Mobile Internet Retailing in Poland

PROSPECTS

Smartphones are essential to the shopping process

Smartphones and tablets are becoming increasingly important sales and marketing tools. According to the report “Omni-commerce.

Smartphones utilised to search for information

Consumers commonly use smartphones to search and obtain information about products and services. However, smartphones in Poland do not have such a high share in purchase transactions as in some European countries, such as the UK, Ireland or Germany.

Mobile devices utilise digital innovations

Large grocery chains such as Carrefour and Piotr i Pawel make it possible to pay for purchases through an app. In 2018, Piotr i Pawel upgraded its mobile application Skanuj i Kupuj (Scan and Buy) with a new function of mobile payment, whereby customers can finalise the purchase without contact with a cashier.

COMPETITIVE LANDSCAPE

Allegro and OLX.pl provide the most popular mobile applications

Spicy Mobile, an agency specialised in online marketing communications, published a ranking for the most popular shopping applications in Poland in 2017. According to the ranking, Allegro, OLX.

Mode of payments that facilitate mobile transactions are welcome

Mobile internet retailing is developing at a double-digit growth rate, due to a large extent to streamlining payment process, which is becoming limited to a single click. This encourages consumers to utilise mobile purchases.

Social media is a good base for mobile internet retailing

The percentage of Poles using social media continues to grow. Social media sites increasingly engage in the m-commerce channel creating new tools, allowing the user to make a purchase without leaving the platform.

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