Poles shopping. What, where and how do we buy?

The year 2024 brought significant changes to Polish e-commerce market. According to Ceneo reportonline shopping has become the norm, and consumer preferences are evolving towards convenient, fast and transparent processes. So what has the greatest impact on Polish e-commerce? The report provides the answer to this question.

Demography and shopping habits of Poles

The most people who shop online in Poland are people aged 35–44 (28%). The next age groups are 45–54 years (19%) and 25–34 years (16%). Poles eagerly use marketplace platforms – 56% of consumers choose Allegro, Ceneo or Amazon, mainly due to the possibility of comparing prices and opinions. Price remains the most important factor in purchasing decisionsso price comparison websites are widely used.

When do Poles go shopping?

Most transactions take place on Mondays (17%) and Tuesdays (16%). The peak of shopping activity occurs in the morning (10:00–12:00) and in the evening (19:00–21:00). Online stores can adjust offers to these times.

Payment preferences

63% of Poles use fast online payments, with BLIK as the most popular method. Deferred payments, although only gaining popularity, are becoming an interesting option, especially in the categories of household appliances, beauty and children’s products.

These products are becoming more and more popular

In 2024, categories dominate Construction and renovation, Household appliances and Phones and accessories. There is a growing interest in devices that make everyday life easier, such as deep fryers. In turn, demand for products that were previously popular, such as power generators, is falling.

Delivery – a key element of online shopping

55% of Poles choose courier shipments, and 36% use parcel lockers or collection points. Delivery costs and waiting times are important – 13% of respondents give up shopping if delivery costs are too high, and 9% – when there is no delivery option to the preferred point.

Opinions and AI in e-commerce

User opinions are crucial – 98% of consumers consider them an important element when shopping online. Artificial intelligence, even though it is gaining importance, is still met with reservation – 50% of Poles have a negative attitude towards AI-based personalization.

Trusted stores – market leaders

In the 15th edition Ceneo Trusted Stores Ranking the following stores and one supplier were distinguished:

• Construction and garden: naj-sklep.pl,
• For children: matfel.pl,
• Home and interior: agatameble.pl,
• Hobbies and animals: zooart.com.pl,
• Multimedia: czym.pl,
• Fashion and accessories: eobuwie.com.pl,
• Automotive: sklepopon.com,
• Electronics and household appliances: maxelektro.pl,
• Lifestyle: militaria.pl,
• Technology: sferis.pl,
• Beauty and health: gemini.pl,
• Debuts on Ceneo: mironet.pl,
• Best seller in Buy Now: perfumeria.pl,
• Supplier: InPost.

The awards were granted based on consumer opinions, which emphasizes the importance of the quality of service and reliability of online stores. More information can be found in the Ceneo report.