Inside Poland’s Booming E-commerce Scene: Trends, Players & Opportunities

Gianluca Luke Caccamo
5 days ago
8 min read

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, fuelled 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.

Agenda

Trends and New Product Items Sold
List of e-commerce platforms, between local and international players
- Polish-Market Platform-Type Breakdown (Store Count & Market Share)
- Polish Merchants Segment-Breakdown
Polish GMV Growth Projections Over the Next 5 Years
- Potential Recession Effects on Total GMV
Key trends shaping the future of Poland e-commerce
Changes in the Mix Between Marketplaces and Direct Online Stores in Poland
- Main Factors Influencing How SMEs Choose Between Marketplaces and Their Own Online Stores
- How does this outlook compare to other countries?
Conclusion

Trends and New Product Items Sold

Key trends include the explosive growth of mobile commerce, the rise of social commerce (projected to reach US$3.68 billion in 2025 and double by 2030), and increasing use of local payment methods like Przelewy24 and BLIK. Major product categories are Hobby & Leisure, Electronics, and Furniture & Homeware.

Infographic on Poland's e-commerce trends: mobile commerce, local payment methods, electronics, social commerce, hobby, and homeware. — Trends in Poland’s E-commerce

E-commerce Platforms between Local and International Providers

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.

Platform	Global Market Share	Key Strengths	Typical Users
Shopify	10.3% (global), 29% (US)	User-friendly, DTC focus, strong US presence	SMBs, DTC brands
IdoSell	<0.1%	Custom projects, regional focus	Niche/regional businesses
Atomstore	Not prominent	Custom B2B, loyalty/promo management	Businesses needing customization
Ecwid	1.31%	Easy integration, shopping cart	Small businesses
Wix	5.2% (CMS)	Fastest-growing, drag-and-drop builder	SMBs, beginners
Shoper	Unknown	Localized solutions (CEE)	Polish/CEE SMBs
WooCommerce	13% (top 1M), 35% (all)	Open-source, WordPress integration	Content-driven stores
Magento	8%	Open Source, Enterprise-grade, scalable	Large/complex businesses
PrestaShop	0.2%	Open-source, flexible	SMBs, especially in Europe

Polish Market Platform Type Breakdown (Store Count & Market Share)

As Poland’s e-commerce landscape matures, understanding the structure of its digital ecosystem has become increasingly important for both local entrepreneurs and international investors. In this section, we break down the Polish e-commerce ecosystem by platform type (Open Source vs Saas vs Custom-built), exploring how store count and market share are distributed across different models.

Platform Type	Example Platforms	Store Count (approx.)	Market Share (%)
Open Source	WooCommerce, PrestaShop, Magento	~92,420 (WooCommerce: 72,070, PrestaShop: 17,400, Magento: 1,830, Other: 1,120)	~64%
SaaS	Shoper, Shopify, IdoSell, Wix	~27,810 (Shoper: 13,560, Shopify: 9,160, IdoSell: 3,040, Wix: 2,050)	~19%
Custom-built	Custom Cart, Takeaway, Others	~23,020 (Custom Cart: 18,030, Takeaway: 1,850, Others: ~3,140)	~16%

WooCommerce is the dominant platform, powering over 50% of all stores.
Custom-built solutions (Custom Cart) are significant in sales volume, accounting for nearly 90% of total online sales value, despite being fewer in number.
SaaS platforms like Shoper and Shopify are growing but remain behind open source and custom cart solutions in store count.

Polish Merchants Segment-Breakdown

Bar chart shows Polish e-commerce merchants' platform adoption: Micro (yellow, 70%), Small (orange, 20%), Midsize (red, 5%), Enterprise (pink, 2%). — Snapshot of Polish E-commerce Merchants Distribution

Micro and small merchants dominate the market, accounting for the vast majority of online stores, often choosing SaaS or open-source platforms for ease and cost.
Midsize and enterprise merchants are fewer but drive a disproportionate share of total sales, often using custom-built or enterprise-grade platforms for scalability and integration.

Polish GMV Growth Projections Over the Next 5 Years

Poland’s e-commerce market is set for robust growth in the coming years. Multiple sources forecast a compound annual growth rate (CAGR) of around 9% through 2028–2029. In concrete terms:

The market is expected to grow from approximately US$33 billion in 2023 to US$51.4 billion by 2028, with a CAGR of 8.97%.
In Polish złoty, forecasts suggest the market could reach PLN 192 billion (about €44.6 billion) by 2028, averaging 8% annual growth.

Projected Growth in the Polish E-commerce Market

Potential Recession Effects on Total GMV

Recent years have seen Poland’s e-commerce sector weather macroeconomic challenges, including inflation and economic slowdowns. These factors have:

Temporarily reduced sales growth rates compared to the pandemic boom years.
Made consumers more price-sensitive, prompting companies to adjust pricing and promotional strategies.
Led to a post-pandemic “correction” in growth, but the overall share of e-commerce in retail remains higher than before COVID-19.

Despite these challenges, the sector’s underlying growth trend remains intact. The market continues to expand, albeit at a slightly moderated pace, and the long-term outlook is positive. The pandemic acted as a catalyst, accelerating digital adoption, and even after a correction, e-commerce’s importance in total retail persists.

Key trends shaping the future of Poland e-commerce

SMEs are gaining ground: The share of turnover from SMEs has increased steadily, reflecting their growing digital adoption and the proliferation of user-friendly e-commerce builders and social commerce tools.
Marketplaces remain dominant: The vast majority of Polish consumers shop via marketplaces like Allegro, which offer reach and convenience that are difficult for SMEs to match independently. In 2024, 86% of Polish shoppers made purchases through marketplaces.
Direct sales channels are expanding: SMEs are increasingly leveraging their own online stores and social commerce channels, supported by local and international e-commerce builders, to reach customers directly and build brand loyalty.
Technology lowers barriers: Advances in mobile commerce, 5G, and logistics are making it easier for SMEs to compete and provide fast, seamless shopping experiences.

Dollar sign infographic on e-commerce in Poland. Highlights SME Growth, Marketplace Dominance, Direct Sales, and Tech Advancements. — Exploring key trends in E-commerce Dynamics in Poland

While the share of online sales from SMEs will continue to grow—driven by digital transformation, social commerce, and improved logistics—large enterprises and marketplaces are expected to retain the majority of e-commerce turnover in the near term. However, the gap is narrowing as SMEs become more sophisticated and consumers increasingly value unique products and personalized service. Expect a gradual shift, with SMEs’ share of online sales rising, but not overtaking that of large enterprises and dominant platforms in the next several years.

Changes in the Mix Between Marketplaces and Direct Online Stores in Poland

The structure of Polish e-commerce is evolving, with both marketplaces and direct-to-consumer (DTC) online stores gaining significance:

Companies increasingly use a mix of their own websites/apps and third-party e-commerce platforms to reach customers.
Marketplaces remain important for visibility and customer acquisition, but many businesses also invest in their own channels for greater control and brand experience.
The pandemic accelerated the shift to online, but after a brief dip in marketplace sales value, most sellers maintained or increased their activity on these platforms.

Balancing brand control and customer reach through owned platforms and third-party marketplaces.

This dual-channel approach is expected to persist, with both channels growing but with a gradual increase in the sophistication and importance of direct sales channels alongside established marketplaces.

Marketplaces (like Allegro, Amazon.pl, and OLX) dominate Polish e-commerce, accounting for over 60% of GMV.
However, there's a gradual shift toward branded DTC experiences, especially in categories like fashion, beauty, and electronics.
Local Polish platforms like Idosell, Atomstore, and Shoper help local sellers build independent stores.
Over time, hybrid strategies (selling on marketplaces + own website) are becoming the norm.

Main Factors Influencing How SMEs Choose Between Marketplaces and Their Own Online Stores

1. Reach and Visibility

Marketplaces like Allegro offer immediate access to a large customer base, making them attractive for SMEs seeking quick visibility and sales.
Building a standalone online store requires more investment in marketing to attract traffic and build brand awareness.

2. Control and Brand Experience

Selling through their own online store gives SMEs full control over the customer journey, branding, pricing, and data collection.
Marketplaces limit branding opportunities and customer data access but simplify the sales process.

3. Costs and Fees

Marketplaces typically charge listing, transaction, and commission fees, which can reduce margins, especially for lower-priced products.
Running an independent store involves upfront costs (website development, hosting, payment integration) but can be more cost-effective long-term as sales scale.

4. Competition and Differentiation

Marketplaces have high competition, with many similar products and easy price comparisons, which can drive prices down.
Independent stores allow SMEs to differentiate through unique branding, personalized service, and curated product offerings.

5. Multi-Channel Strategy

Many SMEs adopt a hybrid approach, using both marketplaces for reach and their own stores for brand building and customer loyalty.
Multi-channel sales can increase operational complexity but also maximize sales opportunities.

6. Trust and Credibility

Some consumers trust established marketplaces more than unknown standalone stores, especially for first-time purchases.
Having a physical presence or a well-designed online store can enhance credibility for independent sellers.

7. Technological and Regulatory Factors

Advances in e-commerce platforms and social commerce make it easier for SMEs to launch and manage their own stores.
Regulatory changes, such as simplified VAT rules, can influence cross-border selling and the choice of sales channels.

Summary Table

Comparison chart of Marketplaces vs. Own Online Stores. Marketplaces have high reach and trust, but limited control. Online stores offer full control. — Comparison of Key Factors: Marketplace vs. Own Online Store—exploring reach, control, costs, competition, trust, data access, and tech/regulation to determine the best fit for SME's e-com strategy.

SMEs often weigh these factors and increasingly adopt a multi-channel strategy to balance reach, control, and profitability in Poland’s evolving e-commerce landscape

How does this outlook compare to other countries?

Globally, the outlook for SMEs choosing between marketplaces and their own online stores varies by region. In Asia and South/Central America, marketplaces overwhelmingly dominate e-commerce, accounting for over 95% of sales, due to their scalability, trust, and logistics advantages. In contrast, North America and Europe see a more balanced split: online stores generate about 53–54% of e-commerce income, while marketplaces account for 46–47%.

Western consumers tend to trust individual brands and benefit from better logistics, making standalone stores more attractive. However, worldwide, marketplaces are gaining ground and now represent 72% of global e-commerce revenue, a share that continues to grow. SMEs everywhere are increasingly adopting hybrid strategies to leverage the strengths of both channels

Conclusion

Poland’s e-commerce market is rapidly growing, driven by high internet penetration, mobile usage, and evolving consumer behavior. Marketplaces like Allegro dominate sales, but SMEs are increasingly leveraging localized and international e-commerce platforms to build direct-to-consumer (DTC) channels. A hybrid strategy—combining marketplaces for reach and own stores for brand control—is becoming the norm. While large players still control most turnover, SMEs are steadily gaining ground, mirroring broader European trends toward more balanced, multi-channel e-commerce ecosystems.

Author

Gianluca Caccamo, leader in connecting C-level with Data for Strategic Partnerships, counting more than 15 years of experience at companies like Google, Pinterest and Wix among others. Currently advising companies on E-commerce, Advertising, Saas and AI.

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