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Poland B2C E-Commerce Market 2015

  • January 2016
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 57 pages

B2C E-Commerce Market in Poland is the Third Largest in Eastern Europe

Germany-based secondary market research specialist yStats.com has published a new market report, titled “Poland B2C E-Commerce Market 2015.” According to the company’s CEO and Founder, Yücel Yelken, “Online retail in Poland is on the rise, driven by consumer confidence and increasing online shopper penetration.” Furthermore, important market trends in Poland include the expansion of M-Commerce and growth of cross-border online shopping.

The sixth largest country in the EU in terms of population, Poland’s standing in B2C E-Commerce is in line with other emerging markets across Europe. In terms of sales, Poland was behind only Russia and Turkey in Eastern Europe in 2014 and enjoyed faster growth rates than Russia, the research results of yStats.com revealed. Sales are expected to continue rising at double digit growth rates over the next few years, with B2C E-Commerce’s share of total retail sales to grow by around one percentage point in 2015.

Online shopper penetration in Poland reached over one third of the population in 2015, but still reaches less than half of the Internet users in the country, according to yStats.com’s research findings. Online shoppers increasingly use mobile devices to browse E-Commerce websites and make purchases online, sparking M-Commerce sales which are predicted to grow at even faster rates than overall online retail sales. Another important trend is cross-border E-Commerce, with over 10% of online shoppers making purchases cross-border in 2014, from websites such as eBay, Amazon and AliExpress.

These developments are also reflected in the competitive landscape in Poland, which remains dynamic. yStats.com’s report shows that local market leader Allegro retained strong positions in 2015, while international players such as Amazon heavily invested in local distribution networks and fulfillment centers in Poland.

Table Of Contents

Poland B2C E-Commerce Market 2015
1. Management Summary

2. Overview and International Comparisons

- B2C E-Commerce Overview and International Comparisons, December 2015
- B2C E-Commerce Sales, by Selected Countries in Eastern Europe, incl. Poland, in EUR billion, 2014
- Internet Penetration in the EU Countries, incl. Poland, in % of Individuals, 2011 - 2015
- Online Shopper Penetration in the EU Countries, incl. Poland, in % of Internet Users, 2011 - 2015
- Number of Online Shoppers, by Selected Countries in Europe, incl. Poland, in millions, April 2015
- Average Annual Online Spending per Shopper, by Selected Countries in Europe, incl. Poland, in EUR, April 2015

3. Trends

- B2C E-Commerce Trends Overview, December 2015
- M-Commerce Sales, in PLN billion, 2013 and 2016f
- Share of Individuals Using Mobile Devices for Internet Access, in %, 2014 and 2015
- Use of Mobile Devices in Online Shopping, by Mobile Phone and Tablet, in % of Internet Users, 2014 and 2015
- Share of Mobile Traffic to E-Commerce Websites, in %, and Breakdown of Mobile Traffic to E-Commerce Websites, by Smartphone and Tablet, in %, April 2015
- Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
- Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers, April 2015

4. Sales and Shares

- B2C E-Commerce Sales, in PLN billion, by Comparative Estimates, and CAGR, in %, 2013 - 2016f
- B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2014 - 2018f

5. Users and Shoppers

- Internet Penetration, in % of Households, 2011 - 2015
- Internet Penetration, in % of Individuals, 2011 - 2015
- Online Shopper Penetration, in % of Individuals, 2011 - 2015
- Online Shopper Penetration, by Gender and Age Group, in % of Individuals, 2014 and 2015
- Reasons to Access the Internet, incl. “Selling Goods or Services, e.g. via Auctions”, in % of Internet Users, October 2015
- Factors Influencing the Online Purchase Decision, in % of Online Shoppers, October 2015
- Reasons for Not Purchasing or Ordering Goods and Services Online, in % of Individuals Who Do Not Shop Online, October 2015
- Factors that Would Encourage to Shop Online More, in % of Online Shoppers, April 2015

6. Products

- Product Categories Purchased Online, in % of Online Shoppers, 2014 and 2015
- Product Categories Most Purchased Online, in million Online Shoppers, April 2015

7. Payment

- Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
- Payment Methods Used in Online Shopping, in % of Individuals, 2014 and 2015

8. Delivery

- Breakdown of Delivery Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
- Courier Service Used in Courier Delivery to Home/Work, in % of Online Shoppers, April 2015
- Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, April 2015

9. Players

- E-Commerce Player Overview, December 2015
- Number of Online Shops, in thousands, 2011-2015f
- Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015
- Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, November 2015
- Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2015

Companies Mentioned
Allegro, Aliexpress, Amazon, eBay, E-Timberland, Mango, Czasnabuty, Ceneo, Gumtree, OLX, Sizeer, Zalando, 50-Style

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