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Foreign purchases, used products and Blik payments: the report “E-commerce in Poland 2024”

The percentage of Polish Internet users who buy online has remained similar to that of a year ago. It is now 78%, with more respondents than in the previous wave of the survey, 36%, using foreign sites. Second-hand products are also very popular, with a second-hand assortment ever bought by as many as 61% of respondents. The report “E-commerce in Poland 2024” has just been released on the market, outlining the picture of the domestic e-commerce market. Substantive partners of the issue are Polish Internet Research and the Association of Internet Industry Employers IAB Poland.
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According to this year's wave of the survey, the percentage of Polish e-consumers has stabilized and is now oscillating at nearly 80% (79% in 2023 and 78% in 2024). Relative to last year, the share of respondents who make purchases on domestic sites has also not changed. However, the popularity of foreign stores increased significantly, by 6 p.p. This interesting phenomenon was given special attention in the latest edition of the report.


Chinese offensive

We asked Internet users about their familiarity with individual foreign sites. It turned out that the top spot was dominated by Asian marketplaces, with AliExpress being the best recognized (87% of indications, on a par with Amazon). Also on the podium was Temu, recognized by 80% of respondents. The high position of this service, which has been on the Polish market for only a year, is probably due to an intensive advertising campaign. Temu also boasts a good result in terms of Internet users' spending - according to their declarations, they spent an average of 536 PLN on purchases on this service over the past year, slightly less than on Amazon (566 PLN). The Chinese marketplace also achieves a high position in terms of the frequency of purchases made on it.

Second life of second-hand products

Another trend to which we devoted a special place in this year's report is the growing popularity of second-hand product purchases. This form of e-commerce is already used by one in six respondents. Re-commerce is most common for clothing (79%) and books, records and movies (71%). Internet users who buy second-hand products are most likely to do so on Allegro, and that's where they spend the largest amounts (an average of PLN 1112 over the past year). The largest group of respondents (56%) use Vinted.

Blik the payment leader

This year, for the first time, Blik became the most popular form of payment for e-shopping (68%), ahead of quick transfer through a payment service (64%) and credit card (43%). Blik is particularly often used by the youngest respondents - among 15-24-year-olds it reached a percentage of indications of 86%, and among those aged 25-34 - 82%.

This year's “E-commerce in Poland 2024” report is the result of cooperation between Gemius, Polish Internet Research and IAB Poland, and its results have been enriched by data from the Mediapanel survey and the expert knowledge of specialists operating within IAB Poland's E-commerce and Retail Media Working Group.