An overwhelming majority of Poles have embraced technology and are shopping using e-commerce channels, with 59% of them opting for this method to purchase clothing and footwear online, according to Santander Consumer Bank’s report on the e-commerce habits of the Polish population.
According to the report, interest in e-commerce channels has been growing for several years among both consumers and entrepreneurs. It is now possible to buy almost any product over the Internet, and 88% of Poles with Internet access already shop online.
The possibility of hassle-free returns has made consumers increasingly willing to buy clothes and shoes without measuring them first. In addition, 35% of Poles use e-commerce websites to buy cosmetics, 29% order electronics, 23% purchase medicine and dietary supplements, and 22% buy consumer electronics and household appliances.
Jewelry is the least frequently purchased this way (6%).
Gender differences
Patryk Perliński from Santander Consumer Bank highlighted that online shopping preferences vary by gender. Women primarily purchase fashion and beauty products online, with a majority preferring to buy clothes and shoes, and over half also buy cosmetics via the Internet.
In contrast, men more frequently search for electronics and home appliances online and are likelier to buy sports equipment on the internet than women. The report also notes that, despite the availability of e-commerce, most Poles still prefer buying groceries in physical stores. However, this might change in the near future due to the rapid development of grocery delivery apps.
E-commerce market in Poland
In 2021, the e-commerce market in Poland was valued at PLN 94 billion (EUR 21,96 bn), with a notable increase projected for 2022. By 2027, it is expected to be valued at PLN 187 billion (EUR 43,68 bn), averaging an annual growth rate of around 12%. Despite this, the growth pace in the coming years might slow down slightly.
Poland’s e-commerce sector is among the fastest-growing in Europe, with an anticipated rise in sales on major platforms such as Allegro and Amazon.
The growth is also evident in the number of online stores, which saw an increase of about 11% year-on-year by the end of the third quarter of 2023 to 65,500 online stores operating in the country.
The possibility of hassle-free returns has made consumers increasingly willing to buy clothes and shoes without measuring them first. In addition, 35% of Poles use e-commerce websites to buy cosmetics, 29% order electronics, 23% purchase medicine and dietary supplements, and 22% buy consumer electronics and household appliances.
Jewelry is the least frequently purchased this way (6%).
Gender differences
Patryk Perliński from Santander Consumer Bank highlighted that online shopping preferences vary by gender. Women primarily purchase fashion and beauty products online, with a majority preferring to buy clothes and shoes, and over half also buy cosmetics via the Internet.
In contrast, men more frequently search for electronics and home appliances online and are likelier to buy sports equipment on the internet than women. The report also notes that, despite the availability of e-commerce, most Poles still prefer buying groceries in physical stores. However, this might change in the near future due to the rapid development of grocery delivery apps.
E-commerce market in Poland
In 2021, the e-commerce market in Poland was valued at PLN 94 billion (EUR 21,96 bn), with a notable increase projected for 2022. By 2027, it is expected to be valued at PLN 187 billion (EUR 43,68 bn), averaging an annual growth rate of around 12%. Despite this, the growth pace in the coming years might slow down slightly.
Poland’s e-commerce sector is among the fastest-growing in Europe, with an anticipated rise in sales on major platforms such as Allegro and Amazon.
The growth is also evident in the number of online stores, which saw an increase of about 11% year-on-year by the end of the third quarter of 2023 to 65,500 online stores operating in the country.
