Contents
What?
The BaseLinker Index indicates a slowdown in Polish e-commerce in January 2026, but year-on-year results still show a solid 10.5% sales growth.
Why?
Although a 14% month-on-month decline was recorded, the year-on-year increases are a positive sign of market stability, where building customer loyalty, not just one-off sales, is key.
Who is it for?
These results are important for online store owners, marketers, and e-commerce logistics companies, as well as those planning to implement cross-border in their online sales strategy.
Background:
January saw a natural decline in activity following the Christmas shopping rush. However, data indicates a sustained upward trend in sales, particularly in international transactions, which increased by 10% year-on-year. Despite month-on-month declines, the average basket size increased, indicating a greater focus on planned spending rather than impulse purchases.
Growth and challenges in the e-commerce market
January 2026 brought mixed results to the e-commerce market in Poland – on the one hand, there was solid growth compared to the previous year, on the other hand, a month-on-month decline in activity may raise some doubts among entrepreneurs.
January 2026 in numbers: BaseLinker Index results
The BaseLinker Index for January 2026 indicates a 10.5% increase compared to January 2025, confirming that the Polish e-commerce market is developing in the long term. However, compared to December 2025, a 14% decline was observed, indicating a natural slowdown after the holiday season.
Increase in average order value
Despite the decline in transactions, the average order value in January increased by 4.4%, reaching PLN 198.3. This indicates that Polish consumers have become more cautious, but their purchases have become more planned and less impulsive. This trend is expected to continue, and retailers must adapt their sales strategies to maintain this level of order value.
The biggest challenges and potential of foreign sales
Faced with month-on-month declines, more and more online stores are deciding to expand their international sales. The BaseLinker Index indicates a 10% increase in cross-border sales in January 2026, with its share of total sales increasing to 18%. For companies that haven't yet implemented international sales, it's time to adapt. Integration with international platforms or e-commerce technologies can help expand their business into foreign markets.
Sectors that are still growing
- Automotive: An increase of 8.2% compared to January 2025, which is the result of winter vehicle servicing.
- Sports: Up 5.4%, driven by seasonal purchases of sports equipment.
- Clothing: Down 3.7% compared to December 2025, but sales remain stable.
- Electronics: Down 6.1%, which is typical after the holiday shopping season.
Why is it worth investing in e-commerce solutions?
Despite market challenges, technologies supporting online sales are gaining importance. E-commerce services , such as integration with ERP systems, sales platforms, and warehouse management tools, are becoming an essential element of the strategies of many Polish online stores. Companies that have invested in technology are undoubtedly better able to adapt to the international market.
Conclusions for the future: What's next for Polish e-commerce?
Based on the BaseLinker Index results, we can expect further growth in online sales, especially in the second half of the year. Growing international sales, integrating with new sales channels, and adapting to changing customer expectations are key challenges for Polish companies. It's worth investing in solutions that support sales across various markets and automate sales processes.
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).
