Poland’s e-commerce market presents unique opportunities for expansion and success. Whether you are a multinational corporation eyeing new markets or a foreign entrepreneur residing in Poland, this guide offers valuable insights into navigating the Polish e-commerce market, ensuring compliance with local regulations, and leveraging emerging technologies to your advantage. With this knowledge, you can confidently make informed decisions, setting your e-commerce venture on the path to success in the Polish market.
Poland’s e-commerce market has seen a remarkable transformation, evolving from a niche sector to hosting approximately 250,000 online businesses by 2023. This evolution signifies adaptation to technological changes and consumer preferences, positioning Poland as a major player in the Eastern European retail market. The market has grown significantly, with a forecasted CAGR of 15.5% from 2022 to 2027, highlighting its potential for foreign entrepreneurs and corporations.
A growing number of Polish internet users prefer to shop online, drawn by convenience, better prices, and fast delivery options. Online purchases are now part of everyday life, with online stores competing fiercely to meet rising expectations in terms of selection, speed, and customer service.
The e-commerce market in Poland is among the fastest-growing in Europe, buoyed by a large population and a strengthening economy. Despite a surge during the pandemic, online sales are anticipated to continue growing robustly, attracting both investment and foreign players. Key online retail players include Allegro in consumer goods, Empik in books and games, and Zalando in fashion, among others.
A significant trend in Polish e-commerce is the rise of online grocery shopping, projected to be one of the fastest-growing areas in the next five years. Most grocery retailers now offer click-and-collect services, with home deliveries becoming increasingly popular in urban centers. For example, Carrefour and Biedronka have expanded their online grocery services, with the latter partnering with Glovo for delivery services.
Customer experience is emerging as a differentiating factor in the e-commerce space. Retailers offering services like:
which are gaining a competitive edge. The adoption of omnichannel strategies, such as brick-and-mortar stores using chatbots and launching online sales, is enhancing customer engagement. Additionally, social media platforms and live broadcasting are becoming pivotal marketing tools for e-commerce brands.
E-commerce in Poland continues to diversify as more Polish consumers turn to online shopping for a wider range of products. This shift is driving steady growth in digital sales, especially among businesses that can quickly adapt to evolving market demands.
Smaller and newer product categories, like home improvement and gardening, are expected to see significant growth in online sales. With a low starting point, these sectors present substantial opportunities for expansion. Leading players in these categories are enhancing their e-commerce offerings to attract a broader consumer base.
Environmental awareness is becoming a visible trend among Polish stores. More consumers are actively seeking out eco-friendly packaging, carbon-neutral delivery options, and ethical brands. E-commerce businesses that emphasize sustainability in their supply chains and product sourcing are resonating particularly well with younger demographics.
Customer reviews, influencer recommendations, and user-generated content significantly impact purchasing decisions in Poland. Shoppers increasingly rely on product ratings, real-life photos, and social proof before committing to a purchase. Platforms that allow easy access to honest feedback tend to build greater trust. As online shopping becomes more mobile-driven, especially via mobile devices, Polish online shoppers expect quick access to opinions and transparent product details. The rise of social commerce is also boosting e-commerce sales, with content-driven purchases becoming more common. At the same time, growing awareness of consumer protection regulations is influencing how e-commerce in Poland maintains credibility and transparency across the e-commerce market.
Technology is rapidly transforming how Polish online shoppers interact with e-commerce platforms and online marketplaces. With the rise of mobile devices, customers now expect a fast, intuitive, and seamless purchasing process from anywhere, at any time. Innovations in delivery methods are also playing a major role—particularly the widespread use of parcel machines, which have become a preferred option due to their convenience and flexibility. As cross border shopping grows, local businesses are under pressure to remain competitive by offering transparent shipping costs and efficient logistics. Key tech-driven trends shaping e-commerce in Poland include:
These changes are setting new standards for the industry and pushing businesses to keep pace with evolving expectations.
The e-commerce industry in Poland has witnessed significant regulatory changes in 2023, impacting various aspects of online business operations. Key directives include the EU Omnibus Directive, which addresses information obligations, consumer reviews, and product ranking in search results, and the Sale of Goods and Digital Content Directives, focusing on consumer rights and contracts for digital services. Entrepreneurs in Poland’s e-commerce sector must navigate these changes to ensure compliance and avoid potential penalties.
Compliance with the evolving legal framework is crucial for foreign businesses in Poland’s e-commerce space. The Office of Competition and Consumer Protection (UOKiK) has intensified its monitoring of online activities, targeting misleading practices like fake reviews. Adhering to these regulations is necessary for establishing trust and maintaining a competitive edge in the Polish market.
Navigating the e-commerce market in Poland presents plenty of opportunities and challenges for foreign entrepreneurs. With its robust market growth, technological advancements, and evolving legal frameworks, Poland stands as a promising destination for e-commerce ventures. As you embark on this journey, remember that knowledge, compliance, and innovation are key to unlocking the potential of this dynamic market.
Are you ready to explore the e-commerce opportunities in Poland? At GLC, we provide expert guidance and support to help you navigate the legal, tax, and business complexities of establishing your online presence in Poland. Connect with us today at GLC Contact to start your successful e-commerce venture in Poland.
