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

The E-Commerce Market in Poland is Segmented by B2C ecommerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B ecommerce.

Poland E-Commerce Market Size

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Poland Ecommerce Market Summary
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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


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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 Market Trends

This section covers the major market trends shaping the Poland E-commerce Market according to our research experts:

Fashion Industry Plays an Important Role in Poland E-commerce Sector

  • E-commerce had been a significant and increasing element of the Polish fashion industry, but the coronavirus outbreak in March 2020 further surged the demand due to the temporary store closures, hygienic precautions, and customer limits after reopening, consumers concerned about contracting the virus.
  • The companies operating in the arena are trying to gain a competitive advantage in Poland. Miinto, one of Europe's key e-commerce fashion platforms, recently acquired Showroom, a Polish fashion site. Both platforms are now being integrated by the teams. As a result, Polish internet customers will have access to Miinto's various Scandinavian and international brands.
  • However, In Poland, two companies dominate the online fashion market. First, there's Allegro, an online sales platform that sells products from a variety of popular fashion labels via Strefa Marek. And second, there's Zalando, whose e-commerce operation dominates the online fashion retail market in Poland.
  • Additionally, In 2020, CCC's e-commerce subsidiary eobuwie.pl revealed in April, at the height of the initial lockout, that it had integrated its pioneering foot scanning system, esize.me - available in its showrooms and select CCC stores - into its mobile app (or, to be more precise, a simpler, 2D version of esize.me.)
Poland Ecommerce Market : Number of consumers shopping online in Poland (2017-2023)

Increases in Mobile Commerce is Outstripping Overall E-Commerce in Poland

  • The main drivers for online shopping remain unchanged: 24/7 access, convenient payment, and delivery conditions, including returns. In addition to increased interest in e-commerce due to the pandemic, online shops continue to benefit from Poland's retail shopping being severely restricted on Sundays. According to Trde.gov, the most active group of buyers live in large cities or villages and are 29-49 years old. More than 70% of Polish buyers use price-comparison services, and the average e-consumer spends an equivalent of USD 80 a month.
  • Furthermore, mobile commerce growth is outperforming general e-commerce growth by a large margin. In the country, Business-to-consumer (B2C) mobile commerce is expected to explode.
  • Secondly, the rapid growth of mobile commerce is being fueled by increased internet and smartphone usage. Internet connectivity is now available in 82.7% of Polish households. Smartphone adoption is currently at 75%, as stated by JPMorgan.
  • Laptops are the most common e-commerce device. Desktop computers are next, followed by cellphones. Smartphones, on the other hand, may soon overtake desktops due to robust mobile commerce growth. Furthermore, while there are strong growth forecasts, mobile commerce remains a minority technique for making e-commerce purchases in Poland.
Poland Ecommerce Market : Purchases made with Mobile Devices in Poland 2021 (in Percentage %)

Poland E-Commerce Industry Overview

The Poland E-commerce market is moderate in terms of competitive rivalry. The market is witnessing the existence of major players as well as local payers trying to gain a major share. Local e-commerce alternatives, such as Allegro and local stores, are appreciated by Polish e-consumers, and the majority of internet buying is still done locally. There are several local e-commerce vendors that operate in the country and some international players that operate in Poland.

  • September 2021 - In Poland, Shopee announced that the company is planning to collaborate with Polish sellers to open shops on the Shopee platform. Consumers will get free shipping (regardless of whether it is to the parcel box or directly to the doorstep). Sellers will pay no commission for six months and receive vouchers to give to consumers. Shopee has also signed contracts with a few major logistics companies in Poland.
  • March 2021 - Amazon has launched its long-awaited Polish site, "Amazon. pl". Local vendors are invited to sell on the Amazon platform, both on the Polish domestic market and on international markets. Amazon's main competitive edge is its logistical support for vendors. Amazon focused on developing logistics centers, which are located throughout the country, to serve the needs of the domestic market and neighboring countries.

Poland E-Commerce Market Leaders

  1. Media Expert

  2. Zoo Plus AG

  3. Zalando SE

  4. X-Kom Sp. Z.o.o.

  5. Empik S.A.

*Disclaimer: Major Players sorted in no particular order

Poland Ecommerce Market Concentration
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Poland E-Commerce Market News

  • April 2022 - MAXIMA GRUPĖ's e-commerce operator Barbora launched operations in Poland in 2021 and successfully met a further increase in demand for online grocery shopping in the Baltics. The invasion of Ukraine by the military forces of the Russian Federation brought a new focus on MAXIMA GRUPĖ's efforts and challenges for the year 2022. Also, MAXIMA GRUPĖ announced to continue its expansion in Poland.
  • April 2022 - eBay announced that it will return to Poland and plans to become one of the top three e-commerce platforms in the country. It added that it also intends to provide automatic translations of its offers into Polish.

Poland E-Commerce Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definitions

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Industry Attractiveness-Porter's Five Forces Analysis

      1. 4.2.1 Bargaining Power of Suppliers

      2. 4.2.2 Bargaining Power of Buyers/Consumers

      3. 4.2.3 Threat of New Entrants

      4. 4.2.4 Threat of Substitute Products

      5. 4.2.5 Intensity of Competitive Rivalry

    3. 4.3 Key market trends and share of e-commerce of total Retail sector

    4. 4.4 Impact of COVID-19 on the e-commerce sales


    1. 5.1 Market Drivers

      1. 5.1.1 Different pandemic strategies for large and small retailers

      2. 5.1.2 Digital literacy drives digital commerce

      3. 5.1.3 New regulations boost consumer trust across all channels

    2. 5.2 Market Challenges

      1. 5.2.1 To ensure appropriate payments for various types of business models operating in e-commerce

    3. 5.3 Analysis of key demographic trends and patterns related to ecommerce industry in Poland (Coverage to include Population, Internet Penetration, ecommerce Penetration, Age & Income etc.)

    4. 5.4 Analysis of the key modes of transaction in the ecommerce industry in Poland (coverage to include prevalent modes of payment such as cash, card, bank transfer, wallets, etc.)

    5. 5.5 Analysis of cross-border ecommerce industry in Poland (Current market value of cross-border & key trends)

    6. 5.6 Current positioning of country Poland in the ecommerce industry in region Europe

  6. 6. Market Segmentation

    1. 6.1 By B2C ecommerce

      1. 6.1.1 Market size (GMV) for the period of 2017-2027

      2. 6.1.2 Market Segmentation - by Application

        1. Beauty & Personal Care

        2. Consumer Electronics

        3. Fashion & Apparel

        4. Food & Beverage

        5. Furniture & Home

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

    2. 6.2 By B2B ecommerce

      1. 6.2.1 Market size for the period of 2017-2027

  7. 7. Competitive Landscape

    1. 7.1 Company Profiles

      1. 7.1.1 Allegro.pl Sp. z o.o.

      2. 7.1.2 Olx Poland

      3. 7.1.3 Ceneo.pl sp z.o.o

      4. 7.1.4 Otomoto Poland

      5. 7.1.5 Zalando SE

      6. 7.1.6 Zoo Plus AG

      7. 7.1.7 Media Expert

      8. 7.1.8 X-Kom Sp. Z.o.o.

      9. 7.1.9 Empik S.A.

    2. *List Not Exhaustive
  8. 8. Investment Analysis

  9. 9. Future Outlook of the Market

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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 Research 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.

The report covers the Poland E-commerce Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Poland E-commerce Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Ecommerce in Poland Industry Report

Statistics for the 2023 Ecommerce in Poland market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Ecommerce in Poland analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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