Contents
What?
The Base Index report for November 2025 shows stable growth in Polish e-commerce, despite seasonal challenges related to promotions and sales. The increased number of transactions and growing international sales indicate further development of the online market in Poland.
Why?
The growth in online sales in Poland, despite a decline in average basket value, confirms that e-commerce remains on a sound footing. Growing international sales also demonstrate the growing competitiveness of Polish stores in the global market.
For whom?
The report is particularly important for online store owners, e-commerce managers, and marketers who want to understand changes in the industry, take advantage of seasonal promotions, and focus on international expansion.
Background to the topic
The Polish e-commerce market continues to develop dynamically, gaining strength both domestically and internationally. November 2025 confirms that e-commerce in Poland is on a stable growth trajectory, with growing interest from international consumers.
More transactions, but lower basket value
Despite the solid results, November 2025 also showed some changes in consumer shopping habits. The average basket size decreased by 1.6% compared to October 2025, which may indicate a greater number of smaller purchases. This phenomenon is typical of the pre-holiday period, when consumers are more likely to shop during promotions like Black Friday, but place smaller orders.
The increased number of transactions this month suggests that consumers are opting for more frequent purchases, albeit with smaller individual order values. Such changes are typical during sales seasons, when online stores offer numerous discounts and promotions that encourage customers to make smaller, more frequent purchases.
Foreign sales are growing rapidly
One of the most prominent trends in November was the significant increase in international sales , which increased by 27.4% compared to the same period in 2024. Cross-border transactions accounted for 20.4% of total sales for Polish online stores. This is a very positive sign for Polish retailers, who are increasingly entering foreign markets.
The growth in international sales is the result of several factors, including the improved availability of Polish products in foreign markets and the development of logistics processes that facilitate cross-border shopping. A growing number of Polish online stores are deciding to expand into foreign markets, allowing them to acquire new customers and thus expand their presence in the international e-commerce arena.
Increased competitiveness in the promotion segment
November, a month of intense promotions related to Black Friday and other sales, confirmed that the e-commerce market in Poland is becoming increasingly competitive. More and more online stores are trying to attract consumers by offering attractive discounts and promotions, which has led to an increase in the number of transactions.
Despite the decline in average basket value, the increase in the number of orders shows that Poles are ready to shop more frequently, especially during periods of price reductions. Such promotions are also a great way to increase customer loyalty, as they are more likely to return to stores that offer attractive offers and discounts.
What influences growth stability?
The growth in online sales in Poland, despite seasonal challenges, demonstrates that e-commerce in Poland has solid foundations and demonstrates considerable resilience to changing market conditions. The increased number of transactions and the continued growth of international sales indicate that the Polish e-commerce market has even greater potential.
Moreover, international sales constitute a growing percentage of total sales, which raises hopes for further growth in foreign markets. Polish online stores are successfully competing internationally, offering attractive prices, quality products, and convenient shopping.
Summary
November 2025 will be a period of stable growth in Polish e-commerce, with clear trends toward increased order volume and higher basket values. Despite challenges related to promotions and lower purchase volumes per transaction, the online market in Poland remains one of the fastest-growing sectors. Increased international sales and the growing competitiveness of online stores indicate the continued development of this sector, which will undoubtedly dominate the shopping market.
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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).
