E-commerce in Poland
Poland is the largest e-commerce market in Central and Eastern Europe and continues to grow. Around 30 million internet users and a growing willingness to shop cross-border make the country an attractive target market for German online retailers. Local preferences play a decisive role in market success: Allegro shapes the platform landscape, BLIK the payment experience and parcel lockers the last mile.
The polish market at a glance
Purchasing power and regional potential
Purchasing power in Poland averages 14,156 Euro per capita but varies considerably across the country. In the highest-purchasing-power districts disposable income is well above the national average: highest in the Baltic resort town of Sopot near Gdańsk at 22,275 Euro per capita, more than 57% above the national average, followed by the capital Warsaw at 21,743 Euro. For cross-border retailers the regional distribution shows in which cities and metropolitan areas demand potential is particularly high.
Market size and growth
Measured by e-commerce market value, Poland is the largest market in Central and Eastern Europe, well ahead of second-placed Czechia. As the share of online buyers is already high, further growth is increasingly driven by more frequent orders and larger baskets.
- Orders per capita: 17.7 per year, slightly above the EU average of 17.5
- Highest-selling segments: electronics, home & garden, fashion
Shopping behaviour
Online shopping is firmly established in Poland. Cross-border shopping is becoming increasingly common.
- Online buyers: 78% of internet users have bought online at some point
- Cross-border shopping: 41% of online shoppers also order from foreign shops, 5 percentage points more than the year before
- Smartphone use: 82% of online shoppers use their smartphone for online purchases
- Most popular categories: fashion & accessories, footwear, cosmetics & perfume, drugstore & pharmacy products; fashion leads in cross-border shopping
Marketplaces and shopping platforms
Poland's platform landscape is led by Allegro. Alongside it international platforms, fashion providers and local classifieds play a role.
- Allegro: leading local platform with a broad range from electronics through fashion to home
- Temu and AliExpress: international, strongly price-focused platforms
- Amazon: international platform with a growing presence in the Polish market
- Zalando: established platform for fashion & accessories
- OLX: high-reach classifieds platform, above all for used products
- Media Expert, RTV Euro AGD and MediaMarkt: key providers for electronics and home appliances
Delivery and returns
Parcel lockers are the dominant delivery option in Poland while courier delivery to the door is losing ground.
- Parcel lockers: the preferred delivery option for 83%
- Courier to the door: declining, from 43% to 39%
- InPost: operates the leading parcel-locker network (Paczkomat), preferred by more than 87% of users
- ORLEN Paczka: growing network of parcel lockers as well as pickup and drop-off points
Returns are also primarily handled via parcel lockers.
- Return channel: InPost lockers are the most widely used return channel; 71% say that the option of returning via a parcel locker positively influences their purchase decision
Payment methods
BLIK is a mobile Polish payment method with which transactions are confirmed directly in the banking app. It shapes Polish e-commerce: 72% of online shoppers pay with BLIK and for 56% it is even their most frequently used payment method. Usage rises to 90% among 15- to 24-year-olds.
- BLIK: used by 72%
- Online bank transfer: used by 64%
- Card payment: used by 43%
VAT
Once a retailer's relevant cross-border B2C sales within the EU exceed the combined annual threshold of 10,000 Euro, VAT is generally due in the customer's country of residence. Sales to Polish consumers can be declared and paid centrally through the Union One Stop Shop.
- Standard rate: 23%
- Reduced rates: 8% and 5%, for example on certain foods, books and medicines
All services from a single source
From customer-friendly delivery options to seamless returns management to real-time tracking and data-based analyses — exporto combines all services for your international growth in one end-to-end solution.
Fast delivery
Offer your customers in Europe an outstanding customer experience—with the shortest processing times, individual shipping options for each destination country and deliveries by the most popular last-mile carriers.
Seamless integration
Thanks to simple API integration, our services fit seamlessly into your existing set-up—flexibly, individually and with minimal technical effort.
Full transparency
With the help of an intuitive dashboard, you can keep an eye on the status of your international shipments in real time—with automated data synchronization for maximum transparency.
Cross-Border
E-Commerce in
Europe
Cross-Border E‑Commerce to Europe
With exporto, you reach customers in Europe’s key markets as easily as in Germany. Our shipping solution is operationally optimized for these core markets and is constantly being expanded – with a clear focus on stable processes, outstanding service quality and a compelling customer experience.
Explore marketCross-Border
E-Commerce in
Austria
Cross-Border E‑Commerce to Austria
Austria is considered a cross‑border insider tip: Foreign orders account for almost half of e‑commerce sales – one of the highest figures in Europe. With around 8.9 million inhabitants, high purchasing power, and virtually complete Internet coverage, this market offers ideal conditions, especially for German retailers.
Explore marketCross-Border
E-Commerce in
Belgium
Cross-Border E‑Commerce to Belgium
Belgium is one of the fastest-growing e‑commerce markets in Europe: in 2024, sales amounted to EUR 17.4 billion, up 6.7% on the previous year. 31% of orders are placed in foreign stores – a top 5 figure. Linguistic diversity and a central location make the market particularly attractive.
Explore marketCross-Border
E-Commerce in
Switzerland
Cross-Border E-Commerce to Switzerland
Switzerland is one of the markets with the highest purchasing power in Europe – around three times the EU average. In 2023, online sales amounted to EUR 14.7 billion. The low VAT makes the market even more attractive – especially for EU retailers.
Explore marketCross-Border
E-Commerce in
Germany
Cross-Border E‑Commerce to Germany
Germany is one of Europe's largest e-commerce markets and a particularly attractive destination for international retailers: online shopping is frequent and routine, but German customers expect payment by invoice, reliable delivery and hassle-free returns. Those who deliver on this reach a large, active audience that bought €83.1 billion worth of goods online in 2025.
Explore marketCross-Border
E-Commerce in
Denmark
Cross-Border E‑Commerce to Denmark
Denmark is one of the most digitally advanced e‑commerce markets in Europe. The Danish population is tech-savvy and online growth is constantly at a high level. Danes attach particular importance to a convenient, mobile and sustainable shopping experience.
Explore marketCross-Border
E-Commerce in
Finland
Cross-Border E‑Commerce to Finland
Finland is the smallest Nordic e‑commerce market, but has a high cross‑border affinity. The country tops the EU digitalisation index, with around 80% buying online every month. Germany is one of the top delivery countries – 42% of online shoppers order there regularly.
Explore marketCross-Border
E-Commerce in
France
Cross-Border E‑Commerce to France
France is one of Europe’s largest e‑commerce markets – digitally savvy, high in purchasing power and highly attractive for international retailers, with more than 64 million online shoppers. Online revenue rose to over €175 billion in 2024, driven by strong demand in fashion, cosmetics and home & living. For German retailers, France offers a strong, established environment for scalable cross‑border growth.
Explore marketCross-Border
E-Commerce in
Italy
Cross-Border E‑Commerce to Italy
For German retailers Italy is attractive on two counts: a large, high-purchasing-power market with growing online demand and, in the return-heavy fashion segment in particular, one of the lowest return rates in Europe, well below the German level. As the EU's third-largest consumer market it offers reach with noticeably less returns effort.
Explore marketCross-Border
E-Commerce in
Norway
Cross-Border E‑Commerce to Norway
Norway is one of the strongest economic markets in Europe. E‑commerce is growing constantly – international online shops are particularly popular. Norwegian customers attach great importance to reliable shipping, customs and returns processes. The simplified customs procedure VOEC offers attractive conditions – if the requirements are met.
Explore marketCross-Border
E-Commerce in
Netherlands
Cross-Border E-Commerce to Netherlands
With around 18 million digitally savvy inhabitants and an e‑commerce volume of EUR 34.7 billion (2023), the Netherlands is one of the most dynamic online markets in E urope. As a logistics hub with strong purchasing power, the market offers ideal conditions for cross‑border sales.
Explore marketCross-Border
E-Commerce in
Poland
Cross-Border E‑Commerce to Poland
Poland is one of Central and Eastern Europe's leading e-commerce markets. Local preferences shape the entire customer journey: Allegro is the defining shopping platform, BLIK the leading payment method and parcel lockers the most commonly chosen delivery option.
Explore marketCross-Border
E-Commerce in
Sweden
Cross-Border E‑Commerce to Sweden
Sweden is Scandinavia’s largest e‑commerce market: digitally savvy, fast-growing and open to international retailers. Around 89% of consumers buy online every month – flexible delivery options such as pick-up stations are particularly popular.
Explore marketCross-Border
E-Commerce in
UK
Cross-Border E‑Commerce to UK
With online sales of around EUR 152 billion, the UK is the largest e‑commerce market in Europe. Demand remains high despite Brexit. This new level of complexity offers obvious opportunities for retailers with optimised processes.
Explore marketPartner who complement our solution in the polish market
We are looking forward to hearing from you!
With our end‑to‑end solution, you get all services from a single source: Logistics, tax, customs and software. Everything is perfectly coordinated and as simple as “plug & play”.
