Where to Sell in Poland: Key Marketplaces Driving 9.6% Market Growth

Polish e-commerce grew 9.6% last year, and marketplaces now handle 50-60% of all online sales. That’s a huge chunk – bigger than most European countries manage.

Why Allegro Still Wins

But this dominance creates gaps. Smart international players are finding ways in.

Amazon’s Impressive Polish Start

Amazon launched in Poland just three years ago and already ranks third among all online shops. It’s impressive for a newcomer to succeed in a market that many believed was dominated by local businesses.

One in four Polish internet users visit Temu monthly – that’s incredible reach for a platform most Europeans hadn’t heard of two years ago. Meanwhile, AliExpress keeps growing among shoppers who prioritise price over everything else.

Fashion Reveals Poland’s Changing Priorities

Here’s where things get interesting. Vinted ranks fourth in total Polish e-commerce revenue – ahead of many traditional retailers. Polish consumers are embracing second-hand fashion big time.

Shein just overtook local favourite Modivo in fashion sales. That’s significant because Modivo has been around for years and knows the local market.

Zalando serves shoppers with bigger budgets – and there are more of those as Polish incomes rise.

Specialists Fight Back

MediaMarkt dominates electronics through sheer brand power built over decades. Decathlon actually beats Allegro in sports – proving that sometimes being really good at one thing trumps being okay at everything.

Home improvement tells an interesting story. Two French companies, Leroy Merlin and Castorama, are battling it out for Polish DIY shoppers. Castorama recently launched its marketplace specifically to grab more Polish sellers.

What This Means for Your Business

Poland entered e-commerce later than Western Europe. This gave local platforms time to establish themselves before Amazon showed up – unlike Germany or France, where Amazon dominated early.

Now rising incomes are pushing shoppers toward premium platforms like Amazon and Zalando. But plenty of budget-conscious consumers still fuel growth at Temu, AliExpress, and Vinted.

The key insight? In Poland, you need a marketplace strategy. With marketplaces controlling up to 60% of e-commerce, selling direct-only means missing most potential customers.

Competition is heating up fast. French retailers are expanding hard, Chinese platforms are scaling quickly, and some local players are struggling to keep up.