The document discusses opportunities for e-commerce growth in Poland. It notes that the Polish e-commerce market is growing at 20% annually and key trends include the development of mobile commerce, omnichannel retailing, and payment systems like BLIK. The typical Polish online shopper is described as a woman under 35 living in a city. The document also outlines opportunities to reach Polish customers through localized websites and selling niche products not readily available domestically.

2. P O L A N D
big market, big opportunities
Justyna Skorupska
e-point SA, e-Commerce Poland

3. Poland: big market, big numbers
Source: „The New European Tigers”, Deloitte and PayPal, March 2018

4. Source: Results of the survey conducted by Arvato in January 2018 among Arvato’s customers and partners as well as industry experts.
Polish e-commerce through the eyes of industry experts
Multichanneling –
omnichannel development
20-percent e-commerce growth
rate on a yearly basis
Mobile commerce development
Poles’ openness to shopping
in foreign e-stores
Development of the BLIK
payment system
57,1%
52,4%
52,4%
38,1%
33,3%
Nothing indicates that the processes
that led to significant changes in Polish
online stores were to slow down.
Key successes of the e-commerce industry in 2017
The most important trends for 2017
Big Data utilization in e-commerce
42,9% Changes in deliveries, including:
– 24-hour delivery development,
– possibility to change the shipping address,
– pickup network development

5. 42%44%44%44%
45%48%48%
Product categories most sensitive to the ROPO effect
Home electronics & appliances Pharmaceuticals Building materials
Car & spare parts Phones, smartphones,
tablets, GSM accessories
Footwear Clothes & accessories
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska

6. 37%42% 41%
36% 32% 31%
Product categories most sensitive to the reverse ROPO effect
Footwear Home electronics & appliances Cosmetics & perfumes
Clothes & accessories Books, CDs, movies Sportswear
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska

7. Polish e-customer’s profile
The typical e-consumer
in Poland is a woman
up to the age of 34,
with secondary or tertiary
education, living in a city,
declaring good material
situation.
Education
Primary22%
Secondary47%
Tertiary30%
Place of residence
Villages25%
Cities with up to 200 000
inhabitants44%
Cities with over 200 000
inhabitants30%
Material situation
Good51%
Average41%
Bad8%
15-24 25-34 35-49 50+
29% 29% 30%
13%
Age
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska
Women
53%
Men
47%
Gender

8. Polish e-customer’s profile
Place of residence
Villages25%
44%
Cities with over 200 000
inhabitants30%
Cities with up to 200 000
inhabitants
Opportunity!
People living in villages
who need easy access to
products not available
in their localities.
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska

9. Declared future spending on online shopping
(during the upcoming year)
Women Men
Increase
No change
Decrease
Polish e-customer’s profile
Men are a bit more likely
to spend more money
on online shopping over
the next year.
23%
51%
5%
25%
43%
8%
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska

10. National vs. cross-border purchases by digital Poles
53%
National
purchases
Cross-border
purchases
16%
More and more digital Poles
buy in foreign online shops
where they search for cheaper
goods as well as unique
or hardly available products.
+6 pp YoY
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska

11. 22% 21% 20% 20%
23%23%28%38%
Product categories purchased on foreign websites
Clothes & accessories FootwearComputer games Home electronics & appliances
Cosmetics & perfumes Books, CDs, movies Phones, smartphones,
tablets, GSM accessories
Multimedia
(apps, e-books etc.)
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska

12. Opportunity!
To reach Polish e-customers with your specific
Hungarian products, brands or national
specialities, first localize your website – translate
and release it under the Polish domain.

13. Key drivers for online shopping
$
Lower delivery costs Lower prices than in
bricks-and-mortar stores
Faster delivery
35% 31% 31%
Source: E-commerce in Poland 2017, Gemius for e-Commerce Polska
What would make you shop online?
(% of Poles who don’t shop online)

14. 14,5%
UK Denmark Germany Poland Spain Italy
13,7%
8,8%
7,7%
3,6% 3,0%
Share of online in total retail sales
In terms of use of digital services,
Poland is now on a par with countries
in Western Europe – and sometimes
even surpasses them. For example,
the share of online shopping in total
sales is higher than in Italy or Spain.
Source: Digital Poles – Consumers in a time of e-revolution, McKinsey, 2016

15. Source: E-commerce in Poland 2016, Gemius for e-Commerce Polska
Multichanneling transforming into omnichanneling
Trends in Polish e-commerce
61 percent of Poles using mobile
devices to shop online declared
that they happened to start
shopping on their smartphones
and finalize the transaction
on other devices.

16. 18%38%38%
42%45%46%
Digital Poles’ sources of information
Social mediaRadio Daily news on TV
TV news channelsWebsites Daily newspapers
Means of communication
(of digital Poles)
Online
Offline
73%
27%
Instant
messaging,
chats, video
calls
E-mail
Social media
Source: Digital Poles – Consumers in a time of e-revolution, McKinsey, 2016
51%
21% 28%
Trends in Polish e-commerce
Social

17. ● Online strategy
● Niche products
● Knowledge – on e-commerce
and about the markets
● Sufficient funding
● Managing the cost of logistics
● Payment methods
● Trust of the local customers
● Knowledge or advisory on legal issues
● Local languages
Key points to make e-business in Poland

18. Open to B2B and new B2B2C models!
Not only B2C

19. Inter Cars – Universal Sales Application
• Established in 1990
• Operating on 16 markets from Baltic to Balkan
• Over 500 distribution points
• 1,4 bln € yearly turnover
• Very wide product portfolio – over 1,7 m SKUs
The largest importer and distributor of automotive spare parts
in Central and Eastern Europe (4th in Europe, 10th in the world).

20. 16European
countries
Inter Cars – Universal Sales Application
100K
Car repair
workshops
1.7M Products
170B
Individual
prices
7K
Product
categories
6Dedicated search engines
2.4K
Parameters for
filtering products

21. 170K lines of custom code
The largest Hybris project
in SAP Cloud in CEE
40team members
14 months from start to first
country implementation
Project completed according to
schedule with excellent code quality
Inter Cars – Universal Sales Application

22. “It is the best Hybris code I have seen
in Central and Eastern Europe.”
Michal Mateja
Director of SAP Hybris Consulting for CEE and CIS
Inter Cars – Universal Sales Application

23. Project implementation
awarded by SAP

24. Thank you for your attention!
Are you interested in Polish market?
Feel free to contact me:
jskorupska@e-point.pl
www.linkedin.com/in/justynaskorupska/
@J_Skorupska