Poles buy more and more on the Internet
23:41
On the Internet, Poles were the first to buy products related to electronics and household appliances. It was the stores with such an offer that developed the most dynamically many years ago, which is why they initiated the development of the e-commerce market in Poland. Product categories belonging to large and small household appliances, electronics, and telephony are the most common choice of shopping for Poles in online stores. Another category that we eagerly buy online is fashion – clothes, and shoes. The outbreak of the pandemic contributed to the fact that in the last year, purchases of products in this category were more frequent in online stores. Penetration, the number of people who reach for this category and buy it online, is high – but compared to penetration in other, more developed markets, there is still potential for growth.
"Keep in mind that there are many factors influencing whether a consumer chooses to shop online or not," Małgorzata Głos, partner at Zymetria, said.
"As many as 60 percent of people declare that online shopping is a pleasure for them, and slightly fewer people, 57 percent, describe themselves as competent in searching for the most attractive price offers. These are people who know the space of online shopping – comparing online offers requires more commitment and more knowledge about where and when the best offers will appear. During the pandemic, food, cosmetics, and chemical categories gained the most on the Internet. Consumers used these categories much more often compared to the situation two years ago. New stores are appearing offering online sales of products. new methods of delivery and payment are introduced – which makes the purchasing process much simpler. As many as 4 out of 7 people say they are used to buying various categories of products online," Głos assessed.
