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Gemius Report – what do we know about Polish online consumers after 2024?
What's happening?
The latest Gemius report, "E-commerce in Poland 2024," provides data on Polish consumer behavior online in 2024.
Why is this important?
Understanding current trends allows online stores to better adapt their sales and marketing strategies.
Who is this information for?
For online store owners, marketers, and e-commerce market analysts.
How has the digital world changed in the eyes of Polish internet users?
The "E-commerce in Poland 2024" report by Gemius, the Chamber of Digital Economy, and Polish Internet Research shows that the digital market in Poland is maturing and evolving—both technologically and behaviorally. While the number of e-consumers has stabilized, their preferences, habits, and expectations regarding online shopping are changing. Poles are more likely to use mobile payments, explore foreign shopping platforms, and are increasingly using re-commerce services. Other key trends include a greater openness to shopping via social media, a decline in brand loyalty, and the impact of economic factors on shopping frequency. Below are the key findings from the report.
Stabilization of the number of e-consumers
The percentage of Polish internet users making online purchases remains stable at 78%, indicating that the e-commerce market in Poland is maturing. :contentReference[oaicite:2]{index=2}
The growing popularity of foreign purchases
More and more Poles are choosing to shop on foreign websites – this percentage has increased by 6 percentage points, reaching 36%. The most recognizable platforms are AliExpress and Amazon (87% of responses) and Temu (80%).
The growing importance of re-commerce
Shopping for used goods is gaining popularity, with 61% of respondents reporting purchasing second-hand goods, most often clothing (79%) and books, CDs, and films (71%). Platforms like Vinted (56% of users) and Allegro play a key role in this segment.
The dominance of mobile payments
BLIK has become the most frequently chosen online payment method, with 68% of responses, ahead of instant transfers (64%) and credit cards (43%). BLIK's popularity is particularly evident among younger users: 86% in the 15-24 age group and 82% in the 25-34 age group.
Changing customer loyalty
Polish consumers are increasingly exploring new shopping platforms and seeking more attractive offers, which may indicate a decline in loyalty to specific brands or stores. The growing popularity of foreign marketplaces and re-commerce indicates a growing openness to diverse shopping channels.
The Impact of Inflation on Online Shopping
Inflation is affecting Poles' digital shopping behavior – as many as 30% of respondents say they have reduced online shopping, while 18% admit they are buying more than before. Average monthly online consumer spending currently stands at PLN 573. Rising prices are driving greater shopping selectivity and increased attention to promotions.
The popularity of social commerce in Poland
Social media shopping is gaining in importance – 19% of Poles say they use this form of shopping, most often via Facebook or Instagram. Interestingly, women are more satisfied with such transactions than men, and most respondents already have several years of experience with social commerce.
Main motivations for online shopping
The most frequently cited reasons for choosing online shopping include 24/7 availability, convenience without having to leave home, and lower prices than in brick-and-mortar stores. Consumers are also increasingly looking for easy returns and fast delivery.
The most common problems when shopping online
The most common difficulties encountered by e-shoppers include intrusive ads for previously viewed products, excessive delivery times, and high shipping costs. These factors can effectively discourage purchases and reduce customer satisfaction.
Conclusions for e-commerce, for the digital world
- Adapt your offer to the re-commerce trend – consider introducing a used product section or loyalty programs to encourage repeat purchases.
- Enable mobile payments – integration with BLIK and other popular payment methods will increase customer convenience.
- Monitor foreign competition – analyze the activities of international platforms and adjust pricing and promotional strategies.
- Personalize communications – use customer data to create personalized offers, increasing their engagement and loyalty.
- Invest in user experience – improving UX/UI can help increase conversions and customer satisfaction.
Want to learn more?
Contact us to learn how to implement these strategies in your online store.
Read more about the latest trends in e-commerce.
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).
