Comparative assessment of e-commerce market development in Poland and EU countries : a multi-dimensional analysis

Abstract

PURPOSE: This paper presents a comparative assessment of the development of the ecommerce market in Poland against selected EU countries during 2017-2023. The main aim is to analyse the growth trajectory of the Polish e-commerce sector using the Taxonomic Measure of Development (TMD) and the Model-free Measure of Development (MMD), which allow a comparison of multiple variables between regions.

DESIGN/METHODOLOGY/APPROACH: A comprehensive analysis was conducted to identify and analyze the key determinants affecting the development of e-commerce. These determinants include access to digital technologies, economic factors, and the use of the Internet in commercial activities. To construct TMD and MMD indicators, data from Eurostat and the Statista portal were utilized. This analysis enabled the positioning of Poland against other EU countries.

FINDINGS: The findings indicate a dynamic development of the Polish e-commerce market from 2017 to 2023, although it still lags behind the leaders in the European Union. The application of taxonomic and model-free methods enabled a comparison of Poland's position with that of other EU countries, thereby identifying areas requiring further support and development.

PRACTICAL IMPLICATIONS: The article provides practical recommendations for policymakers and businesses, emphasizing pivotal factors influencing the competitiveness of Polish ecommerce within the EU single market. The identification of markets with analogous characteristics facilitates the formulation of strategies to enhance Poland's standing in relation to other nations.

ORIGINALITY/VALUE: The article introduces a novel approach to the evaluation of e-commerce development in Poland by employing taxonomic and model-free methodologies. It provides a comprehensive set of analytical tools and actionable recommendations. Notably, the implementation of Ward's method facilitates the determination of the domestic market's position in relation to a historical benchmark.