Poland Ecommerce Market Overview, 2030

With the quick uptake of digital technology changing how consumers and businesses connect, e-commerce in Poland reflects worldwide trends. Locally, e-commerce is a significant factor in retail expansion, while Polish platforms are increasingly integrated into the larger European digital economy on a global scale. Poland is establishing itself as a center for digital commerce in Central and Eastern Europe thanks to rising internet usage and cross-border capabilities. With the development of local platforms like Allegro, which soon gained popularity across the nation, internet retail in Poland began in the early 2000s. Allegro began as a platform for auctions and used items, but it eventually developed into a full-fledged marketplace. The nation's growing internet connection, desire for Western products, and an underserved physical retail environment in some locations contributed to this early acceptance. Currently, the primary e-commerce users in Poland are urban millennials, Gen Z, and increasingly older populations looking for affordable prices and convenience. Students, young families, and working adults are particularly busy buying goods in areas like food, cosmetics, apparel, and electronics. One of the main advantages of e-commerce in Poland is that it may help solve the problem of restricted access to rural areas. Although physical stores are frequently located in urban areas, online marketplaces make the same selection of products available to people in rural or small towns. Parcel lockers and improved logistical networks, particularly by firms like InPost, have sped up and improved the dependability of last-mile delivery, even in rural locations. Poland has contributed significantly to e-commerce technology. The Polish platforms have become competitive due to advances in digital payments, package automation, and search algorithms. Poland has established itself as a pioneer in the development of e-commerce infrastructure, with scalable solutions now being implemented by firms like PayU and InPost throughout Europe.

According to the research report, ""Poland E-Commerce Market Overview, 2030,"" published by Bonafide Research, the Poland E-Commerce market is anticipated to grow at more than 19.12% CAGR from 2025 to 2030. With over 90% of the population now online, the expansion of internet connectivity has had a significant impact on the Polish e-commerce market. Affordable data plans, widespread smartphone use, and rural broadband projects have made digital shopping accessible to more people than ever, driving industry expansion throughout both urban and rural areas. Improved payment and delivery systems, a desire for convenience, and increased digital literacy are all factors contributing to this rise. Even among older age groups, consumer confidence in online shopping is still growing. Still the undisputed frontrunner in the Polish e-commerce market, Allegro is renowned for its wide selection of products, local services, and strong delivery partnerships. The platform's loyalty programs, large seller base, and user-friendly interface are its strong points. Due to Allegro's extensive market knowledge and popularity among Polish consumers, foreign companies such as Amazon and Zalando have entered the market but are facing stiff competition. Despite the expansion, certification barriers remain. E-commerce companies must adhere to GDPR for data protection, get Trusted Shops seals for legitimacy, and comply with the EU Digital Services Act requirements. These rules protect consumers' rights, guarantee safe payments, and promote ethical marketing, but they may be onerous for small and medium-sized businesses that lack legal or technological infrastructure. The increase in omnichannel retail models is a significant trend influencing the industry. Polish consumers are increasingly demanding a seamless integration of online and offline purchasing experiences, such as ordering online and picking up in-store (Click & Collect). Retailers like CCC and Empik are investing in omnichannel platforms, utilizing integrated CRMs and logistics to integrate sales, customer support, and returns across channels.

With Polish consumers widely embracing online purchasing for items ranging from electronics and clothing to food and health products, the market is dominated by B2C e-commerce in terms of volume and visibility. The leading platforms include Media Expert, Empik, and Allegro, all of which provide quick delivery, a user-friendly interface, and a local service. The convenience and accessibility of B2C shopping, particularly for millennial and Gen Z consumers, have been greatly enhanced by mobile commerce and appealing loyalty schemes. In Poland, on the other hand, digital transformation across industries is driving the steady growth of B2B e-commerce. For purchasing, sales, and supply chain coordination, manufacturers, wholesalers, and service providers are increasingly relying on digital channels. Businesses may acquire industrial equipment, electronics, and raw materials efficiently using sites like Merxu, a B2B marketplace. The features of Poland's B2B platforms have expanded to include automated invoicing, tiered pricing, bulk ordering, and integration with ERP systems. Cost savings, transparency, and the necessity for adaptable procurement systems are driving this change. The Polish government's digital economy strategies, in terms of EU e-commerce regulations, are promoting both segments, even if B2C relies on consumer interaction and B2B growth is fueled by enterprise efficiency and cross-border trade inside the EU. Nevertheless, issues persist. B2C must concentrate on improving customer retention and logistics, while B2B frequently has trouble with digital adoption in traditional sectors. Despite its broad consumer appeal, which continues to drive the growth of Poland's e-commerce sector, B2C still has great promise, particularly as Polish companies digitize and increase their presence in European markets.

The e-commerce market in Poland is very diverse, covering three main product categories: Physical Goods, Digital Goods, and Services. The market is dominated by the Physical Goods category in terms of sales and customer volume. Fashion, books, consumer electronics, beauty products, and home appliances are some of the most popular goods. The main drivers of this sector are e-commerce sites like Allegro, Media Expert, and Empik, which utilize competitive pricing, extensive product availability, and effective delivery networks. The use of parcel lockers, particularly via InPost, has also improved consumer convenience and last-mile logistics, which has helped physical product sales rise steadily. The popularity of Digital Goods has also increased significantly, particularly among younger, more tech-savvy consumers. Offerings like streaming services, e-books, online courses, SaaS subscriptions, and even new areas like NFTs are becoming more popular. Polish consumers are making more and more investments in productivity tools, entertainment, and self-education platforms, such as language acquisition and technological skills. Polish participation is significant on sites like Udemy, Coursera, and Spotify, which are frequently backed by local payment methods and marketing initiatives. The Polish e-commerce sector is experiencing rapid growth in the area of Services, which includes logistics, digital marketing, and fintech. Innovative fintech firms like PayU, Blik, and Przelewy24 have developed safe, quick, and user-friendly payment solutions that have grown to be essential to e-commerce transactions. Companies like InPost and DPD Polska provide adaptable, technology-driven delivery options that support both B2C and B2B services on the logistical side. When viewed collectively, these product categories demonstrate that Poland has a well-balanced e-commerce market. Although actual items make up the majority of volume, the market for digital and service-based goods is expanding quickly, supported by changing consumer trends, technological breakthroughs, and increased access to mobile and digital platforms.

The development of e-commerce in Poland is directly related to the evolution of access points, which influence how customers engage with online marketplaces. The most popular way to buy online today is via mobile commerce (mCommerce), which is supported by the widespread use of smartphones, mobile-friendly websites, and user-friendly apps. Big companies such as Allegro, Zalando, and Shein have improved their mobile interfaces to enable quick surfing, safe checkout, and in-app marketing. Polish consumers, notably younger demographics, are becoming more and more dependent on mobile devices for ease, flash sales, and real-time product monitoring. Although mobile usage has increased, a large portion of e-commerce still takes place via desktop and the internet, especially for transactions involving older consumers and businesses. Desktops are the preferred access point for categories like furniture, office supplies, and electronics because of their larger screens, more visible details, and easier comparisons. Because they are easy to use for data input and document management, Polish companies prefer desktops for invoicing, purchasing, and B2B transactions. With the expanding use of smart assistants like Google Assistant and Amazon Alexa in Polish homes, voice commerce is becoming increasingly popular, albeit it is still in its infancy. Other new access points are also beginning to influence the future of Polish e-commerce. In the interim, Omnichannel models (Online-to-Offline or O2O) are gaining traction. Brands such as MediaMarkt, LPP, and CCC are effectively integrating their physical stores with online platforms to offer services such as click-and-collect, in-store returns, and real-time inventory visibility. These varied access sites demonstrate how Polish e-commerce is responding to changing consumer tastes and technological progress. Desktops remain essential for trust-driven or complicated purchases, resulting in a comprehensive digital retail ecosystem, while the growth of mobile and omnichannel experiences demonstrates a move toward seamless, on-demand commerce.

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Ecommerce Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type
• B2B
• B2C

By Product Category
• Physical Goods
• Digital Goods (Saas, Courses, NFTs)
• Services( Fintech, Logistics)

By Access Point
• Mobile Commerce (mCommerce)
• Desktop/Web
• Others(Voice Commerce / Smart Devices, Omnichannel (O2O)) Show more