Contents
How Polish Women Shop: Allegro Reveals New Data on Women's Shopping Trends
What?
Allegro presented the results of a study which shows that… women rule: that is, they have a decisive influence on purchasing decisions in Polish homes.
Why?
They make the majority of purchasing decisions—both offline and digital. Allegro wants to better meet their needs.
Who is it for?
For companies, brands, and online stores that want to more effectively reach the female consumer segment in the digital world.
Background:
Women's shopping behavior in Poland plays a key role in shaping market trends and decisions in the digital world. A growing number of e-commerce companies and online marketplaces recognize the need to thoroughly understand the motivations and preferences of this consumer group. Allegro, as the largest player in the Polish online retail market, decided to analyze how Polish women make purchasing decisions, what inspires them, and what influences their brand loyalty. This type of data is crucial for companies planning to expand their offerings, personalize their shopping experiences, and better target their marketing campaigns. In an era of dynamic changes in online commerce, understanding what drives women's purchasing decisions can translate into a competitive advantage in e-business.
Women drive consumption – also online
Women not only constitute the majority of active Allegro users, but also assume a dominant role in purchasing decisions. As Allegro's report, based on an analysis of female consumer behavior, shows, over 90% of surveyed Polish women participate in daily household shopping. Moreover, women are often responsible not only for making choices but also for organizing and controlling the entire purchasing process—from price comparisons, through brand selection, to quality assessment.
Interestingly, women are also more loyal to brands and more likely to seek out promotions. They're also open to experimenting with new products, provided they inspire confidence. For retailers, this means one thing: understanding women's needs is key to effective digital sales.
What does this data mean for the digital world?
The study's results send an important message to companies operating in the digital space. Women are the main driving force behind e-shopping – their decisions influence not only product selection but also the purchasing strategies of entire households. It is women who shape expectations for quality, customer service, delivery speed, and offer transparency.
From the perspective of online retailers, building sales, communication, and UX strategies with women in mind is no longer an option—it's becoming a necessity. Offering content, products, and solutions that align with their values can increase both sales and customer loyalty.
5 steps to better adapt your online store to the female target group?
- Personalize your offer: present products that align with women's shopping preferences – especially in the lifestyle, home and beauty categories.
- Display opinions and reviews: women are more likely than men to seek confirmation of product quality from the experiences of others.
- Ensure intuitive UX: a simple shopping process, high-quality graphics, and well-designed navigation increase conversion.
- Build relationships: women are more likely to engage in loyalty activities – newsletters, points programs, exclusive offers.
- Consider social values: sustainability, transparency and ethical production are becoming increasingly important when making purchasing decisions.
Will women's purchasing power change the direction of e-commerce development?
Absolutely. The Allegro report clearly shows that women not only constitute the most important consumer segment in the digital world, but also define its future. Companies that learn to listen to the female voice today and flexibly adapt to its needs will win in the most competitive markets tomorrow. In the era of personalization and valuable shopping experiences, it is the female customer who sets new standards.
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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).
