Poland and Romania in numbers
Poland or Romania: where should you sell? Data, channels and cross-border strategy
We compare both markets on current data and help you choose the channels that make sense for your category. For Polish brands in Romania and Romanian brands in Poland.
The essentials in 30 seconds
In 2025, 69.7% of Poles and 60.3% of Romanians aged 16–74 bought online [1]. Romania is growing faster: up 4.2 percentage points in a year. Both markets lean on a leading marketplace: Allegro has 20.4 million active buyers [5], and 1 in 2 online shoppers in Romania, Bulgaria and Hungary is an eMAG customer [4].
The market in numbers
Figures from official statistics and reports, with period and source.
69.7%PL 60.3%RO
online shoppers in 2025 [1]
People aged 16–74, last 12 months. EU average: 73.6%.
9.1%
of Polish retail sales went through the internet in 2025 [2]
Clothing, textiles and footwear: 25.2%; furniture, electronics and appliances: 17.7%.
64,000+
sellers on eMAG Marketplace [4]
1 in 2 online shoppers in Romania, Bulgaria and Hungary is an eMAG customer.
Latest: Black Friday 2026 on eMAG
1.4M+
products sold by Marketplace sellers, up 40% year on year
+60%
growth in Fulfilment by eMAG sales
15,500+
sellers who received orders
eMAG, 10.11.2026 [7]
Poland and Romania side by side
| Poland | Romania | |
|---|---|---|
| Online shoppers, 2025 | 69.7% [1] | 60.3% [1] |
| Change in one year | +2.3 pp [1] | +4.2 pp [1] |
| Companies selling online | 18% (2024) [6] | 15% (2025) [8] |
| Online sellers using marketplaces, 2025 | 64% [3] | 42% [3] |
| Leading marketplace | Allegro: 20.4M active buyers [5] | eMAG: 64,000+ sellers, 38M offers [4] [9] |
| Delivery | 77% of online buyers use parcel lockers [6] | about 2/3 of eMAG orders go to lockers [4] |
| Payments | BLIK and PayU are popular [6] | 67% of eMAG orders paid by card [4] |
Sales channels and their roles
General marketplace
The most traffic and the fastest start. Shoppers are already there, but price competition is strong.
RO: eMAG · PL: Allegro
Global platforms
Big traffic and aggressive prices. For Polish and Romanian brands they are more often competition than a sales channel.
PL: Temu, Amazon.pl, AliExpress, Shein
Price comparison sites
Traffic from shoppers who already know what they want and compare prices.
RO: Compari · PL: Ceneo
Classifieds and C2C
A cheap demand test and an outlet for end-of-line, used or refurbished products.
RO and PL: OLX
Distribution and retail
Scale and offline presence. A distributor takes on part of the logistics and the relationship with retailers.
B2B: distributors, wholesalers, retail chains
Your own store
Full control of your brand, customer data and margin. But you have to build the traffic yourself.
Store + price comparison + campaigns
How we help
Market potential
Demand, competitor prices, delivery and return costs in the other country.
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Entry strategy
Channels, order of steps, budget and timeline.
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Marketplaces and online store
eMAG, Allegro, Trendyol and your own store: choice, onboarding, listings.
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Localization and SEO
Product content in the words shoppers actually search for.
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Business development and networking
Meetings, business contacts, distributors and on-site support.
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Local partners and logistics
Lawyers, accountants, agencies, integrators, warehouses and fulfilment.
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Frequently asked questions
How many people shop online in Poland and Romania?
According to Eurostat, in 2025 69.7% of people aged 16–74 in Poland and 60.3% in Romania bought something online in the last 12 months. The EU average is 73.6%.
Where do I start when entering Romania or Poland?
With your product’s potential: demand, competitor prices, delivery and return costs, and what each sales channel requires. Only then do we choose the channel and the order of steps.
Do you work in both directions?
Yes. We help Polish brands enter Romania and Romanian brands enter Poland, working in Polish, Romanian and English.
Is translating my listings enough?
No. Shoppers use different search terms, compare different specs and expect different delivery and return options. So we localize listings rather than translate them word for word.
Check your products’ potential
We’ll assess whether your products can succeed in Romania or Poland: demand, competition, prices, and delivery and return costs. We’ll also suggest which channel to start with.
Sources
- [1] Eurostat, database behind “Digitalisation in Europe 2026”: online purchases by individuals (isoc_ec_ib20), 2024–2025. ec.europa.eu
- [2] GUS, Sytuacja społeczno-gospodarcza kraju w 2025 r. (January 2026): internet share of retail sales. ssgk.stat.gov.pl
- [3] EuroCommerce & Ecommerce Europe, European E-commerce Report 2026 (light version): e-shoppers, enterprises selling via marketplaces, search engines, 2025. www.eurocommerce.eu
- [4] eMAG, press release, 4 Dec 2025 (24th anniversary): sellers, 1 in 2 online shoppers in RO/BG/HU, lockers, card payments. Company data. about.emag.ro
- [5] Allegro.eu, investor relations page: active buyers (as shown on 14 Nov 2026). Company data. about.allegro.eu
- [6] OECD, Competition Market Study of Online Marketplaces in Poland, Latvia and Lithuania (18 May 2026), ch. 4: SimilarWeb visitors 2025, Allegro sellers and commissions, parcel lockers, payments, firms selling online. www.oecd.org
- [7] eMAG, press release, 10 Nov 2026: Black Friday 2026 in eMAG Marketplace and Fulfilment by eMAG. Company data. about.emag.ro
- [8] Eurostat, Digitalisation in Europe 2026 (interactive publication): enterprises with e-sales, 2025. ec.europa.eu
- [9] Economedia, eMAG Group 2025 results and 1.2 billion lei investment plan: offers, products sold, visits, Genius, Fulfilment by eMAG. economedia.ro