The Poland e-commerce market is forecast to grow by USD 46.9 billion between 2023 and 2028, at an impressive CAGR of 20.5%. This rapid expansion is fueled by technological advancements, shifting consumer preferences, and diversified digital payment methods. For stakeholders in the looking to enter or scale within Eastern Europe, Poland presents an increasingly dynamic and high-potential landscape.
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Multiple Payment Options Driving Adoption
A major growth catalyst is the wide array of payment options available to Polish consumers, including credit cards, debit cards, bank transfers, online wallets, and cash on delivery. This flexibility enhances convenience and significantly boosts e-commerce engagement across demographics.
Digital Infrastructure and Shopping Behavior
The increasing number of internet users—more than 21 million—combined with seamless access to digital banking, mobile transfers, and credit card payments is transforming shopping into a faster and more reliable experience. E-commerce platforms are now a preferred choice for consumers looking for convenience and diverse product options.
B2C Expansion by Offline Retailers
The Business-to-Consumer (B2C) segment is also being reshaped by traditional offline retailers moving online. This transition is driven by demand for consumer electronics, fashion, cosmetics, and pharmaceuticals.
Fintech and Mobile Commerce Ecosystem
The Fintech sector, along with mobile commerce and omnichannel strategies, is central to Poland's e-commerce transformation. Polish consumers now shop using laptops, PCs, and smartphones, with over 50% of transactions made via mobile devices.
Omnichannel Retailing
The dominant trend in the Polish e-commerce market is the emergence of omnichannel retailing, particularly in sectors like fashion. Platforms such as Miinto and Showroom are combining digital storefronts with physical retail, offering a seamless customer journey.
Technology Integration and Product Transparency
The use of Artificial Intelligence (AI) and Machine Learning (ML) is on the rise, allowing platforms to tailor the user experience, automate logistics, and enhance customer engagement.
Cross-border EDI Expansion
Facilitated by the Electronic Data Interchange (ECDB), Polish e-commerce is seeing increased cross-border B2B sales, helping businesses expand internationally and access a wider consumer base.
Counterfeit Product Proliferation
One of the most pressing challenges in the Polish e-commerce market is the growing presence of counterfeit goods, especially in the fashion category. These issues originate from both domestic and international vendors and undermine consumer trust.
Consumer Trust and Price Sensitivity
Polish consumers remain cautious, focusing on affordable pricing, product authenticity, and secure delivery. While e-commerce platforms offer extensive options, counterfeit concerns threaten long-term customer loyalty.
B2B (Business-to-Business)
The B2B segment is projected to witness significant growth through 2028. Valued at USD 9.22 billion in 2018, the segment has shown a consistent upward trend. Cost efficiency and expanded reach make B2B platforms highly attractive, especially for industries like Electronics, DIY, Furniture & Homeware, Care Products, and Groceries.
B2C (Business-to-Consumer)
As offline retailers move online and digital platforms scale operations, the B2C segment continues to diversify, with notable traction in fashion, consumer electronics, and pharmaceuticals.
Fashion Products
A standout segment due to showroom-style digital experiences. The fashion industry is one of Poland’s top contributors to global e-commerce growth.
Home Appliances
A staple category for both B2B and B2C platforms, with growing demand fueled by digital comparisons and delivery options.
Groceries
Mobile commerce and convenience drive consistent growth in online grocery sales.
Books and Others
Includes care products, hobbies, and niche markets, supported by digital payment and fulfillment infrastructure.
Poland
Poland is the sole geographical region covered in this forecast, solidifying its role as a central e-commerce hub in Eastern Europe.
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The Poland e-commerce market is experiencing robust growth driven by the expansion of online marketplaces, advanced e-commerce platforms, and rising mobile commerce adoption. Consumers are increasingly engaging with mobile apps offering secure payments, digital payments, and efficient payment gateways. Businesses are enhancing their offerings with AI recommendations, quick commerce, and subscription services, ensuring convenience and personalization. Integration of social media and digital marketing is further accelerating user acquisition, supported by chatbot support and seamless order tracking. Popular features such as customer reviews, price-comparison services, and fast delivery enhance trust and convenience, while platforms incorporate both multi-brand and single-brand models to cater to diverse preferences.
The competitive landscape includes a mix of global giants and regional champions who are actively shaping Poland’s digital commerce environment.
Allegro.pl Sp. z o.o.
Amazon.com Inc.
eBay Inc.
Ceneo.pl sp z.o.o
Empik Group
Decathlon SA
Ubuy Co.
Zalando SE
zooplus SE
303 AVENUE SP. Z O.O.
Beliani PL GmbH
Desertcart
Inter IKEA Holding BV
Media Expert Group
OLX Global BV
Organic Farma Zdrowia SA
Tesco Plc
Vox Sp. z.o.o. sp. k
X Kom Sp. Z.o.o.
Meble.pl SA
These players are employing strategies such as strategic alliances, mergers and acquisitions, geographic expansion, and product launches to solidify market presence. Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
Poland’s e-commerce evolution is marked by tech-driven personalization and logistics innovation. Companies leverage tools like augmented reality, recommendation engines, and personalized offers to enrich customer experiences. Enhanced search functionality, intuitive product filters, and well-organized product catalogs support smooth navigation and reduce cart abandonment. To improve retention, businesses employ loyalty programs, virtual shopping, and live commerce, often promoted through influencer marketing. Back-end improvements include seamless website integration, smart shopping cart experiences, and real-time data analytics. Marketing is amplified with SEO optimization, PPC advertising, and strategic content marketing. Additionally, the market benefits from growing fintech solutions, including cash on delivery, smart contracts, and innovations that support a user-centric omnichannel retailing approach.
The Poland e-commerce market is maturing rapidly and offers compelling opportunities for market players. With its deep mobile penetration, payment flexibility, and omnichannel readiness, Poland is becoming a digital retail powerhouse in Europe.
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