Published: September 26, 2025 | Last updated: September 26, 2025
Online shopping is now an everyday habit for over 30 million Poles. In 2025, as many as 78% of internet users report shopping online – and this is just the beginning of the digital revolution. Where is e-commerce in Poland headed? What are the new customer expectations? What should online sellers know to successfully compete on local and international markets?
This article answers key questions about consumer behavior, shopping preferences, payments, social commerce, and the role of generative AI. Based on fresh data from Gemius, we’ll show the top trends in Polish e-commerce for 2025 and how to adapt your online store accordingly.
You’ll learn which factors influence online shoppers' decisions, how to increase customer loyalty, and why BLIK and fast transfers are becoming the foundation of convenience in e-commerce. You'll also discover the growing importance of shopping via social media, the role of second-hand products, and how generative AI is transforming the shopping experience.
Convenient payment solutions? Check out payment solutions from Przelewy24
Table of Contents
- E-commerce Market 2025 in Numbers
- Consumer Behaviors and Purchase Motivations
- Online Shopping via Mobile Devices
- Delivery and Payments – Customer Expectations
- What and Where Do We Buy Online?
- Shopping on International Platforms
- Social Media and E-commerce
- Second-hand Products – A New Chapter in E-commerce
- The Role of Generative AI in E-commerce
- Frequently Asked Questions
- E-commerce 2025: Key Takeaways
- 78% of internet users in Poland shop online, and 41% use international platforms.
- Convenience, 24/7 availability, and lower prices are the main reasons to shop online.
- BLIK and fast transfers are leaders in trust and convenience for payments.
- Generative AI and chatbots are becoming important tools to support purchasing decisions.
1. E-commerce Market 2025 in Numbers
E-commerce in Poland has matured — nearly 78% of internet users (~30 million people) shop online. There’s also a rise in the popularity of cross-border purchases — 41% of respondents say they shop on international platforms, up 5 percentage points from the previous year.
Data shows that the most active consumers are aged 35–49, living in large cities. This group has the highest purchasing power and most often shops via omnichannel experiences.
Did you know…
- 19% of internet users shop directly via social media.
- The average Pole spends PLN 575 per month on online shopping.
- The most popular product categories are: clothing, footwear, pharmaceuticals, and cosmetics.
2. Consumer Behaviors and Purchase Motivations
Why do internet users eagerly shop online? The top three reasons are:
- No need to go to a physical store (74%)
- 24/7 availability (73%)
- Lower prices than brick-and-mortar stores (68%)
Other important motivations include: ease of comparing offers, a wider product selection, ability to shop anytime, and convenient delivery options.
For online sellers, these are clear guidelines: offer a diverse assortment, transparent pricing, and convenient shipping options. Customers want to shop faster, cheaper, and more comfortably.
Challenges reported by consumers:
- Long delivery times (28%)
- Intrusive product ads (28%)
- High shipping costs (26%)
Recommendation: Implement retargeting tools moderately and communicate delivery costs clearly.
3. Online Shopping via Mobile Devices
82% of Poles use smartphones for online shopping. The smartphone has overtaken laptops as the primary e-shopping tool. Among people under 24, smartphones dominate in 91% of cases.
Is your store well-optimized for mobile?
Most common obstacles:
- Inconvenient forms (33%)
- Slow internet connection (27%)
- Lack of site responsiveness (25%)
Expert advice: Apply mobile-first principles, shorten the shopping path, and ensure a simple checkout. Even the best deals lose power if the customer abandons their cart due to a rigid interface.
4. Delivery and Payments – Customer Expectations
Delivery
83% of respondents choose parcel locker delivery – 87% of them use InPost Parcel Lockers®. Delivery to a machine has become a symbol of modernity, convenience, and environmental consciousness.
What else motivates customers to shop more frequently?
- Delivery within 12 hours – 88% see this as a strong motivator
- Free shipping – a crucial element to increase conversions
- Ability to track packages and make free returns
Payments
Most common payment methods:
- BLIK – 72%
- Fast transfer (Przelewy24, PayU, etc.) – 64%
- Card – 43%
Convenience is key – consumers expect fast, secure, and seamless solutions. Interestingly, women more often choose BLIK, while men prefer cash on delivery and installment payments.
Convenient payment solutions? Check out payment solutions from Przelewy24
5. What and Where Do We Buy Online?
Most frequently purchased product categories:
- Clothing – 77%
- Footwear – 65%
- Cosmetics and perfumes – 65%
- Pharmaceuticals, books, CDs
Planned purchases (among internet users):
- Clothing, travel, hotel bookings
- Electronics/appliances, furniture, cosmetics
Popular platforms:
- Allegro – the undisputed leader in spontaneous brand awareness
- Temu – significant rise in popularity, highly recognized among youth
- OLX, Amazon, Zalando, Aliexpress
Good to Know
Monthly spending on clothing and footwear averages over PLN 220. Cosmetics and perfumes come in at PLN 139, while restaurant meals are around PLN 119.
6. Shopping on International Platforms
41% of internet users shop on foreign websites. The most popular are Temu, AliExpress, and Amazon. The biggest spenders are found on Temu and Amazon – averaging over PLN 380 annually.
Who shops abroad?
- People aged 15–34
- Internet users with higher education
- Residents of large cities
7. Social Media and E-commerce
19% of internet users make purchases via social media, but the frequency remains moderate – about 7 times a year on average.
The average annual spend on social media shopping is PLN 812.
Main barriers include:
- Concerns about transaction security
- Preference for traditional online stores
- Issues with guarantees and returns
8. Second-hand Products – A New Chapter in E-commerce
58% of e-consumers have bought a used product at least once.
Most commonly purchased categories:
- Clothing and accessories
- Books and multimedia
- Furniture and home decor
- Automotive products
Most popular platforms:
- Vinted – 48%
- Allegro – 46%
- OLX – 39%
9. The Role of Generative AI in E-commerce
53% of Poles use chatbots and AI tools, mainly ChatGPT (85%). Users rely on them for:
- Finding product information
- Looking for shopping inspiration
- Comparing products
- Contacting customer service
Although chatbots aren’t yet the favorite communication channel (respondents prefer email and phone), their role is growing. The advantage lies in fast responses and 24/7 availability.
10. Frequently Asked Questions (FAQ)
1. Why invest in online payments?
Because they are crucial for comfort and trust. BLIK and fast transfers represent a modern approach to customers.
2. What are the most common delivery methods chosen by internet users?
Parcel locker delivery – chosen by 83%. InPost Parcel Lockers® lead across all age groups.
3. Is it worth selling second-hand products?
Absolutely. 58% of Poles buy used items online.
4. Will AI increase sales in my online store?
If AI tools are properly implemented, yes. Automation, chatbots, and personalization are seen as the future of the industry.
5. How to stand out from the competition?
Offer: free and fast delivery, diverse payment options, eco-friendly solutions, and excellent customer service.
E-commerce 2025: Key Takeaways
The year 2025 confirms the dominance of online shopping in Poland. Customers demand speed, mobility, and convenience – in both delivery and payments. Online sellers should focus on meeting the needs of the modern consumer: smartphone accessibility, a wide range of payment methods (especially BLIK and fast transfers), and a well-designed mobile interface.
Don’t ignore alternative channels – social media and second-hand platforms are gaining increasing market share.
Convenient payment methodsfor your customers are a chance to grow your business.
Sources:
- Gemius "E-commerce in Poland 2025 – Through the Eyes of Internet Users", August 2025
- Przelewy24 Website https://www.przelewy24.pl/
- Eurostat statistics, ai.marketing 2025 reports
