eCommerce market in Poland

Poland is the 18th largest market for eCommerce with a predicted revenue of US$28,307.4 million by 2024, placing it ahead of Turkey. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 9.6%, resulting in a projected market volume of US$40,886.4 million by 2028. With an expected increase of 11.2% in 2024, the Polish eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. Like in Poland, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Polish eCommerce market. Hobby & Leisure is the largest market and accounts for 32.0% of the Polish eCommerce revenue. It is followed by Electronics with 18.6%, Furniture & Homeware with 13.3%, DIY with 12.6%, Care Products with 10.5%, Fashion with 8.7%, and Grocery with the remaining 4.4%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Polish retail market, the online share is 9.6% and will increase by an average of 4.3% to 11.3% by 2028.

The biggest player in the Polish eCommerce market is mediaexpert.pl. The store had a revenue of US$1,550.3 million in 2023. Store rankings include every store that generates revenue in Poland. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Poland was considered.

The Polish eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with Bank transfer/cash in advance (Bank transfer) covering the largest share with 76.6% of all online stores checked. Other offered payment methods in the Polish eCommerce market in 2023 are VISA (Cards) with 74.6%, Mastercard (Cards) with 74.1%, and Cash on delivery (Cash on delivery) with 74.1%. With 42.0% PayPal (E-wallets) still has a considerable market share amongst the offered payment methods compared to Bank transfer/cash in advance (Bank transfer).

Despite DPD's dominant position with 54.4% of online stores opting for its services, the Polish eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including InPost, DHL, Poczta Polska, and UPS (United Parcel Service), hold smaller but significant shares, contributing to a dynamic and fragmented market.

In the Polish eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2023. None of the major shop software solution, including IdoSell, edrone, and PrestaShop, have been able to secure a market share exceeding 12.5%, suggesting a diversified market with numerous players holding smaller stakes.