Answear.com reports increased Q2 profits following marketing shift

Krakow-based e-commerce company Answear.com reported its financial results for the second quarter and the first half of 2026. For the three months ending June 30, the company achieved revenues of 436.6 million PLN, representing a 9 percent increase year-over-year, and online sales of 438 million PLN, up 11.5 percent.

The company reported a net profit of 8.3 million PLN, which is three times higher than the previous year and 5 percent above analyst expectations. EBITDA reached 22.1 million PLN, an increase of approximately 10 percent compared to the previous year.

Management attributed the improved profitability to a strategic shift in marketing, moving advertising budgets from television to the internet. This transition, combined with cost discipline, led to a decrease in marketing costs as a percentage of online sales, falling from 20.7 percent to 19.6 percent. Logistics costs also saw a slight reduction from 12.2 percent to 11.9 percent.

Financial officer Jacek Dziaduś noted that while EBITDA growth was supported by these optimizations, it was partially offset by new costs, including a 1.8 million PLN write-off for older PRM inventory, bonus reserves, and investments in artificial intelligence and customer loyalty technologies.