Poland Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in poland, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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eCommerce
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General Overview 

In 2024, e-commerce reached a total value of $25 billion (according to estimations of PMR Online Retail Market in Poland). E-commerce in Poland, despite its maturity, is expected to continue to grow in coming years and should reach $52 billion in 2028, according to PWC study “E-commerce in Poland”. 

Today, nearly 80 percent of Polish Internet users already buy products online, according to Gemius e-commerce in 2024 report. 75% of Internet users buy products in Polish e-stores, and 36% in international. The business-to-business (B2B) e-commerce segment also has experienced dynamic growth and reached $90 billion in 2022. In Poland, 84 percent of companies sell online, although they represent varied, sometimes quite low technical levels, and 80 percent of these companies generated less than 10 percent turnover through their online sales. 

Legal & Regulatory

There are no barriers to conducting electronic commerce activities in Poland, but American companies should consider the EU’s strict personal data protection regulations and tax issues. Polish regulations are based on the European Union e-commerce rules. 

The Digital Markets Act (DMA) and the Digital Services Act (DSA) proposed by the EU Commission in December 2020 were politically approved by the EU on March 25 and April 23, 2022, respectively. These regulations aim to create a safer and more open digital space for all users and ensure a level playing field for businesses. DMA regulates large online platforms acting as “gatekeepers” in digital markets while DSA address changes, particularly in relation to online intermediaries, such as online marketplaces, social networks, content-sharing platforms, app stores as well as online travel and accommodation platforms.  

In 2022, Poland has finalized implementing regulations for the EU Omnibus Directive which came into force in May 2022, aiming to end unfair promotions or false reviews. The platforms must inform users about the prior price in the case of price reduction, check whether the reviewers came from consumers of the purchased product, apply regulations according to the EU’s General Data Protection Regulation (GDPR) and consumer protection rights, inform if the price presented is personalized on the basis of automated decision-making and profiling or not, and inform whether the third party offering the goods, services, or digital content through the online marketplace is a trader or not.  

Poland has already adopted some of the EECC (EU Electronic Communications Code) provisions. The final version entered into force in 2024. The VAT e-commerce package for online sales of goods and services entered into force on July 1, 2021, tightening the tax system. It eliminated the VAT and custom duty exemption for shipments valued below €22 and introduced the Import One Stop Shop (IOSS) procedure for processing VAT payments for packages not exceeding €150 in value. Non-EU sellers, including e-commerce platforms acting as intermediaries, are now responsible for collecting VAT and reporting it to EU authorities. This can be done by the established entity in the EU or through appointing a representative responsible for VAT processing in any EU country. For sales exceeding €10,000 to non-VAT registered EU buyers, the seller must collect VAT for all deliveries to EU countries.  

Consumer Behavior

The main drivers for online shopping remain unchanged: 24/7 access, convenient payment, and delivery options, and returns. In addition to increased interest in e-commerce due to the Covid pandemic, online shops continue to benefit from Poland’s retail shopping being severely restricted on Sundays. The peak of online shopping is in November and December for the Christmas holiday.  

According to PWC “E-commerce in Poland” report, in Poland, 88% of the population uses the internet, and 73% of those are e-commerce users. This number would still be below the EU average of over 90 percent. Price is the key factor that influences the shopping decisions of 65% of e-consumers. 

The most active group of buyers reside in large cities or villages and are 29-49 years old. In 2023, 73% of active Polish internet users made virtual purchases. According to the PayPay eCommerce Index 2022 Report, 38 percent of millennials (26-41 years old) buy products online a few times per week.  

According to PwC report, the average shopping value in Poland stands at $76, compared to $82 across the EU and $88 in Western Europe. On a monthly basis, Polish consumers spend an average of $339, which is closely aligned with the European average of $342. 

Delivery preferences are parcel lockers, which are the cheapest delivery option, and courier services. In addition to parcel lockers, e-commerce platforms often offer drop-off/pick-up parcel services at shops and retail stores.  
Poles mainly pay online: their bills (70%), clothing and accessories (62%), health and beauty products (53%), according to PayPal report. Poland’s preferred payment methods are the mobile Blik Payments (68%), fast transfer through payment services (64%), credit card (43%), according to Gemius. 

Digital Marketing and Social Media

The trend to establish omnichannel rapidly accelerated during the pandemic to gain customer loyalty. A common practice is to combine sales through online stores, marketplaces, and on social media, especially Meta, Instagram, and TikTok with brick-and-mortar operations which increasingly perform the role of showrooms. E-commerce providers constantly enhance customer service, developing a personalized approach to customers, often with the use of AI solutions, and focusing on improving and streamlining product delivery options. 
Meta is used by 18.7 million users (48.6% of Poles), primarily those over the age of 30. Instagram reaches 11.3 million users in Poland, with women accounting for 57% of its audience. It is especially popular among brands in the creative, beauty, and lifestyle sectors. TikTok, with 11.4 million Polish users, is the most popular platform among younger audiences and is widely leveraged for marketing and storytelling purposes.

Local eCommerce Service Providers

According to Polish National Court Register (KRS), an average of twenty new online stores is registered each day in Poland. Chinese ecommerce platforms are rapidly gaining growing in Poland. The European Commission is tightening its oversight of online trade, with platforms such as Shein and Temu going under increased scrutiny.
Temu platform had 19.7 million users in May 2025, surpassing Polish platform Allegro, which had over 18.02 million users. Aliexpress (an online retail service owned by the Alibaba Group) is the third most popular e-commerce platform in Poland with 9.7 million users, Shein – fourth with 7.5 million users.

For years, buyers accepted long delivery terms and a lack of accountability for transactions because the products, usually shipped as low-cost, were exceptionally cheap and were not taxable. In 2021, AliExpress launched its fully functional Polish website and built its first logistics center in Poland.  

Amazon launched its long-expected, fully functional Polish platform Amazon.pl in March 2021. The company focuses on developing a base of local sellers, both for the internal Polish market and for international markets. Their logistics support for sellers is seen as Amazon’s strongest competitive advantage. In October 2021, the company launched its Prime Service in Poland, which challenges other suppliers and is seen as a path to accelerate the development of its customer base. 

In general, smaller e-commerce platforms in Poland are eager to work with foreign suppliers and sell their products online. Nevertheless, many limit their suppliers to European sources, especially after the new e-commerce rules were introduced on July 1, 2021. Small companies have limited experience in dealing with suppliers from the United States and usually provide limited logistic support, if any. 

Approximately 30 percent of Poland’s e-commerce companies outsource their logistical operations. In addition to large international logistic companies, there are many local specialized providers serving the e-commerce market, including consulting, logistics, digital marketing, and other e-commerce-related services.  A list of business service providers is available on request.  

Useful contacts in Poland:

Local events in Poland  

E-commerce trade fair – October 24, 2025  
For updated information on events, please contact: Joanna.bereza@trade.gov

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