[Guide] Ecommerce in Poland: a growing market

Poland is one ecommerce market we don’t want you to overlook. It is large, it keeps growing, and its online shoppers have clear habits that reward sellers who localize.

Market size and growth

Online retail sales by Polish companies reached PLN 92.7 billion in the twelve months to January 2026, up 6.9% year on year, according to the Polish Chamber of Commerce (KIG), based on GUS data. That figure only covers companies with more than nine employees, so the full market is bigger. Ecommerce already accounts for 9.2% of retail sales in that segment. ECDB expects the Polish market to grow by an average of 9.6% a year until 2028, the seventh-fastest rate in Europe.

Demand is broad. In 2025, 69.7% of Poles aged 16 to 74 bought something online, up from 67.4% a year earlier (GUS). Among internet users the share is higher still: 78% have shopped online, according to Gemius’ 2025 study.

Delivery: parcel lockers come first

Parcel lockers are the default delivery method in Poland. In the same Gemius study, 83% of online shoppers said they choose delivery to a parcel locker, and 87% of them use InPost’s Paczkomat network. If your Polish checkout does not offer locker delivery, you will lose orders.

Marketplaces: Allegro and the challengers

Marketplaces carry a large part of Polish ecommerce. Allegro is still the local reference point: it had 15.2 million active buyers in Poland in Q2 2025, and 86% of internet users name it unprompted when asked about online shopping sites.

The field has opened up, though. In March 2025, Temu overtook Allegro in monthly users in Poland for the first time (18.1 million against 17.8 million, Gemius data), even if Allegro users still spend about twice as long on the platform. And 41% of Polish internet users now shop on foreign platforms such as Temu, AliExpress and Amazon, up five percentage points in a year. For a foreign brand that means competing on service and delivery, not on reach alone.

Customer service: email and phone still lead

Poles adopt new technology quickly: 53% use chatbots and AI tools, mostly ChatGPT. Yet when they need to contact an online store, they prefer email and phone over chatbots. Fast answers in Polish on those channels are the baseline, not a bonus.

Expand your online business to Poland

If you’re looking for a European growth market, Poland comes recommended. As always, success demands localization: Polish-language content, locker delivery at checkout, a presence on the marketplaces Poles actually use and support in their own language.

Salesupply has a long history of operating in Poland and we can provide you with native customer care, fulfillment, and return services to expand into Poland.

Contact us to learn more.