Poland E-commerce Market Size (2024 - 2029)

The Poland e-commerce market is experiencing significant growth, driven by a shift in consumer behavior towards online shopping, accelerated by the pandemic. This transformation has been supported by enhanced digital expertise and the increasing number of e-commerce stores. As Polish consumers increasingly prefer online shopping, the market's scale continues to expand, with a notable rise in the proportion of retail sales conducted online. Despite initial declines in online sales when physical stores reopened, the e-commerce sector is poised for continued growth, contributing to Poland's status as one of Europe's rapidly expanding e-commerce markets.

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Market Size of Poland E-commerce Industry

Poland Ecommerce Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 15.50 %
Market Concentration Medium

Major Players

Poland Ecommerce Market Major Players

*Disclaimer: Major Players sorted in no particular order

Poland E-Commerce Market Analysis

The Poland e-commerce market is anticipated to be growing at a CAGR of 15.5% over the forecast period from 2022 to 2027. Due to the pandemic crisis, Poland's e-commerce market grew at a significant pace. Poland's digital expertise was considerably enhanced by the unusual shift to remote working, and limits on the ability to do in-person buying bolstered a shift in consumer behavior. Poland is one of Europe's fastest-growing e-commerce markets. Every year, the number of registered e-commerce stores in Poland grows. Polish online shoppers are switching to online shopping and are doing it increasingly frequently.

  • The number of active e-commerce stores is expanding as the Polish online shoppers prefer shopping online and are doing it more frequently. As to the most current statistics, the number of Polish internet users who shop in stores worldwide is increasing year after year. Users are primarily looking for things that may be acquired at a lower cost or that are not accessible on the Polish market.
  • According to E-Commerce DB, the Polish eCommerce market grew by 19% in 2021, contributing to a global growth rate. eCommerce sales are continuing to rise. New markets are forming, and established markets have the potential to grow even more. Over the next few years, global growth will continue. East and Southeast Asia, with their growing middle classes and lagging offline shopping infrastructure, will drive this trend.
  • In 2020, Poland's online sales totaled 14% of all retail sales, which was significantly lower than the EU average, as stated by Trade.gov. In the first quarter of 2021, when shopping centers reopened, online sales declined to 9.5% of retail sales. However, in 2026, e-commerce is expected to account for 20% of all retail sales.
  • In Poland, over 11,000 new e-commerce websites and online retailers are expected to emerge by 2020. Allegro.pl, a Polish mass retailer, is a very popular shopping site. It was the most popular website in Polish e-commerce in 2011, with 40 million users in the country. Groupon.pl, Opineo.pl, Neo24.pl, Komputronik, Empik Digital & Publishing, and Merlin.pl are among the most prominent online retailers in Poland.
  • Due to the pandemic, the e-commerce market in Poland grew at an exceptional growth. Poland's digital skillset has been significantly improved by the unprecedented shift to remote working, and restrictions on the ability to conduct in-person shopping bolstered a change in consumer habits. According to a poll conducted by Izba Gospodarki Elektronicznej, in 2020, due to the coronavirus (COVID-19) pandemic, 27% of Polish respondents said they do more online shopping using a computer or laptop.

Poland E-Commerce Industry Segmentation

The Poland E-commerce market is segmented into B2B E-commerce and B2C e-commerce. The Poland E-commerce Market is Segmented by B2C e-commerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B e-commerce. Further, the study assesses the impact of covid-19 on the market.

By B2C ecommerce
Market size (GMV) for the period of 2017-2027
Market Segmentation - by Application
Beauty & Personal Care
Consumer Electronics
Fashion & Apparel
Food & Beverage
Furniture & Home
Others (Toys, DIY, Media, etc.)
By B2B ecommerce
Market size for the period of 2017-2027
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Poland E-commerce Market Size Summary

The Poland e-commerce market is experiencing robust growth, driven by a significant shift in consumer behavior towards online shopping, accelerated by the pandemic. This transformation has been supported by enhanced digital skills and increased internet connectivity, making Poland one of Europe's fastest-growing e-commerce markets. The number of active e-commerce stores is on the rise, with Polish consumers increasingly seeking online alternatives for better pricing and product availability. The market is characterized by a mix of local and international players, with major platforms like Allegro and Zalando dominating the online fashion sector. The pandemic-induced changes have also spurred innovations, such as the integration of advanced shopping technologies by companies like CCC, further enhancing the online shopping experience.

Mobile commerce is emerging as a significant growth area, outpacing general e-commerce expansion due to the widespread adoption of smartphones and improved internet access. The convenience of 24/7 shopping, along with favorable payment and delivery options, continues to drive the popularity of online shopping in Poland. Despite the competitive landscape, with both local and international companies vying for market share, the majority of online purchases are still made through local e-commerce vendors. The entry of global giants like Amazon and Shopee into the Polish market, along with strategic expansions by companies like MAXIMA GRUPĖ, highlights the dynamic nature of the market and its potential for further growth.

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Poland E-commerce Market Size - Table of Contents

  1. 1. MARKET INSIGHTS

    1. 1.1 Market Overview

    2. 1.2 Industry Attractiveness-Porter's Five Forces Analysis

      1. 1.2.1 Bargaining Power of Suppliers

      2. 1.2.2 Bargaining Power of Buyers/Consumers

      3. 1.2.3 Threat of New Entrants

      4. 1.2.4 Threat of Substitute Products

      5. 1.2.5 Intensity of Competitive Rivalry

    3. 1.3 Key market trends and share of e-commerce of total Retail sector

    4. 1.4 Impact of COVID-19 on the e-commerce sales

  2. 2. Market Segmentation

    1. 2.1 By B2C ecommerce

      1. 2.1.1 Market size (GMV) for the period of 2017-2027

      2. 2.1.2 Market Segmentation - by Application

        1. 2.1.2.1 Beauty & Personal Care

        2. 2.1.2.2 Consumer Electronics

        3. 2.1.2.3 Fashion & Apparel

        4. 2.1.2.4 Food & Beverage

        5. 2.1.2.5 Furniture & Home

        6. 2.1.2.6 Others (Toys, DIY, Media, etc.)

    2. 2.2 By B2B ecommerce

      1. 2.2.1 Market size for the period of 2017-2027

Poland E-commerce Market Size FAQs

The Poland E-commerce Market is projected to register a CAGR of 15.5% during the forecast period (2024-2029)

Media Expert, Zoo Plus AG, Zalando SE, X-Kom Sp. Z.o.o. and Empik S.A. are the major companies operating in the Poland E-commerce Market.

Ecommerce Market in Poland Report Snapshots

Poland Ecommerce Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)