We have the most important information about Polish e-commerce in 2020

Gemius has published an annual report on Polish e-commerce, which is the main source of data on the functioning of e-commerce in Poland. Find out where the local market is going and adapt your online store to current trends. We have a brief overview for you.

Up-to-date information is the basis of success

What the report shows:

  1. 84% of Poles use the Internet, of which 73% shop online (11% increase since 2019).
  2. The most frequently purchased products include clothing and accessories, footwear, cosmetics, CDs, books, films, or cinema tickets. Purchases of electronics, cars, and furniture are also growing.
  3. 3 out of 10 Poles shop in international stores.
  4. The most frequently used transport option is delivery to the mailbox (61%). The most popular courier companies are DPD, DHL, and Inpost.
  5. The most used way of returning the goods is a free courier service directly to the house (52%). However, 30% of Poles never returned the order.
  6. Poles use all possible methods of payment from cash on delivery and bank transfer to payments via Bik and QR. The most commonly used service is PayU.
  7. The major factors for making a purchase are the cost of delivery and the price of the item.
  8. In the first quarter of 2020, the biggest increases were recorded in the following sections: 26% food, 20% gadgets, 20% books, and 20% health and beauty.
Demography of shoppers in Poland in the first half of 2020. Source: www.gemius.pl/wszystkie-artykuly-aktualnosci/e-commerce-w-polsce-2020.html

Well-known Polish shopping engines strengthened their position

  • The balance of power among Polish shopping engines has not changed. Allegro has strengthened its position in the market, currently used by 86% of respondents. The second is OLX.
  • Allegro is the main place where Poles buy electronics, clothes, multimedia, and furniture.
  • In international markets, the most respected comparison engines are Zalando (popular with users between the ages of 15 and 25) and AliExpress (especially for women).
Overview of the most successful goods in Poland. Source: www.gemius.pl/wszystkie-artykuly-aktualnosci/e-commerce-w-polsce-2020.html

Selling online is a must

The overall impact of the pandemic on Polish e-commerce was significant but did not change current trends. However, the mindset of many shop owners has changed, realizing that the online presence is now a necessity. Therefore, in addition to large stores, small businesses went to the online market this year.


The previous months have confirmed that online trading is vital and needs to be used to the maximum. Don't have any place to grow in your local e-commerce? Head to the Polish market. Mergado will guide you through tips and tricks and will help you with advertising on most of the comparison engines there, including Ceneo, eMAG, and Skapiec.


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