What key trends do you currently observe in the local eCommerce market, and how do you see them evolving in the next few years?
The key trends in the local eCommerce market, as identified in the 2023 Omni-commerce report, indicate a dynamic evolution influenced by recent economic challenges and technological advancements. Firstly, online shopping has become universal, with 100% of surveyed users reporting at least one online purchase. The frequency and average value of online shopping carts have increased, partly due to inflation. Notably, 33% of consumers began shopping online more frequently to manage their budgets smarter in response to the economic situation.
Multichannel shopping is gaining momentum, with 74% of consumers engaging in cross-shopping across different platforms. This trend underscores the importance of a seamless shopping experience across various channels. The mobile commerce sector is also expanding, with 62% of mobile device owners shopping via their devices and 70% of online shoppers doing the same. The popularity of mobile shopping is primarily due to its convenience, time-saving, and money-saving aspects.
Looking ahead, these trends are expected to persist and evolve. The ubiquity of online shopping will likely lead to further innovation and competition in Polish eCommerce. The increasing preference for multichannel and mobile shopping will necessitate seamless integration of shopping experiences across different platforms. As a result, businesses in the eCommerce sector should focus on multi-platform presence, mobile optimization, and enhancing the overall customer experience to stay competitive and cater to evolving consumer preferences.
Can you discuss any specific initiatives or policies aimed at fostering eCommerce growth within the community in Poland?
The Chamber of Digital Economy plays a pivotal role in fostering eCommerce growth within the community, as detailed in the “Omni-commerce: Buying Comfortably 2023” report. This organization is instrumental in developing e-commerce business through various initiatives. Key among these are the promotion and recognition of excellent eCommerce solutions, products, and stores. The Chamber’s significant contribution to the market’s development hinges on three main pillars: legislation, education, and industry integration.
A notable effort is the organization of events and competitions, such as the e-Commerce Poland Awards, E-commerce Director of the Year, and Performance Marketing Diamonds. These events not only celebrate achievements but also encourage innovation and excellence in the eCommerce sector. Over the past decade, the Chamber’s initiatives have gained considerable appreciation within the industry, signifying its impact and success.
Furthermore, the Chamber conducts research and publishes reports that provide valuable market analysis and insights into consumer behavior. This research serves as a foundation for understanding market trends and shaping future strategies for eCommerce growth. Some data was used for the sake of this interview.
In addition to domestic efforts, the Chamber actively promotes Polish e-commerce and cross-border e-commerce on an international level through its participation in E-commerce Europe. This broadens the scope of its influence, fostering growth beyond local boundaries.
The Chamber’s focus on supporting e-commerce entrepreneurs, with a special emphasis on Polish Small and Medium Enterprises (SMEs), demonstrates a comprehensive approach to nurturing the eCommerce ecosystem. This multifaceted strategy, encompassing recognition, research, international collaboration, and targeted support for SMEs, effectively catalyzes the growth and development of the eCommerce sector within the community.
Can you point out any regional characteristics in terms of payments, logistics, customer behavior, shopping habits, etc in Poland?
In Poland, the e-commerce market has distinctive regional characteristics in terms of payments, logistics, customer behavior, and shopping habits. The following points highlight these aspects:
Internet penetration and e-commerce growth – Internet usage in Poland has seen a steady increase, reaching 93% in 2023. Correspondingly, the percentage of internet users making online purchases has also risen, indicating a growing e-commerce sector. The Gross Domestic Product (GDP) percentage of e-commerce sales has increased from 2.00% in 2018 to an estimated 5.74% in 2023, reflecting significant growth in this area.
Regulatory landscape – Poland is actively integrating EU regulations like the Digital Services Act (DSA) and Digital Markets Act (DMA) into national law, focusing on product safety controls and combating counterfeit products. Additionally, the implementation of the DAC7 Directive is influencing e-commerce, particularly in terms of reporting obligations and data requirements.
Sustainability initiatives – E-commerce companies are increasingly collaborating with logistics providers that specialize in eco-friendly delivery options, such as the use of electric vehicles, longer delivery time in favor of less CO2 emission and recyclable packages. Consumer behavior is also changing due to the cost-of-living crisis, with shoppers buying in smaller quantities more often or in bulk occasionally. This shift has posed challenges for logistics, with companies adopting route optimization and delivery consolidation strategies.
Packaging optimization and green certification are also being emphasized to reduce carbon emissions and waste.
Returns and repairs – The Chamber of Digital Economy in Poland is launching a media project to educate the public about the ecological and business costs associated with e-commerce returns. With a 14-day withdrawal right from distance contracts, returns have become frequent, impacting both environmental and business aspects. There is an emphasis on detailed product descriptions to reduce return rates, especially in the e-fashion industry.
Technological adoption and trends – Polish e-commerce is focusing on technologies like AI, VR, and big data, with a significant boost from the pandemic. The market is seeing an expansion in omnichannel and international e-commerce, providing opportunities for SMEs. The use of AI in e-commerce, AR for product visualization, and intelligent chatbots is gaining traction. Investment in AI solutions is perceived as a close future rather than a far distant journey.
Can you share examples of successfully positioned e-commerce companies on the Polish market in different verticals?
The Chamber of Digital Economy is supported by the Polish e-commerce leaders. Each of these companies has successfully positioned itself in the Polish e-commerce market by addressing the unique demands of their respective B2B and B2C sectors and adapting to local consumer preferences.
Allegro – Marketplace – Allegro remains a leading e-commerce platform in Poland, renowned for its extensive range of products that include electronics, fashion, home goods, and more. It is popular for its wide selection, user-friendly interface, and dependable customer service.
TIM.pl – B2B retailer – As a prominent online distributor in Poland, TIM.pl specializes in electrical materials and lighting. It caters to both individual and business clients, offering a comprehensive array of electrical components, lighting solutions, and more, known for its vast catalog and efficient service.
eObuwie.pl – B2C retailer – eObuwie.pl is a specialized online footwear retailer offering a wide selection of shoes for various age groups and styles. It has gained popularity for its broad range of products, easy-to-navigate website, and excellent customer service.
Empik.com – B2C retailer – Empik.com is a major online retailer in Poland in the books, e-books, media, and entertainment segment. It offers an extensive range of products, including books, music, movies, games, stationery, and educational materials, making it a popular destination for cultural and entertainment products.
Decathlon.pl – B2C retailer – Decathlon.pl is a leading e-commerce platform in Poland for sports and outdoor equipment. It offers a wide variety of sports goods, from clothing and footwear to equipment for various sports activities. Decathlon is known for its affordable prices, quality products, and commitment to promoting sports and outdoor activities.
How do organizations in Poland approach innovation in eCommerce, and what role does technology play in the picture?
Organizations in Poland are embracing innovative approaches to eCommerce, leveraging technology to enhance the shopping experience. The omnipresence of eCommerce, facilitated by technological advancements, is evident with 100% of surveyed users having made an online purchase. Notably, the average purchase value in categories like electronics and fashion has increased, indicating a growing comfort with online spending. The integration of technology in eCommerce is highlighted by the popularity of mobile shopping (m-commerce), with 62% of mobile device owners and 70% of online shoppers buying through mobile channels. This trend underlines the critical role of technology in facilitating convenient and efficient shopping experiences. The report emphasizes the importance of multi-channel strategies, as 74% of consumers value the ability to purchase across different channels, reflecting the need for technology-driven omni-commerce solutions. Additionally, modern payment methods like BLIK and quick transfers are gaining traction, showcasing technology’s impact on facilitating smoother transaction processes. Polish organizations are increasingly relying on technology to drive eCommerce innovation, focusing on mobile commerce, multi-channel strategies, and advanced payment solutions to meet evolving consumer expectations.
What rating from 1 to 10 do you give to the local logistic companies and their role in delivery efficiency and customer satisfaction in Poland?
Based on the data from the “Omni-commerce-Buying-comfortably-2023” report, local logistic companies in Poland play a crucial role in delivery efficiency and customer satisfaction. The report indicates that 49% of online purchases in Poland are picked up at parcel machines, while 42% are delivered by couriers. The preference for parcel machines has grown significantly among experienced digital shoppers, with an increase of 23 percentage points, highlighting their convenience. Furthermore, parcel vending machines are considered the most convenient delivery form by Polish consumers. This data suggests a positive impact of local logistic companies, like InPost, on e-commerce efficiency and customer satisfaction in Poland. Therefore, I would rate their performance at least an 8 out of 10, considering their pivotal role in facilitating effective and preferred delivery methods.
In the context of increased interest in cross-border sales, how well prepared are the logistics companies from Poland?
The very recent 2024 report on Cross-border eCommerce, “Marka bez granic” reveals that Polish logistics companies face significant challenges in adapting to the increasing demand for cross-border sales. Despite a general growth in cross-border eCommerce, Polish logistics firms must deal with complexities such as varying international regulations, customs procedures, and customer expectations in different markets. The report underscores the need for these companies to invest in infrastructure, technology, and personnel training to enhance their capacity for efficient and effective cross-border deliveries. This investment is crucial for Polish logistics firms to remain competitive and meet the rising demand for cross-border eCommerce services.
How do eCommerce businesses leverage data analytics to make informed business decisions?
E-commerce businesses in Poland leverage data analytics to make informed decisions by analyzing customer behavior, preferences, and trends. The market leaders rely on GA360 and GA4 usually bundled with other Google Marketing Platform applications, like DV360 and SA360. They use data gathered from website traffic, purchase history, and customer interactions to understand buying patterns and preferences. This information helps in personalizing customer experiences, optimizing inventory management, and enhancing marketing strategies. Advanced analytics tools enable these businesses to forecast demand, identify potential market segments, and tailor promotions to specific customer groups. By analyzing customer feedback and reviews, they gain insights into product performance, leading to improved product development and customer satisfaction. GMP works well with any digital ecosystem, like Google or Microsoft or more at the same time. It is delivered by Google Marketing Platform Sales Partner, and in CEE supported by FullStackExperts.eu Overall, data analytics is integral for strategic decision making, driving growth and competitiveness in the Polish e-commerce market.
Where do you see the future of eCommerce heading, and what role does your organization play in shaping that future in your country?
The future of e-commerce, as discussed in the “Sustainable E-commerce 2023” report by the Chamber of Digital Economy, is leaning towards sustainability and responsible business practices. The Chamber plays a crucial role in guiding Polish e-commerce companies towards sustainable development, emphasizing environmental and social responsibility. This involves educating both consumers and businesses about sustainability and ethical practices, and promoting strategies that align with responsible e-commerce. The report suggests a trend where companies are increasingly integrating sustainability into their business models, which is expected to shape the future direction of e-commerce in Poland.
Can you share key eCommerce or digital marketing events a foreign business person should visit in your country?
Poland hosts several significant e-commerce and digital marketing events that are valuable for foreign business professionals looking to explore or expand in the Polish market. Here are top three key events to consider:
- Targi eHandlu aka e-commerce expo – This is one of the largest e-commerce events in Central Europe, held annually in Warsaw. It brings together a wide range of participants, including online retailers, e-commerce service providers, and technology companies. The event features exhibitions, workshops, and seminars, providing insights into the latest trends, innovations, and best practices in e-commerce.
- E-commerce Polska Awards – This prestigious event, organized by the Chamber of Digital Economy, is one of the most important in the Polish e-commerce industry. It includes the E-commerce Polska Awards ceremony, which honors the best e-commerce companies and solutions. The congress features discussions on the latest trends, challenges, and opportunities in e-commerce, providing valuable insights for industry professionals.
- 3. #ILoveMarketing&Technology – This event takes place in Warsaw, is a must-visit for digital marketing professionals. It focuses on current digital marketing trends, data-driven marketing, technology updates and innovative marketing strategies. The festival offers a series of lectures, workshops, and networking sessions led by renowned international and local experts in digital marketing.
Each of these events offers unique opportunities for networking, learning about the latest trends, and understanding the dynamics of the Polish e-commerce and digital marketing landscape. They are ideal for foreign business professionals looking to establish or strengthen their presence in the Polish market.
Which are the key companies and organizations in your region helping the ecosystem grow?
In this case the answer can be only one. It is the Chamber of Digital Economy, also known as “Izba Gospodarki Elektronicznej” in Poland, which plays a pivotal role in supporting and fostering the growth of the e-commerce ecosystem for several reasons:
- The Chamber acts as a key representative for the e-commerce sector in Poland, advocating for the interests of digital businesses at both the national and European levels. It works to influence and shape policies and regulations that affect the e-commerce industry, ensuring that the business environment is conducive to growth and innovation.
- By organizing events, conferences, and meetings, the Chamber provides a platform for e-commerce professionals to network, share knowledge, and collaborate. This helps businesses to build connections, learn from each other, and stay informed about industry trends and best practices.
- The Chamber offers educational programs and training sessions that help businesses to acquire new skills and knowledge necessary to navigate the evolving digital landscape. This includes insights into digital marketing, logistics, technology trends, and customer experience management.
- Regular research and reports provided by the Chamber offer valuable insights into market trends, consumer behavior, and technological advancements. This information is crucial for businesses to make informed decisions and stay competitive. The best example? Selected reports from the Chamber were used on the purpose of this interview :]
- Finally the Chamber also facilitates international trade and cooperation for Polish e-commerce businesses. It helps in establishing connections with foreign markets, providing Polish businesses with opportunities to expand globally.
Are there any specific digital marketing strategies that have shown success in your market?
In the Polish market, a digital marketing strategy that has shown considerable success involves a combination of localized content marketing and social media engagement. Polish consumers highly value content that resonates with their cultural context and language. E-retail fashion brands, like MODVIO, answear.com and Zalando, that have effectively tailored their content to reflect local tastes, idioms, and trends, particularly on platforms like Facebook and Instagram, have seen increased engagement and brand loyalty. This approach, coupled with targeted social media advertising using detailed demographic and psychographic segmentation, allows companies to reach specific consumer groups more effectively. Successful campaigns often feature a mix of educational and entertaining content, fostering a sense of community and brand affinity among Polish consumers.
Are there any cultural or regional nuances that should be considered in brand messaging?
In brand messaging in Poland, it’s essential to be aware of cultural nuances that can significantly impact consumer perception. Poles value authenticity and sincerity in communication, so it’s important for brands to convey genuine messages that resonate with local values and traditions. Additionally, respect for Polish history and cultural heritage is crucial, as Poles take pride in their national identity. It’s advisable to avoid insensitive references to politics, historical events or figures, as those could be a biased dead end. The use of the Polish language is highly appreciated, and local language content can establish a stronger connection with consumers. Limit the English language, not to be meme. Furthermore, Poles tend to be price-conscious and look for value in products and services, so emphasizing affordability and quality in messaging can be effective. In short, a respectful and culturally sensitive approach is key to building a strong brand presence in Poland.
The Chamber of Digital Economy reports
Omni-commerce: Buying Comfortably 2023
https://eizba.pl/wp-content/uploads/2023/08/Omni-commerce-Buying-comfortably-2023.pdf
Sustainable e-commerce 2023
Cross-border e-commerce: Marka bez granic 2024