Market Research Logo

Poland B2C E-Commerce Market 2017

Poland B2C E-Commerce Market 2017
"yStats.com report: Poland maintains strong B2C E-Commerce sales growth
Poland ranks sixth in the EU in terms of population and has managed stable growth rates for B2C E-Commerce sales. Though more advanced European markets have better Internet and online shopper penetration rates, Poland’s E-Commerce sales for 2016 maintained a higher growth rate than the regional average, as revealed in the yStats.com report. E-Commerce growth is championed through consumers aged 25-34 due to over two-thirds of them already making online purchases, a rate that is 25 percentage points over the average for the entire population.

Poland’s online retail market is also furthered because of developments in mobile commerce. Between 2015 and 2016, the share of Internet users that use their smartphones for shopping and other related activities almost doubled. A smaller double-digit share of digital buyers in Poland completed purchases from foreign online vendors including eBay, AliExpress, and Amazon.

Allegro ranks first as the leading player in Poland’s online retail market in terms of both market share and website hits, as the yStats.com publication showcases. In early 2017, South African company Naspers reaped more than double the acquisition price through the selling off of its stake in Allegro due to the hefty growth throughout recent years.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Overview and International Comparisons, July 2017
Internet Penetration in Poland, Compared to Selected Countries in the EU, in % of Individuals, 2011 – 2016
Online Shopper Penetration in Poland, Compared to Selected Countries in the EU, in % of Internet Users, 2011 – 2016
Mobile Shopper Penetration in Poland, Compared to Selected Countries in Europe, in % of Mobile Device Owners, April 2016
Average Annual Online Spending per Online Shopper in Poland, Compared to Selected Countries in Europe, in EUR, June 2016
3. Trends
Mobile Devices Used to Access the Internet, in % of Individuals, by Gender, Age Group and Total, 2016
Devices Used for Shopping-Related Activities, in % of Multi-Device Internet Users, October 2016
Devices Used on Various Stages of Purchase, by Decision, Purchase and Payment, in % of Multi-Device Internet Users, October 2016
Share of Mobile Internet Users Who Purchased via Mobile, in %, Among All Mobile Internet Users, Mobile Internet Users Who Make Purchase Decision via Smartphone and via Tablet, October 2016
Breakdown of Future Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2016
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 – 2016
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of Online Shoppers, 2012 – 2016
Product Categories Purchased From Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2016
4. Sales & Shares
B2C E-Commerce Sales, in PLN billion, 2016e & 2020f
B2C E-Commerce Share of Total Retail Sales, in %, 2016e & 2020f
B2C E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2015 – 2017f
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 – 2016
Online Shopper Penetration, in % of Individuals, 2012 – 2016
Online Shopper Penetration by Gender and Age Group, in % of Individuals, 2012 – 2016
Frequency of Online Shopping in the Previous 3 Months, in % of Individuals, by Gender and Total, 2016
Breakdown of Online Shoppers by Age Group, in % of Online Shoppers, April 2016
6. Products
Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016
Product Categories Purchased Online, in % of Online Shoppers, April 2016
7. Payment
Payment Methods Used in E-Commerce, in % of Individuals, 2015 & 2016
Payment Methods Used in Online Shopping, in % of Online Shoppers, 6 Months to December 2016
8. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2016
Courier Services Used For Delivery in E-Commerce, in % of Online Shoppers, April 2016
Breakdown of Maximum Acceptable Delivery Time, in % of Online Shoppers, June 2016
9. Players
B2C E-Commerce Player Overview, July 2017
Top 15 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2016
Top 5 E-Commerce Websites Most Associated with Online Shopping, by Category, in % of Internet Users, April 2016
Top 3 Foreign E-Commerce Websites Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2016
Top 5 E-Commerce Websites, by Total Website Visits, in millions, Poland’s Share of Total Visits, in %, and Estimated Number of Website Visits from Poland, in millions, May 2017

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