Over the forecast period, the dynamics of retail e-commerce are likely to slow but will be revived by the growing purchasing power of the fully digital Generation Z demographic. Further growth in retail e-commerce will also come from the demand generated by refugees from Ukraine and consumers' desire for convenience and time saving.
Direct-to-customer is likely to become one of the most important trends in retail e-commerce over the forecast period. Its popularity will be fuelled by consumers' growing tendency to shop online and their growing confidence in purchasing products directly from manufacturers.
Retail e-commerce players focusing on offering affordable goods such as Shein or Temu which have been present in Poland for some years, are expected to gain category share. While neither advertise in traditional media, they are highly visible on social media, making them very familiar to Generation Z consumers.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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