Challenges and opportunities for Polish e-commerce – European E-commerce Report 2025

The Polish e-commerce market is currently characterized by the dynamic digitalization of internal processes (including the mass adoption of AI) and high loyalty among domestic consumers. However, its growth is being held back by high costs of adapting to legal regulations and competition from Chinese marketplaces that fail to comply with all regulatory requirements. These are the conclusions of the “European E-commerce Report 2025”.

Poland in the context of Europe

According to the report, our country is one of the key players in Central Europe, which accounts for 10% of the total B2C e-commerce turnover on the continent. Unsurprisingly, Western Europe holds the largest share at 58% (Southern Europe 22%, Northern 8%, and Eastern 2%).

In 2024, the internet penetration rate in Poland reached 90%, compared to an average of 94% for the EU and 93% for Central Europe. The percentage of people buying online was 67% – compared to the EU average of 72% and Central Europe’s 73%. However, this gap compared to the EU and regional averages should narrow each year.

The difference in the percentage of internet users and active e-shoppers (23%) shows a significant untapped conversion potential in the Polish market. For greater consumer engagement in online shopping, it is essential to provide innovative solutions, improve the shopping experience, appropriately match the offer, and build trust.

For retailers, this necessitates focusing development strategies on technology investments and eliminating problematic points in the customer journey – for example, by improving payment methods or automating returns. This is crucial to capture this large, digitally present, yet still cautious when it comes to online shopping, consumer groups.

Large-scale AI adoption

Polish e-commerce is currently undergoing an intensive transformation driven by advanced technologies, especially solutions based on Artificial Intelligence algorithms. As many as 91% of consumers and 94% of micro, small, and medium enterprises actively engage AI at some stage of the purchasing or operational process.

Polish companies operating in the e-commerce sector are investing in AI to automate and thus optimize key internal processes. This includes, for example, the use of chatbots in customer service, improvements in logistics and delivery systems, as well as the use of AI for product portfolio analysis, dynamic pricing, and more effective positioning in search results.

An increasing number of companies are focusing on deep integration of AI tools with critical back-end systems (such as ERP or WMS). This automation translates into concrete savings and helps balance the expenses incurred for compliance.

Evolution of payments and last-mile logistics

In Polish e-commerce, Cash-on-Delivery fell to a historically low level of 9% last year. BLIK maintains the dominant position among payment methods for goods, while electronic wallets (primarily Google Pay) are gaining popularity. The popularity of Buy Now, Pay Later is also growing, which consumers treat as a tool for credit purchasing.

This growth is linked to a decline in the average basket value, which is a result of more cautious budgeting in the face of inflation and general economic uncertainty. Deferred payment allows retailers to mitigate the effects of price pressure, and enables consumers to manage financial liquidity, influencing the increase in the conversion rate.

The most frequently chosen delivery method in Poland remains parcel lockers. Consumers perceive them as an exceptionally convenient and also ecological way to deliver ordered goods. However, they also expect the option to process returns via these machines. A smoothly operating returns process is now recognized as one of the key decision-making factors in the purchasing process.

Legal challenges

Despite a high level of innovation, Polish entrepreneurs in the e-commerce sector struggle with significant operational costs resulting from adaptation to EU regulations and the problem of unfair competition from entities outside the EU, primarily from China.

The implementation of new legal requirements represented a significant financial burden for Polish e-sellers in the last two years. Adapting to tax and customs regulations, including the VAT e-commerce package, the DAC7 directive, and the AES PLUS and NCTS PLUS customs standards, was associated with an average cost of 456,200 PLN per company.

Furthermore, adaptation to consumer protection regulations, such as GDPR, the Omnibus Directive, and the Digital Services Act (DSA), meant an average expenditure of 159,500 PLN per enterprise. Delays in the full implementation of the DSA hinder the effective enforcement of provisions against entities operating unfairly in the market.

The issue of regulatory costs is particularly sensitive because regulations designed to protect the market and consumers (Omnibus, DAC7, DSA) practically impose high burdens on legally operating companies within the EU. At the same time, the lack of effective enforcement against entities outside the Union undermines the fundamental goal of these directives, leading to a situation where European retailers are burdened with costs that their competitors avoid.

Pressure from (unfair) competition

Polish e-sellers are facing an influx of cheap products from Chinese shopping platforms like Temu or SHEIN. They deliver goods without incurring full tax costs and do not have to pass the rigorous quality control required in the EU. Despite this, Polish consumers show strong loyalty to domestic entities: 94% of e-shoppers in Poland make purchases from domestic sellers. In comparison, the EU average is 83%.

The share of purchases from non-EU sellers is limited in Poland, standing at 7%, significantly lower than the EU average (20%). However, this loyalty is starting to yield under the pressure of pricing. In the face of inflation and the need to save, Polish consumers are increasingly looking for cheaper alternatives abroad.

The introduction of full customs taxation on cheap goods imported from Asia should be a mechanism that forces compliance with standards and ensures fair competition.

“European E-commerce Report 2025” is the result of direct cooperation between the Centre for Market Insights and the Amsterdam University of Applied Sciences (AUAS) with national associations involved in electronic commerce across the European continent. In the case of Poland, this was the Izba Gospodarki Elektronicznej (Chamber of Electronic Economy). The report (in English) can be downloaded here.