Development of the Polish e-commerce market in comparison to selected EU countries

Abstract

PURPOSE: The purpose of this article is to analyse the development of the Polish e-commerce market in the context of changes in consumer behaviour, the popularity of the main platforms and to compare its growth dynamics with selected European markets.

DESIGN/METHODOLOGY/APPROACH: The study is based on an analysis of available statistical data from industry reports (Statista, Gemius, WirtualMedia) on the popularity of platforms, consumers' shopping preferences and the turnover dynamics and number of entities operating on the e-commerce market. A comparative analysis of e-commerce indicators in Poland and selected EU countries was used. The results are presented in the form of charts, showing both current data and forecasts.

FINDINGS: The Polish e-commerce market is characterised by rapid growth in the number of players and turnover, especially in the context of the rapid growth during the COVID-19 pandemic. Major platforms, such as Allegro, remain dominant in terms of the number of users. Consumer behaviour in Poland shows a strong preference for online shopping, driven by 24-hour accessibility and a wide product range. Compared to other EU countries, Poland is experiencing higher growth in turnover dynamics, highlighting the importance of this market against the European background.

PRACTICAL IMPLICATIONS: The results of the study provide valuable information for both ecommerce businesses and policy makers. They can help to better understand consumer behaviour and identify key areas to support the further development of the sector.

ORIGINALITY/VALUE: The article presents an analysis of the Polish e-commerce market on the basis of the latest available data, comparing its development with selected European markets. Special attention is given to the market structure, consumer patterns and growth dynamics.