Recently, according to foreign media reports, the Polish e-commerce market is valued at approximately PLN 140 billion in 2024. It is expected to maintain a steady growth rate of 8% annually over the next four years, reaching PLN 192 billion by 2028.

Currently, major categories such as electronics, home appliances, home and garden, and fashion account for about 60% of the market value in Poland's e-commerce sector. However, some categories are projected to experience a gradual decline in market share by 2028. This is due to market saturation and high customer uncertainty in certain sectors (especially home and garden), which is slowing growth momentum.

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It is noteworthy that the grocery category in Poland shows great growth potential, with an annual growth rate expected to reach 12% between 2024 and 2028. This growth is mainly driven by increased investments from major retailers like Biedronka, Auchan, and Carrefour. Additionally, the fashion category is expected to grow by 10%, primarily due to the rising popularity of fast fashion trends among Polish consumers.

Currently, Poland's internet penetration rate is 88%, and its e-commerce penetration rate is 73%, compared to 92% and 76%, respectively, in Europe. Moreover, Polish consumers' online shopping frequency is below the European average, with only the beauty category exceeding the average level. Despite this, Poland's overall online shopping frequency (17.7%) has surpassed that of Western European countries (17.5%).