The latest edition of the "E-commerce in Poland 2024" report has just been released, providing a comprehensive compendium of knowledge about the domestic online shopping market. The publication contains a detailed analysis of consumer behavior, shopping trends, and payment preferences.

What's in the report?

This year's edition includes a wealth of valuable information, such as:

  • Detailed profiles of online buyers and non-buyers
  • Analysis of the most popular delivery and return methods
  • Data on online shopping payments
  • Information about purchases on foreign websites
  • Analysis of the re-commerce phenomenon, i.e., buying used products
  • Many other important data and market trends

Key findings

The report reveals several interesting trends in the Polish e-commerce market:

  1. The percentage of e-consumers in Poland has stabilized at around 78%.
  2. The popularity of shopping in foreign stores has significantly increased - by 6 percentage points compared to the previous year.
  3. Asian marketplaces, such as AliExpress and Temu, are gaining recognition among Polish consumers (87% recognition).
  4. The popularity of buying used products is growing - already one in six respondents uses this form of e-commerce. This most often applies to clothing, books, CDs, and movies.
  5. BLIK has become the most popular form of payment for e-purchases for the first time (68% of indications), surpassing fast transfers (64%) and credit cards (43%). There are also noticeable differences in payment preferences depending on the age of users.

Expert collaboration

The "E-commerce in Poland 2024" report is the result of collaboration between Gemius, Polish Internet Research, and IAB Poland. The research results were enriched with comments from experts operating in the e-commerce market and specialists from the E-commerce and Retail Media Working Group of IAB Poland. Additionally, the publication was supplemented with data from the Mediapanel study.

Jacek Kinecki, CEO of Przelewy24, commenting on the report, emphasized the growth potential and resilience of the Polish e-commerce market to economic slowdown. He drew attention to the globalization of Poles' shopping behaviors, the evolution of payment preferences with the dominance of BLIK and fast transfers, and the growing ecological trend. He noted that the key to success in the e-commerce sector will be adapting to changing consumer preferences, utilizing new technologies, and implementing sustainable practices.

We encourage you to read the full content of the report, which is an invaluable source of knowledge for anyone interested in the development of the Polish e-commerce market. The report is available at: https://gemius.com/documents/66/RAPORT_E-COMMERCE_2024.pdf