Shopping via TikTok, apps available to everyone – this is what e-commerce looks like in 2025

Polish e-commerce is growing rapidly. The value of online sales in Poland reached about PLN 140 billion in 2024, and by 2028 it is expected to increase to PLN 192 billion, which means an average annual growth rate of 8% – higher than in the case of the entire retail sector¹. According to forecasts, by 2026, e-commerce will already account for 20% of total sales in Poland². A rapid market evolution accompanies growth, the future of which is determined by new technologies, regulatory changes and growing consumer expectations. What trends and innovations will shape digital shopping in the coming years?

Shopping via TikTok – young consumers are changing the rules of the game

The popularity of shopping via mobile devices is growing – m-commerce remains one of the key growth drivers in online commerce. Social commerce plays a special role here. According to a Salesforce report, 53% of consumers discover new products via social media – 7% more than two years ago. In Generation Z, this percentage reaches as much as 76 %³. Young consumers – just entering the labour market – will shape the reality of shopping in the coming years.

TikTok is gaining importance as it transforms from an entertainment platform into a powerful sales channel. Already, 40% of Generation Z representatives use the medium to discover products, while among baby boomers, it is only 4%. The growing interest in shopping directly from the app supports the development of TikTok Shop, a platform operating in the UK, Germany, and the US that is preparing to enter the Polish market. This service is only used in the UK by over 200 thousand sellers4.⁴.

– Live shopping, which combines entertainment, interaction and instant purchase, is also becoming increasingly popular. Along with this trend, the pressure on traditional players is growing, as they have to adapt to new sales formats and digital consumer expectations – comments Przemysław Łukaszewski, E-commerce Business Unit Director at Exorigo-Upos

Due to the rapid development of e-commerce in recent years, new regulations are also increasingly needed to protect consumers and even introduce certain restrictions. Europe is starting to fight overproduction and fast fashion – including platforms such as Temu or Shein. The latter alone releases up to 10,000 new products a day, illustrating the scale of overproduction and the pressure that fast fashion exerts on the environment⁵. France introduces, for instance, a ban on advertising Chinese giants and a special environmental tax. It is expected that similar regulations may soon appear in other EU countries, which will significantly affect the strategy of e-commerce platforms.

AI and automation are redefining e-commerce

Data shows that about 60% of companies in the e-commerce sector have already implemented solutions based on artificial intelligence – from chatbots and recommendation algorithms to predictive analytics⁶. Today’s consumers expect a personalised shopping experience, 24/7 service availability, and dynamic offers.

– Artificial intelligence allows us to shorten the service time, improve the quality of recommendations, and match the offer. This translates directly into increased revenues and reduced operating costs – says Przemysław Łukaszewski. – The implementation of AI becomes a condition for maintaining competitiveness in the market, where customer loyalty depends on the convenience and speed of the platform.

E-grocery: new expectations and shopping experience

Online grocery shopping is becoming increasingly popular. The value of this segment in Poland is expected to increase from PLN 4 billion in 2024 to PLN 14 billion in 2028. The development of e-grocery is not just a matter of convenience but also a response to changing eating habits, lifestyles, and consumer awareness.

– Customers increasingly expect that online grocery shopping will be fast and tailored to their individual needs – emphasises Przemysław Łukaszewski. – Personalised offers, e.g. organic, local, bio or short-ingredient products, are gaining popularity. Mobile app features, intuitive navigation, smart shopping lists, loyalty programs, and subscription integration are also important.

Green e-commerce and recommerce: responsibility in fashion

Environmental awareness of consumers has become an important factor in competitiveness. As many as 63% of Poles declare that they pay attention to ecological packaging, and 56% are willing to wait longer for delivery if it means a smaller carbon footprint. Already, one in four declares that they choose brands with environmental certificates, and 26% – those that are socially involved⁷. The phenomenon of recommerce is also developing – about 61% of Internet users buy second-hand products⁸.

Regulation: The European Accessibility Act to drive innovation

The European Accessibility Act (EAA) came into force at the end of June 2025. This act obliges online stores to ensure full digital accessibility for people with disabilities. However, it is not only a matter of meeting technical requirements.

– EAA is an impulse to design services more inclusively and intuitively. Companies that treat regulations as an opportunity for innovation in user experience will gain a competitive advantage – says Przemysław Łukaszewski.

Compared to Polish Europe, we continue to stand out with high growth potential and a degree of technological adaptation. Still, in the coming years, development will be increasingly determined by companies’ ability to invest in flexible, safe, and sustainable operating models. Only those who can respond quickly to change—technological, regulatory, and societal—will be able to remain competitive in an increasingly demanding digital environment.

[1] https://www.pwc.pl/pl/media/2024/2024-08-21-prognozy-strategyand-polski-rynek-e-commerce-bedzie-wart-192-mld-zl-w-2028-roku.html

[2] https://www.trade.gov/country-commercial-guides/poland-ecommerce

[3] https://www.salesforce.com/news/stories/social-shopping-stats-2025/

[4] https://pro.rp.pl/raporty-ekonomiczne/art42532971-na-zakupy-z-botem-i-przez-tiktoka

[5] https://www.theguardian.com/fashion/2022/apr/10/shein-the-unacceptable-face-of-throwaway-fast-fashion

[6] https://itwiz.pl/blisko-60-firm-e-commerce-wykorzystuje-generatywna-ai-w-biznesie/

[7] https://eizba.pl/wp-content/uploads/2024/11/Odpowiedzialny-E-commerce-2024_Raport_e-Izby_skrot.pdf

[8] https://gemius.com/blog/foreign-purchases-used-products-and-blik-payments-the-report-ecommerce-in-poland-2024/