Contents
What?
The December BaseLinker Index reached 171 points, representing a 10.2% increase compared to December 2024. This is a significant increase that indicates the continued growth of online sales in Poland.
Why?
The increase in the BaseLinker Index indicates a return to dynamic online sales growth in Poland. This is a positive sign that may influence e-commerce strategy in the coming months. This increase is driven by higher order volume (6.4%) and higher basket value (3.6%), despite a 6.9% decline in average order value. These changes indicate that consumers are returning to regular online shopping, which is crucial for the e-commerce market.
Who is it for?
Online store owners, e-commerce managers, marketing specialists, and analysts who need data on the state of the e-commerce market in Poland. The growth of the BaseLinker Index can help them make better business decisions and adapt their strategies to current trends.
Background:
The BaseLinker Index is an indicator that monitors the condition of the e-commerce market, based on sales data from e-commerce platforms. Its increase in December 2025 signals optimism in the industry, which may be the result of a seasonal increase in sales before the holidays. Although the average order value decreased by 6.9%, the number of transactions increased by 7.4%, demonstrating the increasing frequency of purchases. All of this demonstrates the rebuilding of confidence in online shopping in Poland.
BaseLinker Index December 2025: Analysis of online sales growth in Poland
December 2025 was a month of dynamic changes in the Polish e-commerce market. The BLinker Index , which reached a record high of 171 points , confirms that online sales in Poland are still growing. This represents a 10.2% increase compared to December 2024. What's behind this? The answer lies in analyzing data on the number of transactions, basket values, and frequency of online purchases. Understanding these trends allows online stores to better adapt their sales strategies.
What drove the BaseLinker Index growth? The key factors were the growing number of transactions and higher basket values. Although the average order value decreased by 6.9%, the 7.4% and the 3.6% are clear signs of recovery in the e-commerce market.
The main factors influencing the growth of BaseLinker Index in December 2025
- More transactions : Increased consumer activity, as consumers choose to shop online more frequently, translates into more orders. This figure is 6.4% higher than in 2024.
- Higher basket value : A 3.6% increase in average basket value indicates that customers are increasingly willing to spend more on individual purchases.
- Decrease in average order value : While average order value decreased by 6.9%, increased purchases offset this decline, contributing to an increase in overall transaction volume.
What does this result mean for online stores?
The growth of the BaseLinker Index brings several important benefits to online stores. Primarily, the higher number of transactions and increased basket values indicate a growing demand for online shopping. Stores that can adapt their sales strategies to these changes can expect higher revenues in the future.
What actions should you take with this data?
- Optimizing the shopping process : Increased purchase frequency suggests that consumers are ready to make faster purchasing decisions. Simplifying the shopping process and speeding up payments can significantly increase conversions.
- Personalization : Stores should pay particular attention to segmenting their customers. Tailoring offers to their needs can increase basket value.
- Better customer service : Increases in the number of transactions and purchase frequency indicate increasing competition. High-quality customer service can help maintain consumer loyalty.
How does BaseLinker Index shape the future of the Polish e-commerce market?
The BaseLinker Index is a tool that allows online store owners to monitor market conditions and forecast future trends. The 10.2% increase in the index in December 2025 is a clear signal that the e-commerce market in Poland is still developing. We can expect further growth in the number of transactions and basket values in the coming months.
What changes might occur in the future?
- Growing interest in e-commerce in smaller towns : with the development of logistics infrastructure, e-commerce will also become more accessible to residents of smaller towns, which will translate into an increase in the number of online stores and their customers.
- Greater competition : the increase in the number of transactions will mean that online stores will have to compete for customers not only with price, but also with the quality of service and innovative solutions.
What does the BaseLinker Index analysis show?
increase in the BaseLinker Index in December 2025 indicates the dynamic development of the e-commerce market in Poland. Despite the decline in average order value, the increase in the number of transactions and higher basket values are positive signs for online stores. Stores that can adapt their sales and marketing strategies to these trends have the opportunity to further develop and increase revenue.
It's worth remembering, however, that these changes are bringing increased competition to the market. To maintain a high position, online stores will need to invest in innovation and improve the quality of their services. BaseLinker Index is an excellent tool for monitoring these changes and adapting operations to new market conditions.
Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
