BaseLinker Index: an indicator of the condition of the Polish Internet (e-commerce world)

What?
The BaseLinker Index is an internet barometer, a barometer of e-commerce in Poland – a ranking based on online sales data from over 3,000 online stores, prepared monthly by BaseLinker. This index shows how the Polish e-commerce market is changing, taking into account the number of orders and sales value.

Why is it important?
The BaseLinker Index provides a fairly realistic picture of what's happening in online sales in Poland—no speculation, just data. It's a useful tool for monitoring market trends, seasonality, and the overall dynamics of the e-commerce sector.

Who is this information for?
For online store owners, online sellers, e-commerce managers, analysts, and anyone who wants to better understand the development directions of e-commerce in Poland.

What is Order Management System (OMS)?

Imagine a system that integrates all sales channels— your online store, marketplaces, and physical points of sale . This gives you complete control over orders, regardless of their source. Everything happens in real time , allowing you to immediately respond to customer needs, improve service quality, and simultaneously monitor inventory levels. This is crucial in a world where goods can disappear in minutes.

Such a system is currently the most popular system on the market – the e-commerce tool – BaseLinker .

What is BaseLinker?

BaseLinker  is an advanced yet intuitive e-commerce tool . It's an OMS (Order Management System) that serves as the command center for your online business. It enables the integration of various sales channels—from popular marketplaces to online stores—and lets you manage them from a single, transparent dashboard.

All important sales processes—orders, invoices, shipping—are available in one place , eliminating chaos and reducing unnecessary clicks. Additionally, the creators of BaseLinker have developed a unique indicator— the BaseLinker Index —that provides valuable data on the condition of the Polish e-commerce market. It's an invaluable source of knowledge for companies seeking to stay ahead of the competition. We could call this Index an e-commerce barometer, as it displays data based on orders, sales volume, and basket size across multiple industries and stores. Most importantly, it's presented periodically, monthly. Currently, there's no similar tool on the market that provides an overall picture of the e-commerce market.

What is BaseLinker Index (e-commerce barometer) and how does it work?

The BaseLinker Index is a monthly indicator of the Polish e-commerce market (we call it the "E-commerce Barometer") , developed by the BaseLinker platform. It is based on actual sales data from over 3,000 active online stores . This broad database makes the index one of the most reliable tools for monitoring the situation in online commerce in Poland.

The index value is expressed in points, which allows easy comparison of changes in different periods.

For example:

Month	Index value	Change
May 2024	138 points	–
June 2024	133 points	-5 points
March 2025	153 points	+12% y/y

These numbers aren't just statistics—they're concrete market signals that help retailers and analysts predict e-commerce's future. And they show e-commerce owners what's actually happening in online sales.

The BaseLinker Index isn't just a snapshot of the market. Its greatest value lies in its ability to identify long-term trends . This allows entrepreneurs to:

• better plan strategic activities,
• customize sales campaigns,
• respond faster to market changes.

The importance of the index is growing every month – perhaps it will soon become a standard in the analysis of Polish e-commerce.

Methodology and data sources

The BaseLinker Index is based on a comprehensive database of sales data from over 3,000 active online stores. This scale allows us not only to track current changes but also to spot subtle trends that might otherwise be missed in smaller analyses. That's why we call it an e-commerce barometer, or rather, an internet barometer.

BaseLINKER began indexing data in January 2002. At that time, its index value was set at 100 points, and from that point on, it has been the benchmark for each subsequent month's measurements. The conditions for participating in this e-commerce barometer for a given company are: first, a presence in online sales, using the BaseLinker (OMS) system for order management, and third, monthly GMV of at least PLN 250,000 (Gross Merchandise Value –> gross online sales value). The index takes into account online sales in Poland and international (online) sales. There is a certain limitation in the data, as it concerns only one platform – Baselinker. But we all know how popular Baselinker is, and we can assume that this data is very reliable: it covers approximately 3,000 companies from various industries, etc. However, it's worth noting that setting a relatively high monthly turnover threshold for such a company to be counted (PLN 250,000 per month) means Baselinker excludes thousands, if not tens of thousands, of small online stores, which nonetheless constitute a significant share. Furthermore, it's important to emphasize that this e-commerce barometer also shows cross-border sales behavior. Since the index has been in existence since 2022, we can compare specific months year-over-year, thus accounting for seasonality. Regardless, there's probably no better e-commerce barometer on the market today. Most reports are produced annually, and we know how dynamic the e-commerce market is. 

The index methodology includes:

• Monthly analyses – enabling tracking of short-term fluctuations,
• Annual comparisons – allowing identification of long-term changes.

For example, the 12% increase in the index in March 2025 compared to March 2024 is a clear signal that the e-commerce sector is growing rapidly. This valuable knowledge allows companies to make decisions based on data, not assumptions.

Data sources are diverse and include:

• various industries,
• shops of various sizes,
• various sales channels.

This allows the index to reflect not only the overall condition of the market but also its internal structural changes . In the future, it is possible to expand the index with new indicators, for example, those analyzing consumer behavior.

BaseLinker's role as the creator of the e-commerce barometer indicator

BaseLinker not only created this e-commerce barometer, but actively develops it and guides its development . On the one hand, it offers sales management tools, and on the other, it provides an analytical perspective on the market. This combination of practice and analysis makes the BaseLinker Index not just a number, but a real tool supporting thousands of sellers .

The e-commerce barometer's score provides a quick overview of market conditions. Regular updates allow for ongoing monitoring of changes and adjustments to activities. For example:

• A decline in the index may suggest the need to cut costs,
• An increase in the index may indicate a good time to invest, e.g. in marketing.

BaseLinker's role doesn't end with data collection. The company is also responsible for its interpretation and tool development. New features, such as forecasts and industry segmentation , may be added in the future. One thing is certain – BaseLinker is consistently strengthening its leadership position in e-commerce market analysis.

What is the importance of the e-commerce barometer for the Polish market?

The BaseLinker Index, or e-commerce barometer, isn't just about numbers—it's a barometer of sentiment and the state of Polish e-commerce . For retailers and analysts, it's a benchmark that helps them understand where the market is headed and what's driving it.

The e-commerce barometer monitors, among others:

• changes in sales,
• seasonality,
• emerging consumer trends.

This allows businesses to make better decisions—from planning marketing campaigns to managing inventory. For example, the index's increase in the first quarter of the year may suggest that customers are eager to return to online shopping after the holidays.

The importance of the BaseLinker Index for Polish e-commerce is constantly growing . It's a tool that supports everyday business decisions and can become the foundation of long-term strategies. What new features will be introduced in subsequent editions? We don't know yet. But one thing is certain: the BaseLinker Index is already changing the way we look at e-commerce in Poland .

What are the most important metrics analyzed in BaseLinker Index?

The BaseLinker Index analyzes three indicators that best reflect the condition of the Polish e-commerce market: number of orders , average order value , and basket value . Each provides unique information, but only a combined analysis allows us to understand how Poles shop and the trends that dominate e-commerce.

Average basket value and order value The number of orders, in turn, serves as a barometer of online shopping activity. Analyzing this data allows retailers to better adapt their sales strategies and gain a competitive advantage.

The number of orders and its impact on the index

The number of orders is one of the most important factors influencing the BaseLinker Index . An increase in this indicator is a clear signal that e-commerce in Poland is developing dynamically. For sellers, this translates into greater sales potential and, for the entire market, growing consumer confidence in online shopping.

What could be driving the increase in orders? Here are a few key factors:

• Seasonal promotional campaigns – e.g. Christmas sales or summer price reductions.
• New product launches – new products attract attention and generate more traffic.
• Improvements in the purchasing process – faster delivery, simplified payments, better customer service.
• Strong marketing activities – advertising campaigns, influencer marketing, email marketing.

Black Friday is a prime example , when many stores see a multi-fold increase in orders. This is due to a combination of attractive promotions, shopping excitement, and limited time. Understanding what drives growth allows you to better plan your marketing activities and increase sales.

Average order value as an indicator of purchasing power

The average order value (AOV) is a measure of how much a customer spends on average during a single transaction. In July 2024, this value increased by 3.2% , reaching PLN 202.3 . This significant increase may indicate growing confidence in online shopping and more effective sales strategies.

What can increase the average order value?

• Selling product bundles – customers buy more when the offer is attractively composed.
• Promotions such as “buy more – pay less” encourage larger purchases.
• Introducing more expensive, exclusive products increases the value of the basket.
• Personalization of the offer – better-tailored products increase the chance of larger purchases.

For retailers, this sends a clear message: acquiring new customers isn't always necessary to increase revenue . Sometimes, simply designing your offer is enough. It's worth testing new solutions—limited editions, themed packages, or personalized products. Any idea that increases basket value works to your advantage.

Month-on-month and year-on-year growth – how to interpret the changes

BaseLinker Index analysis considers both month-over-month and year-over-year . Each approach provides different insights:

Type of analysis	What does it show?	Why is it important?
Year to year	Assessment of long-term trends	It helps to understand whether the market is developing stably
Month to month	Reaction to current changes	Allows you to quickly assess campaign effectiveness and seasonal trends

For example, December is a month when sales typically increase – a result of holiday shopping. January , however, often sees a decline. Is this a sign of a crisis? No – it's natural seasonality , which needs to be properly interpreted.

How can retailers use this data? Among other things, they can:

• Flexibility in operation – quick adaptation of the offer to changing conditions.
• Skillful interpretation of trends – allows you to make accurate business decisions.
• Ready to act – in e-commerce, everything happens very quickly.

Reflexes and adaptability are among the most important qualities of a successful salesperson today. In the dynamic world of online commerce, they are crucial to success.

Domestic and cross-border sales in the light of the BaseLinker Index

In the age of global digitization, international sales and cross-border trade are no longer a curiosity—they're becoming a necessity. More and more Polish companies are recognizing the potential of foreign markets, and data from the e-commerce barometer confirms this trend. Both domestic and export are growing rapidly, demonstrating the growing popularity of online shopping and the courage of Polish entrepreneurs to conquer foreign markets.

What does this look like in practice? Companies are changing their strategies, opening up to new directions and opportunities. Cross-border e-commerce is no longer just an addition to a business—it's a real opportunity for growth and increased revenue. Of course, the path to success isn't always straightforward, but with the right tools—like BaseLinker —it can be accomplished much faster and more efficiently.

The increases in domestic and international are due to several factors:

• growing consumer confidence in online shopping.
• better integration of Polish e-shops with foreign platforms.
• the opportunity to increase revenues through expansion into new markets.
• building brand recognition outside the country.
• adapting the offer to the expectations of customers from different regions.

Domestic sales dynamics in 2024 and 2025

2024 proved to be an exceptionally successful year for domestic sales . In June alone, the number of transactions increased by 12% compared to the same period last year. This is a clear sign that Polish e-commerce is not only holding strong but is actually gaining momentum. Online shopping is becoming commonplace – it's fast, convenient, and often cheaper than in brick-and-mortar stores.

This success stems not only from consumers but also from retailers, who are increasingly eager to use modern analytical tools. One such tool is the e-commerce barometer , which enables:

• Better understanding of customer needs.
• Precisely adapting the offer to the expectations of the recipients.
• Increased conversions through personalization.

Example? A large electronics store implemented offer personalization based on BaseLinker data – conversion increased by as much as 20% .

This is proof that technology works. How can we maintain this trend? Consider:

• Even greater process automation .
• Customer service development .
• Personalization at an even higher level.

There are many possibilities – and the market is still growing.

The development of cross-border sales and its market share

June 2024 brought an impressive result – cross-border sales increased by 15.8% . This is no coincidence. Polish online stores are increasingly finding their place in foreign markets. It turns out that not only competitive prices and product quality are important, but above all:

• Effective marketing activities.
• Efficient logistics.
• Modern technologies supporting expansion.

For many companies, international trade is becoming the foundation of their growth strategy. Solutions that enable:

• Automation of shipping processes.
• Integration with global marketplaces.
• Effective order management and customer service.

Real-life example? After integrating with Amazon and eBay, a clothing company saw a 40% increase in international sales in just six months.

Impressive, right? And this is just the beginning. What further innovations could further facilitate expansion? Time will tell. One thing is certain – it's worth being ready for change.

 

Share of foreign sales in total e-commerce

July 2024 brought another breakthrough – foreign sales reached 17% of total sales of Polish e-shops . This is no longer a marginal figure – it's a significant share. Cross-border e-commerce is becoming a pillar of many companies' strategies.

This success is driven not only by numbers but also by the growing recognition of Polish brands around the world . Supported by tools that enable:

• Effective logistics management.
• Translation of content into local languages.
• Customer service in various languages.

Of course, growth brings challenges – tax differences, local regulations, cultural barriers. How can we overcome them?

The key is flexibility, a good strategy, and a willingness to learn. The path to success in international markets can be winding, but with the right approach, it's truly achievable.

Seasonality and trends in BaseLinker Index – e-commerce barometer

In the world of e-commerce, where changes occur rapidly, understanding seasonal shopping patterns and trends is not a privilege, but a necessity . BaseLinker Index is an intelligent tool that shows how seasons and events affect the Polish e-commerce market . Seasonal fluctuations can distort statistics, but one thing remains constant – the market not only grows but also dynamically adapts to new conditions . Furthermore, having data from each month also provides seasonality thanks to the e-commerce barometer.

And seasonality can be surprising. Sometimes it brings sudden sales spikes , other times it brings record sales during holiday seasons or major sales. Those who can read these signals gain an advantage:

• better plans marketing campaigns,
• manages the warehouse more effectively,
• invests more effectively in advertising.

What if tools soon appear that not only predict these hot moments, but also allow you to take advantage of them in advance ?

The impact of seasonality on monthly results

Seasonality is one of the obvious factors influencing monthly BaseLinker Index results . Sales are not constant – they fluctuate depending on:

• seasons,
• holidays and special events,
• number of working days in a month.

For example, June tends to be quieter, while January often brings a rebound after the December shopping spree.

Thanks to BaseLinker Index analyses, sellers can better understand the market rhythm, which allows them to:

• plan promotions precisely,
• optimize advertising campaigns,
• better manage deliveries.

However, it's worth taking a step further. Instead of just reacting to changes, you can anticipate them and act ahead of time —before your competitors even notice.

Product categories with the greatest fluctuations

Not all product categories respond to seasonality in the same way. According to the Baselinker Index, an e-commerce barometer, the greatest fluctuations occur in three main segments:

Category	Seasonality characteristics
Health and beauty	Increases at the beginning of the year – the result of New Year's resolutions and lifestyle changes.
Home and garden	The greatest interest is in spring and autumn – a time for investing in the surroundings.
Supermarket	A steady upward trend, driven by the popularity of online grocery shopping, especially after the pandemic.

Analyzing these categories isn't just a curiosity—it's concrete knowledge that allows you to better understand consumer needs and tailor your offerings to them. It's worth considering how innovations —from personalization to logistics automation—can further fuel the growth of these segments and help them cope more effectively with seasonal changes.

BaseLinker Index results in selected months of 2024/2025

e-commerce barometer data perfectly illustrates how dynamic and volatile the Polish e-commerce landscape can be. Each figure represents more than just a number—it reflects the market's pulse, reflecting seasonal sentiment and the effectiveness of sales activities . So let's examine what happened each month and what conclusions retailers and analysts can draw from it.

March 2025 – strong rebound after the February decline

March 2025 brought a dynamic rebound in sales after the February slump, reaching the highest result in the history of the BaseLinker Index . What could have influenced such spectacular growth?

• The end of the winter slump
• Increase in consumer activity
• Preparations for the spring season

This sends a clear message to retailers: it's worth intensifying marketing efforts at the turn of winter and spring . A well-planned campaign during this period can yield impressive results.

February 2025 – seasonal decline but year-on-year growth

February 2025 saw a decline in sales , as is typical for this month. However, compared to February 2024, there was a year-on-year increase , confirming the stability of Polish e-commerce despite seasonal fluctuations.

Conclusions for sellers:

• Industries offering everyday products were less affected by the declines
• This is a good time to optimize processes
• It is worth testing new solutions and building relationships with customers
• Not every month has to be record-breaking – what counts is preparation for the next periods

September 2024 – beginning of Q4 with a positive trend

In September 2024, the BaseLinker Index reached 151 points , indicating solid sales growth . This is a clear sign that consumers are starting to think about the holidays and plan their purchases in advance.

Recommendations for sellers:

• Start preparing for Black Friday and holiday campaigns
• The earlier you start, the greater your chance of standing out from the competition
• High purchasing activity in Q4 is an opportunity to increase market share

July 2024 – a hot period in e-commerce

July 2024 turned out to be one of the best months in the history of the BaseLinker Index . Increased purchasing activity was the result of several factors:

• Summer sales
• Intensive promotional campaigns
• Holiday season

Industries like fashion and consumer electronics have particularly benefited from this trend. It sends a clear message to retailers: summer is a time for marketing, not relaxation . It's worth seizing this opportunity before customers return from vacation and refocus their shopping priorities.

June 2024 – seasonal drop before the holidays

In June 2024, the BaseLinker Index dropped to 133 points , consistent with the typical seasonal trend before the holidays . Despite the decline compared to May, year-on-year sales increased, confirming the continued growth of Polish e-commerce.

Tips for sellers:

• Use this time to review your offer and analyze the data
• Get ready for summer campaigns
• Look for niches that can provide stable revenue
• Choose flexibility and quick response to changing customer needs

What does the e-commerce barometer mean for sellers and the market?

Polish e-commerce is developing at a dizzying pace . Rising customer expectations, new technologies, and evolving trends are driving this growth. In this dynamic environment, BaseLinker Index is becoming not only an analytical tool but also a guide , helping sellers navigate the maze of data, indicators, and changing consumer sentiment.

For many companies, it's not only a way to assess their current situation, but above all, a solid foundation for planning their next steps . The index provides specific, practical information that can be used to optimize sales activities . And in times when the market can change overnight, such knowledge is a real competitive advantage .

With BaseLinker Index, sellers can:

• Compare your results with the overall market condition
• Identify areas for improvement
• Anticipate upcoming changes

It is worth bearing in mind that BaseLinker Index may gain new functions in the future that will further accelerate the development of e-commerce in Poland.

How can retailers use data from the e-commerce barometer?

BaseLinker Index is not just a set of numbers and charts, but above all a source of practical tips that can have a real impact on everyday business decisions.

Among the most important uses of index data are:

• Better offer management – ​​adapting the assortment to current customer needs
• Optimizing marketing campaigns – actions based on data, not intuition
• Support for international expansion – understanding local trends and preferences
• Tailoring the offer to specific markets – identifying the best-selling products in a given country

When it comes to international sales, BaseLinker Index is an invaluable tool that allows you to work precisely and effectively – without guessing.

Effective e-commerce management requires not only responding quickly to changes but also the ability to look ahead . Analyzing index data can help:

• Discover new market niches
• Streamline operational processes
• Stand out from the competition

What is the impact of the e-commerce barometer on strategic decisions?

BaseLinker Index is a tool that truly impacts e-commerce strategy . It gives sellers access to data that helps them adapt to changing market conditions – a crucial tool these days.

In a world where competition is fierce and customers are increasingly demanding, analyzing sales results is becoming strategic . The index allows you to track, among other things, year-over-year sales growth , which is not just a numerical value but also a signal of changing consumer behavior .

Based on this data, you can:

• Build long-term strategies
• Minimize the risk of wrong decisions
• Respond effectively to market changes

While the future may bring further innovations, one thing is certain – data will play a strategic role in making sound business decisions .

What is the role of BaseLinker Index in monitoring market conditions?

BaseLinker Index is not just a tool for sellers . It's also a valuable source of knowledge for analysts, experts, and anyone interested in the state of Polish e-commerce . Based on data from over 3,000 online stores, it allows you to precisely track market developments – both in the short and long term.

Regular index monitoring allows you to:

• Better understanding of the direction of e-commerce development
• Responding to market changes
• Predicting trends
• Building a competitive advantage

What does the future hold? Perhaps new tools will emerge that will more accurately reveal the heartbeat of the market. One thing is certain – this e-commerce barometer will be one of the pillars of this transformation .

Opportunities for further development of the e-commerce barometer

BaseLinker Index already provides valuable data on the state of Polish e-commerce. But this is just the beginning. As the market becomes more complex, the need for more advanced analyses that enable faster and more accurate business decisions .

One of the most important development directions for the tool is integration with AI and machine learning technologies . This will enable not only the analysis of historical data but also:

• predicting future trends with high accuracy,
• identification of the most promising product categories,
• real-time offer optimization.

Imagine a system that, based on data from recent months, predicts which products will dominate the next season. This isn't a vision—it's a real competitive advantage .

Another important area of ​​development is expanding the scope of analyzed data . In addition to sales results, the following can also be analyzed:

• signals from social media,
• customer reviews,
• search trends.

This multidimensional analysis allows you to better understand the market and respond to changes faster .

Will BaseLinker Index become an indispensable tool for every e-tailer? All signs point to it – provided its development responds to real user needs . And these are changing faster than ever before.

Want to learn more?

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