E-commerce continued to record dynamic current value growth in 2021, outperforming retail in Poland as a whole. While this trend was already emerging in the country over the review period, the pandemic helped to accelerate its penetration and acceptance among a wider audience in Poland, as local consumers were forced to switch to alternative channels when non-essential store-based specialists were closed during the most severe restrictions, in addition to remaining cautious even as stores reopened due to fear of exposure to the virus.
Strong growth by new e-commerce retailers in 2021 was also evident. New stores offered both groceries and non-grocery goods, with the most popular new entries offering apparel and footwear and beauty and personal care.
Major e-commerce platforms such as Allegro and Zalando have started to expand their services to address current trends, from convenient payment options offered by Allegro to the reselling of second-hand products via Zalando’s pre-owned section, where consumers can also use the platform to sell their own second-hand clothes that were not previously purchased from the marketplace.
E-commerce is expected to see continuous growth over the forecast period to outperform retailing as a whole, with the channel gaining further penetration of the market, although in line with increasing maturity in Poland, the rate of growth will gradually slow. Despite local preference for store-based shopping, especially for big-ticket items, a greater number of Polish consumers have been exposed to the channel since the pandemic, and are likely to continue to favour it for its convenience, or at least use it in conjunction with store-based retailing by running price comparisons and reading product reviews.
Services associated with online sales are expected to be important differentiating factors among key players in e-commerce. Free delivery and returns, visual try-outs utilising technology to facilitate the online demonstration of products, and convenient payment solutions such as Blik, and 0% fee when paying by instalments, are expected to have a substantial impact on which retailer consumers choose, given intensifying competition in the channel.
New or smaller product categories are expected to see more developed sales growth via e-commerce over the forecast period, including home improvement and gardening. While this area witnessed important growth online during the pandemic, this was still from a low sales base, and therefore offers significant potential for further development with predictions for the highest value growth (at constant 2021 prices) over the forecast period.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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