Contents
What?
The e-commerce barometer (Base Index) for February 2026 reached 132 points, representing a 10.5% year-on-year increase. The biggest surprise in the report, however, is the dynamic growth of cross-border sales, which are growing much faster than domestic sales.
Why?
The data clearly shows that international sales are becoming one of the main drivers of growth for online stores. More and more companies are seeking new markets to expand their operations and reduce competitive pressure in the local market.
For whom?
For online store owners, e-commerce managers, companies planning international expansion and all those responsible for sales strategy in the digital world.
Background to the topic
The latest Base Index data shows that the online sales market continues to grow, but the structure of this growth is beginning to change. The number of orders, rather than their value, is playing an increasingly important role. This means that companies are focusing on increasing sales volume, improving product availability, and operational efficiency. The growth in international sales is particularly noticeable, and for many companies, this is becoming a natural direction of development.
Key data and conclusions from the Base Index report
The Base Index report for February 2026 shows e-commerce market growth of 10.5% year-on-year, with a 9.3% increase in order volume and a stable average basket value (+1.1%). Of particular note is the dynamic development of cross-border sales, which increased by 22.8% year-on-year, while domestic sales increased by 7.9%. This means that almost 20% of orders now originate from foreign markets.
These data clearly indicate that online sales growth is currently driven primarily by improved operational efficiency, conversion optimization, and the development of international sales. Companies investing in process automation, system integration, and the development of multi-channel sales are gaining a growing advantage.
Growth based on order volume, not price inflation
The Base Index's increase to 132 points demonstrates the stable development of the online sales market. What's particularly significant, however, is that the average order value increased by only 1.1%, while the number of orders increased by a staggering 9.3%.
This is one of the most interesting strategic signals. It indicates that growth is not driven by price increases, but by improved sales efficiency and better customer reach. In practice, this represents a market transition from a phase of inflationary growth to a phase of operational growth.
Implementation experience shows a very clear pattern – online stores that invest in improving the availability of offers and automating e-commerce processesare able to increase the number of orders faster than the market average, even without increasing advertising budgets.
The report's most interesting finding? Cross-border is no longer an add-on
The most significant data concerns international sales. Cross-border sales increased by 22.8% year-on-year, while domestic sales increased by 7.9%.
This means one thing: foreign sales are growing almost three times faster than domestic sales. However, another conclusion is even more interesting: cross-border sales are beginning to act as a growth stabilizer.
Companies operating solely locally are much more susceptible to market fluctuations and pricing pressures. Companies operating internationally can offset declines in one market with gains in another.
In practice, this means that almost one in five orders now comes from foreign markets. Importantly, in many industries, this share is growing much faster than the average.
Why are foreign sales growing faster?
Project experience reveals a highly repetitive pattern. Online stores that begin selling internationally achieve initial growth within 2–3 months. Problems arise only later when companies become stuck in a single market instead of scaling their model.
The most common blockages are not technological. They are operational:
- lack of price automation resulting in loss of competitiveness
- manual offer management limiting scale
- lack of local payment methods lowering conversions
- too long delivery time reducing trust
Once these barriers are removed, the share of foreign sales can increase from approximately 5% to as much as 30% of annual revenue. The largest increases typically occur after implementing marketplace integration and offer management automation.
The Myth of Price Competition – What Really Determines Sales
The biggest strategic mistake is believing that price is the main barrier. In practice, the deciding factor is more often the shopping experience.
Differences in delivery times of 1-2 days or the lack of a popular payment method can reduce conversions more than a price difference of a few percent.
In one of the analyzed implementations, improving delivery times and implementing local payment methods increased conversions by several percent without changing the product price. In such cases, online store conversion optimization.
What does this mean for online store strategies?
The data clearly shows a shift in the competitive model. Just a few years ago, competitive advantage was primarily built on marketing budgets. Currently, operational efficiency is becoming increasingly important.
The greatest growth is achieved by companies that can:
- test new markets quickly instead of planning them for years
- automate offer management instead of handling it manually
- integrate sales channels into one system
- respond to competitor price changes in real time
This is a shift from a capital-based competition model to one based on organizational efficiency, often supported by e-commerce consulting.
3 stages of cross-border sales development visible in market practice
Analyzing the development of online stores in international sales, a recurring pattern emerges. Most companies go through the same three stages of development, and the pace of transition between them often determines the scale of growth.
Stage 1 – Market Entry (Availability Stage)
At this stage, companies focus primarily on launching sales. They add new marketplaces, translate offers, and launch international shipping. The biggest mistake is believing that simply publishing an offer is enough to increase sales.
Stage 2 – Sales Optimization (Trust Stage)
The second stage begins when the company begins analyzing sales data and removing purchasing barriers. The greatest impact comes from shortening delivery times, implementing local payment methods, and improving the quality of offers.
Stage 3 – Sales Scaling (Operational Advantage Stage)
The greatest growth occurs only in the third stage. Companies then begin to automate pricing, offer management, and sales channel integration. Cross-border ceases to be a project and becomes a sales system.
The Base Index data fits this pattern very well – the dynamic growth in foreign sales suggests that more and more companies are moving from the testing stage to the scaling stage.
How to interpret Base Index data in the context of sales strategy
The biggest change isn't just about sales growth. It's about changing the way we compete in the market. Companies with well-designed sales processes and the ability to adapt quickly build an advantage.
Cross-border is no longer a growth strategy. It's increasingly becoming a strategy for securing revenue. Companies operating solely locally are more vulnerable to pricing pressure than those operating internationally.
What current data says about the future of online sales
Current trends indicate that the share of foreign sales will continue to grow. Sales automation, system integration, and the development of multi-channel sales will be paramount.
Companies that treat international sales as a strategic element, not an experiment, will achieve the greatest advantage. Much indicates that it is precisely those organizations that establish cross-border processes early that will set the pace of growth in the coming years.
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).
