How foreign companies can win the hearts of Polish e-consumers
The Polish e-commerce market is growing rapidly, attracting foreign companies striving to gain the loyalty of consumers, who are increasingly paying attention to ecology and social responsibility. The “Responsible e-commerce 2024” report by the Chamber of Digital Economy shows that customers in Poland expect real pro-ecological activities and social commitment from online stores. These requirements are both a challenge and an opportunity for foreign brands planning to operate in this market.
The Polish e-commerce market is gaining more and more recognition in Central and Eastern Europe in terms of pro-ecological activities and social responsibility. The Polish e-commerce sector effectively combines modern technology with responsible practices, which increases its value and authenticity in the eyes of consumers. Polish e-shops are increasingly gaining the trust of customers through transparency and commitment to sustainable development. For foreign companies that would like to expand their operations in to Poland, it will be important to understand this specificity and adapt their activities to the expectations of Polish consumers.
Key values for Polish consumers: ecology and trust
The “Responsible E-commerce 2024” report shows that Polish consumers when shopping on line are increasingly taking into account ecological values. For 26 percent of shoppers, the ideas and values behind the brand are important, which is a significant increase compared to previous years. As many as 25 percent of buyers are looking for brands that have environmental certificates and apply fair business practices. Eco-friendly packaging is also gaining in importance, with 63 percent of consumers declaring that they are more likely to choose an e-store that offers eco-friendly packaging. For foreign companies, this is a clear signal that pro-ecological practices can be a competitive advantage in this market.
Education and cybersecurity as a foundation of trust
Polish consumers attach great importance to education in the field of online safety, which is a distinguishing aspect of the Polish market. In 2024, 38 percent of customers expect e-stores to educate them about cybersecurity, which is an increase of 14 percentage points compared to the previous year. Increased awareness of the risks associated with online shopping – such as phishing and SMS scams – makes consumers choose stores that not only guarantee safe shopping, but also provide reliable information about the threats. Therefore, foreign companies must invest in security systems and communication in this area to gain the trust of Polish customers.
Benefits in Poland of implementing a sustainable development strategy
Responsible action brings companies not only image benefits, but also measurable economic effects. As many as 79 percent of companies on the Polish market see a positive impact of pro-ecological strategies in their operations, with the greatest benefits seen by local companies that have already gained customer loyalty. For foreign brands, this means that ESG (Environmental, Social, Governance) activities can be an effective tool for building an advantage on the Polish market. Investments in responsible technologies, sustainable packaging or cooperation with local, ecological suppliers are becoming not only a trend, but a necessity.
Ecological delivery – the expectation of Polish consumers
Polish customers expect more and more ecological delivery options. The report shows that 56 percent of shoppers are willing to wait longer for delivery if it reduces their carbon footprint. This means that fast delivery – while still important – is starting to give way to green delivery. For foreign companies, the implementation of green delivery options, such as bulk packaging of products or cooperation with suppliers offering low-carbon solutions, can have in Poland, a positive impact on the perception of the brand .
How to stand out on the Polish market?
For foreign companies, it is crucial to understand the specifics of Polish e-commerce and adapt their strategy to local expectations. Poland is a market with great potential, but is extremely demanding – consumers expect not only competitive prices, but also a genuine commitment to responsible business practices. Implementing ESG-compliant activities, investing in transparency and customer education, and green innovations can significantly affect the success of foreign brands on the Polish market.
The future of Polish e-commerce: an opportunity for responsible companies
Poland is dynamically developing in the area of responsible e-commerce in Central and Eastern Europe, and pro-ecological activities are becoming the foundation for companies operating in this market. For foreign companies, this means the need to adapt to the growing demands of consumers. In the face of increased environmental awareness and expectations for transparency, the Polish market poses challenges for foreign brands, but at the same time offers unique development opportunities for companies that are ready to invest in sustainable development and build long-term relationships with Polish consumers.
Source: Izba Gospodarki Elektronicznej, “Responsible e-commerce 2024” report