“E-commerce in Poland 2026″ Report: From market maturity to digital excellence

The Polish digital commerce market has entered a mature phase. With nearly every internet user (93%) shopping online, the race to acquire new customers is giving way to the battle for retention, operational efficiency, and the optimization of every touchpoint along the buyer’s journey. According to the “E-commerce in Poland 2026” report by Gemius, the key challenge for retailers today is seamlessly connecting front-end innovations – such as AI – with a flawless back-office infrastructure.

Key Insights:

• Maturity and Frequency: 93% of Polish internet users shop online, with 53% doing so daily. Nearly two-thirds of total shopping time (64%) is spent within mobile apps.
• Price Sensitivity Threshold: Additional shipping fees represent the primary transactional barrier for 51% of shoppers.
• The AI Paradox: 65% of e-consumers rely on AI assistants, yet a striking 71% flatly refuse to allow algorithms to autonomously finalize their purchases.
• A New Dimension of Competition: Re-commerce is becoming a fully-fledged market segment (65% buy second-hand goods), while the audience reach of Asian marketplaces (71% penetration) is beginning to slow down due to upcoming customs policy changes.

What does the Polish e-commerce landscape look like in 2026?

The Polish e-commerce sector is no longer striving for rapid customer acquisition, as that objective has already been achieved. Findings from the Gemius “E-commerce in Poland 2026” report show that online store platforms and shopping apps are visited by as many as 93% of internet users, and for over half of them (53%), online shopping is a natural, daily activity.

Such high market penetration dictates a shift in priorities for online businesses. Today, their primary objective is not acquiring new customers, but maintaining their attention, fostering brand loyalty, and delivering a top-tier customer experience.

It is also worth noting that Polish consumers are increasingly inclined to shop via mobile devices and dedicated mobile applications – the latter already account for nearly two-thirds (64%) of time spent shopping online. However, retailers must avoid aggressive marketing tactics, as Polish consumers are experiencing push notification fatigue.

Why do customers abandon shopping carts in online stores?

Shipping costs are of paramount importance to modern consumers. As many as 51% point to extra delivery fees as a factor that effectively discourages them from buying online. When listing reasons for abandoning a purchase in a specific online store, high shipping fees or the lack of a free delivery option rank highest (47%), followed closely by overpriced merchandise (44%).

Conversely, the strongest incentives for completing a transaction are low pricing (42%) and free delivery (37%). E-stores should actively offer parcel locker delivery – over the past 12 months, 84% of Polish online shoppers used this method. Significantly, parcel lockers are also the preferred choice for handling returns (favored by 72% of consumers).

In addition to flexible delivery options, e-stores must ensure a swift checkout process. BLIK remains the undisputed leader among payment methods – 67% of internet users have used it over the past 12 months, and for 53%, it serves as their primary, first-choice payment option.

Differing shopping styles: Generation Z vs. Baby Boomers

The “E-commerce in Poland 2026” report by Gemius reveals profound intergenerational differences in online shopping behaviors. Only 27% of Generation Z consumers visit online stores with a specific need and a clear intent to buy.

For younger consumers (under 30), e-shopping is an extension of their lifestyle, a form of entertainment, and a way to discover trends. This is heavily driven by algorithms across social media and e-commerce platforms, which display personalized product recommendations based on previous user activity.

At the opposite end of the spectrum are older age groups, including Baby Boomers, who are driven primarily by practicality and immediate intent. As many as 56% of older consumers buy exactly what they came for by typing the specific product name directly into the search bar.

Retailers can no longer design a one-size-fits-all customer journey. Older shoppers expect intuitive navigation, reliable search functionality, and instant access to detailed product descriptions and specifications. Meanwhile, engaging Generation Z requires short-form video content, smoothly integrated social commerce, and AI-driven recommendation engines.

The role of Artificial Intelligence and trust in digital commerce

Although artificial intelligence is redefining modern retail and 65% of consumers already use AI-powered assistants, Poles are unwilling to hand over final purchasing decisions to algorithms. A solid 71% of respondents oppose granting algorithms full autonomy at the final stage of the checkout process.

While consumers gladly leverage AI for smart product discovery, option comparisons, and personalized recommendations, they want the final transaction approval to remain firmly in their own hands.

However, technological innovation will not yield expected results if an e-store lacks transparency. According to the Gemius report, 42% of consumers fear dishonest sellers, and for more than half (51%), unclear or hidden shipping fees represent a major purchasing barrier.

Therefore, AI deployments must go hand in hand with building a transparent shopping environment – clear pricing policies, hassle-free returns, and transparency across every stage of the funnel. In a mature e-commerce ecosystem, customer trust dictates commercial success.

– Deploying AI technology alone will not build a competitive advantage if it isn’t backed by an efficient operational workflow. When an algorithm recommends a product, but the back-office systems cannot confirm its price, real-time availability, or delivery timeframe, customer trust deteriorates immediately. The key to success is a flawless integration between the front-end interface and back-office systems. Only a seamless flow of data across every transaction stage allows businesses to turn technological innovation into real profits and long-term customer loyalty – notes Radosław Opałko, Business Development Director at Exorigo-Upos.

Recommerce and social commerce gain traction

Second-hand trading has permanently moved beyond a niche market. The “E-commerce in Poland 2026” report indicates that 65% of Polish internet users have purchased pre-owned items. Industry leaders in this space – such as Vinted (51% top-of-mind awareness) and OLX (49%) – have become major competitors that traditional retail must actively account for.

Although only 18% of consumers made purchases directly on Facebook or Instagram, the actual impact of social platforms on conversion rates is far greater. A notable 22% of respondents purchased items in an e-store after initially discovering them on social media. Social commerce functions primarily as a powerful inspiration channel – capturing user attention and effectively driving traffic to the e-store, where the transaction is ultimately completed.

Asian marketplace expansion: a genuine threat or overhyped concern?

The market expansion of Asian platforms – most notably Temu, AliExpress, and Shein – is significant within Polish e-commerce. In 2026, these platforms reach a combined monthly audience of 71% of internet users. The sector most heavily impacted by this phenomenon is fashion, with 74% of these platform users purchasing apparel and accessories there.

However, domestic retailers should remain composed. Asian platforms serve Polish consumers primarily as a supplementary shopping channel characterized by a low average order value (AOV). The majority of Poles (58%) spend under 200 PLN per month on these cross-border platforms, whereas their spending with local market leaders remains significantly higher.

At the same time, initial signs of reaching stagnation are emerging. Experts attribute this trend to factors such as the upcoming cancellation of the 150 EUR customs duty exemption threshold (effective July 2026), alongside the optimization of digital ad spend by these platforms.

Summary

The maturity of the Polish e-commerce market in 2026 sets clear requirements for retail chains and e-commerce brands: market leaders will be those who can connect a smooth, personalized customer experience (front-end) with architectural discipline and real-time data integration (back-office). Dynamic price management, flexible return logistics, and secure AI implementations now form the cornerstone of sustainable competitive advantage.

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