August 2024 brought stability in Polish e-commerce sales compared to July, but along with significant growth year-on-year. Consumers are seeking savings, leading to smaller basket values but a growing number of orders.
Combining the data from recent reports:
- Stable Sales: E-commerce sales in August were nearly at the July level, with a 3.2% increase in orders but a 3.1% decrease in average basket value. However, the average basket value has grown from 50€ in 2020 to 70€ in 2023.
- Yearly Growth: Sales compared to August 2023 increased by 14.8%, with a 14.5% rise in the number of orders. Notable growth was observed in categories such as health and beauty, automotive, and supermarkets.
Forecasted e-commerce annual growth 2024-2028 is 8%, which means that in total Polish e-commerce sales value could reach 44bn€. Meanwhile, entire retail growth is predicted to be 6%.
- One of the fastest-growing segments is m-commerce (mobile shopping).
🚀 Market Changes:
Growing Number of E-Stores: The rise in online stores is transforming retail. Online shopping is becoming increasingly convenient, with options for quick delivery and competitive prices.
Cost of Shopping: E-stores offer lower prices due to the absence of costs associated with physical locations, staff, and storage. Additionally, online promotions and discounts attract consumers.
📈 Top 5 Largest Online Stores in Poland:
Allegro - The largest Polish auction portal and e-commerce platform for sellers, representing nearly 50% of the market.
Media Expert - An online store offering a wide range of RTV, household appliances, TVs, laptops, and other electronic devices.
Ceneo.pl - A price comparison platform offering a broad selection of products from various categories.
DOZ S.A. - The largest and most modern Polish health portal, combining expert knowledge on health prevention with pharmaceutical and medical care.
📊 Response to Rising Costs:
Savings: Rising costs, such as energy prices and labor expenses, are leading to higher prices for goods and services. Consumers are buying more frequently but opting for cheaper products and discounts, affecting the basket value.
💡 What Does This Mean? In the face of rising costs and changing consumer preferences, e-commerce in Poland is adapting to new realities. Customers are seeking savings, impacting shopping patterns and market dynamics.
📊 Statistical Data:
Percentage of Polish Internet Users Shopping Online: The percentage is rising and now stands at 79%. Of these, 75% shop on Polish websites, while 30% use foreign ones.
Social Commerce: According to recent data, 19% of Polish internet users make purchases through social media, indicating that while this channel is not yet very popular, its significance is growing.
Commentaires