Additionally, the Fintech sector, omnichannel strategies, and mobile commerce are also contributing to the growth of the market. Consumer behavior and digital expertise play a crucial role in the success of e-stores, as they cater to e-customers using laptops, personal computers, and smartphones. Delivery costs and affordable prices remain essential factors, with legislation and sales tax regulations also influencing the market. Notable e-commerce platforms in Poland include Miinto, Showroom, and others.

What are the market trends shaping the Poland E-Commerce Market?

The emergence of omnichannel retailing is the upcoming trend in the market.

• The market is experiencing significant growth as Polish internet users increasingly turn to online channels for product information and purchases. With over 21 million registered e-commerce stores, international shops are capitalizing on this trend, offering a wide range of products to Polish consumers. Digital infrastructure, including high internet penetration and advanced online payment methods, facilitates seamless transactions. Delivery options and legislation are key considerations, with legislation ensuring secure and efficient sales processes.
• Additionally, consumers, who use laptops, personal computers, and smartphones, seek affordable prices on various product categories, such as footwear, cosmetics, consumer electronics, and pharmaceutical products. The Fintech sector plays a crucial role, providing internet banking services, fast money transfers, and credit card payments, as well as traditional transfer methods. The omnichannel approach, combining online shopping and physical storefronts, is gaining popularity in industries like fashion, with platforms like Miinto and Showroom leading the way. Mobile commerce is also on the rise, making E-commerce an essential component of digital expertise and consumer behavior in Poland.

What challenges does Poland E-Commerce Market face during the growth?

Increasing number of counterfeit products is a key challenge affecting the market growth.

• The Polish e-commerce market experiences a significant challenge with the proliferation of counterfeit products, particularly in the fashion industry. Polish online customers increasingly turn to registered e-commerce stores for affordable prices on products, including footwear, cosmetics, consumer electronics, and pharmaceutical products. However, the presence of counterfeit items, especially from international shops, lowers consumer confidence. Digital infrastructure, internet penetration, and online payment methods facilitate e-commerce sales. Polish internet users, primarily using laptops, personal computers, and smartphones, engage in business-to-consumer transactions.
• However, delivery costs and legislation are crucial factors influencing consumer behavior. The Fintech sector offers internet banking services, fast money transfers, and credit card payments, ensuring secure transactions. The omnichannel approach, including mobile commerce, has become essential for e-commerce success. The E-commerce DB reports a growing retail sale in the fashion industry, with platforms like Miinto and Showroom leading the way. Despite these advancements, consumer concerns regarding authenticity and affordability persist. E-commerce stores must prioritize digital expertise and transparency to build trust and maintain a competitive edge in the Polish e-commerce market.

Exclusive Poland E-Commerce Market Customer Landscape

The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, market forecast partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• 303 AVENUE SP. Z O.O.
• Allegro.pl Sp. z o.o.
• Amazon.com Inc.
• Beliani PL GmbH
• Ceneo.pl sp z.o.o
• Decathlon SA
• Desertcart
• eBay Inc.
• Empik Group
• Inter IKEA Holding BV
• Meble.pl SA
• Media Expert Group
• OLX Global BV
• Organic Farma Zdrowia SA
• Tesco Plc
• Ubuy Co.
• Vox Sp. z.o.o. sp. k
• X Kom Sp. Z.o.o.
• Zalando SE
• zooplus SE

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Research Analyst Overview

The market has experienced significant growth in recent years, with online sales continuing to increase. In 2020, e-commerce sales in Poland reached a value of €12.5 billion, representing a year-on-year growth of 13.3%. This growth can be attributed to several factors, including the increasing popularity of online shopping, the convenience it offers, and the impact of the COVID-19 pandemic. Online retailers in Poland offer a wide range of products, including electronics, fashion, cosmetics, and food. Some of the most popular e-commerce platforms in Poland include Allegro, Amazon, and eBay. These platforms provide customers with easy access to a vast selection of products, competitive prices, and convenient delivery options.

Moreover, the Polish government has taken steps to support the growth of e-commerce, including the implementation of regulations that facilitate online sales and the development of digital infrastructure. This has created a favorable environment for e-commerce businesses to thrive in Poland. In conclusion, the market is a dynamic and growing sector, with online sales continuing to increase. The convenience and accessibility of online shopping, combined with government support and the development of digital infrastructure, make Poland an attractive market for e-commerce businesses.

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What are the Key Data Covered in this Market Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
• Precise estimation of the size of the market and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
• Growth of the market across Poland
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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