How to expand your e-shop to Poland?

Poland is becoming one of the most interesting countries for e-commerce expansion in Central and Eastern Europe.

But it’s not just about the size of the market. With over 30 million internet users and more than 14 million online shoppers, it is a true digital ecosystem that is growing at a rapid pace. And it is far from over.

So if you are an e-shop owner and are thinking about where to expand, Poland should be high on your list. In addition to being a close and culturally related market, it offers a combination of technological readiness, high internet penetration (almost 96% of the population aged 7-75), and customers who are ready to spend, although they like to compare, negotiate, and wait for a good deal.

Source: Gemius

Sounds promising, right? But the Polish customer is no pushover. They’re what you’d call a “smart shopper” – someone who’s willing to wait for the best deal.

According to data, 36% of Poles plan their purchases based on promotions and special offers. They track discounts, use price comparison tools, and are often ready to switch to another e-shop if they find a better price elsewhere. This behavior is reflected in the numbers: 57% of consumers admit that when it comes to saving money, brand loyalty takes a back seat.

One of the key traits of the Polish market is strong price sensitivity across all segments — from electronics to fashion. That’s why discount campaigns, cashback offers, second-hand sales, and affordable products from Asian markets tend to perform very well in advertising strategies.

Another interesting trend is the growing phenomenon of fast decision-making. Polish shoppers now increasingly complete their purchases entirely online, without visiting physical stores — a clear sign that the digital space has taken the lead in this market.

The key to success is knowing where and how to reach your customer – ideally at the very moment they’re just starting to think about making a purchase.

Keep in mind that one of the most powerful channels in Poland is Allegro, the country’s largest marketplace, actively used by the majority of online shoppers. To put it into perspective: 41% of Polish consumers begin their shopping journey on Allegro. Overall, the platform holds a 33% market share, even surpassing Google, which stands at 26%.

Source: Allegro

Allegro isn’t just a store — it’s a full ecosystem, offering its own advertising tools, logistics, and payment systems. For e-shops, it represents the simplest gateway to entering the Polish market.

However, that doesn’t mean Google lacks influence in Poland. On the contrary, Google Ads plays a crucial role, especially for products that aren’t typically bought on impulse. It delivers the most conversions in so-called “high-interest” categories such as electronics, sports, health, and home improvement. What matters most here is adapting your ad copy, URLs, and remarketing to the local structure.

Microsoft Ads is Becoming an Increasingly Interesting Option. As our Business Development Manager Darko Ďurica points out, as many as 30% of users in the online space use Bing as their search engine. This makes Microsoft Ads a great opportunity – especially for brands that want to be visible where their competition is only just getting started. And the best part? With us at BlueWinston, you can launch your campaigns completely free through the Microsoft for Free program – valid until January 1, 2026 – giving you a chance to test the market with zero upfront advertising costs.

And finally, don’t forget about social media. Platforms like Facebook, Instagram, and TikTok are among the most widely used—perfect for visual product promotion and brand building.

If you want to meet your customers’ expectations, you need to offer payment methods they know and trust. In this regard, Poland is remarkably advanced, with mobile payments being the norm.

The most popular method is BLIK – a fast, simple, and secure way to pay via a mobile banking app. It’s supported by virtually all banks and e-shops, making it the go-to choice for more than half of online shoppers.

In addition to BLIK, other common payment options include:

Polish customers place a high value on convenience and fast delivery. They expect their orders to arrive quickly – and to be able to pick them up exactly when it suits them.

That’s why parcel lockers are extremely popular in Poland, especially those from InPost, which are literally everywhere — near shops, gas stations, apartment blocks, and residential areas.

Other popular delivery options include:

For Polish shoppers, it’s not just about the price – transparency and tracking are just as important. They want to know exactly where their package is and when it will arrive. This makes investing in solid logistics infrastructure and integrations with local carriers not just a nice-to-have, but an absolute must.

All of this points to one key takeaway — simply translating your website and launching campaigns is not enough. Entering the Polish market requires true localization, an understanding of customer behavior, and adjustments in pricing, payment options, and communication. But if you get it right, Poland won’t just offer you a short-term boost in sales, it can become a real opportunity to build a strong, long-term presence in one of Europe’s most dynamic e-commerce markets.