GUEST ARTICLE
This article has been provided by Ecommerce Europe’s National Association: The Chamber of Digital Economy (Poland)
Shopping in e-commerce is becoming more responsible and “green.” The latest report, “Sustainable e-Commerce 2025,” reveals a picture of Polish consumers who increasingly understand the concept of sustainable development and responsibility on the Internet. Knowledge of terms related to sustainable development has increased significantly – 56% of respondents declare that they understand the mechanisms of a SD-based economy, compared to only 14% the previous year. The majority considers eco-friendly and socially responsible actions in e-commerce as essential for the market position of brands, with the belief that these actions are often image-related and can build sales results. As a result, customers are cautious and meticulously verify many pieces of information, not only about the actions of e-sellers but also about the sources of products and their composition.
Pragmatism in consumer decisions goes hand in hand with ecology
When choosing an e-store, consumers are still most interested in pragmatic aspects: promotions, prices, a wide range of products, and delivery speed. At the same time, there is a strong increase in the importance of factors related to data security, certifications, social engagement, and the ability to choose eco-friendly delivery options – the emphasis on these factors has increased year-on-year by several to a dozen percentage points. Already 73% of internet users pay attention to the packaging of the ordered product, and 52% are willing to pay extra for eco-friendly solutions, such as reducing plastic or opting for returnable packaging. A large portion of respondents also accept the reuse of packaging by e-sellers, viewing it as both an ecological and often a cheaper option.
A shift in returns
In the area of returns, consumer awareness of their negative impact on the environment has noticeably increased. 63% of e-shoppers recognize the environmental consequences of returns, twice as many as the previous year. The most desired solutions are returns to lockers, support for recycling, and the resale of used products (“recommerce”). Unfortunately, in terms of delivery, consumers do not show a consistent eco-friendly attitude. On the one hand, they prefer delivery to lockers as the most eco-friendly option. They are interested in low-emission transport for deliveries and are willing to pay extra for CO2-minimizing delivery. On the other hand, there has been a significant rise in interest in express deliveries, and the expected standard delivery time has decreased from 3 to 2 days.
Polish e-commerce leads in responsibility
The evaluation of the Polish market in terms of responsibility in e-commerce surpasses both the EU and global markets – Polish consumers rate domestic e-stores higher for eco-friendly practices and transparency than foreign stores. At the same time, support is growing for companies that engage in charitable and social activities, with 50% of respondents indicating that such practices positively influence their decisions regarding employment at a given company. Consumers also want an intensification of social and eco-friendly actions in 2026. They are also interested in the education of e-stores, for example, regarding data or transaction security.
Valuable data
One of the key threats remains data security in e-commerce – as many as 84% of respondents are concerned about the fate of their data during online shopping, and 32% point to their own experiences of violations or incidents related to digital security in the past year. There has been a significant increase in the willingness to abandon shopping in stores that do not guarantee the security of customer information. Consumers themselves (over 90%) also try to secure themselves from potential threats by checking if the website’s address contains the HTTPS protocol, using strong passwords, or shopping as “guests” in new places.
From excitement to caution
The report particularly highlights the growing caution of consumers towards shopping on platforms outside the European Union. Already, 67% of respondents perceive shopping from China or other Asian countries as harmful to the environment due to long transport routes, and 55% declare that they abandon such purchases when the shipment comes from a very distant location. Consumers also report frequent problems with complaints, data security, or product quality – nearly 93% of those buying from outside the EU had negative experiences, such as non-compliance with standards, complicated complaints, or unclear communication regarding customer data processing. Potential shopping benefits still outweigh the concerns of some internet users, but the trend is clear: Polish customers are becoming increasingly cautious about international platforms, preferring domestic, responsible e-commerce.
Source: Data comes from the 5th edition of the study and report “Sustainable e-commerce” conducted on behalf of the Chamber of Digital Economy by the research company Mobile Institute. The study was conducted on a sample of 1756 internet users and 565 managers in e-companies. Opinions were collected through the CAWI method, using responsive electronic surveys. Data was collected in late September and early October 2025. The data is representative of internet users in Poland in terms of gender, age, and size of the place of residence. A shortened version of the report is available for free download here. The full version of the report is available to e-Chamber members.
Knowledge partner: Allegro
About the Chamber of Digital Economy
The Chamber of Digital Economy represents and supports the interests of companies involved in the electronic economy market in Poland, with particular focus on companies affiliated with the e-Chamber. The mission of the e-Chamber is to develop the Polish digital economy sector through cooperation, knowledge exchange, legislative actions, and strong and effective representation of common interests in dialogue with Polish government institutions, the European Union, and non-governmental organizations at home and abroad.
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