With almost 38 million inhabitants, Poland is the most populous eastern neighboring country, which borders Germany. Online retail sales reached $15 billion in 2021, growing 19%.When shopping online, Poles prefer Polish websites in their own national language; moreover, 70% of Poles order as a “guest” and thus prefer not to have a customer account. So as a foreign merchant, you should definitely offer this option, as well as localize your website in the Polish language.
The Internet giants Amazon and eBay do not have any market power in Poland; instead, more than 80% trust the online marketplace Allegro.pl. In general, the market in Poland is still relatively unsaturated compared to countries in the west. The three largest sellers (mediaexpert.pl, euro.com.pl and zalando.pl) generate only 10% of online retail sales. Therefore, right now there is an opportunity to successfully expand your online store abroad.