Poland stands out as one of the largest and fastest-growing e-commerce markets in Europe. Discover the key aspects of expanding to our northern neighbor, including the opportunity to download a comprehensive overview of the Polish e-commerce landscape in the form of a clear and concise e-book.
The Polish e-commerce market is experiencing significant growth, driven by rapid modernization and investments in digital infrastructure. An increasing number of people prefer shopping online, creating favorable conditions for expansion across various sectors. The market value is expected to reach 35 billion euros by 2025. This growth is further supported by rising income levels, a high internet penetration rate (over 85% of the population), with 32 million online users, and growing smartphone penetration. Poland's dynamic economic growth within the EU also contributes to this positive trend.
Poles are becoming increasingly comfortable with online shopping, with 79% of them having experience shopping online. In 2023, the average Polish online shopper spent approximately 870 euros online and makes purchases 2 to 3 times a month.
The most promising target group consists of young people aged 25-40, who are active in the labor market and willing to invest in technology and services. In urban areas, where more than 60% of the population resides, there is particularly high demand for electronics and consumer goods. A key factor for customers is the speed, quality, and reliability of delivery.
Fast delivery times are crucial for Polish customers. Several carriers promise and deliver within D+1, at most D+2, which is the standard to follow. This is confirmed by statistics from Allegro, where e-shops with D+1 delivery report up to 28% higher sales.
The most popular delivery service is InPost and their pickup points, known as Paczkomaty, used by 8 out of 10 Poles. Their wide availability is a significant advantage. Other common carriers include DPD, which has an even broader network of pickup points, as well as DHL, GLS, UPS, and local services like Orlen Paczka and Allegro One.
A simple returns process can influence the decision of up to 35% of potential customers to make a purchase in an e-shop.
Creating a marketing strategy for Poland requires considering competition from Western Europe. It's not just about translation; comprehensive localization is key, ensuring that your UX, website layout, processes, and communication align with the expectations of local customers.
Polish consumers love discounts and shopping events, with Black Friday being one of the biggest shopping events of the year. Other popular events include, as in other countries, Cyber Monday, Christmas campaigns, and seasonal sales.
Allegro is the most well-known marketplace in Poland and one of the largest e-commerce platforms in Europe. It has expanded into the Czech Republic and Slovakia. New sellers on Allegro can receive a welcome bonus of 5,000 CZK (approximately €200 for purchases).
Operating an online store in Poland generally does not require a special license. However, certain product categories, such as medicines and dietary supplements, are subject to specific regulations.
VAT registration is required if the total cross-border intra-EU sales of the merchant in the e-shop exceed €10,000. The EU regulation simplifies e-commerce through the "One-Stop Shop" (OSS) online portal. Due to fluctuating bureaucratic processes, it is recommended to consult market entry with a local lawyer, such as our trusted law firm "EcommerceLegal.pl".
Communication in Polish is particularly important for Polish consumers. Translating websites, apps, marketing materials, and customer support into proper Polish is essential for gaining trust and building relationships with customers. In business communication, formality is important, especially at the beginning of a relationship, using titles like "Pan" and "Pani." When planning campaigns, be sure to consider local holidays.
Offering local payment methods, such as BLIK, PayU, or direct bank transfers, is essential.
Providing local customer support in Polish through various channels significantly improves credibility and chances of success. Polish consumers value proper Polish, quick responses, and professional conduct.
Download the e-book with a complete overview of the Polish e-commerce market, which will help you with strategic planning for the expansion and localization of your e-shop.
Get a free consultation on your localization strategy for the Polish market. The result will be a finely tuned e-shop down to the last detail, just like in your native Slovak.
Practical article about the costs associated with the localization of an online shop and with the translation of texts on the website. You will gain important insight and valuable know-how that will help you decide how to tackle each item: whether to do it yourself or in cooperation with a specialist agency, or a combination of the two.
After reading the article, you will have a basic overview of the expenses that await you when analyzing the market and choosing an online web platform. You will gain the necessary know-how and insight to help you decide how to tackle each item: whether to do it yourself, with a specialist agency, or whether there is a happy medium.
We have prepared for you a more detailed overview of the Polish ecommerce market.
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