5 dominant trends in Polish e-commerce based on analysis of Gemius reports from 2020 to 2024

The Polish e-commerce market is experiencing intense growth. What is driving these changes? Here are 5 key trends gaining importance and becoming dominant from 2020 onwards.

1. The growing importance of mobile payments

Mobile payments in Poland have been growing at an impressive rate since 2020. The leader is BLIK, which became the most popular online payment method in 2023, with as many as 68% of e-consumers using it. Poland is ahead of many European countries, such as Germany and the UK, in this respect. This is due, among other things, to the convenience and security of this form of payment and the wide availability of the service on most e-commerce platforms. Young consumers (15-34 years old), in particular, value the speed of mobile payments. In turn, online shops see benefits through higher conversion rates.

2. Dynamic growth of parcel machines as a preferred delivery method

The popularity of parcel machines is growing every year. In 2020, one in three parcels was delivered via collection points. Two years later, in 2022, as many as 81% of shoppers chose InPost parcel machines as their main delivery form. In 2024, this figure rose to 93%. Consumers appreciate being able to collect parcels at a convenient time, 24/7, which allows them to avoid waiting for a courier. The development of infrastructure and the growing number of machines make parcel machines not only popular, but also motivate customers to shop online more often.

3. Rise in popularity of second-hand shopping (re-commerce)

Poles' environmental awareness and desire to save money drive the re-commerce market's growth. Buying second-hand products online is already declared by 61% of consumers (2024 report). The most popular categories are clothing, books, and electronics. Interestingly, young customers (15-34 years old) are most likely to choose second-hand products. They often choose platforms such as Allegro or OLX, which recognize the potential of this segment and introduce special categories for second-hand products. Re-commerce is, therefore, not just a temporary trend but an important part of Polish e-commerce.

4. The key importance of a positive shopping experience

In an era of increasing competition in the e-commerce market, customers attach great importance to the overall shopping experience. An attractive price and low delivery costs are no longer enough. Prompt and timely delivery, a smooth purchasing process, and ease of contact with customer service are now crucial. Satisfied customers are more likely to buy again, which translates into greater loyalty. In 2024, as many as 75 percent of respondents cited previous positive experiences as a key factor in their decision to buy from a shop.

5. Increased popularity of shopping on foreign marketplaces (cross-border e-commerce)

Since 2020, there has been a growing interest among Poles in shopping on foreign e-commerce platforms such as AliExpress, Temu, Shein, or Amazon (which has been active in Poland for a long time, but Poles also buy on Amazon in other countries, hence the mention of this platform) . In 2023, as many as 36% of respondents declared that they buy from foreign online shops, an increase of 6 p.p. compared to the previous year. Attractive prices, a wide assortment and access to unique products are the main motives for these choices. This is a challenge for Polish retailers, who have to compete with global giants that often offer more favorable purchase conditions.

Summary

The Polish e-commerce market is changing dynamically but quite predictably. Consumers are becoming more and more demanding. Companies that want to maintain their position must pay attention to these key trends and flexibly adapt their strategies. Investment in new technologies, development of logistics infrastructure, and attention to a positive shopping experience will be key to building loyalty and attracting new customers.

What trends do you notice in your industries? What influences your online purchasing decisions the most? Let me know in the comments!