The cross-border e-commerce rate in Poland increased in 2024, reaching 36 percent for internet users who bought products from foreign e-stores.

In 2024, 44 percent of respondents in Poland reported that they conducted online payments via Przelewy24 service when buying online.

The Poland E-Commerce Market Report is Segmented by Business Model (B2C, B2B), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

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Poland E-Commerce Market Size 2024-2028

The Poland e-commerce market size is forecast to increase by USD 46.9 billion at a CAGR of 20.5% between 2023 and 2028.

The market is significantly driven by the availability of multiple payment options. Offering diverse methods such as credit cards, debit cards, bank transfers, online wallets, and cash on delivery provides Polish consumers with flexibility and convenience in their online purchases. This accessibility to varied payment choices not only enhances the shopping experience but also encourages more people to engage in e-commerce payment, thereby fueling market growth. 
The market showcases dynamic growth, driven by various sectors and factors. With a strong presence in the fashion industry and an expanding showroom culture, Poland contributes significantly to the worldwide growth rate of e-commerce sales. From electronics to furniture and homeware, the market caters to diverse consumer needs, encompassing hobby, leisure, and care product segments. As eCommerce continues to thrive, Poland emerges as a pivotal player in the global digital marketplace, offering a wide array of products and services to online shoppers. This market research and growth report includes in-depth information about key market drivers, trends, and challenges. 

What will be the Size of the Market During the Forecast Period?

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The market has been experiencing significant growth in recent years. According to the latest reports, the E-Commerce sector in Poland is expected to show a CAGR of 12.5% between 2021 and 2026. This growth can be attributed to several factors, including the increasing popularity of online shopping, the growing number of internet users, and the entry of global players into the Polish market. The Retail sector in Poland is one of the largest contributors to the E-Commerce market, with sales expected to reach €22.5 billion by 2026. E-Commerce platforms like Allegro, Amazon, and eBay have a strong presence in the Polish market, offering a wide range of products and services.
Additionally, the use of technologies like Artificial Intelligence and Machine Learning is also on the rise, helping to improve the customer experience and drive sales. The ECDB (European Commission Database) reports that the number of E-Commerce users in Poland is expected to reach 18.5 million by 2026, making it an attractive market for businesses looking to expand their online presence. The use of mobile devices for shopping is also increasing, with over 50% of E-Commerce transactions in Poland being made on mobile devices. In conclusion, the market is growing rapidly, driven by increasing internet penetration, the popularity of online shopping, and the entry of global players. The Retail sector, particularly Fashion and Footwear, is expected to see significant growth in the coming years. The use of advanced technologies and the increasing number of E-Commerce users make Poland an attractive market for businesses looking to expand their online presence.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  B2B
  B2C


Application

  Home appliances
  Fashion products
  Groceries
  Books
  Others


Geography

  Poland

By Type Insights

The B2B segment is estimated to witness significant growth during the forecast period.

The eCommerce market in Poland is experiencing robust growth, driven by the expansion of business reach for B2B companies in a cost-effective manner. This trend is particularly notable in sectors such as Hobby & Leisure, Electronics, Furniture & Homeware, DIY, Care Products, Fashion, and Grocery. The competitive rivalry among companies is intensifying, with logistics companies playing a crucial role in ensuring efficient delivery. The worldwide growth rate of global eCommerce sales is anticipated to continue, making Poland an attractive market for companies seeking to expand their reach. The ECDB (Electronic Data Interchange for Administration, Commerce and Transport in Europe) is facilitating cross-border sales, further fueling growth in the B2B segment.

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The B2B segment was valued at USD 9.22 billion in 2018 and showed a gradual increase during the forecast period.

Market Dynamics

Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

What are the key market drivers leading to the rise in adoption of Poland E-Commerce Market?

The advantages of e-commerce platforms are the key

The Polish e-commerce market is experiencing robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 15.50% between 2017 and 2027. This signifies a dynamic and expanding sector, driven by increasing internet and smartphone penetration, rising disposable incomes, and a growing preference for online shopping convenience among Polish consumers. Key segments driving this expansion include Beauty & Personal Care, Consumer Electronics, Fashion & Apparel, and Food & Beverage, reflecting evolving consumer preferences and a broadening range of products available online. The B2C sector dominates the market, encompassing major players like Allegro, OLX, Ceneo, and Zalando, each catering to specific consumer needs and preferences. The B2B sector, while smaller in comparison, is also witnessing growth, driven by increasing digital adoption among businesses and the efficiency gains offered by online procurement. Challenges include maintaining logistical efficiency in a geographically dispersed market, addressing potential cybersecurity concerns, and adapting to evolving consumer expectations for seamless online experiences. Competition is fierce, with both domestic and international players vying for market share. Future growth is projected to be sustained by continued technological advancements, enhanced logistics infrastructure, and further development of digital payment systems. The Polish e-commerce market is segmented by both B2C and B2B activities. While the B2C sector leads in terms of market value (GMV), the B2B sector contributes significantly and presents opportunities for specialized businesses. Analyzing the B2C segment further reveals the dominance of specific application areas, with Beauty & Personal Care, Consumer Electronics, and Fashion & Apparel representing substantial market shares. The “Others” category, comprising Toys, DIY, Media, etc., also contributes notably, highlighting the diverse nature of the Polish e-commerce landscape. Understanding the relative growth rates of these segments is crucial for businesses to target their strategies and invest effectively. Growth in all segments is expected to remain strong due to the positive overall market conditions, including growing digital literacy and increasing trust in online transactions. Competitive analysis shows that both large multinational corporations and smaller, niche players are thriving, indicating a diversified market that offers several opportunities for both established players and emerging businesses. Recent developments include: April 2022 - MAXIMA GRUPĖ's e-commerce operator Barbora launched operations in Poland in 2021 and successfully met a further increase in demand for online grocery shopping in the Baltics. The invasion of Ukraine by the military forces of the Russian Federation brought a new focus on MAXIMA GRUPĖ's efforts and challenges for the year 2022. Also, MAXIMA GRUPĖ announced to continue its expansion in Poland., April 2022 - eBay announced that it will return to Poland and plans to become one of the top three e-commerce platforms in the country. It added that it also intends to provide automatic translations of its offers into Polish.. Key drivers for this market are: Different pandemic strategies for large and small retailers, Digital literacy drives digital commerce; New regulations boost consumer trust across all channels. Potential restraints include: Different pandemic strategies for large and small retailers, Digital literacy drives digital commerce; New regulations boost consumer trust across all channels. Notable trends are: Fashion Industry Plays an Important Role in Poland E-commerce Sector.

In 2023, more than ** percent of companies stated that the revenue share from cross-border e-commerce had increased to ** percent.

Discover the latest eCommerce statistics in Poland for 2025, including store count by category and platform, estimated sales amount by platform and category, products sold by platform and category, and total app spend by platform and category. Gain valuable insights into the retail landscape in Poland, uncovering the distribution of stores across categories and platforms.

The graph illustrates the projected growth of e-commerce fashion revenue in Poland from 2017 to 2029, highlighting a steady increase over the years. The projections for subsequent years show a rebound, with estimates of 5.7 billion in 2023, 6.4 billion in 2024, and an increase to 7.23 billion in 2025. The growth trajectory accelerates further, anticipating revenues of 9.98 billion U.S. dollars in 2029. Statista’s Digital Market Outlook offers forecasts, detailed market insights, and essential performance indicators of the most significant areas in the Digital Economy, including various digital goods and services. Alongside revenue forecasts for 50 countries worldwide, Statista offers additional insights into consumer trends and the demographic structure of digital consumer markets.

Poland E-Commerce and Digital Retail Market valued at USD 25 Bn, driven by digital literacy, smartphone penetration, and online shopping shift. Expected growth with B2C dominance and tech advancements.

Poland's e-commerce landscape continues to grow, and parcel machines have been the preferred delivery method since at least 2022. In 2024, an overwhelming ** percent of online shoppers in Poland opted for delivery to parcel machines, likely due to their widespread availability, flexible pickup times, and ease of use. Growth of the courier, express, and parcel market The popularity of parcel machines aligns with the overall growth of the courier, express, and parcel (CEP) market in Poland. The volume of delivered parcels has been constantly growing and reached *** billion in 2023. Moreover, in 2024, the CEP market value reached ** billion zloty, with projections indicating a ** percent increase by 2028. InPost's dominance in the market InPost, a Polish logistics company, has become a major player in the e-commerce delivery industry. In 2024, the company's parcel machines were the most common method of delivery for online shopping in Poland, chosen by ** percent of respondents. Additionally, the company’s success is evident in its delivery volume, which exceeded *** billion parcels in 2024, representing a ** percent increase from the previous year.

In 2024, r.pl was the leader in the ranking of e-commerce blogs in the travel category, reaching ***** thousand of organic blog traffic.

Poland grows at 19.12% CAGR, with 90% online population driving strong demand for e-commerce services.

E-commerce companies sell various goods and associated services through online portals, either on websites, mobile apps or integrated into social media platforms. Internet access across Europe continues to accelerate, with the vast majority of countries boasting usage rates of over 80% of the population. The spread of fast broadband and mobile data has enabled rising numbers of Europeans to engage in e-shopping. Over the five years through 2025, e-commerce revenue is slated to climb at a compound annual rate of 4% to reach €352.5 billion. E-tailers benefit from lower overhead costs than bricks-and-mortar stores, enabling them to offer highly competitive prices and draw sales away from traditionally popular establishments like department stores. E-tailers have taken off by leveraging these cost advantages to appeal to an increasingly price-conscious consumer base. The expansion of value-added services like buy now, pay later and fast, flexible delivery options have contributed to strong industry growth. However, the industry hasn’t been immune to recent cos-of-living pressures; sky-high inflation across much of Europe severely dented Europeans’ spending power, with drops in sales volumes affecting many online stores in 2023. Despite this, revenue continues on an upwards trajectory as inflation outweighs the drop in volume sales, contributing to forecast revenue growth of 3.9% in 2025. Looking forwards, rising internet penetration will continue to provide a growing market for e-tailers, driving revenue upwards at a projected compound annual rate of 6.3% over the five years through 2030 to reach €478.9 billion. E-tailers will continue to adapt their business practices and product selections to reflect the ever-growing level of environmental awareness. Delivery fleets will become fully electrified for many companies, while increasingly stringent waste regulations will force companies to adopt biodegradable or recyclable packaging in the coming years. Still, online retailers must innovate to compete with rival Asian companies like Temu as these competitors increasingly penetrate European markets. The integration of Gen AI and data analytics will transform business operations, making them more efficient and helping to lower wage costs, supporting profitability.

Poland AI in Athletic Apparel E-Commerce Market valued at USD 1.2 billion, driven by AI personalization, fitness trends, and e-commerce growth in key cities like Warsaw.

Poland E-Commerce Logistics and Automation Market valued at USD 25 Bn, driven by online retail growth, faster delivery demands, and automation advancements.

Poland E-Commerce Transactions: Value: Heavy Industry & Engineering: Heavy Industry & Engineering data was reported at 64.995 USD in 15 Apr 2025. This records an increase from the previous number of 58.783 USD for 13 Apr 2025. Poland E-Commerce Transactions: Value: Heavy Industry & Engineering: Heavy Industry & Engineering data is updated daily, averaging 175.332 USD from Jan 2019 (Median) to 15 Apr 2025, with 344 observations. The data reached an all-time high of 4,680.709 USD in 10 Dec 2020 and a record low of 4.626 USD in 06 Jan 2024. Poland E-Commerce Transactions: Value: Heavy Industry & Engineering: Heavy Industry & Engineering data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Poland – Table PL.GI.EC: E-Commerce Transactions: by Category.

Poland E-Commerce Transactions: Value: Heavy Industry & Engineering data was reported at 87,502.026 USD in 28 Apr 2025. This records an increase from the previous number of 75,752.619 USD for 22 Apr 2025. Poland E-Commerce Transactions: Value: Heavy Industry & Engineering data is updated daily, averaging 19,914.338 USD from Dec 2018 (Median) to 28 Apr 2025, with 2131 observations. The data reached an all-time high of 629,028.804 USD in 29 Nov 2024 and a record low of 402.045 USD in 15 Jun 2024. Poland E-Commerce Transactions: Value: Heavy Industry & Engineering data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Poland – Table PL.GI.EC: E-Commerce Transactions: by Category.

Poland E-Commerce Transactions: Volume: Heavy Industry & Engineering: Heavy Industry & Engineering data was reported at 1.000 Unit in 15 Apr 2025. This stayed constant from the previous number of 1.000 Unit for 13 Apr 2025. Poland E-Commerce Transactions: Volume: Heavy Industry & Engineering: Heavy Industry & Engineering data is updated daily, averaging 1.000 Unit from Jan 2019 (Median) to 15 Apr 2025, with 344 observations. The data reached an all-time high of 5.000 Unit in 24 Nov 2023 and a record low of 1.000 Unit in 15 Apr 2025. Poland E-Commerce Transactions: Volume: Heavy Industry & Engineering: Heavy Industry & Engineering data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Poland – Table PL.GI.EC: E-Commerce Transactions: by Category.

In 2024, mubi.pl was the leader in the ranking of e-commerce blogs in the finance and insurance category, reaching *** thousand of organic blog traffic.

In 2024, seni24.pl was the leader in the ranking of e-commerce blogs in the medicine category, reaching *** thousand of organic blog traffic.