Poland’s e-commerce industry has quickly evolved into one of the most dynamic and profitable markets in Europe. With a consumer base of 38 million, rising internet penetration, and a growing middle class eager for convenience, global brands have a unique opportunity to establish and scale their presence.
According to Marcin Piatkowski’s “Europe’s Growth Champion” (Oxford University Press, 2018), Poland’s steady economic transformation has built a consumer society increasingly defined by digital adoption, disposable income, and demand for international products. The e-commerce sector already exceeds €20 billion in value and is forecasted to surpass €25 billion by 2027. For foreign companies, the timing to enter is ideal.
What Makes Poland’s E-commerce Market Attractive?
Polish consumers are highly engaged with online platforms and increasingly confident in cross-border shopping. This creates a level playing field for international businesses that can combine competitive pricing with strong brand communication. Some key factors include:
Mobile-first nation: Over 70% of Polish online shoppers use smartphones, making mobile optimization essential.
Cross-border openness: Around 30% of Polish shoppers regularly buy from international sites, showing high trust in global retailers.
Digital payments: Local solutions such as BLIK and PayU dominate, making checkout frictionless.
Logistics advantage: Poland’s central location in Europe enables fast shipping across the EU and to neighboring regions.
EU integration: Common regulatory frameworks allow international businesses to scale quickly within the European single market.
This environment makes Poland not just profitable but also sustainable for long-term e-commerce growth.
Which Product Categories Thrive in Poland?
While electronics and fashion remain leaders, several categories show exceptional growth potential for international entrants:
Cosmetics & Beauty
Polish consumers are highly engaged with skincare, natural cosmetics, and international beauty trends.
According to market research, cosmetics is one of the top five e-commerce segments in Poland.
Brands that emphasize eco-friendly packaging and cruelty-free products resonate strongly.
Fashion & Apparel
Fashion accounts for nearly 30% of Polish online purchases, with fast fashion, luxury labels, and sportswear all performing well.
Polish shoppers follow global trends closely and value both affordability and quality.
Strong PR campaigns that link fashion with lifestyle and influencers achieve high visibility.
Food & Groceries
Online grocery shopping is still developing but has grown significantly since 2020.
Niche categories like organic foods, dietary supplements, and international cuisines offer great expansion opportunities.
Subscription-based services are increasingly popular in major cities like Warsaw, Kraków, and Wrocław.
Toys & Children’s Products
Families in Poland are highly active online shoppers for children’s products.
Demand is high for educational toys, games, and quality baby products.
Cross-border retailers can gain market share by emphasizing safety and international standards.
Pet Products
The pet care industry in Poland is booming, with online sales of pet food, accessories, and wellness items increasing rapidly.
Polish consumers are willing to pay more for premium products for their pets, especially in urban centers.
These categories, supported by strong PR campaigns and consumer engagement strategies, allow international businesses to not only enter but dominate niche and mass-market segments.
The Role of PR in E-commerce Success
Breaking into a competitive digital market like Poland requires visibility, trust, and differentiation. PR acts as the bridge between your brand and the consumer. We focus on:
Brand awareness: Positioning your company as a trusted, high-quality retailer.
Cultural adaptation: Localizing campaigns so they resonate with Polish values and preferences.
Influencer partnerships: Poland has a strong influencer economy on Instagram, YouTube, and TikTok — perfect for fashion, cosmetics, and lifestyle products.
Customer trust: PR strategies reinforce transparency, reliability, and responsiveness, critical in competitive markets.
Reputation management: Handling crises such as delivery delays, product recalls, or negative reviews proactively.
With Awesome PR Girls, your brand doesn’t just enter Poland’s e-commerce sector — it becomes a recognized, trusted, and loved name among Polish consumers.
👉 Ready to launch or grow your online brand in Poland? Contact us today.
Frequently Asked Questions
1. How large is Poland’s e-commerce market?The Polish e-commerce market is worth over €20 billion today and is projected to exceed €25 billion by 2027, making it one of the fastest-growing in Europe.
2. Do Polish customers buy from international online retailers?Yes. Around 30% of Polish online shoppers buy from international sites. As long as logistics are reliable and communication is clear, international brands perform strongly.
3. Which product categories are most promising?Fashion, cosmetics, electronics, toys, groceries, and pet products all perform well, with cosmetics and fashion among the most lucrative.
4. How does PR help in e-commerce growth?PR builds trust, connects with influencers, manages reputation, and ensures your campaigns are culturally relevant and credible.
5. What are the biggest challenges in entering Poland’s e-commerce sector?Competition, high consumer expectations, and adapting to local digital behaviors. Without PR and localization, many international brands struggle to stand out.
The Polish e-commerce sector is growing faster than almost any other in Europe. Whether you sell fashion, cosmetics, food, toys, or pet products, this is the perfect time to expand. With the right PR strategy, your brand can connect with millions of Polish consumers and build sustainable growth. Contact us now to start your e-commerce journey in Poland.
Bibliography
Piatkowski, Marcin. Europe’s Growth Champion: Insights from the Economic Rise of Poland. Oxford University Press, 2018.
Laudon, Kenneth C., and Traver, Carol Guercio. E-commerce: Business, Technology, Society. Pearson, 2021.
Chaffey, Dave. Digital Marketing. Pearson, 2019.
Kotler, Philip, and Keller, Kevin. Marketing Management. Pearson, 2016.