Over the past few years, Poland has become one of the most exciting e-commerce markets in Europe. Fast adoption of online shopping, strong logistics infrastructure, and a digitally savvy population have created the perfect environment for growth.
For brands, that means opportunity. But breaking into this market isn’t as simple as setting up a shop and waiting for sales. To succeed, you need to understand what’s driving the boom and how to position yourself for it.
A market on the rise
E-commerce in Poland has been growing at double-digit rates for several years. The pandemic accelerated adoption, but the trend hasn’t slowed since. Consumers are more comfortable buying everything online, from groceries and cosmetics to furniture and luxury goods.
To see the pace of growth more clearly, here’s a snapshot of market size and projections from several reliable sources:
Market Growth Snapshot – Poland’s E-commerce Value
| Year | Estimated E-commerce Revenue | Growth | Source |
|---|---|---|---|
| 2023 | ~$22.0 billion (USD) | Market value baseline | trade.gov |
| 2024 | €35.2 billion (≈ USD 36–37 billion) | ~10.5% annual growth | ecommercenews.eu |
| 2025 | $24.76 billion | Mordor Intelligence projection | mordorintelligence.com |
| 2028 | US$51.4 billion | Forecasted long-term growth | gctechallies.com |
Poland now ranks among the top e-commerce markets in Central and Eastern Europe. With a population of nearly 40 million and a strong appetite for digital solutions, it’s no longer a “developing” market – it’s a competitive, modern one.
The local players shaping behaviour
Two platforms dominate: Allegro, often called “the Polish Amazon,” and Amazon itself, which entered the market later but is investing heavily to gain market share. Allegro still holds the upper hand thanks to its loyalty programme (Allegro Smart!), competitive delivery, and strong brand recognition.
But the story doesn’t end there. International fashion platforms like Zalando, niche marketplaces for electronics or beauty, and an increasing wave of direct-to-consumer brands all fight for attention. The result? Consumers are spoilt for choice and quick to move on if expectations aren’t met.
Case in point: Zalando
Zalando, which entered Poland in 2012, has become one of the best examples of how international retailers can scale successfully in this market. Early on, the German e-commerce giant invested not just in marketing, but in localised logistics. Fast delivery and easy returns became part of its core promise. Over time, Zalando built a strong Polish customer base by offering free returns, tailoring its site to Polish language and currency, and partnering with local logistics providers.
By 2018, Zalando also introduced beauty products to the Polish market, showing that local demand went beyond fashion. Today, the company continues to refine logistics through automation and personalised delivery methods, as shown in research on e-commerce operations in Poland. Their fulfilment centres and reverse logistics systems are designed to ensure returns are smooth and convenient.
The key lesson from Zalando: winning in Poland is not only about product variety, but about operational excellence and customer trust.
Tip: If you’re new to the market, starting on Allegro can provide instant visibility. But to build independence and customer loyalty over the long term, you also need your own e-commerce site. Make sure it’s supported by localised logistics to meet Polish consumers’ expectations.
Why Polish consumers buy online
Poles are price-conscious, but not only price-driven. Shoppers increasingly look for:
- Convenience – Free and fast delivery, click-and-collect points, and simple returns.
- Access – International brands that may not have a physical presence in Poland.
- Promotions – Seasonal sales and discount codes are powerful motivators.
- Trust signals – Verified reviews, clear policies, and safe payment options.
Another detail worth noting: shopping events are huge in Poland. Black Friday, Valentine’s Day, Mother’s Day – these are just a few examples that see enormous spikes in sales. Brands that plan campaigns well ahead of these dates benefit the most.
The logistics advantage
Poland’s e-commerce boom is supported by a strong logistics infrastructure. Parcel lockers (Paczkomaty) are everywhere, making delivery and returns easy. Local couriers such as InPost compete with DHL, DPD and FedEx, keeping service levels high and prices competitive.
For foreign brands, partnering with a local logistics provider is often the difference between winning repeat customers and being abandoned after the first purchase.
This transformation of delivery in Poland didn’t happen by chance. It was driven by bold bets from entrepreneurs like Rafał Brzoska, the founder of InPost. Reflecting on the early days of parcel lockers in a Future Talks interview, he admitted it was far from an obvious success:
“We spent around 30 million euros on our first few hundred machines in Poland. After a few months, the average revenue was 500 euros a month. But I had that gut feeling that the market was broken and needed change.”
That gut feeling reshaped the market. Today, InPost parcel lockers are part of daily life for millions of Poles, and they’ve set new expectations for flexibility, convenience and trust in online shopping.
Insight: Many Polish consumers prefer parcel lockers to home delivery – it’s flexible, secure, and often cheaper. Offering this option is no longer a “nice to have” – it’s a standard expectation.
Regulations you need to know
Polish e-commerce is shaped by EU regulations (such as GDPR and consumer rights directives), but there are also local specifics:
- Returns – Consumers have the right to return most online purchases within 14 days.
- Taxes – VAT registration and reporting can be complex for newcomers.
- Data protection – Compliance with local interpretations of GDPR is taken seriously.
Tip: Work with a local tax or legal advisor early. It prevents compliance headaches later and reassures customers that you’re a legitimate business.
Challenges for new entrants
The boom doesn’t mean automatic success. Common hurdles include:
- Localisation – Customers expect content in Polish, local currency, and customer service that feels native.
- Competition – With Allegro dominating and Amazon scaling, smaller players need a sharp value proposition.
- Advertising noise – Digital ad costs are rising, especially around seasonal peaks like Black Friday or Christmas.
- Scepticism of new brands – Without reviews or recognisable branding, it’s tough to win over first-time buyers.
As Anna Sójka, founder of SoBirds, points out in Business in Poland article, the challenge isn’t just entering the market – it’s being noticed at all:
“Poland’s e-commerce and service sectors are crowded; without a standout hook, you blend in.”
This is where brand positioning matters most. Companies that bring clear storytelling, unique value and consistent visibility are far more likely to cut through the noise and capture consumer attention.
Here’s a quick snapshot of the biggest hurdles new brands face in Poland—and the fixes that actually move the needle:
How to get in
To succeed, international brands need to adapt to the Polish context rather than copy-paste strategies from other markets. Practical steps include:
- Start where traffic already is – Marketplaces like Allegro or Amazon Poland offer reach, while your own webshop builds long-term independence.
- Partner smartly – Local agencies, fulfilment partners and influencers can speed up entry and help avoid costly missteps.
- Double down on trust – Offer Polish-language customer support, transparent return policies, and display reviews prominently.
- Invest in visibility – Content marketing, social ads, and influencer campaigns tailored to Polish culture are essential to stand out.
- Think mobile-first – Many Polish shoppers buy via smartphone, so checkout speed and UX directly affect conversion.
Tip: Don’t underestimate influencer marketing. Polish consumers trust recommendations from creators more than traditional ads. Micro-influencers, in particular, are effective at driving authentic engagement.
Case in point: Sephora
Sephora’s expansion across Europe, including Poland, shows the importance of backend systems and customer experience when scaling. The beauty retailer upgraded its Order Management System (OMS) to ensure that it could handle the complexity of local markets – managing multiple warehouses, supporting fast delivery, and integrating with local payment and tax systems.
Sephora also consolidated partner and affiliate operations across regions to ensure consistency. In practice, this meant smoother customer journeys and fewer barriers when entering new markets. For Polish customers, the ability to shop seamlessly, get reliable delivery, and process returns easily made Sephora competitive against local beauty e-commerce players.
The lesson from Sephora: successful market entry is not only about front-end marketing but also about robust digital infrastructure. Without it, you can’t meet the expectations of Polish consumers for speed, convenience, and security.
What’s next: future trends shaping Polish e-commerce
The market is growing fast, but it’s also evolving. Brands entering today need to think about where the market’s heading:
- Mobile payments and digital wallets – Poland is a leader in cashless adoption. BLIK, a local payment system, is now used by millions daily. Ignoring it can mean abandoned carts.
- Sustainability expectations – More consumers care about eco-friendly packaging, delivery options and brand ethics. This will only grow stronger.
- AI-driven experiences – From chatbots to personalised product recommendations, automation is quietly raising customer expectations.
- Social commerce – More and more product discovery now starts on TikTok, Instagram, and YouTube. Brands that treat social as a sales channel, not just an awareness tool, will win.
- Cross-border competition – Polish brands are also scaling abroad. That means international entrants face not only global players but also ambitious local ones.
Insight: In the coming years, Polish e-commerce may move closer to the Chinese model, where shopping, social media, and entertainment merge. Live shopping and shoppable content are early signs of this shift.
Final thought
Poland’s e-commerce boom is a chance for brands to capture a fast-growing, tech-driven market. But success requires more than translation and shipping. It demands cultural understanding, operational readiness and a clear value proposition.
The brands that win here will be those who combine local know-how with global ambition. Zalando’s localised logistics and Sephora’s robust backend systems show that success comes from combining customer-facing experience with operational excellence.
If you’re looking to expand into Poland and want a partner who understands both the local market and modern digital growth strategies, get in touch with SoBirds. We’ll help your brand find its wings in one of Europe’s most dynamic e-commerce landscapes.
You may also be interested in other articles:
How Much Do Facebook Ads Cost in Poland
How to Post on LinkedIn for Leads, Not Just Likes
Influencer Marketing Agency vs. Direct Collaboration
Found this guide useful? Share it with your team or a colleague who’ll benefit, and don’t forget to follow us on Instagram and LinkedIn. Thanks!