eCommerce market in Poland
Poland is the 21st largest market for eCommerce with a predicted revenue of US$16,608.4 million by 2023, placing it ahead of Sweden. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 10.7%, resulting in a projected market volume of US$24,965.9 million by 2027. With an expected increase of 9.6% in 2023, the Polish eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Poland, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Polish eCommerce market. Fashion is the largest market and accounts for 30.9% of the Polish eCommerce revenue. It is followed by Electronics & Media with 20.0%, Food & Personal Care with 18.1%, Furniture & Appliances with 17.4%, and Toys, Hobby & DIY with the remaining 13.6%.
Market development
eCommerce revenue development in Poland
Poland is the 21st largest market for eCommerce with a predicted revenue of US$16,608.4 million by 2023, placing it ahead of Sweden. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 10.7%, resulting in a projected market volume of US$24,965.9 million by 2027. With an expected increase of 9.6% in 2023, the Polish eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Poland, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Polish eCommerce market. Fashion is the largest market and accounts for 30.9% of the Polish eCommerce revenue. It is followed by Electronics & Media with 20.0%, Food & Personal Care with 18.1%, Furniture & Appliances with 17.4%, and Toys, Hobby & DIY with the remaining 13.6%.
eCommerce revenue development in Poland
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 5.6 | 72.8 | 96.3 | 26.0 | 66.9 | 42.2 | 93.0 | 84.9 |
| AOV (in US$) | 13.4 | 69.0 | 55.0 | 94.7 | 47.7 | 11.5 | 69.9 | 6.1 |
| CVR (in %) | 5.6 | 72.8 | 96.3 | 26.0 | 66.9 | 42.2 | 93.0 | 84.9 |
Top stores
Top five online stores in Poland by net sales 2021
The biggest player in the Polish eCommerce market is mediaexpert.pl. The store had a revenue of US$518.3 million in 2021. mediaexpert.pl is followed by zalando.pl and euro.com.pl as the second- and third-largest stores with US$439.6 million and US$397.3 million, respectively. Altogether, the top three stores account for 15.9% of the top 100 online stores' revenue in Poland. Store rankings include every store that generates revenue in Poland. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Poland was considered.
eCommerce net sales generated in Poland in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
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