Poland offers a stable and growing market for health and beauty products, where consumer awareness is increasing.
Area
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Capital population
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Unemployment
Internet activity
GDP
Poland is currently becoming increasingly open to online shopping, thanks to growing digital skills, especially among the younger generation. Online shopping is most prevalent in the fashion sector, which accounts for approximately 30% of the market. Price comparison websites such as Ceneo, Kelkoo, Skapiec, Okazje.info, Nokaut, Twenga, Plchoozen, Webkupiec, and Smartbay are also popular. The Polish online market also offers many online marketplaces. In addition to global giants such as Amazon, Aliexpress, and eBay, regional online marketplaces such as Allegro.pl and Empik.com are also popular in Poland. These platforms already have a stable customer base and can be a convenient entry point for new players in the Polish market.
Number of e-shops
Online shoppers
Year-on-year growth of e-commerce
Share of online purchases in retail
Interest in healthy products in Poland continues to grow, as can be seen in the following two graphs, which show sales of dietary supplements and organic foods.
Dietary supplements are most often purchased by customers for the following reasons: prevention (up to 50%), addressing specific weaknesses (40%), improving skin and hair condition (24%), on the recommendation of a doctor (24%), fighting disease (13%), supporting athletic performance (13%), supplementing insufficient vitamin and mineral intake (12%), or weight loss (10%).
Dietary supplements
Cosmetics
Organic food
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