Poles are buying more and more online. The latest Gemius report

Gemius, together with the Chamber of Electronic Economy, for the seventh time presents the study "E-commerce in Poland. Gemius for e-Commerce Polska". You can download it here.

Among the issues described in the report are:

  • attitudes towards online shopping among people who practise it and those who do not;
  • rankings of e-commerce brands by recognisability;
  • preferred methods for making online purchases (including means of payment and delivery);
  • usage of mobile devices.

Polish e-commerce

Online shopping is gaining more and more adherents. In Poland, 62% of Internet users now say they make purchases in this way, up significantly on the 2017 figure of 56%. Respondents included representatives of all age groups, with different levels of education and household income, and giving different assessments of their financial situation. According to the report, the largest group of online shoppers consists of residents of cities with up to 200,000 inhabitants, and moderately well-off households.


Recognition of Polish e-commerce sites

One of the factors studied was spontaneous recognition of Polish e-commerce firms. The best recognised Polish e-commerce site is still Allegro, mentioned by as many as 80% of respondents. Of foreign brands, the most often indicated is AliExpress, recognised spontaneously by 42% of those who had made purchases through foreign sites in the last six months.

Online payments

An important issue that was studied for the report is Polish consumers’ confidence in online payments. Just two years ago, 30% of respondents who said that they did not purchase online were concerned about the security of payments. This number has now fallen to 17%, which means that confidence in online payments has increased significantly. Among the various forms of payment, Internet users most willingly select the possibility of a fast transfer via an online payment service provider – this option was indicated by as many as 66% of e-consumers. The payment service used most frequently by online buyers is PayU, which was mentioned by 55% of those who buy online and make use of fast transfers via a payment service provider.

“This is a great success on the part of all those involved in the Polish e-commerce market. At the same time, we are extremely pleased that PayU is the first choice of Internet users when making online payments. As many as 55% of e-consumers in Poland most often choose our solution, while the payment operator who is on the next position on the list have won the confidence of a group only half that size.”

Joanna Pieńkowska-Olczak, Member of PayU S.A. Management Board, PayU Country Manager in Poland


The PayU brand is the clear leader among payment service providers used by online buyers who choose this method of payment.


The largest growth compared with the previous year was recorded in the case of mobile payments of the BLIK type, for which the number of responses increased from 18% to 30%. Also noteworthy is the growth in popularity of alternative payment methods, which are around 40–50% more popular than they were in 2017. These include, for example:

  • payment by text message,
  • payment in instalments,
  • deferred payment,
  • mobile payment using QR codes and similar.

Popular product categories

The report also contains research on Poles’ online buying habits. Last year the goods they most often bought online from Polish stores were:

  • clothes and accessories (69%)
  • footwear (55%)
  • books and CDs/DVDs (54%)
  • cosmetics and perfumes (52%)

In the case of foreign sites, the greatest interest was shown in:

  • mobile phones and accessories (34%)
  • domestic appliances and electronic equipment (33%)
  • cosmetics and perfumes (33%)
  • clothes (32%)
  • footwear (32%)
  • furniture and interior décor (32%)

Find out how Poles are buying online!

Trends in e-commerce

The report also describes one of the most important directions of development of the e-commerce market – cross-border e-commerce. It is estimated that by next year cross-border transactions will account for one-third of all online sales.

According to the Gemius figures, 26% of Internet users in Poland have already made purchases from a foreign e-store. The principal difference between those making purchases in Poland and abroad is their age – the younger the user, the more frequently they buy abroad. The practice is most common in the youngest age group, from 15 to 24. Such buyers have often completed higher education, have a declared monthly household income above 5000 Polish Zloty, and live in the largest cities.

The openness of Polish e-consumers to cross-border shopping is growing year by year. Last year saw an increase by three percentage points, and this trend is expected to be maintained. Joanna Pieńkowska-Olczak says: “Polish e-businesses will be sending more and more goods to foreign customers. At the same time, competition will increase on the home market, as more and more foreign firms are launching e-stores in local versions, friendly to Polish online consumers. For Polish e-stores this means increased competition, and so an essential step in their expansion should be to start selling to customers in other countries as quickly as possible.”

Download the full report here (polish version only).