What is the Polish retail industry investing in? Key directions and trends

Despite the turbulent economic situation, the retail industry does not intend to reduce its investments. According to the RetailTech 2025 report, more than 75% of companies plan to maintain or increase their investment spending in the coming year, with a focus on modern technologies. These include cloud solutions, artificial intelligence and new loyalty systems based on it.

Investments are growing despite the uncertain economic situation

Data from the RetailTech 2025 report, prepared by Exorigo-Upos and Keralla Research, indicate a consistent increase in the importance of technology in the retail industry. More than three-quarters of companies declare that in 2026 they will allocate the same or more funds to investments – primarily IT development – than they do currently. Four out of ten retailers plan to invest 3-4% of their annual turnover, and nearly the same percentage (39%) plan to allocate 5% or more.

So even in times of economic uncertainty, retail companies are investing in digital transformation. These investments are not just following a trend; they are the foundation for building modern, scalable enterprises. They are seen as building business resilience – strategic preparation for changing conditions. Retailers who combine flexibility with investment courage should minimize risk and turn uncertainty into growth

Cloud, AI, and cybersecurity at the top

In the next 12 months, the most important areas for retail companies to invest in are cloud solutions (28% of responses), artificial intelligence (27%), and cybersecurity (26%). AI is currently the dominant technological trend in retail, with as many as 59% of the largest companies recognising it as such. Artificial intelligence is no longer a novelty, but has become part of strategy. It is the foundation for development and improved operational efficiency, and an essential element in building competitive advantage.

Smart customer loyalty and personalisation

New loyalty systems are also a priority for retailers. With the growing role of AI, retailers are increasingly focusing on customer retention through these systems and personalisation. 46% say that investment should be made now (36% think it is important but can wait, and 18% see no point in investing in this area at all). This is a 25% increase compared to the previous survey!

Modern loyalty programmes are becoming an investment in long-term customer value – they increase customer loyalty to the brand and the frequency of purchases. Thanks to advanced artificial intelligence algorithms, it is possible to hyper-personalise offers in real time. This translates into measurable results – companies that have successfully implemented customer experience personalisation are seeing revenue growth of up to 40%.

Cloud solutions and international expansion

Cloud solutions are also considered a very important investment by retailers (45% indicated they are a priority; only 11% do not see the value in investing in this area). They are gaining in importance – in the previous edition of the report, 39% identified them as a priority – because they enable organisations to scale resources to meet demand and respond quickly to market changes.

Clouds are best suited to projects that require advanced data integration and high system availability. It is therefore very likely that the increase in the priority of cloud investment is linked to the ambitions of Polish retailers to expand beyond the domestic market – 44% of them (a huge increase from 28% last year) believe that international expansion should be among their priority investments.

Foreign expansion is therefore no longer just an option, but a standard element of development. By operating in multiple markets, companies can become more resilient to local economic turbulence. However, to succeed abroad, a desire to expand is not enough – the right technological infrastructure is essential. Managing a cross-border supply chain and distribution without modern, efficient IT systems is virtually impossible.

That is why companies planning international expansion invest in solutions that support the scalability of operations – from ERP systems and multilingual e-commerce platforms to data analytics that provide a better understanding of local customers. These solutions enable effective coordination across multiple markets.

E-invoicing is still highly placed

It is also worth noting KSeF’s high ranking on the list of investments that should be prioritized by companies in Poland’s retail sector. Preparing for the introduction of KSeF (the National E-Invoicing System) was indicated as a priority by 38% of the entrepreneurs surveyed, and for 44% it is an important investment, but one that can wait. This is a reversal of the results from last year’s edition of the report. At that time, implementing KSeF was a priority for 44% of companies, while 37% indicated it was important but could wait.

The lower percentage of votes for KSeF as a priority solution is probably related to the fact that its implementation has been postponed (the system was originally supposed to be introduced on 1 July 2024) and entrepreneurs had more time to prepare for it. Nevertheless, it remains an extremely important topic for the Polish retail industry, and the implementation of KSeF (see our article, “How does KSeF work? Guide“) is the top investment priority for companies allocating 3% to 4% of their turnover to IT solutions.

As many as 55% of them indicate that preparing for e-invoicing is crucial. Companies can leverage proven tools to streamline this process, such as the SmartKSeF system, which enables secure, efficient automation of e-invoice circulation.

Methodology

The study behind the RetailTech 2025 report involved 100 representatives from medium and large companies with an annual turnover exceeding PLN 100 million. All respondents are responsible for technology in their companies. Telephone interviews (CATI) were conducted with them in September 2025.