eCommerce Shift Barometer
The ongoing Covid-19 pandemic and the explosion of the inflation rate have a strong impact on the e-Commerce industry worldwide, and Poland is no exception. At this point, with 21 million users and a value of €13.62 million in 2021, Poland is the 20th online market in the world. Undoubtedly, the outbreak of the coronavirus pandemic was the lever that accelerated the development of the e-commerce sector in Poland.
The outbreak of the coronavirus pandemic was the lever that accelerated the development of the e-commerce sector in Poland. Many important processes are happening simultaneously, in parallel. We are observing the systematic development of services such as: Live eCommerce, Metaverse, BNPL - Buy Now Pay Later (supported by Swedish fintech Klarna), popularization of BLIK payments. We are witnessing a supply-chain and distribution revolution, with constantly expanding parcel lockers networks (especially Paczkomaty) and innovations such as Q-commerce. More and more eRetailers offers shopping in a subscription model in different categories (i.e. supplement, pet food). Competition in the marketplace category is growing (led by Shopee launch campaign). The largest discount chain, Biedronka, also has joined the fight for eCustomers (so far only with the Home section). eRetailers are also trying to attract customers through loyalty programs (Allegro, Empik) and redirecting them from websites to their own apps (LPP clothing company).
The Polish eCommerce market is growing dynamically, by +19% YtY. Importantly, in the face of the difficult economic situation, almost 1 of 2 eShoppers declare they purchase online even more often than before the crisis. All this makes it really worth observing and monitoring both the behaviour and the expectations of Polish eCustomers.
Let's browse a few insights from OpinionWay CEE's eCommerce Shift Barometer.
Our research deepdive the Poles purchases related to 23 different categories: product purchased within the category during the last month (FMCG) or last 6 months (durable products), average basket, satisfaction, drivers and obstacles while shopping, etc.
A growing market with a "boom" at the beginning of Covid-19 pandemic
The pandemic had a great impact on the eCommerce, with almost 2 extra segments purchased on average per shopper. If some categories have registered new comers due to the pandemic, those are not neo-online purchasers since the overall amount of Poles purchasing online remained stable.
One year after the "boom" and the reopenings of brick-and-mortar stores, the average number of categories have logically decrease but landed higher than prior to the pandemy (+0.6 category on average vs before the pandemic).
Clothes and fashion accessories is the nr1 category when it comes to online purchasing (almost 6 Poles out of 10 purchased at least one item in the last 3 months). The podium is completed by the hygienic and the cultural products.
One year after the first lockdown, 5 categories have progressed or remained stable vs the pre-pandemic:
- Hygienic & personal care products : +1 pt (43%)
- Household cleaning products : +3 pts (33%)
- Pet care & Food : +5 pts (29%)
- Fresh food: 9% as before the 1st lockdown
- Alcohol: 8% as before the 1st lockdown
3 categories have lost users comparing to the pre-covid period:
- RTV or household appliances: -14 pts (26%)
- Electronics: -14 pts (26%)
- Clothes & fashion accessories: -8 pts (56%), even if it remains the Nr1 category purchased online...
...but the average basket have progressed a lot between November 2020 and January 2022
| Dry/Packed Food |  |
93zł | -> | 155zł |
| Non-alcoholic drinks |  |
66zł | -> | 102zł |
| Fresh Food |  |
120zł | -> | 158zł |
| Alcohol |  |
161zł | -> | 303zł |
What's next?
The 4th wave of the eCommerce Shift Barometer will take place in December 2022 - What dynamics in the current economic context? What evolutions for the 23 categories investigated ?
With this year a special focus on the impact of the inflation on the purchases, the eComm shopping experience, and the interest and use of new purchasing methods (second-hand, loyalty programs, BNPL, Blik, Live-eCommerce, etc.).
Do not hesitate to reach us if you'd like to take part in our multi-subscritpion research and add a few questions related to your industry and current challenges!
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You will receive: - A data-designed report including the historic of your industry on all the KPIs measured in comparison with the global eCommerce results, - A focus on your industry, - The whole data sets allowing you to deep-dive the results. |
SUBSCRIPTIONS OPENED UNTIL THURSDAY 17th NOVEMBER
Contacts:
Nicolas Curtelin
General Manager
+48 601 174 257
nicolas.curtelin@opinion-way.com
Piotr Sztabinski
Deputy General Manager
+48 505 464 905
psztabinski@opinion-way.com
Quantitative research carried out on 1017 Polish e-shoppers, extracted from a National representative sample of Polish Internet users aged 18 years old and more. The representativity is ensured by the method of quotas applied to the gender, age, level of education and region of residence criteria.
The fieldwork was carried out online on CAWI system (Computer Assisted Web Interview) in December 2021.
Please take into consideration an error margin of 1.5 up to 3 points for a 1,000 respondents sample.
Any quote or publication of the results of this research must indicate the following mention « eCommerce Shift barometer by OpinionWay Polska »
OpinionWay Central and East Europe is based in Polska, a central position for many international groups. Its geographical and cultural proximity to its neighbours allows us to cover more than 10 regional countries and offer t our clients innovative approaches, backed by the OpinionWay Group's expertise while being adapted to local realities. The OpinionWay Group operates not only in Europe but on all five continents, conducting multi-country or local market researches, in collaboration with specialized partners depending on the issues of each project. Our development in Polska reflects the dynamism of the region.