GUEST ARTICLE
This article has been provided by Ecommerce Europe’s National Association: The Chamber of Digital Economy (Poland)
In 2025, Polish e-commerce continues its upward trajectory, marked by significant growth and dynamic shifts in consumer behavior. The latest study, “Omni-commerce. Buying Comfortably 2025”, reveals that 93% of internet users made an online purchase in the past six months (+6 percentage points year-over-year), and for the third consecutive year, 100% of respondents declared they had shopped online at least once. The market not only retains a loyal customer base but also continues to expand the reach of regular online shopping.
Omnichannel Makes a Strong Comeback Amid Economic Slowdown
In 2025, the scale of omnichannel shopping has surged. Already 71% of consumers report buying the same brand both online and in-store — returning to the levels seen in 2021–2022. For 75% of respondents, the availability of a brand across multiple channels is essential. Why? Because Polish consumers are looking for the best deals and ways to optimize their budgets without giving up their favorite brands. The most appreciated benefits of omnichannel shopping include the ability to return online purchases in physical stores (29%) and the option to see a product in-store and buy it online (26%). An increasing number of consumers are also using “click and collect” — buying online and picking up their purchases during everyday errands.
Social media is also playing a larger role in the shopping process — 49% of respondents admitted to buying a product influenced by social media advertising (+34 pp YoY). Mobile apps are gaining popularity as they offer faster performance, simplified payments, and exclusive promotions. Already 65% of Poles shop using their smartphones (+12 pp), and for the first time, more people reported completing their most recent purchase on a smartphone (39%) than on a laptop (31%).
M-commerce and New Technologies Take Over Digital Wallets
M-commerce is booming — 65% of respondents use smartphones for shopping, and 90% expect brands to be mobile-friendly. If a store isn’t accessible via mobile, 23% of consumers say they permanently lose interest in that brand. More Poles are using voice assistants (like Alexa or Siri — 72%) and AI support (89%) while shopping. Electronic wallets, especially Google Pay, are increasingly popular for mobile transactions.
Parcel lockers remain the most popular delivery method (66%, +9 pp), while couriers and pickup points are also considered highly convenient. BLIK leads among online payment methods (38%, +4 pp), followed by fast bank transfers (31%, +6 pp). Deferred payments are gaining traction — 66% of those aware of the option already use it, and 48% believe it could eventually replace credit cards. E-commerce platforms that fail to offer these modern delivery and payment options often experience cart abandonment in favor of more advanced competitors.
This year, 82% of internet users reported abandoning an online shopping cart (+7 pp), and among mobile shoppers, this number reaches 83% (a twofold increase year-over-year). Beyond the lack of preferred delivery and payment methods, the most cited reasons include finding better deals elsewhere, lack of trust in the store, and unclear return and complaint policies.
Cross-Border Shopping Hits Record Growth
Cross-border e-commerce is one of the biggest trends of 2025. Already 39% of Poles shop online internationally — nearly triple the figure from 2024 (15%). Key motivations include hassle-free returns (31%), trust in foreign brands (19%), and positive past shopping experiences (17%). The frequency of cross-border purchases is also rising — 44% of cross-border shoppers do so 2–3 times per month. Most frequently purchased items include games, electronics, and children’s products. Consumers mainly use fast bank transfers and BLIK for payment and pick up their parcels from lockers. A striking 99% of respondents reported satisfaction with their non-EU purchases.
Recommerce and Q-commerce on the Rise
Recommerce — the buying and selling of second-hand items — is gaining momentum. 56% of e-shoppers purchase used products online, while 54% also sell them (a twofold increase YoY). Q-commerce, or same-day delivery, is available to 45% of internet users, and 72% of them are already taking advantage of this service. Consumers are increasingly willing to pay extra for expedited delivery — not just for essential items, but also for electronics, fashion, beauty products, and children’s goods.
Summary
Polish e-commerce in 2025 is a mature, innovative, and multi-channel market. Consumers demand convenience, speed, personalization, and a broad selection — both domestically and internationally. Retailers that invest in omnichannel strategies, mobile optimization, express logistics, and transparency are gaining a lasting competitive edge in a market that continues to grow and set trends for all of Central and Eastern Europe.
Content Partner of the Report: Przelewy24
Report Partners: mBank, PayU
Download the summary version of the report by clicking here. The full version is available exclusively to members of the Chamber of Digital Economy.
Source: Data from the 10th edition of the “Omni-commerce. Buying Comfortably” study and report, conducted for the Chamber of Digital Economy by Mobile Institute. The study was carried out in June 2025 on a sample of 2,418 internet users via CAWI using responsive digital questionnaires. The data is representative of Polish internet users by gender, age, and city size. The abstract report is available for free here. The full version is restricted to e-Chamber member companies.