Contents
What?
Between 2020 and 2025, there will be clear shifts in the share of search engines and web browsers , especially in the Polish market.
Why is this important?
Because the growing importance of AI in search (e.g., Microsoft's ecosystem) is accelerating the privacy-first , which is having a real impact on where users search for information and how they consume content.
Who is it for?
For owners of online stores and content services, marketers, SEO specialists, product teams, and all companies building visibility in the digital world.
Background:
Just a few years ago, Google's dominance in Poland was considered "permanent," and Chrome seemed unshakable. However, data from recent years shows that even stable markets can shift as users are provided with new incentives: better AI tools, easier privacy settings, and a more "integrated" browser experience. This is significant, because a change of just a few percentage points can translate into thousands of visits per month, different traffic acquisition costs, and the need to test websites in alternative environments.
Search engines in Poland: is this really the end of the "95%+ era"?
In Poland, Google remains the leader, but Bing is also consistently growing . In 2023, Google had a 95.68% share of the search engine market in Poland, while Bing had a 3.20% share (according to StatCounter).
The most interesting data is from 2025, where the picture ceases to be "one-color." For example, in November 2025: Google (google.com) had 88.19%, Bing 6.77%, and DuckDuckGo 1.23%.
Share transformation
| Year / period | Bing | DuckDuckGo | Source | |
|---|---|---|---|---|
| 2023 (PL) | 95,68% | 3,20% | 0,24% | StatCounter (compiled by Green Fields) |
| November 2025 (PL) | 88,19% | 6,77% | 1,23% | StatCounter |
It is worth noting that popular studies, including those by Green Fields, compare these fluctuations year-on-year, which helps identify a trend rather than a single statistical peak.
What's behind the growth of Bing and alternatives?
- AI in search – users increasingly expect summaries, answers and support “here and now”, not just lists of links.
- Trust and privacy – there is growing awareness of what happens to data, search history and advertising profiling.
- System habits – default settings in systems and browsers still matter a lot, but they no longer “kill” the choice of alternatives.
Internet Browsers: Poland vs. the World
Chrome remains the global market leader, but the numbers depend on whether we're looking at "all devices" or just the desktop. For example, in January 2026, globally (all platforms), Chrome had 71.37%, Safari 14.75%, and Edge 4.65%.
Poland is an interesting case, as Opera has maintained a high desktop market share for years. As of January 2026, the market share in Poland was: Chrome 57.42%, Opera 20.89%, Edge 8.85%, and Firefox 8.41%.
Ranking of desktop browsers in Poland (example: January 2026)
- Chrome – 57,42%
- Opera – 20,89%
- Edge – 8,85%
- Firefox – 8,41%
Source: StatCounter.
Where does the “Opera phenomenon” in Poland come from?
It's a mix of several elements: brand recognition, loyalty from long-time users, and a set of built-in solutions (e.g., simpler shortcuts, add-ons, workflow improvements). For businesses in the digital world, this signals that "Chrome-only" testing isn't enough when we want to ensure that shopping carts, forms, and analytics work properly in real-world configurations.
AI and Privacy: Two Engines of Change After 2023
Search is becoming more task-oriented: users want comparisons, recommendations, summaries, and answers without having to click through 10 results. There's also a race for the browser as an "interface to the internet" with an AI assistant at its core (a trend heavily publicized in 2025).
Privacy-first: a niche that is no longer a niche
The increase in DuckDuckGo's share in Poland to over 1% shows that some users are starting to choose tools that limit tracking. This may not seem like a revolution, but in practice, it means a growing group of visitors for whom some targeting and measurement methods may not work as expected.
What does this mean for SEO and online store owners?
For websites, the conclusion is simple: optimization can't end with "Google and Chrome." As Bing grows, it's worth ensuring visibility and technical compatibility for its ecosystem as well—especially when some queries begin to be handled with AI-powered responses. In practice, this also means considering data integration between systems , synchronizing sales channels, and automating marketing processes.
Practical steps worth implementing now
- Bing indexation verification – check if the most important subpages are visible and interpreted correctly.
- Rendering tests in several browsers – minimum: Chrome, Opera, Edge and Firefox (on desktop).
- Technical SEO "for AI" – order in the content structure, logical subheadings, clear sections that are easy to summarize.
- Better quality answers in content – refined FAQ paragraphs, definitions, checklists and step-by-step sections.
- Measurement and analytics – consider that some users have tracking blocks; consider an aggregated data approach.
- Speed and stability – ensure your Core Web Vitals and the smooth operation of your shopping cart and forms in various environments.
If you need support with a technical audit or preparing SEO activities for more than one search engine, see how we work within SEO services.
Why is this ranking important for the e-commerce world in 2026?
First, the market is becoming more "omnichannel," even in an area that for years was virtually uniform. Second, browsers and search engines are increasingly becoming platforms for AI—and this is changing how users access content and make purchasing decisions. Third, the growing importance of privacy is impacting measurement and targeting methods, requiring a more thoughtful marketing strategy. Fourth, companies that previously optimized exclusively for Google may miss the growing share of traffic from alternatives. Finally, the more fragmented the market, the greater the value of a website's technical quality and well-organized content.
If you want more context, please also check out our knowledge base.
What's next: will the market continue to "splinter"?
Everything points to the opposite. Google remains dominant, but pressure is mounting from two sides: AI tools that shorten the path to answers, and privacy-focused solutions. For companies in the digital world, this is a good time to streamline technical SEO, expand traffic source monitoring, and test the stability of purchase paths across multiple environments. This direction of change should be treated as a practical signal to update strategy, not just a curiosity from reports and charts, as the 2020–2025 rankings demonstrate.
FAQ: Search Engines and Browsers 2020–2025 – Frequently Asked Questions and Answers
Is Google losing its dominance in Poland?
Google still holds the largest share, but data from 2025 shows a decline and simultaneous increase in Bing's share. This isn't a "leadership shift," but rather a clear diversification trend.
Why is Bing growing faster than before?
Integration with AI tools in the Microsoft ecosystem plays a significant role, as does the fact that Bing is increasingly becoming the default option in corporate environments. Additionally, some users are simply testing alternatives.
Is DuckDuckGo popular in Poland?
This is still a minority, but its share is growing, as seen in the data for 2025. It is most often chosen by people for whom search privacy is very important.
Which browser do Polish users most often choose on desktops?
Chrome remains the leader, but Opera has an exceptionally high share in Poland, hovering around 20% on desktops. This distinguishes Poland from many other markets.
Why does Opera have a high share in Poland?
This is a result of the brand's long presence in the market, user habits, and a set of built-in solutions that simplify everyday use. For businesses, this means testing outside of Chrome.
Is it worth optimizing your website for Bing?
Yes, especially if your target audience includes corporate users or those using Microsoft solutions. Bing's growing share in Poland suggests that this source may be becoming increasingly important.
Is SEO for Google and SEO for Bing the same?
The fundamentals are similar (content quality, technique, linking), but differences may exist in signal interpretation priorities and webmaster tools. In practice, it's worth monitoring visibility in both ecosystems.
How do I check search engine and browser shares in my country?
Statistics aggregation services are most commonly used, such as StatCounter, which publishes charts for local and global markets. It's also a good idea to compare several periods to identify trends.
Will AI change the way users click on results?
Yes, because AI-generated answers can shorten the path to information and reduce the number of clicks on traditional results. Therefore, content that is easy to interpret and summarize is becoming increasingly important.
What is more important in 2026: page speed or content?
Both. Content builds trust and visibility, while speed and stability determine whether a user completes a purchase or form—especially across different browsers and configurations.
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).
