Mobile e-commerce in Poland continued to outperform e-commerce as a whole, as local consumers have become increasingly confident in using mobile apps to purchase products. The number of mobile apps present in the country is rising in line with the high popularity of smartphones, which are now the predominant type of mobile phone in Poland.
Local consumers tend to use an e-commerce website, a mobile app and a physical store in the purchasing process. While many Poles tend to use their smartphones for initial research, comparing prices and availability before moving to convenient desktops to finalise the transaction, mobile devices still play an essential role in the decision-making process.
Lower data tariffs from phone operators are also allowing consumers to use their mobile phones to access the internet at a more affordable price. This was a major obstacle to greater uptake by Polish consumers during the last decade, and therefore most local consumers have the capacity to freely access internet on their mobile devices wherever they are.
Mobile e-commerce is predicted to continue to record double-digit value growth rates (at constant 2021 prices) over the course of the forecast period, to outperform e-commerce as a whole, and hold close to 50% value share by 2026. This strong trend will be driven by local consumers increasingly switching from PCs and laptops to mobile apps installed on their smartphones to facilitate the purchase as they become increasingly confident in this technology and its security features, in addition to increasingly advanced smartphones and better mobile internet connectivity.
Key players such as Allegro are expected to invest in new product development and technology to ease the path to greater use of mobile e-commerce over the forecast period, while at the same time identifying ways of offering greater convenience and securing consumers’ transactions. Instalment payments, which have gained in popularity in Poland in the last decade are accelerating online sales as they allow consumers to purchase products with convenient payment over a chosen period of time.
The dynamic growth of mobile e-commerce also offers the greater possibility of online marketing via popular social media networks such as Facebook, YouYube or even Instagram and TikTok, driven by younger consumers who are eager to follow the latest trends via these popular platforms. Mobile e-commerce offers greater room for impulse shopping which is grounded in online marketing.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.
See All of Our DefinitionsThis report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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