The results of the latest CBRE report "E-commerce in the post-pandemic era" reveal that Poland is a leader in the rapid development of online shopping in Europe. Even after the pandemic has subsided, the dynamic growth in the e-commerce sector continues, outpacing forecasts by almost three years.
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According to data from the pandemic end of 2019 to its peak in 2020-21, the share of the online sales market in Poland increased by 55%. Currently, the value of this sector is ahead of experts' forecasts by 3 years, making Poland a leader among Central and Eastern European (CEE) countries and the second after Portugal, the most dynamically developing e-commerce market in Europe.
"The intense development of e-commerce during the pandemic had the potential to permanently change Europeans' approach to shopping" - assesses Agata Czarnecka, head of research and analysis at CBRE.
In Central and Eastern Europe and Southeastern Europe, total online shopping expenditures account for less than 10% of total sales on the continent. Poland dominates in this area, accounting for over 46% of online purchases in the CEE and SEE region. The Czech Republic is second in this respect with a result of 17%, and Romania is third - 9%. The remaining countries of the region, including Hungary, Slovakia, Southeastern European countries, and Baltic countries, together cover 1/4 of the market.
However, the largest e-commerce markets in Europe are still the United Kingdom and Germany, which together account for half of all online shopping expenditures in the region.
Kacper Ponichtera
The leap in e-commerce development caused by the pandemic was significant in Poland - 55%, in the Czech Republic - 48% and Romania - 25%. However, only Poland maintains a growth path even after the lockdown has been lifted. At the same time, the Czech Republic is losing 1.3 years, and Romania 1.4 years. Poland is clearly becoming the leader of e-commerce in the region, shaping new shopping standards for society.
"[In Poland] we note the highest growth in the development of the e-commerce market compared to the time before the pandemic. The share of online purchases in our country is currently at a level that would only be reached in three years if the trend before the pandemic had continued. Additionally, we observe that the accelerated growth continues. This means that the shopping habits of Poles have undergone long-term changes" - adds Agata Czarnecka.
However, most residents of Europe still value shopping in traditional stores more than online. "Similarly in Poland, where intense growth in the e-commerce market goes hand in hand with the development of stationary trade" - comments Mariusz Majkowski, director in the retail space department of CBRE.
"The growing fondness of Poles for online shopping requires a strong emphasis on further integration of both markets in the omnichannel system. So even better adaptation of brick-and-mortar stores to the needs of customers who increasingly want to see products live, and then order them online. Or vice versa: buy online, but have the possibility of returning it in a store in a mall" - adds Majkowski.
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