Fashion market in Poland

The Polish Fashion eCommerce market is predicted to reach US$3,204.7 million by 2024 and accounts for 11.5% of the total eCommerce market in Poland. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 7.6%, resulting in a projected market volume of US$4,295.9 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Monthly revenues

Monthly eCommerce revenues in the Polish Fashion market

The monthly eCommerce revenue of the Polish Fashion market was US$313 million in November 2024. This refers to a growth of 2.9% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 9.8% of the total 2024 revenue of the Polish Fashion market and the lowest in February 2024 with 7.0% of the total 2024 revenue.

Revenue Last Month

US$312.8m

The eCommerce revenue grew by 2.9% from October 2024 to November 2024.

11-2024+2.9%

Monthly revenue shares in the last 12 months

in %
0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)86.287.781.840.838.79.068.895.968.351.756.034.5

Market development

eCommerce revenue development in the Fashion market in Poland

The Polish Fashion eCommerce market is predicted to reach US$3,204.7 million by 2024 and accounts for 11.5% of the total eCommerce market in Poland. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 7.6%, resulting in a projected market volume of US$4,295.9 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Poland

in million US$

eCommerce revenue growth in the Fashion market in Poland

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)38.065.828.473.825.198.598.156.5

Online share

eCommerce online share of the total Fashion market in Poland

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 Fashion retail market, the online share is 54.9% and will increase by an average of 7.1% to 72.2% by 2028.

eCommerce online share of the total Fashion market in Poland

in %
20202021202220232024202520262027
Online share (in %)9.4%57.9%80.7%67.3%44.9%54.5%28.5%73.3%

Top stores

Top five Fashion online stores in Poland by net sales 2023

With sales in the Polish Fashion market, zalando.pl generated a revenue of US$437.8 million in 2023, which means it is the leading online store in this market. The Fashion ranking of Poland is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Fashion market in Poland in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the Polish Fashion market

The Polish Fashion eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 79.7% of all online stores checked. Other offered payment methods in the Polish Fashion eCommerce market in 2023 are Mastercard (Cards) with 79.7%, Cash on delivery (Cash on delivery) with 77.6%, and Bank transfer/cash in advance (Bank transfer) with 70.6%. With 51.7% PayPal (E-wallets) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Polish Fashion market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Polish Fashion market

Despite InPost's dominant position with 57.8% of online stores opting for its services, the Polish Fashion eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including DPD, DHL, Poczta Polska, and GLS, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Polish Fashion market

in %

Shop Software Solutions

Top 5 used shop software solutions in the Polish Fashion market

Although IdoSell holds a commanding lead with 17.6% of online stores using the shop software solution, the Polish Fashion eCommerce market in 2023 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Magento, PrestaShop, edrone, and Shoper, which collectively hold a significant share of the market.

Top 5 used shop software solutions in the Polish Fashion market

in %

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)