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The Polish market: e-commerce in numbers and how to start selling

Updated: 14 Nov 2026

PL

The essentials in 30 seconds

In 2025, 69.7% of Poles aged 16–74 bought online [1], and 9.1% of retail sales went through the internet [2]. Allegro leads with 20.4 million active buyers [5], but global platforms such as Temu are gaining traffic fast [6].

69.7%

online shoppers (2025) [1]

9.1%

of retail sales online [2]

about 18%

of company turnover from e-commerce; EU: 19% [6]

64%

of online sellers use marketplaces [3]

How Poles shop

  • 77% of online buyers use parcel lockers, and for 81% locker availability affects the decision to buy [6]
  • There were 66,800 parcel lockers in Poland at the end of 2025 [6]
  • Popular payments: BLIK and PayU [6]
  • 92% of people aged 25–34 shop online (2024) [6]
  • In clothing, textiles and footwear, 25.2% of sales happen online [2]

Marketplaces in Poland: who has the traffic

Monthly unique web visitors in Poland, 2025, millions [6]

Allegro22.9
Temu10.5
Empik8.2
Amazon.pl6.9
AliExpress6.4
Erli6.0
  • Allegro: 20.4 million active buyers [5], commissions from 1% to 17% depending on category [6]
  • Allegro has about 130,000 sellers, mostly Polish SMEs (UOKiK data from 2022) [6]

Our view

What it means for a Romanian brand

  • The Polish market is bigger and more mature, so competition on Allegro is strong. You need a clear edge: product, price or niche.
  • Parcel lockers and BLIK are what shoppers expect, not options.
  • Global platforms push prices down in low-cost categories. Compete on quality, brand and service instead.
  • Listings must read as Polish: titles, specs and descriptions written for Polish searches.

See also

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

Frequently asked questions

How many people shop online in Poland?

In 2025, 69.7% of people aged 16–74 (Eurostat, GUS).

What is the biggest marketplace in Poland?

Allegro: 20.4 million active buyers and 22.9 million unique monthly visitors in 2025. Temu was second by traffic, with 10.5 million.

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.

Book a call

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
  • [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