Contents
What?
Europe has a common market and many common regulations, but online sales still operate like a system of many different markets , not a single, cohesive space.
Why?
Because cross-border sales are growing faster than domestic sales, but entering new markets requires legal, logistical, and marketing preparation—without it, you can easily lose margins and reputation. :contentReference[oaicite:0]{index=0}
Who is it for?
For owners of online stores and webshops, sales managers, marketers, and companies considering expansion within the EU, EEA, or to non-European markets.
Background:
From a consumer perspective, "buying in the EU" may seem straightforward, but in practice, purchasing decisions are determined by local payment methods, shipping preferences, language, regulations, and trust in the seller. These differences make Europe more of a "mosaic" than a single market.
The growth of the digital world is a fact, but market uniformity is not
Online shopping in the EU continues to grow: in 2024, 77% of EU internet users purchased something online in the last 12 months.
At the same time, the share of cross-border purchases is uneven, depending on the country and customer habits.
Data compiled at the EU level shows that among online shoppers in the last three months 33% purchased from sellers in other EU countries , and 20% from sellers outside the EU (the figures do not add up to 100% because consumers shop in multiple places).
In Poland, this share is noticeably lower: 13% of shoppers report purchasing from sellers in other EU countries, and 7% from sellers outside the EU.
This is an important clue: cross-border demand exists , but it is not identically dynamic and natural in every country.
Market analyses cited by the industry also reveal a typical "limit" to growth in the domestic market and a faster pace abroad – including in the Polish context.
The conclusion is simple: expansion is sometimes necessary, but Europe doesn't offer a single, universal recipe for success.
Common Regulation, Local Practice: Where Fragmentation Comes From
Same law, different interpretations and enforcement
EU frameworks (e.g., data protection, consumer rights, and VAT settlements) are intended to facilitate trade, but sellers still face local requirements, official practices, and market "formal standards .
As a result, an online store that operates flawlessly in Poland may require significant changes in another market—even though it formally still operates "in the EU."
Geo-blocking and barriers to access to the offer
In theory, the EU has curbed unjustified blocking of offers based on customer country, but the topic continues to resurface in audits and discussions about the real barriers to the digital single market.
The European Commission describes geo-blocking as a practice that hinders cross-border shopping, and the European Court of Auditors indicates that the phenomenon continues to hinder the single market for online services.
For sellers, this means one thing: transparent offer availability (language, currency, delivery terms) is not just a matter of user experience but also a competitive advantage.
Currencies, taxes and "minor" costs that eat into margins
Europe isn't just about the eurozone – some countries operate outside it, which in practice introduces currency conversion costs, exchange rate risk, and additional friction during checkout.
Industry analyses emphasize that a domestic currency can be a pricing advantage, but it also creates a barrier for customers accustomed to the euro.
Furthermore, there are the costs of handling returns, complaints, and information requirements, which vary in detail between markets.
“Soft” barriers that actually determine conversion
Local language and customer service
In the digital world, customers buy faster when they feel the seller "speaks their language"—literally and figuratively.
Reports on cross-border sales emphasize the importance of multilingual service and adapting communication to local expectations.
In practice, this means not only translated descriptions but also clear processes: returns, complaints, contact, and response times.
Payments: No Favorite Method = Abandoned Cart
This is one of the most underestimated barriers to expansion.
The cited cross-border research indicates that 14% of customers consider the lack of a preferred payment method a significant barrier to purchase.
If an online store enters a market where local payments are standard, card and bank transfer alone may not be enough.
Delivery and Returns: Expectations are local
In many countries, specific delivery methods (pickup points, parcel machines, evening deliveries) and easy returns .
This is an area where a "European standard" doesn't exist – local standards exist, and customers judge online stores based on their experiences with local leaders.
Therefore, logistics is becoming the foundation of cross-border sales and often requires partners who understand the realities of a given country.
Where are the real opportunities for Polish sellers?
Selective expansion instead of "all of Europe at once"
Since Europe isn't a single market, the safest approach is to enter in stages: one or two countries, refine processes, and then expand to other markets.
Data on how consumers shop cross-border differently across countries suggests it's worth starting where cross-border shopping is "natural" (e.g., markets with a high propensity for cross-border purchases).
Higher customer expectations can work to your advantage
In mature markets, customers expect quality service, transparency, and fast delivery.
For many Polish companies with refined processes and competitive operating costs, this represents an opportunity to win not only on price but also on service standards and product availability.
Marketplace as a shortcut to scale
If launching your own online store is too expensive to get started, a marketplace can be a quicker route to demand, price testing, and product validation.
However, it's still important to remember: even marketplaces have local expectations (returns, language, customer service SLAs), and competition is fierce.
If you are planning expansion, also check out our database: tools for sellers in the digital world – it will help you choose technologies for sales automation, service and analytics.
Practical tips: how to prepare your online store for cross-border sales
- Choose 1–2 markets to start with and analyze: demand, competition, average prices, supply expectations.
- Plan your localization : language, currency, address formats, local communication standards.
- Add local payments or a gateway that supports them – this directly impacts conversions.
- Arrange your logistics and returns to be comparable to local leaders (time, costs, simplicity of the process).
- Check the legal requirements for the product category (information, markings, regulations, complaints) and prepare local versions.
- Set pricing rules : rates, taxes, delivery costs, buffer for returns – without this, the margin “disappears” after the first weeks.
- Implement analytics per country : separate goals, separate baskets, separate KPIs – otherwise it is difficult to assess what is working.
- Ensure credibility : local reviews, clear terms and conditions, quick customer service responses.
What does all this mean for Polish retailers?
Europe doesn't operate as a single digital market, because real barriers arise at the intersection of law, logistics, and consumer behavior.
At the same time, data shows that cross-border shopping is a persistent trend – many people in the EU shop outside their home country, although the dynamics vary by market.
For Polish companies, the most important approach is an "operational" one: choose a direction, adapt processes, build a local shopping experience, and only then scale.
This is demanding, but with a well-planned strategy, it provides access to significantly greater demand than the domestic market.
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).
