Entering the Polish Market: What You Need to Know Before Launching

Poland is the sixth-largest economy in the European Union and one of the fastest-growing e-commerce markets in Europe. In 2025, GDP grew by 3.8%, wages rose by 8.1%, and 30 million Poles shopped online. For brands from Germany, the UK, Scandinavia, or the US, it is a market that combines Western scale with the growth rate of emerging markets. Below, we've gathered what you need to know before launching your first campaign.

What Polish E-commerce Looks Like in 2026

The market value has exceeded $32 billion and is growing at an annual rate of 15–20%, with forecasts through 2029 pointing to around 9% annually—faster than the European average. 82% of Poles shop on a smartphone, and 41% of internet users order from foreign stores. Google holds an 89% search market share, Facebook reaches 18.7 million people, and TikTok reaches 12.4 million adults. The digital advertising market is worth 11 billion PLN and grew by 14.6% in 2025.

Allegro, Your Own Store, or Marketplaces: Choosing the Right Channels

Allegro is the primary shopping destination for 71% of Poles, boasting 15.5 million active buyers and over 150,000 sellers. Listings, terms and conditions, and customer service must be in Polish, prices in PLN, and visibility depends on the sales quality score and Allegro Ads campaigns. A single account also unlocks the Czech Republic, Slovakia, and Hungary. Running your own store alongside Google, Meta, and TikTok campaigns yields higher margins and customer data, which is why we most often combine both channels. Amazon.pl, Empik, and Erli complement reach in selected categories.

Payments and Delivery That Determine Conversion

72% of buyers prefer BLIK, 64% fast pay-by-link bank transfers, and 46% have abandoned a purchase when their preferred payment method was unavailable. 83% choose delivery to a parcel locker, most often InPost, which has over 28,000 automated lockers in Poland and handles the majority of returns. Customers expect delivery within 1–2 days and a 14-day right of return. A brand shipping from abroad with week-long delivery times and no BLIK loses to local competition before even starting to compete on the product itself.

Formalities: VAT OSS, KSeF, BDO, and GPSR

An EU-based company selling to consumers in Poland exceeding €10,000 per year accounts for Polish VAT, most often through the OSS procedure. Starting in 2026, companies settling taxes in Poland issue e-invoices via KSeF, and sellers placing packaging on the market must register with BDO. Every product requires an EU responsible person in accordance with the GPSR, and starting in August 2026, marketplaces verify manufacturer registration before publishing an offer. From July 2026, non-EU shipments valued up to €150 are subject to a €3 customs duty per product type, which makes a strong case for having a warehouse in Poland. This is a checklist to complete with your partners, not a reason to delay your market entry.

Why It's Worth Entering Now

The cost of reach in Poland is still lower than in Western Europe; CPM rates on Meta are about 40–55% lower than in Germany and the UK, and demand for foreign brands is growing by 5 percentage points annually. The market is maturing rapidly: every year of delay means more competitors in your category and higher customer acquisition costs. Brands entering with a local partner start selling in a few weeks instead of spending several quarters learning the market.

Want Polish customers to find you on Google too? Check out Agentic SEO.