Poland's e‑commerce sector expands as AI, social commerce and logistics reshape market

Polish online shoppers are now fully embedded in digital buying: 93 % of internet users have purchased online in the past six months and more than 90 % rely on artificial‑intelligence assistants such as ChatGPT or local AI tools during their purchase journeys. Social‑media commerce is also strong, with 45 % of respondents buying directly within apps like TikTok Shop, Instagram Shopping or Facebook Marketplace and 35 % watching live‑shopping streams.

Retail chains Action and Dealz are gaining ground in the fast‑moving consumer‑goods arena – a YouGov report shows that in 2025, 37 % of Polish households bought FMCG at Action and 26 % at Dealz, positioning the two “variety‑store” formats as major competitors to traditional supermarkets.

At the same time, new EU customs rules for parcels from outside the bloc (effective 1 July 2026) are prompting Chinese e‑commerce platforms such as Temu, Shein and AliExpress to seek fulfilment centres in Poland and the wider CEE region. Experts cite a 78 % rise in demand for modern warehouse space in Poland in Q1 2026, signalling the country’s emergence as a European logistics hub.

Across Europe, AI‑driven “agentic commerce” is projected to grow from 300 million users in 2026 to 1.3 billion by 2031, while the 2026 Amazon Prime Day recorded $26.4 billion in sales, underscoring the accelerating role of AI and omnichannel strategies in the global e‑commerce landscape.