Poland e-commerce market shifts as Temu and Shein lose users

The Polish e-commerce landscape is undergoing a significant shift as the rapid expansion of Chinese platforms like Temu and Shein slows down. Data from Mediapanel indicates that Temu lost nearly 8 million users in Poland between January and September 2026, dropping from 20.34 million monthly visitors to 12.44 million. In contrast, Allegro has maintained stability, with the Allegro Group reaching 21.81 million users in September.

Consumers are increasingly sensitive to price changes on international platforms, with 86 percent of respondents noting price fluctuations and 82 percent stating this influenced their shopping behavior. While the cross-border shopping boom is decelerating, the overall Polish e-commerce market continues to grow, with an expected average annual growth rate of approximately 8 percent through 2031.

According to GUS data for the first nine months of 2026, online sales account for 9.3 percent of total retail. Certain sectors show much higher digital penetration: textiles, clothing, and footwear lead at 25.2 percent, followed by books and specialized retail at 23.3 percent, and furniture/electronics at 20.9 percent.