E-shops and preferences of Polish and foreign consumers

The process of digitization in our lives has certainly accelerated the pandemic period, thanks to which the e-commerce market has grown at a spectacular pace – it was not until 2021 that such an Internet sales code was added to the PKD by more than 120,000 companies. Polish consumers use the offer of e-shops two to three times a month (36%), regardless of their place of residence. And nothing has changed despite the lifting of restrictions and the return to fully operational stationary stores.

We’ve learned to shop online and order everything from clothes, appliances, cosmetics, chemicals and groceries there. Polish online stores have also extended their activities to foreign markets in our region – the Czech Republic, Romania, Hungary and Slovakia, that is, directions where e-commerce is developing very rapidly, but n is not dominated by large companies.

The report by Gemius and the Chamber of Electronic Economy “E-commerce in Poland 2020” shows that online shopping is currently the domain mainly of people aged 35-49 (32% of e-consumers). They consider the ability to order goods and services 24/7 to be the biggest advantage of online shopping – the availability criterion was indicated by no less than 82%. topics. In addition, e-consumers also praised the unlimited time to search for a product and the absence of travel to the selected store. 75 percent of respondents also mention favorable prices as an advantage – more attractive than in stationery stores.

Relay points are gaining in importance

The method of picking up the package ordered by consumers proved to be an equally interesting criterion. The ability to use your preferred delivery method is one of the key factors in choosing a particular seller. 2021 was the year in which more than half of e-shoppers most readily collected their purchases from a parcel locker. – provides the report on the cycle of Poles Own Portfolio of Santander Consumer Bank. The ability to pick up a package from a standalone device was preferred by 57 percent. respondents, while courier delivery was chosen by 39 percent. respondents. The third place was taken by the possibility of picking up the parcel at a point, for example, in a nearby store.

The choice of collection points by consumers is a natural consequence of things with such a rapid pace of development of the e-commerce market. Today, it is very important for customers to save time when shopping, so they want to be able to collect their parcels quickly and easily. None of us want to plan our afternoons with the courier in mind. It is important to note that the choice of this method of collecting parcels is becoming increasingly popular not only in our domestic market, but also in foreign markets – says Justyna Andreas, General Manager of Packeta Poland.

European markets

But our home market is not the only one to be a good place to develop e-commerce. As the pandemic reality has shown, foreign markets have also opened up in front of Polish online stores and are becoming increasingly popular. According to the latest data from Eurostat, by 2021 the e-commerce markets in our region (mainly comprising the Czech Republic, Romania, Hungary and Slovakia) will even grow by several tens of percent.

Czech Republic and Slovakia

From an online store perspective, the e-commerce market in the Czech Republic will be large – it has not been dominated to such a large extent by large players as in Poland, so it has become a powerhouse of smaller stores in line . According to the Chamber of E-Commerce, the share of e-commerce in the Czech Republic will increase from 15% in 2020 to around 20% in 2025. The Czech Republic is currently the fastest growing e-commerce market in Europe, with a growth estimated at 16%. No less than 90% of Czechs have access to the Internet and almost 60% of online purchases are made. Currently, there are more than 40,000 online stores here. This is the largest number in Europe considering the number of inhabitants. The share of foreign customers in the e-commerce space is also growing here. It is therefore an opportunity for Polish e-entrepreneurs to develop their activity in this market.

The situation is similar in the Slovak market – e-commerce is growing at a surprising pace. Due to the cultural similarity, it mainly operates in Czech online stores. Slovaks willingly decide to shop online in other countries – up to 39% of e-consumers shop abroad in European stores.

Hungarian e-commerce

On the other hand, the Hungarian online market is one of the fastest growing online markets in the European Union[4]. It is not saturated with large foreign companies, so it is a great opportunity for small businesses to expand their business. According to a survey conducted in April 2019. via eNET.hu shows that up to 91% of adult Internet users (5.4 million) regularly shop online.[5] 40% of Hungarian e-consumers make cross-border purchases in European stores. According to a study by the marketing agency Unikum, customers prefer payment on delivery (86%) or bank transfer (75%). Online card payments (through a payment gateway) are also gaining popularity, mainly due to Hungarians placing more and more orders from other countries.

E-marketplace in Romania

In 2020, the e-commerce market in Romania was worth approximately 23 billion lei (gross value, excluding online groceries), registering a 46% increase compared to the previous year. This rapid growth makes it one of the most dynamic markets in Europe. According to the report of the Chamber of Electronic Economy[6], 52.3% of consumers are between 16 and 34 years old. It should be noted that they pay attention to the quality of the purchased goods and are able to pay the appropriate amount. If it is additionally satisfied with attractive delivery conditions, you can count on success.

Cross-border e-commerce is constantly developing dynamically, and consumers are increasingly willing to use the fast and convenient shopping opportunities offered by the Internet. By adding their favorite payment and order collection methods, we can be sure that the e-commerce market will surprise us more than once with its results.

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