Market Research Logo

Consumer Attitudes and Online Retail Dynamics in Poland, 2015–2020

Consumer Attitudes and Online Retail Dynamics in Poland, 2015–2020

Summary

According to cia.gov, the total population in Poland was 38.5 million in 2015, of which 13.5 million were households. Of these, approximately nine million are connected to the internet, i.e. e-households. However, 70% of the country’s population are Internet users, which equates to 22.8 million people, and 12 million (37%) are e-shoppers.

Key Findings

  • Internet penetration is not sky-high, compared with the European average. Growing Internet penetration will act as a catalyst for the emerging online shopping market
  • Apparel, accessories, luggage and leather goods was the largest product group, with total sales of Zl7.4 billion, or 42.5% of total online retail sales in 2015
  • There will be a need for a well-integrated multichannel retailing strategy
Synopsis

“Consumer Attitudes and Online Retail Dynamics in Poland, 2015–2020” provides data for historic and forecast online retail sales, and also includes information on the business environment and country risk related to Poland’s online retail environment. In addition, it analyzes the key consumer trends influencing Poland’s online retail industry.

What else does this report offer?
  • It provides in-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design
  • Market insights based on consumer trends, changing economic and demographic factors, and other macroeconomic factors
  • Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts that will drive this market in the future
Reasons To Buy
  • Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health & Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment
  • Understand which products will be the major winners and losers in the online arena in the coming years
  • Get an in-depth analysis of the latest trends in online retailing in Poland, covering the factors driving online spending across the categories
  • Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and reviewing innovative retailers, which provides insights and ideas to remain competitive and profitable


  • Introduction
    • What is this Report About?
  • Executive Summary
  • Market at a glance
    • Table Online Retail Sales in Poland, 2015 and 2020
  • Consumer Insight: Online Shoppers Attitudes and Behavior
    • Overview of Poland's Online Shopping Environment
      • Internet penetration not sky-high, compared with the European average
      • Fixed Broadband penetration being cannibalized by the high demand in mobile broadband services
      • High smartphone penetration set to boost m-commerce
    • Consumer Attitudes and Behavior
      • Influences on the buying behaviors and decision-making of online shoppers in Poland
      • Research predicts a surge in Internet shopping by Polish Internet users
      • The need for a well-integrated multichannel retailing strategy
      • Domestic e-Retailers versus Foreign e-Retailers
  • Online Channel Dynamics
    • The Online Channel's Share of Total Retail Sales
      • Poland online vs. offline channel forecasts
        • Table Poland Online vs. Offline Retail Sales and Forecast (PLN billion), 2010–2020
        • Table Poland Online vs. Offline Retail Sales and Forecast (US$ billion), 2010–2020
        • Table Poland Online vs. Offline Retail Sales and Forecast (% Share), 2010–2020
      • Online penetration: global and regional comparisons
        • Table Poland Online Sales vs. Global Average, 2010, 2015, and 2020
        • Table Poland Online Sales vs. Central and Eastern Europe, 2010, 2015, and 2020
    • Channel Dynamics
      • Poland retail channel dynamics – future performance
        • Table Poland Overall Retail Segmentation (PLN billion) by Channel Group, 2010–2020
      • Channel group share development
        • Table Poland Channel Retail Sales and Forecast (PLN billion) by Channel Group, 2010–2020
        • Table Poland Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2010–2020
        • Table Poland Channel Retail Sales and Forecast (% Share) by Channel Group, 2010–2020
      • Individual channel performance
        • Table Poland Channel Retail Sales and Forecast (PLN billion) by Channel, 2010–2020
        • Table Poland Channel Retail Sales and Forecast (US$ billion) by Channel, 2010–2020
    • Category Dynamics
      • Online vs. offline retail sales comparison by category group, 2015
        • Table Poland Retail Sales Split (PLN million), Online vs. Offline, 2015
        • Table Poland Retail Sales Split (US$ million), Online vs. Offline, 2015
      • Online retail market dynamics by category
        • Table Poland Online Retailers Market Dynamics by Category Group, 2010–2020
      • Online retail sales share by category group
        • Table Poland Online Retail Sales and Forecast (PLN million) by Category Group, 2010–2020
        • Table Poland Online Retail Sales and Forecast (US$ million) by Category Group, 2010–2020
      • Food and Grocery Categories: market size and forecasts
        • Table Poland Total and Online Retail Sales in Food and Grocery Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2010–2020
      • Electrical and Electronics categories: market size and forecasts
        • Table Poland Total and Online Retail Sales in Electrical and Electronics Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2010–2020
      • Music, Video, and Entertainment Software categories: market size and forecasts
        • Table Poland Total and Online Retail Sales in Music, Video and Entertainment Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million), 2010–2020
      • Apparel, Accessories, Luggage, and Leather Goods categories: size and forecasts
        • Table Poland Total and Online Retail Sales in Apparel, Accessories, and Luxury Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Apparel, Accessories and Luxury Categories (US$ million), 2010–2020
      • Books, News, and Stationery categories: Market Size and Forecasts
        • Table Poland Total and Online Retail Sales in Books, News and Stationery Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Books, News and Stationery Categories (US$ million), 2010–2020
      • Sports and Leisure Equipment categories: market size and forecasts
        • Table Poland Total and Online Retail Sales in Sports and Leisure Equipment Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2010–2020
      • Furniture and Floor Coverings categories: market size and forecasts
        • Table Poland Total and Online Retail Sales in Furniture and Floor Coverings Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million), 2010–2020
      • Home and Garden categories: market size and forecasts
        • Table Poland Total and Online Retail Sales in Home and Garden Products Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Home and Garden Products Categories (US$ million), 2010–2020
      • Health & Beauty categories: market size and forecasts
        • Table Poland Total and Online Retail Sales in Health and beauty Categories (PLN million), 2010–2020
        • Table Poland Total and Online Retail Sales in Health and beauty Categories (US$ million), 2010–2020
  • Case Studies: Leading Online Retailers in Poland
    • Retailer 1: RTV Euro AGD
      • Business Description
      • Site Experience
    • Retailer 2: Empik
      • Business Description
      • Site Experience
    • Innovative Retailers in Poland
      • Empik's One-click Shopping
      • AliExpress Poland's Customer-centric Pricing Strategies
  • Appendix
    • Definitions
      • This report provides 2015 actual sales; while forecasts are provided for 2016 – 2020
        • Table Poland Exchange Rate PLN–US$ (Annual Average), 2010–2015
        • Table Poland Exchange Rate PLN–US$ (Annual Average), 2016–2020 Forecasts
        • Table Verdict Retail Channel Definitions
        • Table Verdict Retail Category Definitions
    • Summary Methodology
      • Overview
      • The triangulated market sizing method
      • Industry surveys in the creation of retail market data
      • Quality control and standardized processes
    • About Verdict Retail
    • Disclaimer

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report