E-commerce market grows, aided by technology

Poland's e-commerce sector continues its robust growth, with online sales increasing by 9.9% in May 2026 compared to the same period last year. This surge has pushed e-commerce's share of total retail sales to 9.2%, up from 8.6% the previous month and 0.4 percentage points year-on-year, according to GUS data.

Experts like Paweł Peryga, manager at Univio, interpret this trend as a sign of genuine consumption recovery. Data suggests the growth stems primarily from a higher number of orders and increased consumer purchasing activity, rather than just rising prices. This indicates a healthy expansion of the online market.

The trend of online shopping is well-established, with 69.7% of Poles making purchases online in 2025, an increase from 67.4% the previous year. Clothing and footwear remain the most frequently purchased items. Parcel lockers are the preferred delivery method, according to a Gemius report. However, the market is also seeing a growing popularity of cross-border online shopping, particularly from Chinese platforms.

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the growth of online sales is primarily due to a larger number of orders and higher consumer purchasing activity, not price increases.

This increased competition from Chinese e-commerce giants is impacting Polish online stores. Many are opting not to compete solely on price, instead focusing on shortening delivery times, strengthening their brand identity, and developing their own online platforms. Challenges for Polish businesses considering selling on Chinese platforms include potential brand perception issues related to quality, unfavorable sales economics, margin pressures, and legal complexities such as product liability, regulations, taxes, and intellectual property rights. Conversely, those already selling or considering it see these platforms as additional channels for traffic and demand testing.

While e-commerce thrives in larger cities and among younger, educated demographics, there is still potential to engage new customer groups, especially seniors and residents of smaller towns who currently shop online less frequently. Michał Wójcik, manager at Alsendo, emphasizes that speed and diverse options are key. Future growth hinges on effectively meeting the needs of these less-engaged demographics. Technological innovations, from product selection to delivery and payment options, are crucial drivers for the sector's continued development, with mobile channels showing particularly strong growth.

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the number of active users of mobile banking applications increased in Q1 2026