Poland e-commerce structure differs from mature European markets

An analysis by Fulfilio, based on 2025 ECDB data, reveals significant differences in e-commerce structures between Poland and more mature European markets like Germany, Austria, and Switzerland.

In Poland, the largest online shopping category is hobby and leisure products, accounting for 29% of the market, followed by electronics at 18%. In contrast, fashion is a much smaller segment in Poland, representing only 12% of online sales. This differs sharply from Germany, Austria, and Switzerland, where fashion is a dominant category, making up 25% of online sales in Germany.

Experts suggest that the lower share of fashion in Poland indicates a less mature e-commerce market with significant growth potential. Future market development in Poland is expected to focus on transitioning more categories—such as clothing, electronics, and furniture—from brick-and-mortar stores to online channels, driven by improvements in logistics, delivery speed, and return services.