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METHODOLOGY (1 OF 2)

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 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.

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.

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.

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.

The reports include mainly data from the last 12 months prior to date of report publication. Exact publication dates are mentioned in every chart.

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METHODOLOGY (2 OF 2)

This country report covers major trends in the B2C E-Commerce market, sales figures, B2C E-Commerce share of the total retail market, the main online

product categories, and relevant information about Internet users, online shoppers, online payment and delivery methods and leading E-Commerce companies.

The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries

worldwide and in the region in terms of criteria relevant to B2C E-Commerce.

Next, the “Trends” section includes an overview of B2C E-Commerce trends, such as cross-border B2C E-Commerce and M-Commerce.

The section “Sales & Shares” covers the development of B2C E-Commerce sales, including historical sales and forecasts. Furthermore, this section shows the

evolvement of the B2C E-Commerce share of the total retail market.

In the “Users & Shoppers” section, a review of the development of Internet users and online shoppers is included.

Afterwards, the section “Products” shows the leading product categories among online shoppers.

The next two sections, “Payment” and “Delivery”, cover information related to B2C E-Commerce delivery and payment methods most used by online shoppers.

Finally, the “Players” section includes information about the leading E-Commerce companies, such as local and international online retailers and marketplaces,

including rankings and news.

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DEFINITIONS

B2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from businesses to

consumers.

B2C E-COMMERCE SALES the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total

sales generated through B2C E-Commerce by a player on the market.

M-COMMERCE M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic

transactions via mobile devices, such as mobile phones, tablets and smartphones.

CROSS-BORDER B2C E-COMMERCE the sale of goods (and services) directly to consumers in other countries, with orders made online through

foreign online shops and delivered from the country where the foreign shop is based or from a central logistics

facility, i.e. across the country’s borders.

OMNICHANNEL an approach to retail that strives to provide the customer with the seamless shopping experience across all

retail channels, such as in-store, online and mobile.

WEBROOMING a practice in retail where consumers browse/research the products online before making the purchase in-store;

may also refer to customers using Internet-enabled mobile devices to browse/research/compare products

online while being in-store.

INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.

ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.

ONLINE CLASSIFIEDS an online platform, where both consumers and businesses can publish small advertisements about the sale of

goods and services.

COMPARISON SHOPPING WEBSITES websites providing comparison functions, such as price and product features, among the offers of third-party

merchants and service providers (online and/or store-based); for the purchase of products such websites

usually redirect to the website with the respective offering

The following expressions and definitions are used in this B2C E-Commerce market report*:

Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective

charts

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TABLE OF CONTENTS (1 OF 2)

1. Management Summary

2. Overview & International Comparisons

B2C E-Commerce Overview and International Comparisons, December 2015

B2C E-Commerce Sales, by Selected Countries in Eastern Europe, incl. Poland, in EUR billion, 2014

Internet Penetration in the EU Countries, incl. Poland, in % of Individuals, 2011 - 2015

Online Shopper Penetration in the EU Countries, incl. Poland, in % of Internet Users, 2011 - 2015

Number of Online Shoppers, by Selected Countries in Europe, incl. Poland, in millions, April 2015

Average Annual Online Spending per Shopper, by Selected Countries in Europe, incl. Poland, in EUR, April 2015

3. Trends

B2C E-Commerce Trends Overview, December 2015

M-Commerce Sales, in PLN billion, 2013 & 2016f

Share of Individuals Using Mobile Devices for Internet Access, in %, 2014 & 2015

Use of Mobile Devices in Online Shopping, by Mobile Phone and Tablet, in % of Internet Users, 2014 & 2015

Share of Mobile Traffic to E-Commerce Websites, in %, and Breakdown of Mobile Traffic to E-Commerce Websites, by Smartphone and

Tablet, in %, April 2015

Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014

Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers, April 2015

4. Sales & Shares

B2C E-Commerce Sales, in PLN billion, by Comparative Estimates, and CAGR, in %, 2013 - 2016f

B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2014 - 2018f

5. Users & Shoppers

Internet Penetration, in % of Households, 2011 - 2015

Internet Penetration, in % of Individuals, 2011 - 2015

Online Shopper Penetration, in % of Individuals, 2011 - 2015

Online Shopper Penetration, by Gender and Age Group, in % of Individuals, 2014 & 2015

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TABLE OF CONTENTS (2 OF 2)

5. Users & Shoppers (cont.)

Reasons to Access the Internet, incl. “Selling Goods or Services, e.g. via Auctions”, in % of Internet Users, October 2015

Factors Influencing the Online Purchase Decision, in % of Online Shoppers, October 2015

Reasons for Not Purchasing or Ordering Goods and Services Online, in % of Individuals Who Do Not Shop Online, October 2015

Factors that Would Encourage to Shop Online More, in % of Online Shoppers, April 2015

6. Products

Product Categories Purchased Online, in % of Online Shoppers, 2014 & 2015

Product Categories Most Purchased Online, in million Online Shoppers, April 2015

7. Payment

Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014

Payment Methods Used in Online Shopping, in % of Individuals, 2014 & 2015

8. Delivery

Breakdown of Delivery Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015

Courier Service Used in Courier Delivery to Home/Work, in % of Online Shoppers, April 2015

Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, April 2015

9. Players

E-Commerce Player Overview, December 2015

Number of Online Shops, in thousands, 2011-2015f

Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015

Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate,

November 2015

Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2015

1. Management Summary 09 – 11

2. Overview & International Comparisons 12 – 20

3. Trends 21 – 28

4. Sales & Shares 29 – 31

5. Users & Shoppers 32 – 40

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6. Products 41 – 43

7. Payment 44 – 46

8. Delivery 47 – 50

9. Players 51 – 56

35.9%

32.7%

40.0%

34.2%

0% 20% 40% 60% 80% 100%

Male

Female

2015

2014

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The age group with the highest online shopper penetration in

Poland in both 2014 and 2015 was 25-34, followed by 16-24. Poland: Online Shopper Penetration, by Gender and Age Group, in % of Individuals, 2014 & 2015

by Gender by Age Group

Age 2014 2015

16 - 24 years 52.0% 57.9%

25 - 34 years 59.9% 64.3%

35 - 44 years 48.1% 49.0%

45 - 54 years 26.4% 29.5%

55 - 64 years 13.0% 16.0%

65 - 74 years 6.2% 6.2%

in % of Individuals

Note: individuals aged 16-74

Definition: individuals ordering or purchasing goods or services over the Internet for private use in the previous 12 months

Source: Central Statistical Office of Poland, January 2015, October 2015

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Mobile Traffic 8.3%

Other Traffic 91.7%

Breakdown of Mobile Traffic to E-Commerce Websites,

by Smartphone and Tablet, in %, April 2015

Share of Mobile Traffic to

E-Commerce Websites, in %, April 2015

Smartphone 72.0%

Tablet 28.0%

In Poland, mobile accounted for 8.3% of traffic to E-Commerce websites

in April 2015, with the largest mobile share coming from smartphones.

Poland: Share of Mobile Traffic to E-Commerce Websites, in %, and Breakdown of Mobile

Traffic to E-Commerce Websites, by Smartphone and Tablet, in %, April 2015

Note: based on activity on Twenga’s network only; broader industry metrics may vary; data refers to the period from November 2014 to April

2015

Source: Twenga cited by eMarketer, December 2015

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