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Over the period observed, the number of registered e-commerce stores increased and reached over * in 2025. It is the highest result of the Polish internet sales market for years. 

Online stores overview

In 2022, the most popular online stores by the number of users were allegro.pl and mediaexpert.pl, where the former was used by more than ** million users, and the latter by nearly ** million. Meanwhile, the top-rated online store ranking for customer feedback, speed of delivery, customer service, and quality of packaging was the footwear store eobuwie.com.pl, which scored ** percent, followed by the online pet store zooart.com.pl. Finally, in terms of the most recognized online brands, Polish respondents most often pointed to ** and *** as the online brands that first come to their minds.

E-commerce users

In 2022, the most active age group in Poland shopping online included those aged , and this trend has already continued since 2016. By contrast, in terms of gender, slightly more women than men have shopped online in recent years. In 2020, Polish respondents cited clear price details and photos of the product, price transparency, and delivery price as the most important aspects when shopping online.