Poland Ecommerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

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 Ecommerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Poland E-Commerce Market Size

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Poland Ecommerce Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Historical Data Period 2019 - 2023
CAGR 15.50 %
Market Concentration Medium

Major Players

Poland Ecommerce Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of Poland E-commerce Market with other markets in Technology, Media and Telecom Industry

Automation

Digital Commerce

Electronics

Information Technology

Media and Entertainment

Security & Surveillance

Poland E-Commerce Market Analysis

The Poland E-commerce Market is expected to register a CAGR of 15.5% during the forecast period.

  • 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 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.

  6. *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. INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness-Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Key market trends and share of e-commerce of total Retail sector
  • 4.4 Impact of COVID-19 on the e-commerce sales

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Different pandemic strategies for large and small retailers
    • 5.1.2 Digital literacy drives digital commerce
    • 5.1.3 New regulations boost consumer trust across all channels
  • 5.2 Market Challenges
    • 5.2.1 To ensure appropriate payments for various types of business models operating in e-commerce
  • 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.)
  • 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 Analysis of cross-border ecommerce industry in Poland (Current market value of cross-border & key trends)
  • 5.6 Current positioning of country Poland in the ecommerce industry in region Europe

6. Market Segmentation

  • 6.1 By B2C ecommerce
    • 6.1.1 Market size (GMV) for the period of 2017-2027
    • 6.1.2 Market Segmentation - by Application
    • 6.1.2.1 Beauty & Personal Care
    • 6.1.2.2 Consumer Electronics
    • 6.1.2.3 Fashion & Apparel
    • 6.1.2.4 Food & Beverage
    • 6.1.2.5 Furniture & Home
    • 6.1.2.6 Others (Toys, DIY, Media, etc.)
  • 6.2 By B2B ecommerce
    • 6.2.1 Market size for the period of 2017-2027

7. Competitive Landscape

  • 7.1 Company Profiles
    • 7.1.1 Allegro.pl Sp. z o.o.
    • 7.1.2 Olx Poland
    • 7.1.3 Ceneo.pl sp z.o.o
    • 7.1.4 Otomoto Poland
    • 7.1.5 Zalando SE
    • 7.1.6 Zoo Plus AG
    • 7.1.7 Media Expert
    • 7.1.8 X-Kom Sp. Z.o.o.
    • 7.1.9 Empik S.A.
  • *List Not Exhaustive

8. Investment Analysis

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

What is the current Poland E-commerce Market size?

The Poland E-commerce Market is projected to register a CAGR of 15.5% during the forecast period (2025-2030)

Who are the key players in Poland E-commerce Market?

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.

What years does this Poland E-commerce Market cover?

The report covers the Poland E-commerce Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Poland E-commerce Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Ecommerce in Poland Industry Report

Statistics for the 2025 Poland E-commerce market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Poland E-commerce analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.