E-commerce in Poland has been relatively late to develop, but on the other hand is growing fast. Poland is below the European average for the number of e-commerce consumers, internet penetration and average spend per year, but growth in the number of new e-commerce consumers has been strong at 25 % between 2014 and 2018. The most preferred products to buy online in Poland are clothes and footwear, home electronics, and cosmetics.

Prepared to pay for fast deliveries

Polish consumers want fast deliveries and they are willing to pay for it. 55 percent of Polish consumers say that speedy delivery is very important which, together with Dutch consumers, is one of the highest percentages in Europe. Polish consumers are also the ones with the highest willingness to pay for one-day delivery – 46 percent would do this.

Modest levels of buying from abroad

Polish e-commerce still mainly takes place within the country’s borders. 46 percent of Polish consumers who have shopped online say that they have purchased from abroad, the lowest percentage of all the countries in the survey. 60 percent of Polish consumers say that it is very important that a website is accessible in Polish, but since Polish is not that common on cross-border shops, this presents an obstacle to buying online from abroad.

Olof Källgren, Market Information Manager, Direct Link

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PostNord/Direct Link has conducted studies of the European e-commerce market since 2014, presenting its findings in the report “E-commerce in Europe”. The report is based on interviews with consumers in Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Spain, Sweden, and the United Kingdom. In a series of blog posts, we will take a closer look at the individual e-commerce markets covered by this year’s “E-commerce in Europe 2018”. The new 2018 report can be ordered free of charge.

For more in-depth information about consumer behavior in the Nordics, you can also order our report “E-commerce in the Nordics”.