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Poland B2C E-Commerce Market 2018

Poland B2C E-Commerce Market 2018

Online retail sales in Poland expanding rapidly, says yStats.com report

“Poland B2C E-Commerce Market 2018,” a new publication from Hamburg-based market research company yStats.com tells of the recent rapid expansion of online retail sales in Poland, with details of sales figures, projections, and trends.

Recent double-digit growth projected to continue
Online sales of products and services to consumers in Poland have experienced double digit growth for the past few years, with projections for continued strong growth, according to the yStats.com report. The nation’s Internet penetration and the percentage of the connected population making online purchases remain below European averages, suggesting further growth potential.

M-Commerce contributes to online sales growth
Shopping via mobile device helps the online shopping growth, as over half of Internet shoppers use a smartphone to make purchases, with surveys cited in the yStats.com report indicating expectation of further growth in mobile spending. Nevertheless, Poland’s merchants have not yet optimized the mobile purchase experience, such that that many mobile users see the completion of forms on a small screen as a barrier to M-Commerce.

Wealth of E-Commerce data in report
The yStats.com publication on Poland includes a wealth of detail about online retail commerce, such as that clothing is the most purchased product category, that fast transfer services such as PayU and Przelewy24 are the preferred payment method, and that the current top shopping destinations are Allegro.com and OLX.com, among many other data in the report.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Overview and International Comparisons, August 2018
Internet Penetration in Poland, Compared to Selected Countries in the EU and the EU Average, in % of Individuals, 2011 – 2017
Online Shopper Penetration in Poland, Compared to Selected Countries in the EU and the EU Average, in % of Individuals, 2011 – 2017
B2C E-Commerce Share of Total Retail Sales in Poland, Compared to Selected Countries Worldwide, in %, 2017
Average Annual Online Spending per Online Shopper in Poland, Compared to Selected Countries in Europe, in EUR, 2017
Mobile Shopper Penetration in Poland, Compared to Selected Countries in Europe, in % of Online Shoppers, 2017e
3. Trends
Devices Used for Pre-Purchasing, Purchasing and Post-Purchasing Activities During the Last Purchase, in % Internet Users, April 2018
Devices Used for Online Shopping, in % of Online Shoppers, April 2017 & April 2018
Devices Used for Online Shopping, in % of Online Shoppers, by Age Group and Gender, April 2018
Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2018
Problems Encountered When Shopping via Mobile, in % of Mobile Shoppers, April 2018
Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, April 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 – 2017
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of Online Shoppers, 2012 – 2017
4. Sales & Shares
B2C E-Commerce Sales, in PLN billion, 2013 – 2017e
B2C E-Commerce Sales, in PLN billion, 2017 & 2018f
B2C E-Commerce Share of Total Retail Sales, in %, 2018e
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 – 2017
Online Shopper Penetration, in % of Individuals, 2012 – 2017
Frequency of Online Shopping in the Previous 3 Months, in % of Individuals, by Gender and Total, 2017
Online Shopper Penetration, in % of Individuals, by Gender and Age Group, 2012 – 2017
6. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
Product Categories Purchased Online, in % of Online Shoppers, April 2018
7. Payment
Payment Methods Used in E-Commerce, in % of Individuals, 2015 – 2017
Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2017
8. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2018
Courier Services Used For Delivery in E-Commerce, in % of Online Shoppers, April 2017 & April 2018
Breakdown of Maximum Acceptable Delivery Time, in % of Online Shoppers, 2017e
9. Players
B2C E-Commerce Player Overview, August 2018
Top 12 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2017 & April 2018
Top 5 E-Commerce Websites Most Associated with Online Shopping, by Category, in % of Internet Users, April 2018
Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018
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, June 2018

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