POLAND B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: JULY 2017

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CHARTS I PAGE 7 METHODOLOGY I PAGE 8 RELATED REPORTS I PAGE 9 CLIENTS I PAGE 10-11 FREQUENTLY ASKED QUESTIONS I

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Poland B2C E-Commerce Market 2017

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B2C E-Commerce

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Poland

English

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QUESTIONS

ANSWERED

IN THIS REPORT

How large is the Polish online retail market in terms of sales?

What are the projections for B2C E-Commerce sales in Poland in 2020?

Which important market trends are influencing the development of online retail in this country?

Which payment and delivery methods do Poland’s online shoppers prefer?

Who is the largest E-Commerce market player in Poland in terms of 2016 market share?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

POLAND B2C E-COMMERCE MARKET 2017

POLAND AMONG THE FASTEST GROWING E-COMMERCE MARKETS IN EUROPE

The sixth largest country in the EU in terms of population, Poland is showing sturdy

growth rates in B2C E-Commerce sales. Although the country lags behind the more

advanced European economies in terms of Internet and online shopper penetration rates,

its online retail sales growth rate in 2016 was significantly higher than the regions’ average,

according to market data cited in yStats.com’s report. Much of this growth is attributed to

consumers in the age group 25-34, of whom more than two-thirds make purchases online,

more than 25 percentage points above the average for the whole population.

The rise of mobile commerce is another growth driver for Poland’s B2C E-Commerce.

The share of Internet users with multiple devices who use smartphones for shopping-

related activities nearly doubled between 2015 and 2016. Cross-border online shopping is a

less pronounced, but also an important trend. A small double-digit share of online shoppers

in Poland made purchases from foreign online sellers, such as eBay, AliExpress, and

Amazon.

Allegro Group is the largest player on the Polish B2C E-Commerce market. The data

cited in yStats.com’s report reveals that Allegro ranked first both in market share and in

website visits. More than two-thirds of Internet users in Poland associated Allegro with

online shopping. South Africa-based Naspers sold its stake in Allegro in early 2017 for more

than double the price it paid for the acquisition in 2008, as the result of the company’s

robust growth in the past years.

POLAND B2C E-COMMERCE MARKET 2017

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MANAGEMENT SUMMARY

OVERVIEW & INTERNATIONAL COMPARISONS

B2C E-Commerce Overview and International Comparisons, July 2017

Internet Penetration in Poland, Compared to Selected Countries in the EU, in % of Individuals, 2011 - 2016

Online Shopper Penetration in Poland, Compared to Selected Countries in the EU, in % of Internet Users, 2011

- 2016

Mobile Shopper Penetration in Poland, Compared to Selected Countries in Europe, in % of Mobile Device

Owners, April 2016

Average Annual Online Spending per Online Shopper in Poland, Compared to Selected Countries in Europe, in

EUR, June 2016

TRENDS

Mobile Devices Used to Access the Internet, in % of Individuals, by Gender, Age Group and Total, 2016

Devices Used for Shopping-Related Activities, in % of Multi-Device Internet Users, October 2016

Devices Used on Various Stages of Purchase, by Decision, Purchase and Payment, in % of Multi-Device

Internet Users, October 2016

Share of Mobile Internet Users Who Purchased via Mobile, in %, Among All Mobile Internet Users, Mobile

Internet Users Who Make Purchase Decision via Smartphone and via Tablet, October 2016

Breakdown of Future Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of

Online Shoppers, April 2016

Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 - 2016

Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From

Non-EU Countries, in % of Online Shoppers, 2012 - 2016

Product Categories Purchased From Foreign Online Merchants, in % of Cross-Border Online Shoppers in

Poland, April 2016

SALES & SHARES

B2C E-Commerce Sales, in PLN billion, 2016e & 2020f

B2C E-Commerce Share of Total Retail Sales, in %, 2016e & 2020f

B2C E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2015 – 2017f

INTERNET USERS & ONLINE SHOPPERS

Internet Penetration, in % of Individuals, 2012 - 2016

Online Shopper Penetration, in % of Individuals, 2012 - 2016

Online Shopper Penetration by Gender and Age Group, in % of Individuals, 2012 - 2016

Frequency of Online Shopping in the Previous 3 Months, in % of Individuals, by Gender and Total, 2016

Breakdown of Online Shoppers by Age Group, in % of Online Shoppers, April 2016

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POLAND B2C E-COMMERCE MARKET 2017

TABLE OF CONTENTS (1 OF 2)

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PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016

Product Categories Purchased Online, in % of Online Shoppers, April 2016

PAYMENT

Payment Methods Used in E-Commerce, in % of Individuals, 2015 & 2016

Payment Methods Used in Online Shopping, in % of Online Shoppers, 6 Months to December 2016

DELIVERY

Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2016

Courier Services Used For Delivery in E-Commerce, in % of Online Shoppers, April 2016

Breakdown of Maximum Acceptable Delivery Time, in % of Online Shoppers, June 2016

PLAYERS

B2C E-Commerce Player Overview, July 2017

Top 15 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2016

Top 5 E-Commerce Websites Most Associated with Online Shopping, by Category, in % of Internet Users, April

2016

Top 3 Foreign E-Commerce Websites Purchased from, in % of Cross-Border Online Shoppers, 6 Months to

April 2016

Top 5 E-Commerce Websites, by Total Website Visits, in millions, Poland’s Share of Total Visits, in %, and

Estimated Number of Website Visits from Poland, in millions, May 2017

POLAND B2C E-COMMERCE MARKET 2017 TABLE OF CONTENTS (2 OF 2)

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POLAND B2C E-COMMERCE MARKET 2017 REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market research.

Secondary research is information gathered from previously published

sources. Our reports are solely based on information and data acquired

from national and international statistical offices, industry and trade

associations, business reports, business and company databases,

journals, company registries, news portals and many other reliable

sources. By using various sources we ensure maximum objectivity for all

obtained data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to ensure

validity and reliability.

The source of information and its release date are provided on

every chart. It is possible that the information contained in one chart is

derived from several sources. If this is the case, all sources are mentioned

on the chart.

The reports include mainly data from the last 12 months prior

to the date of report publication. Exact publication dates are mentioned in

every chart.

Definitions

The reports take into account a broad definition of B2C E-

Commerce, which might include mobile commerce. As definitions may

vary among sources, exact definition used by the source (if available) is

included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings,

line graphs and tables. Every chart contains an Action Title, which

summarizes the main idea/finding of the chart and a Subtitle, which

provides necessary information about the country, the topic, units or

measures of currency, and the applicable time period(s) to which the data

refers. With respect to rankings, it is possible that the summation of all

categories amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following

order: Cover page, preface, legal notice, methodology, definitions, table of

contents, management summary (summarizing main information

contained in each section of report) and report content (divided into

sections and chapters). When available, we also include forecasts in our

report content. These forecasts are not our own; they are published by

reliable sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance by using

evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for

example the time of survey and number of people surveyed, is provided in

the form of a note. In some cases, the note (also) contains additional

information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local

currencies are most often used. When referencing currency values in the

Action Title, the EUR values are also provided in brackets. The conversions

are always made using the average currency exchange rate for the

respective time period. Should the currency figure be in the future, the

average exchange rate of the past 12 months is used.

METHODOLOGY OF OUR POLAND B2C E-COMMERCE MARKET 2017

Report Coverage

This report covers the B2C E-Commerce market in Poland.

The report contains relevant information about international

comparisons, market trends, B2C E-Commerce sales and shares, Internet

users and shoppers, products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the B2C E-Commerce

market and international comparisons, where the relevant country is

compared to other countries in the region in terms of criteria relevant to

E-Commerce sales.

Next, the “Trends” section includes an overview of market

trends, such as M-Commerce and cross-border commerce.

The section “Sales & Shares” covers the development of retail

B2C E-Commerce sales and E-Commerce’s share of total retail sales.

In the “Users & Shoppers” section, information about Internet

penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product

categories purchased online.

The next section, “Payment”, covers the payment methods most

used by online shoppers and highlights the leading payment service

providers.

Furthermore, the “Delivery” section covers information related to

delivery in B2C E-Commerce, such as preferred delivery methods and major

delivery market players.

Finally, the “Players” section includes information about the

leading B2C E-Commerce companies, including a ranking of top E-

Commerce websites by number of visits.

POLAND B2C E-COMMERCE MARKET 2017

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Russia B2C E-Commerce Market 2017

Europe M-Commerce 2017

Europe Cross-Border B2C E-Commerce 2017

Europe Online Payment Methods: Full Year 2016

Europe Online Travel Market 2016

Europe Clothing B2C E-Commerce Market 2016

Western Europe B2C E-Commerce Market 2017

Global Mobile Payment Methods: Full Year 2016

Global Mobile Wallets 2017: Competitors and Market Opportunities

Global Cross-Border B2C E-Commerce 2017

Global Online Payment Methods: Full Year 2016

Global Online Travel Market 2016

Global Clothing B2C E-Commerce Market 2016

July 2017

June 2017

February 2017

March 2017

October 2016

August 2016

July 2017

March 2017

January 2017

February 2017

March 2017

October 2016

August 2016

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Asia-Pacific B2C E-Commerce Market 2017

South Korea B2C E-Commerce Market 2017

India B2C E-Commerce Market 2017

China B2C E-Commerce Market 2017

Southeast Asia B2C E-Commerce Market 2017

June 2017

June 2017

May 2017

May 2017

May 2017

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Global B2C E-Commerce Market 2016 June 2016 € 3,950

Middle East B2C E-Commerce Market 2016 May 2016 € 1,950

Africa B2C E-Commerce Market 2016

Latin America B2C E-Commerce Market 2016

May 2016

March 2016

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UPCOMING RELATED REPORTS

REPORT PUBLICATION

DATE

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Poland B2C E-Commerce Market 2017

Europe B2C E-Commerce Market 2017

Europe Online Payment Methods: First Half 2017

July 2017

July 2017

July 2017

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POLAND B2C E-COMMERCE MARKET 2017

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