These are the 23 most important B2C marketplaces in Poland!
Poland is still a rising star in e-commerce, blending strong local champions with the growing presence of international platforms. Though Poland entered the e-commerce space later than Western Europe, it has grown rapidly, with rising household incomes and shifting consumer behavior. Today, the market is home to a population of 36 million, an average household income of $23,000 (+6% YoY), good e-commerce growth rates (+9,6% in 2023) a thriving marketplace sector dominated by Allegro, the local leader. But there are more interesting marketplaces in Poland to discover.
In 2024, marketplaces drove a significant share of e-commerce in Poland (est. 50-60%), where affordability still plays a key role. However, a growing appetite for premium offerings is reshaping the competitive landscape, creating opportunities for both established and emerging players.
The Generalist Marketplaces
The Polish e-commerce landscape is anchored by Allegro, a dominant local platform akin to Amazon’s role in Germany. Allegro’s comprehensive catalog and market-leading position make it indispensable for brands targeting Poland. Empik, another local player, holds also a strong position but operates at just one-fifth of Allegro’s turnover.
Among international players, Amazon has established itself as a key contender since entering Poland in 2021, now ranked as the third-largest online-shop and second-largest marketplaces in the country. AliExpress, long a favorite among price-sensitive consumers, remains a major force in Polish e-commerce. Meanwhile, Temu, a relative newcomer, has quickly captured a substantial portion of the market, reaching one-fourth of Polish internet users each month. Kaufland, after successes in Slovakia and the Czech Republic, has entered Poland with ambitious plans to grow its marketplace operations in summer 2024.
The Specialist Marketplaces
Fashion
Poland’s fashion marketplace sector showcases a mix of second-hand, fast fashion, and premium options. Vinted, a leader in second-hand fashion, is one of Poland’s strongest marketplaces overall and ranks fourth in total e-commerce revenue. Zalando serves the growing demand for premium and mid-range fashion, while Shein continues to expand rapidly, overtaking local competitor Modivo.
Electronics
Electronics remain a critical category, with MediaMarkt leading the sector thanks to strong brand recognition and wide product offerings. Local generalist morele maintains a strong presence, specializing in consumer electronics, while eBay plays a key role for niche and refurbished items.
Home & Living
In this category, Polish consumers benefit from both local and international platforms. Local leader Black Red White competes effectively with Leroy Merlin, a long-established player in Poland, and Castorama, which has recently launched its marketplace operations in the country, to target sellers and shoppers.
DIY
DIY e-commerce reflects similar trends, with Leroy Merlin and Castorama firmly holding the top positions. morele also maintains relevance in this segment, leveraging its established presence in related categories.
Sports
Decathlon dominates the sports marketplace category, outperforming even Allegro in this space. Zalando contributes to the sports fashion segment, while morele holds a niche position in sports equipment.
Beauty
The beauty category is led by Douglas, which benefits from its premium positioning, followed by Zalando. Local player Modivo competes but lacks the scale and diversity of its international rivals. The healthcare segment remains underdeveloped, reflecting relatively low e-commerce penetration for these products in Poland.
Poland’s Unique Market Dynamics
Poland’s e-commerce growth is shaped by its late but dynamic entry into the digital economy. This allowed local platforms like Allegro and Empik to thrive before international giants like Amazon and AliExpress arrived. Historically, the market has been highly price-sensitive, fueling the success of platforms like AliExpress, Vinted, and, more recently, Temu and Shein.
However, as household incomes rise, Polish consumers are increasingly turning to Western platforms like Amazon, Zalando, Decathlon or Douglas. This evolution is creating opportunities for more upscale marketplaces while still leaving room for price-driven players.
The rise of Temu and Kaufland, alongside the growing strength of French players like Leroy Merlin and Castorama, highlights the increasing competition from international platforms. Meanwhile, local players like Modivo face mounting pressure as global disruptors gain ground.
Poland’s marketplace ecosystem is vibrant, competitive, and full of opportunity. Whether you’re targeting price-sensitive shoppers or premium buyers, understanding the market’s unique dynamics and key players is essential.
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