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E-commerce barometer: January 2025 – record start to the year and dynamic foreign sales
What?
The e-commerce barometer (BaseLinker Index) reached 127 points , indicating month-on-month growth and dynamic growth in foreign sales. This is the highest January result in three years.
Why?
The rising barometer indicates that the digital market is returning to activity after a slowdown in December. Online stores have intensified their sales activities, particularly in foreign markets.
Who is it for?
For online store owners, digital managers, sales and logistics specialists, agencies supporting the development of online channels, and companies planning international expansion.
Growth in January: E-commerce barometer at 127 points
In January 2025, the e-commerce Barometer, or BaseLinker Index , reached 127 points . This is an increase of 2 points compared to December 2024 (125 points) , which translates to +1.6% month-on-month (m/m) . Compared to January 2024 (113 points), this represents a significant increase of +12.4% year-on-year (y/y) . The result for foreign sales was particularly impressive – an increase of +43% y/y , making this month a record for digital exports.
What influenced this result?
According to data published by BaseLinker , several factors contributed to the high score:
- The effect of the January return of consumers – increased interest in post-holiday shopping, sales and the so-called clearing out of warehouses
- Concentration of promotional activities on exports – mainly the Czech Republic, Germany, and Romania
- Dynamic development of foreign marketplaces – growing share of Amazon, Kaufland, eMAG
- Good logistics and integration of digital tools – many companies use BaseLinker to scale sales.
What does this mean for online store owners?
The January barometer result sends a clear message: companies that also operate outside of Poland are more likely to maintain revenue and increase margins. International sales are becoming a fundamental pillar of digital strategy. Polish online stores that have already implemented international integrations and can handle multilingual orders were the main beneficiaries of this growth. This encourages further expansion, investing in translation, fulfillment, and marketing activities in local markets.
Why is this important for digital strategy?
The 127-point score in January demonstrates that even outside the peak season, excellent sales results can be achieved. The logic of seasonality is changing: consumers are active when the offer, user experience, and delivery are working flawlessly. Online stores that also build their presence in foreign markets are less dependent on local fluctuations in demand. This is the perfect time to implement the "Poland + CEE region" strategy as a foundation for scaling the business in 2025.
What's next? Will February continue the positive trend?
February is traditionally one of the most challenging months – short, with smaller customer budgets. But if companies capitalize on the January momentum, they can maintain their upward trend. Retention efforts, Valentine's Day campaigns, and the preparation of seasonal offers (home, garden, and sports) will be particularly important. The next reading of the e-commerce barometer will reveal whether the Polish digital world is truly entering a new growth cycle.
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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).
