For 51% of Poles price is main criterion for choosing e-shop, but trust also counts
Price remains the top factor for Polish online shoppers, cited by 51% of respondents. Still, 41% would pay more on a trusted platform to ensure a product is genuine, while 36% would choose it to reduce risk on an important purchase. Promotions, product selection, and delivery costs also influence store choice. Consumers are open to AI shopping tools: 37% would use AI to compare prices, 30% to compare product features, and 25% to check a store’s credibility.
Impulse buying is common, with 28% making unplanned online purchases at least monthly. The rate rises to 41% among shoppers ages 18 to 29. The survey covered 1,000 Polish adults in August and September 2026.
