E-commerce market in 2024 – summary and forecasts

What did e-commerce (the digital world) look like in 2024? 

The Polish e-commerce market has maintained dynamic growth, reaching new records in the number of online stores and shifting shopping preferences. What trends have dominated the industry, and what can we expect in the coming years?

Stable growth in the number of e-shoppers

According to reports and data, the number of people shopping online has remained at almost 80%, a result comparable to 2023. However, it is worth noting the growing popularity of foreign shopping platforms – currently, around 35% of internet users use them, which is an increase of several percentage points compared to last year. 

The popularity of marketplace platforms

Marketplace platforms are enjoying significant popularity among Polish e-consumers. According to Ceneo's report "E-commerce Trends in Poland 2024," as many as 56% of Polish consumers choose to shop on such platforms.

The most popular Polish marketplace platforms

• Allegro – the largest and most popular sales platform in Poland, with over 20 million users per month.
• EmpikPlace – a marketplace created by the Empik chain, offering a wide range of products.
• morele – a marketplace created by merging several stores under the morele brand, originating from the electronics and IT industry.
• OLX – an advertising platform where users can buy and sell a variety of products.

The most popular foreign marketplace platforms

• AliExpress – recognized by 87% of Polish internet users.
• Amazon – also recognized by 87% of respondents.
• Ago – a new platform, recognized by 60% of respondents.
• eBay – a global auction platform where users can buy and sell a wide range of products.

The growing popularity of foreign shopping platforms indicates the growing openness of Polish consumers to offers from outside the country and the price and product competitiveness of these websites.

More online stores on the market

By the end of 2023, the number of online stores in Poland exceeded 65,000, and forecasts for 2024 indicated a rise to 70,000. This demonstrates the growing competition and professionalization of the e-commerce sector. Furthermore, the number of stores utilizing multi-channel sales (omnichannel) is growing, allowing for more effective customer reach.

Second-hand shopping is gaining popularity

More and more consumers are choosing second-hand shopping. As many as 61% of respondents say they have ever purchased used products online, most often in the categories of clothing, accessories (79%), and books and multimedia (71%). Platforms such as Vinted and Allegro dominate this segment. At the same time, there is growing interest in subscription models, which allow consumers to use products instead of buying them.

BLIK, the leader in online payments

BLIK became the most popular online payment method in Poland in 2024, with 68% of shoppers using it. Instant transfers fell to second place (64%). This trend indicates the growing importance of convenient and secure payment methods. Furthermore, the popularity of deferred payments (BNPL – Buy Now, Pay Later) is increasing, making consumers more willing to make larger purchases online.

Deliveries in the digital world – parcel machines are on top

The convenience of order collection remains a key factor in e-commerce. As many as 81% of consumers choose parcel machines, demonstrating that this form of delivery has become a permanent fixture in the Polish market. At the same time, logistics companies are investing in eco-friendly solutions, such as bicycle deliveries in city centers and carbon-neutral parcel lockers.

New e-commerce regulations – what has changed?

New EU e-commerce regulations came into effect in 2024. They introduced greater transparency in pricing and stricter requirements for protecting consumers from unfair practices. The new regulations also require better labeling of organic products and verification of the authenticity of reviews. 

Price transparency obligation – Omnibus Directive

The new regulations require sellers to display the lowest price for a given product within the last 30 days before the discount is introduced. This is intended to eliminate artificially inflated prices before promotions and increase the fairness of offers.

Verifying the authenticity of reviews

Online retailers must implement review verification mechanisms to ensure that reviews come from genuine customers. Posting fake reviews or deleting negative reviews through manipulative means is prohibited.

Product safety – new obligations for sellers

The regulations require e-commerce platforms to monitor offers and remove those that don't meet security requirements. Sellers must also provide consumers with direct contact with manufacturers or direct importers regarding issues related to the safety of purchased products.

New regulations for online platforms

E-commerce platforms and other major online services have been required to be more transparent about their algorithmic recommendations and content moderation. Regular risk assessments have also been introduced to eliminate illegal content and unfair commercial practices.

The new regulations aim to create a more transparent and safe shopping environment in which consumers can make informed decisions and entrepreneurs operate in accordance with the principles of fair competition.

Dynamic development of AI and shopping personalization

Artificial intelligence-based tools are becoming increasingly important. AI algorithms help personalize offers, automate customer service, and analyze consumer behavior. Content personalization and product recommendations increase conversions in online stores, improving the shopping experience. Artificial intelligence also helps detect payment fraud and optimize logistics processes.

Sustainability in e-commerce

More and more e-commerce companies are investing in eco-friendly packaging and reducing their carbon footprint. The trend of sustainable commerce is becoming a key aspect of building a competitive advantage. Companies are introducing loyalty programs based on eco-friendly initiatives, such as discounts for returning reusable packaging.

What challenges await the digital world (e-commerce) in 2025?

Polish e-commerce will face growing competition from foreign platforms, dynamic changes in consumer behavior, and the need to further optimize logistics and payment processes. Key challenges also include adapting to upcoming EU regulations, developing sustainable trade strategies, and increasing the security of online transactions.