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POLAND

AT THE FOREFRONT

OF E-COMMERCE IN

EASTERN EUROPE

Text: Olof Källgren // Photos: Depositphotos

At Direct Link, we not only take care of your global deliveries and fulfilment – we also
conduct studies of the development of e-commerce in key markets to support our partners
with the latest insights. Borders are no obstacle – we deliver anywhere in the world!

he markets in the eastern parts of Europe least once a week, 27% once a week and 14% more than once
have historically had a noticeably slower a week. According to the study, Polish consumers also have
Tdevelopment in terms of digital trade and a higher purchase frequency than the European average. In
e-commerce compared to the countries in the Poland, the average number of online purchases amounted to
western parts of Europe. This is mainly due to the eleven during the last three months, whereas the European
fact that in the past, there was a lack of sufficient average was eight.
resources to build the infrastructure necessary for
people in general to have access to the internet. This The value of the Polish e-commerce market has shown
obstacle is now in the process of being overcome impressive development. In 2017, online spending was less
at high speed, and today, most countries here have than 9 billion U.S. dollars. The increase has then been steady
internet penetration exceeding 85%. This naturally from year to year and then peaked during the pandemic years
has a decisive impact on the respective country’s of 2020 and 2022. The Polish market is forecasted to reach
situation in terms of e-commerce. close to 20 billion U.S. dollars during 2023.

The Eastern European country that is probably at the Classic online products also most popular in Poland
forefront in terms of digital commerce is Poland. With a When it comes to the product categories that are most
population of 40 million people, it’s the sixth most inhabited popular to buy online, Poland is not different from most other
EU country and the ninth largest country in Europe. European markets. Clothing and footwear are the absolute
Together with an internet penetration close to 90%, this online favourites, having been bought by 56% of Polish
creates a very good foundation for a vibrant e-commerce consumers in the last year. In a shared second place, we find
market. In 2022, 85% of the country’s population shopped cosmetics and skincare and home electronics both at 42%,
online, and over the last six years, 19,000 new e-tailers have followed by pharmacy products at 37%, which is probably a
registered. An increase of almost 70%. consequence of a lingering pandemic effect.

In the IPC* study “Cross-Border E-commerce Shopper Number of older online consumers has grown rapidly
Survey 2022”, consumers in Poland were asked how often The distribution between women and men among Polish
they shopped online. It turns out that as much as 41% shop at e-commerce consumers is balanced. In 2022, 52% of active

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