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As of December 2024, the two online shops that recorded the highest number of users in Poland were the e-commerce platform — ** and the C2M platform ****, with over ** and ** million users, respectively. 

Online shopping in Poland

The number of Poles deciding to give up the traditional form of shopping has been increasing year-on-year. Consequently, more than ** percent of the population is already shopping online countrywide. Online shoppers generally have an excellent reputation for shopping online. Online shopping is primarily perceived as an uncomplicated and a convenient experience which also provides broader options to the user than the traditional shop, encouraging the customers to shop online with the 24-hour availability. More attractive prices and cheaper delivery costs than in brick-and-mortar stores remains the principal motivating factor to buy online for Polish consumers.

Shopping behavior of internet users in Poland

The shopping behavior of internet users varies according to their gender, age, education, or economic situation. In essence, different groups make different choices in terms of product categories or the frequency of online shopping. However, among all e-shopper categories, the most popular product categories were clothing and accessories, but also footwear, cosmetics, books, music or movies. Poles were equally eager to use foreign online platforms. The products they most willingly bought from abroad were clothing and accessories, footwear, and cosmetics.