E-commerce in Poland 2024 (Gemius / PBI / IAB Polska)

Summary

• 75% of respondents declared shopping in Polish online shops, unchanged from the previous edition of the report.p.4
• The share of respondents buying from foreign sites rose from 30% to 36% compared with 2023.p.4
• Temu reached 3rd place in spontaneous awareness, named by 20% of respondents, and 80% know it among foreign shops.p.4
• 81% of consumers prefer delivery to parcel lockers for online purchases, with Paczkomat named by 88%.p.5
• 36% prefer parcel lockers for returns, with Paczkomat at 82%.p.5
• Proximity of a parcel locker encourages 84% of respondents to shop online.p.5
• ORLEN Paczka has built a network of over 12 thousand locations, and 40% of buyers have a locker within a 7-minute walk.p.6

Key insights

1. Package tracking is important to 83% of respondents, weekend delivery to 73% and parcel management via a mobile app to 73%.p.5
2. InPost has over 24 thousand machines in Poland, and its mobile app has over 13 million users.p.5
3. Temu's promotional activity translated into over 4 billion ad contacts in its most active month.p.4
4. The number of parcels collected through ORLEN Paczka lockers rose by 240 percent in 2023.p.6
5. Contactless parcel collection is important to 63% of respondents.p.5