Growth global market of e-commerce cross border : the case of Poland

Abstract

PURPOSE: The aim of the article is to present the essence of cross-border e-commerce and its participation in global e-commerce by regions and countries. Particular attention was paid to Poland by identifying the directions of expansion of Polish e-commerce companies and directions for cross-border shopping for e-commerce.

DESIGN/METHODOLOGY/APPROACH: The research method was the analysis of literature, reports, and statistical data concerning cross-border e-commerce as well as proprietary surveys conducted among Polish respondents (internet companies, customers of online stores).

FINDINGS: Global sales on the internet have been growing dynamically for several years. The increase in value of the e-commerce market in the world is unquestionable, with the yearly average increase being around 20%. The highest annual growth dynamics in the world in 2019 was recorded by e-commerce in Asia and the Pacific, but in the terms of the annual global jump, Mexico was the record holder with 35% increase. Polish e-commerce is one of the most dynamically growing European markets.

PRACTICAL IMPLICATIONS: Assuming that the dynamics of e-commerce growth in the world will continue, it is necessary to observe global trends, focusing especially on developing markets which are the most promising e-commerce markets for cross border e-commerce, as indicated in this research. Identification of the trends is desirable from the point of view of ecommerce market participants: both regions, countries, companies and individual customers.

ORIGINALITY/VALUE: The study covers an important aspect of international exchange on the ecommerce market, presenting trends, dynamics and determinants of cross border ecommerce in individual countries, as well as indicating the most promising e-commerce markets in the world for cross border e-commerce. It focuses on the aspects which create cross border e-commerce in Poland regarding buying abroad and selling.