By 2027, the value of the e-commerce market in Poland will increase by more than 94 billion PLN to 187 billion PLN, predicts the authors of the report “Prospects for the development of the e-commerce market in Poland 2018-2027” prepared by Strategy&, which operates within the advisory firm PwC. The online channel will reach a 13% share in the retail sales of goods in Poland in 2021.

The authors of the report point out that there have been several debuts on the Polish e-commerce market, which significantly affect the state of competition and the offer for customers. The new players, combined with the growing importance of the digital channel for any company involved in retail, mean that the e-commerce market in Poland has the prospect of further growth in the next 5 years

Between 2021 and 2027, the value of the Polish e-commerce market will increase by more than PLN 94 bln, out of which more than half will be generated from three categories: fashion (PLN 21 bln), electronics (PLN 19 bln) and health and beauty (PLN 11 bln).

In the case of fashion, analysts expect that the main drivers will be an increase in consumption after a periodic decline during the pandemic, an influx of a new group of consumers from Ukraine and a further improvement in shopping experience.

Growth in the electronics category, on the other hand, will be “driven by continued online growth, which will slowly start to approach saturation levels”. The digital channel’s share of the electronics category will account for two-thirds of the category’s sales volume in 2027.

The grocery sales category will become increasingly important in the coming years. The main drivers of growth in this category will be “the further development of q-commerce (quick commerce) players, the strategic importance of this category for many leading shopping platforms, including Allegro, as well as the opening up of online sales by food giants such as Biedronka or Lidl”.

Adrian Andrzejewski