Poland is one of the fastest-growing markets in Europe. Import of products and services from other countries is increasing. It’s no surprise that more and more international brands are operating in Poland. The Polish market is highly attractive – a number of people are shopping more and more both in physical stores and online. If you plan to enter the Polish market, here are the stats and data you need to know!
Polish customers chose discount stores for big grocery shopping
As stated by Santander Consumer Bank in the report “Poles’ Own Wallet,” Polish clients prefer to shop in physical stores for groceries. 91% of people who usually shop online prefer to buy food in person.
According to the study “UX retail in Poland” by Cushman & Wakefield, among all types of grocery stores, Poles most often visit small, local shops. 66% of respondents say they visit them once or twice a week. Polish customers love their convenience, proximity, and lack of queues. Here’s a suggestion for food brands: don’t limit yourself to being present only in large, well-known retail chains.
When it comes to bigger grocery shopping, discount stores win. 62% of Polish customers choose them for purchases over 100 PLN. When selecting a shop, they primarily look for low prices (70% of respondents), easy access and free parking, and the proximity.
Agency tip:
Direct your offer to discount stores where customers from Poland like to buy. Offer limited time promotions or “2 for 1” deals to encourage them to make bigger purchases. Also, communicate the ease of access to your offer. Low prices, convenient locations, and free parking can be key factors.
Biedronka, Rossmann, and Lidl are Poles’ favorite stores
According to the “Retail Network Popularity Ranking 2024” prepared by Listonic, Biedronka is the favourite store of Polish customers. Other top spots ranking the most frequently shopped stores include Action, Rossmann, and IKEA.
In the grocery store category, Polish clients primarily go to Biedronka, Lidl, Auchan, Kaufland, and Dino. Action, Pepco, and Dealz are the winners in the non-food category. Among drugstores, Rossmann is the undisputed leader. Hebe ranked second, and Super-Pharm came in third. In the “home and garden” category, IKEA, Castorama, and Leroy Merlin take the lead.
Agency tip:
It’s worth focusing on marketing campaigns that show your products are available in Poles’ favourite stores, such as Biedronka, Rossmann, or Lidl. Remember that brand recognition can significantly impact consumer trust and their purchasing decisions.
In-person shopping is still very popular
91% of all retail sales take place in stationery stores. Only 9% of them are online sales, according to the report “Poles’ Own Wallet: Poles Online.” Polish consumers still appreciate traditional shopping. It allows them to make physical contact with the product and talk to the staff.
Interestingly, for categories other than food products, Polish customers choose shopping malls. They spend more than 60% of their shopping budget there (only between 1% and 20% of the shopping budget goes to online shopping). 88.5% of their visits to shopping malls end with purchase.
Agency tip:
Use an omnichannel strategy and combine different online and offline experiences. Ensure that your digital marketing campaigns direct customers to physical points of sale, offering, for example, discount coupons for use in stores.
Millennials purchase online the most but it may change
The e-commerce market in Poland is growing. Santander Consumer Bank’s report from 2023 states that 88% of Poles buy online. According to data from the Central Statistical Office, almost 76% of Polish consumers shop online at least a few times a month. Millennials are the most frequent visitors to online stores. 40% of people aged 30-39 shop online several times a month.
Polish e-commerce clients mostly purchase consumer electronics, smartphones, RTV/AGD goods, health products, cosmetics, and books online. One in ten Polish customers also buys sports accessories, as well as groceries. Next on the purchase list are gifts, clothing, shoes, home and garden furniture, decorations, and car parts. As you can see, every industry has the potential for strong online sales in Poland.
7 out of 10 surveyed women in the Santander Consumer Bank study admitted that they prefer ordering clothes and shoes online rather than buying them in physical stores. Polish men, on the other hand, are more likely to order sports equipment online. Also, everything indicates that the Silver generation will become a significant group of online store customers in the coming years.
Agency tip:
Include a simple and intuitive shopping platform and app interface, clear product descriptions, and good customer support to attract older Polish e-commerce consumers to your offer.
Many Poles are afraid to shop in foreign online stores
The popularity of online shopping is growing, and so is the diversity of products and the number of Poles’ favourite e-commerce platforms. A UCE RESEARCH survey shows that 33.2% of Polish consumers who regularly buy items online also purchase from foreign e-shops.
According to the “Omni-commerce. I Buy Conveniently” report from 2023, 82% of buyers started purchasing abroad due to rising prices in Polish stores. Other reasons are trust in foreign brands, the vast range of products, and attractive delivery cost and time. Those who do online shopping in foreign platforms most often do it 1-3 times a month, spending between 250 and 500 PLN.
However, many people remain sceptical of foreign online stores. Nearly two-thirds of Poles who shop online declare they do not use them. Why? Mainly because they want to avoid problems with returning purchased goods. Almost 37% of surveyed people fear such issues. Other discouraging factors include language barriers, long shipping times, high shipping costs (and other shipment problems) as well as post-purchase support.
Agency tip:
Don’t limit yourself to online market only. In the future, we expect the number of clients from Poland who are interested in foreign online shopping to grow – but slowly. Polish consumers still prefer shopping in Polish stores and supporting Polish brands. However, this will gradually change, mainly due to younger generations.
There is a rise of Chinese online stores
The growth of ultra-fast fashion giants is becoming a big issue in Poland. More and more people are starting to like Chinese online stores. Half of those who shop online abroad do so not only in EU countries but also outside of it. Two big Chinese brands, Shein and Temu, are also gaining attention. 17% and 14% of respondents in the “Omni-commerce: I Shop Conveniently” survey said they’ve used them.
It is a bit concerning, especially since the most popular category purchased outside the EU is children’s products. Another issue is data security. 59% of Polish internet users believe their personal data isn’t as protected as on European e-shops. 71% say they’ve had at least one problem with buying from Chinese platforms.
Agency tip:
Customers in Poland value low prices but also care about transaction security. Offer them clear quality comparisons and safety certifications so that your products stand out against Chinese platforms. You can also highlight faster shipping times and various delivery options – two common weakness of foreign shops.
People from Poland love cashless payments
People in Poland love innovations. The most popular online payment methods among Polish customers are quick transfers and BLIK. 65% of mobile shoppers use instalment payments. According to the “Polish Payment Preferences 2024” study by Fiserv Poland, Polish clients prefer cashless payments in supermarkets, pharmacies, and petrol stations.
40% of Polish consumers are interested in modern payment methodssuch as fingerprint payment authorization. It is particularly popular among men (24% compared to 18% of women) and people aged 18-29.
Agency tip:
Introduce various payment methods, such as quick transfers, BLIK, and instalment payments. Making the payment process easier will increase your online store’s conversion rates, especially if your target audience is younger customers.
Price is the most important factor to less than half of Polish customers
Price remains the main purchasing factor, but its importance is decreasing. According to GfK’s Current Consumer Mood survey, in 2023, 39% of Polish customers list low price as a key factor when buying products (compared to 50% in 2022). The second most important factor is brand itself, followed by health considerations.
Poles also care about the country of origin of products, with nearly 30% citing “buying local” as important. Local production is a key factor for some, while 12% search for eco-friendly products and packaging.
Agency tip:
In your marketing campaigns, highlight values other than price, such as quality, local production, eco-friendliness, and support for local businesses. Building an emotional connection with your brand will help strengthen customer loyalty.
Polish people are saving money, but not on everything
With the economic slowdown from the end of 2021 to 2023, Polish clients have become more mindful of every zloty spent. A Santander Consumer Bank study shows that 77% of Poles don’t spend money on things they don’t need, with seniors over 70 being the most confident about this. One in three rural residents also avoids unnecessary expenses.
How do Poles save? 36% of them compare offers and choose cheaper options. They also make shopping lists and shop during promotions or sales. Some find cash helpful for budgeting, while others cut transport costs or negotiate prices.
The categories Polish people save on first (according to GfK’s Current Consumer Mood survey) are clothing, footwear, entertainment, and electricity. NielsenIQ data shows that the largest share of food sector spending is alcohol. In 2023, Poles spent PLN 16.8 billion on vodka, PLN 22.8 billion on beer, and PLN 5.1 billion on butter and margarine.
Agency tip:
Target your promotional campaigns at budget-conscious customers by offering promotions or premium products at attractive prices. Emphasize time and money-saving benefits and highlight good quality as key for long-term savings.
Polish e-commerce clients read reviews before buying online
According to Poland’s Central Statistical Office report, 90.2% of Poles check online reviews before purchasing a product. They take these reviews very seriously. The most influenced group by online reviews is Gen Z.
The “Young vs Mobile” study shows that 55% of Polish people aged 15-20 regularly use TikTok and Instagram to look for an inspiration, information, and reviews. 80% of people under 20 say they’ve bought products based on recommendations they found on social media groups.
Half of all Polish e-commerce clients consider product price when shopping online, which explains the growing popularity of websites that help compare prices. Other factors important to e-commerce customers include shipping time, reviews, brand, and return policies.
Agency tip:
Ensure your products have positive reviews online. Encourage customers to share their experiences on social media, e-shops, and forums. Boost your brand’s credibility by showcasing authentic stories from clients’ shopping experience. It can significantly impact future buying decisions. If your main target audience is young Poles, make sure these reviews are primarily featured on social media.
Of course, these aren’t all the statistics about Polish customers you should consider in your strategy. For more information and direct support with public relations and marketing efforts in Poland, get in touch with our specialists!