Along with the growing popularity of online shopping in Poland, the profile of shoppers on the Internet is changing as well. Online consumers are almost 54% of Internet users, which gives great business opportunities for foreign business owners.
The main groups of online customers are people over 50 years old (84%), with high school orhigher education (74%), urban citizens (75%) and well-rated their financial situation (51%). Women do online shopping a bit more (56%), the main category of products for women is fashion.
The latest report shows that compared to 2017, the percentage of people aged 25-34 years increased (now 31% compared to 29% in 2017) as well as the population of smaller cities (46% compared to 44% % a year ago). At present, every third online consumer shows higher education (32% compared to 30% in 2016). Online shoppers are increasingly better assessing their financial situation - this percentage is steadily rising and currently stands at 53% (51% in 2017).
"Last year survey results do not surprise anyone - for youngsters is the online marketplace a natural environment. Young people like to choose between several ways of transport and appreciate the speed and compliance with delivery dates" - commented Katarzyna Binert, Gemius expert. "As the report shows, more and more buyers assess their financial situation as good, which is also no surprise as the level of unemployment in Poland is the lowest for the last 25 years," explains Binert.
Foreign purchases
The latest survey shows that number of Polish users who shop in foreign online shops is increasing from year to year. Compared to the previous year, the number of online buyers in foreign shops grew from 16% to 20%.
The percentage will undoubtedly continue to grow. Users are looking for more affordable products or products not available in Poland. The increase in this percentage can also be affected by a legislative proposal at the level of the European Union, which lays down a ban on geoblocking and the unification of international shipments, Gemius said.
More and better
Not only the number of online shoppers increasing, their opinion of shopping online is getting better. The survey from 2017 shows that the biggest advantage of online shopping is day-to-day availability (82% of respondents). Other motivating factors for online shopping include: convenience, there is no need to go to the store (77%) and also an unlimited time for choosing the product they are looking for (76%).
One more incentive for purchasers to shop in online stores would be primarily two financial attributes - lower transport costs (62%) and lower prices (58%) than in conventional stores. The most common problems that online shopping online users point out are: long delivery times (38%), expensive transport costs (37%) and also disturbing advertisements of products that were previously viewed by buyers (36%).
The most requested service is delivery the next day and same-day delivery. More and more consumers are expecting this form of transport and doesn't necessarily be implemented only by already known ways. The biggest online shops test drones delivery, even though it is still the music of the future.
Opinion of Expandeco
Thanks to the number of inhabitants and the growing popularity of online shopping, the Polish market offers great opportunities for doing business in Poland. If you have any questions, Expandeco is always here for you.
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