Inside Poland’s Booming E-commerce Scene: Trends, Players & Opportunities
- Gianluca Luke Caccamo
- Jul 10
- 8 min read
Updated: Sep 30
Poland has rapidly emerged as one of the most dynamic e-commerce markets in Central and Eastern Europe. With a tech-savvy population and a growing appetite for digital convenience, the country offers fertile ground for online retail and platform-based business models.
The market is marked by high internet penetration (over 93%), a rapidly growing base of online shoppers (over 64% of the population), and a strong shift toward mobile and social commerce, fueled by 5G expansion and widespread smartphone use.
Allegro stands as the dominant marketplace and is often referred to as the “Polish Amazon,” providing a platform for millions of buyers and sellers and setting the standard for marketplace commerce in the country. Allegro’s scale and brand recognition make it the primary channel for both local and international brands seeking broad reach in Poland.
On the other end, a diverse ecosystem of local and international e-commerce builders powers thousands of independent online stores. Local platforms such as Shoper, IdoSell, and Atomstore cater to Polish merchants with region-specific features, payment integrations, and logistics solutions. These platforms are popular among small and medium-sized businesses looking for tailored support and flexibility. International builders like Shopify, WooCommerce, Magento, and Wix are also widely used, especially by businesses aiming for cross-border reach or advanced customization.
The Rise of E-commerce in Poland
Poland’s e-commerce landscape is evolving rapidly. This growth is driven by several factors, including technological advancements, changing consumer behaviors, and the increasing importance of online shopping.
E-commerce Platforms: Local vs. International
Understanding the various e-commerce platforms available in Poland is crucial for businesses looking to enter the market. Below is a summary of each e-commerce platform available in Poland, including global market share, strengths, and targeted customer base based on the latest data.
