Poland E-Commerce Insights 2026

About this report

About The Poland E-Commerce Insights 2026 Report

The TGM Poland E-Commerce Insights 2026 Report examines the online shopping habits and purchase decision-making of Polish consumers. It covers shopping frequency, preferred devices, product categories, promotional preferences, factors influencing retailer choice and payment behavior. The findings come from a representative survey of 1,046 consumers aged 18–65+ in Poland, conducted on 3–4 December 2025 using CAWI methodology by TGM Research.

Through analysis by generation, gender and shopping intensity, the report provides a structured view of how different Polish consumer segments interact with online retail. Businesses can use the findings to support decisions related to digital channel strategy, audience segmentation, category planning, promotional mechanics and payment experience, particularly when adapting an e-commerce proposition to different shopper groups.

What's inside

1. The Scroll — E-Commerce Landscape & How Consumers Browse and Shop Online

Shopper profiles by purchase frequency; heavy, moderate, light and non-shoppers; online shopping frequency; frequency by age; preferred shopping devices; device choice by shopping intensity, gender and age; online shopping categories; categories by shopper type, gender and generation.

2. The Decision Window — Factors Influencing Online Purchase Intention

Most appealing online promotions; percentage discounts; free or faster shipping; bundle offers; cashback and platform credits; promotional preferences by shopper type and age; factors determining where consumers shop; price, shipping, delivery speed, returns, authenticity and reviews, loyalty, payment flexibility, service, privacy and sustainability.

3. The Spend — Payment Preferences & Checkout Behavior

Preferred payment methods; debit and credit cards; PayPal or similar services; bank transfers; cash on delivery; Buy Now, Pay Later; e-wallets; payment preferences by gender, generation and shopping-frequency segment.

4. E-Commerce User Portrait — How Each Generation Navigates the Digital Marketplace

Consumer profiles for ages 18–24, 25–34, 35–44, 45–54, 55–64 and 65+; shopping frequency; preferred device; promotional preferences; purchase decision drivers; payment choices; leading categories; behavioral interpretation of each generation.