Contents
What?
May 2025 brought further evidence to Polish e-commerce that the market is stable and resilient to traditional seasonal fluctuations. A Base Index score of 155 points , a 12.4% year-on-year , and a significant jump in cross-border sales demonstrate that online shopping has become the first choice for consumers, regardless of the circumstances. E-commerce not only maintained its momentum during the May long weekend—a period typically considered "tougher for trade"—but actually used it to further strengthen its position.
Why?
The May Day weekend of 2025 confirmed that success in e-commerce is the result of a conscious strategy, investment in technology, flexibility, and the ability to quickly respond to market needs. Online stores that focused on dynamic promotions, efficient logistics, and an intuitive shopping process gained not only higher turnover but also customer loyalty. Retailers who skillfully utilized this period demonstrated that digital commerce can function effectively regardless of the calendar.
For whom?
This is an important lesson for the entire e-commerce industry—both large sales platforms and medium-sized and smaller stores planning for expansion. The data and conclusions from May 2025 are particularly valuable for entrepreneurs considering expanding into foreign markets, optimizing their offerings, or better capitalizing on seasonal opportunities. It also serves as a signal to companies that have previously treated online sales as a supplement to their brick-and-mortar operations—the future belongs to those who invest in online development.
Background to the topic
The Polish e-commerce market has been experiencing dynamic growth for several years, but May 2025 was a test that demonstrated its true resilience to external factors such as seasonality, long weekends, and changes in consumer lifestyles. Online shopping has ceased to be merely a convenient alternative—it has become an everyday standard, and the growing importance of cross-border sales confirms that Polish sellers are successfully competing in international markets. In such conditions, only those who prioritize technology, business scalability, and flexibility will be able to maintain and strengthen their position.
What connects May Day and the growth of e-commerce?
For years, the May long weekend in Poland has been associated with relaxation, travel, barbecues, and spending time outdoors. For most retail sectors, it's a period of seasonal slowdown – customers are less likely to visit shopping malls or brick-and-mortar stores, focusing on relaxation and celebrating their days off. Meanwhile, e-commerce market data shows a completely different picture. -> (What is the BaseLinker Index? The e-commerce barometer in Poland)
In May 2025, the Base Index reached 155 points , representing a 12.4% increase compared to May of the previous year . This result not only exceeded many analysts' expectations but also confirmed that Polish e-commerce is maturing and increasingly coping with seasonal challenges. The May bank holiday period, which once might have been a barrier to sales, has now become another impetus for online shopping.
What's behind this phenomenon? Primarily, changing consumer habits. Poles are increasingly planning their purchases in advance, taking advantage of online promotions, and valuing the convenience of home delivery—regardless of whether they're spending time in the city or out and about. Online stores are responding to these needs by offering dynamic promotions, fast deliveries, and a wide selection of products that fit seasonal lifestyles: from outdoor gear and summer clothing to everyday essentials.
Year on year: digital commerce no longer just for occasional shoppers
Data for May 2025 clearly shows that e-commerce in Poland has entered a new phase of development. The Base Index increased by 12.4% year-on-year , reaching 155 points . This not only represents a continuation of the upward trend but also the strengthening of online shopping as a permanent part of consumers' daily lives.
This increase isn't solely the result of individual promotional campaigns or seasonal sales. Importantly, the number of orders increased by 8.8% year-on-year , indicating a growing propensity for customers to regularly shop online. Poles are increasingly turning to online solutions for both larger investments and everyday expenses. The average basket value in May was PLN 200.4, representing a 3.2% year-on-year increase . This result suggests that not only the number of transactions is growing, but also their value—consumers are willing to spend increasingly larger amounts online.
The shift in shopping habits is evident across the entire market. Shoppers trust online stores, expecting fast delivery, clear returns policies, and attractive offers. Pre-planned purchases are also gaining market share: customers are using "click and collect" options, ordering products for May Day trips, or preparing for the summer season by choosing clothing, sports equipment, and garden accessories.
It's worth emphasizing that this growth isn't a one-off "bump," but the result of systematically building trust in online sales. Stores that consistently invest in customer service, logistics, and promotions are now reaping the benefits of growing shopper loyalty. Digital commerce in Poland has ceased to be a supplement to brick-and-mortar shopping; it has become an equal, and often dominant, sales channel.
May vs. April: More Clicks, Less in Cart
A comparison of data from May and April 2025 paints an interesting picture of consumer behavior month-on-month. The Base Index increased by 1.5% compared to April , confirming that e-commerce in Poland is maintaining a stable growth trend, even in the face of specific circumstances such as the May long weekend.
What's particularly noteworthy is the 5.8% month-on-month increase in the number of orders . This means that customers were more likely to shop online, eager to take advantage of available offers and the convenience of shopping from home. However, data on the average basket value, which fell by 4.1% month-on-month , indicates that consumers were focusing on smaller transactions. In May, purchases of everyday essentials were popular: groceries, household chemicals, everyday clothing, and seasonal accessories.
This shopping pattern was due to several factors. First, the May long weekend favors immediate shopping – customers stocked up on supplies for trips, barbecues, or short trips out of town. Second, many online stores focused on summer-themed promotions, encouraging smaller, impulse purchases instead of large-scale spending plans. Finally, May marks the beginning of a period dominated by interest in "here and now" products – items related to current needs and events.
From the perspective of online retailers, this demonstrates the importance of flexible offerings. May demonstrated that consumers expect quick promotional campaigns, easy availability of essential products, and efficient order fulfillment, even during periods traditionally perceived as less intense for retail. Stores that were able to meet these expectations could expect an increase in transaction volume and attract new customers.
Polish stores are conquering foreign markets
May 2025 confirmed that international sales are becoming an increasingly important element of Polish e-commerce. Cross-border sales increased by 25.2% compared to May of the previous year , translating into an 18.25% share of total online store sales in Poland . This is one of the highest results in history, demonstrating how dynamically Polish companies are expanding their presence in foreign markets. -> (European digital trade without borders. Cross-border is a must-have for today's e-business.)
This significant increase in online exports is no coincidence. It's primarily a result of the growing technological maturity of Polish stores, which are increasingly capable of serving customers from abroad. Modern e-commerce platforms enable easy management of multilingual store versions, automated sales processes, and integration with logistics systems, significantly lowering the barrier to entry into foreign markets. Polish sellers also readily utilize the services of companies offering comprehensive cross-border logistics and warehousing services, allowing them to compete with foreign players in terms of speed and quality of delivery.
The shift in attitudes among entrepreneurs themselves is also significant. More and more online store owners recognize the potential for expansion into other European and non-European markets. Polish products—both premium and everyday—are gaining popularity among foreign consumers, who value their quality, design, and competitive prices.
The growing importance of cross-border sales is also an important signal for the industry. Online exports are no longer an adjunct to domestic operations—they're becoming a crucial pillar. Stores with long-term growth in mind are increasingly building strategies that incorporate sales in foreign markets from the very beginning. May 2025 has shown that this direction is not only worthwhile, but also necessary, when planning the development of e-commerce in Poland.
Categories that dominated the May basket
May 2025 clearly showed which product categories were driving sales in Polish e-commerce. Data analysis indicates that customers prioritized purchases related to everyday needs, health, and clothing for the new season. These market segments best responded to consumer expectations and the realities of the spring month.
Shopping for essentials: e-supermarkets are on top
The biggest winner in May's sales results was everyday shopping, conducted in online supermarkets. Fast delivery, a wide selection of products, and the convenience of shopping without leaving home are factors that attracted customers for good. Consumers are increasingly willing to order groceries, household chemicals, and basic necessities online. May, with its long weekends and travel, favored such decisions – online shopping allowed for easy planning of preparations for trips or social gatherings.
Beauty and health: the power of conscious choices
The second category that stood out was health and beauty products. Cosmetics, dietary supplements, natural products, and wellness products enjoyed growing interest, driven by increasing consumer awareness of health care and the popularity of health-promoting and eco-friendly trends. Online shopping in this category was further supported by numerous promotions, loyalty programs, and convenient subscription and bundle options.
Fashion: the summer collection opens the season
May is traditionally the month when customers begin preparing their wardrobes for the warmer months. In 2025, online fashion saw a significant revival, visible both in the number of transactions and the structure of orders. New summer collections, seasonal promotions, and flexible returns and exchange options encouraged consumers to shop for clothing online. E-shops that ensured attractive product presentation and a simplified purchasing process benefited the most.
These three categories have shown that e-commerce in Poland is increasingly effective in meeting diverse customer needs – from everyday, practical purchases to comfort and lifestyle products.
Summer is ahead of us: how to prepare your e-business for summer challenges?
Spring is slowly giving way to the summer months, which brings new challenges and opportunities for online retailers. Data from recent years shows that summer is by no means a dead season for e-commerce – on the contrary, well-prepared stores can effectively capitalize on changing consumer needs and increase sales. Forecasts for the coming months indicate growing interest in categories related to sports, tourism, and children's products. This is a natural consequence of vacation trips, an active lifestyle, and preparations for summer attractions for the whole family.
To capitalize on this potential, e-shops should now implement actions that will allow them to stand out from the competition and respond to customer expectations.
First, it's worth expanding your cross-border offering . International sales are becoming a significant revenue source for a growing number of Polish online stores. Summer is a great time to expand your reach – tourists and customers from abroad eagerly purchase products that meet their holiday needs: from clothing and sports equipment to travel accessories and toys. Stores that offer clear delivery and returns policies for customers from outside Poland can significantly increase their revenue.
Secondly, it's worth implementing dynamic promotions that respond to current needs and seasonal events. Last-minute offers on outdoor gear, discounts on summer collections, or weekend promotions can effectively attract buyers' attention and increase the number of transactions. Quickly responding to trends and effective marketing communication are key here – both on your own channels and on social media.
Third, summer is the perfect time to streamline the shopping process and maximize basket value . Simple and intuitive shopping paths, transparent delivery information, and additional product options (e.g., family sets, complementary accessories) encourage customers to spend more per transaction. Automatic recommendations, cross-selling, and attractive bundles can significantly increase average basket values, translating into better financial results for the store.
A well-prepared e-business can turn the holidays into a time of growth, not a seasonal lull. Summer is a time of intense competition, but also of great opportunity – it's worth taking full advantage of it.
The bottom line: the May bank holiday showed that e-commerce is not slowing down for a moment
May 2025 clearly demonstrated that Polish e-commerce is maturing and becoming increasingly resilient to seasonal factors that could have caused a sales slowdown just a few years ago. The results achieved during the May bank holiday period—traditionally associated with relaxation and reduced shopping activity—confirm that online shopping has become a permanent fixture in consumers' daily lives. Regardless of the calendar, e-commerce remains the primary shopping channel for a growing number of customers.
It's also a clear signal to the industry: the future belongs to those who don't rest on their laurels but consistently invest in technological development, scaling their operations, and flexibly adapting their offerings to dynamically changing market needs. Companies that prioritize automation, modern logistics solutions, and rapid response to trends will be those that best seize the opportunities of the coming months. -> (Marketing automation – what is it and how can it be used in an online store?)
May 2025 proved that success in e-commerce isn't a coincidence. It's the result of conscious decisions, well-planned strategies, and the ability to respond to real customer needs. The online market shows no signs of slowing down—and demands the same from sellers who want to compete effectively.
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Kornelia Makowska
e-commerce specialist
A marketing and management graduate with a background in digital marketing and e-commerce, she has experience managing online stores and building brand presence on social media. She combines theoretical knowledge with practical application, focusing on effective and modern marketing solutions.
