Consumer Attitudes and Online Retail Dynamics in Poland, 2015-2020

  • ID: 3771248
  • Report
  • Region: Poland
  • 84 Pages
  • GlobalData
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Share of Online Retail Sales Towards Total Retail Sales Increased from 1.9% in 2010 to 3.4% in 2015
According to cia.gov, the total population in Poland was 38.5 million in 2015, of which 13.5 million were households. Of these, approximately nine million are connected to the internet, i.e. e-households. However, 70% of the country's population are Internet users, which equates to 22.8 million people, and 12 million (37%) are e-shoppers.

Key Findings

- Internet penetration is not sky-high, compared with the European average. Growing Internet penetration will act as a catalyst for the emerging online shopping market

- Apparel, accessories, luggage and leather goods was the largest product group, with total sales of Zl7.4 billion, or 42.5% of total online retail sales in 2015

- There will be a need for a well-integrated multichannel retailing strategy

Synopsis

"Consumer Attitudes and Online Retail Dynamics in Poland, 2015-2020" provides data for historic and forecast online retail sales, and also includes information on the business environment and country risk related to Poland's online retail environment. In addition, it analyzes the key consumer trends influencing Poland's online retail industry.

What else does this report offer?

- It provides in-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design

- Market insights based on consumer trends, changing economic and demographic factors, and other macroeconomic factors

- Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts that will drive this market in the future

Reasons To Buy

- Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health and Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment

- Understand which products will be the major winners and losers in the online arena in the coming years

- Get an in-depth analysis of the latest trends in online retailing in Poland, covering the factors driving online spending across the categories

- Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and reviewing innovative retailers, which provides insights and ideas to remain competitive and profitable
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Note: Product cover images may vary from those shown
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1 Introduction
1.1 What is this Report About?

2 Executive Summary

3 Market at a glance

4 Consumer Insight: Online Shoppers Attitudes and Behavior
4.1 Overview of Poland's Online Shopping Environment
4.1.1 Internet penetration not sky-high, compared with the European average
4.1.2 Fixed Broadband penetration being cannibalized by the high demand in mobile broadband services
4.1.3 High smartphone penetration set to boost m-commerce
4.2 Consumer Attitudes and Behavior
4.2.1 Influences on the buying behaviors and decision-making of online shoppers in Poland
4.2.2 Research predicts a surge in Internet shopping by Polish Internet users
4.2.3 The need for a well-integrated multichannel retailing strategy
4.2.4 Domestic e-Retailers versus Foreign e-Retailers

5 Online Channel Dynamics
5.1 The Online Channel's Share of Total Retail Sales
5.1.1 Poland online vs. offline channel forecasts
5.1.2 Online penetration: global and regional comparisons
5.2 Channel Dynamics
5.2.1 Poland retail channel dynamics - future performance
5.2.2 Channel group share development
5.2.3 Individual channel performance
5.3 Category Dynamics
5.3.1 Online vs. offline retail sales comparison by category group, 2015
5.3.2 Online retail market dynamics by category
5.3.3 Online retail sales share by category group
5.3.4 Food and Grocery Categories: market size and forecasts
5.3.5 Electrical and Electronics categories: market size and forecasts
5.3.6 Music, Video, and Entertainment Software categories: market size and forecasts
5.3.7 Apparel, Accessories, Luggage, and Leather Goods categories: size and forecasts
5.3.8 Books, News, and Stationery categories: Market Size and Forecasts
5.3.9 Sports and Leisure Equipment categories: market size and forecasts
5.3.10 Furniture and Floor Coverings categories: market size and forecasts
5.3.11 Home and Garden categories: market size and forecasts
5.3.12 Health & Beauty categories: market size and forecasts

6 Case Studies: Leading Online Retailers in Poland
6.1 Retailer 1: RTV Euro AGD
6.1.1 Business Description
6.1.2 Site Experience
6.2 Retailer 2: Empik
6.2.1 Business Description
6.2.2 Site Experience
6.3 Innovative Retailers in Poland
6.3.1 Empik's One-click Shopping
6.3.2 AliExpress Poland's Customer-centric Pricing Strategies

7 Appendix
7.1 Definitions
7.1.1 This report provides 2015 actual sales; while forecasts are provided for 2016 - 2020
7.2 Summary Methodology
7.2.1 Overview
7.2.2 The triangulated market sizing method
7.2.3 Industry surveys in the creation of retail market data
7.2.4 Quality control and standardized processes

List of Tables

Table 1: Online Retail Sales in Poland, 2015 and 2020
Table 2: Poland Online vs. Offline Retail Sales and Forecast (PLN billion), 2010-2020
Table 3: Poland Online vs. Offline Retail Sales and Forecast (US$ billion), 2010-2020
Table 4: Poland Online vs. Offline Retail Sales and Forecast (% Share), 2010-2020
Table 5: Poland Online Sales vs. Global Average, 2010, 2015, and 2020
Table 6: Poland Online Sales vs. Central and Eastern Europe, 2010, 2015, and 2020
Table 7: Poland Overall Retail Segmentation (PLN billion) by Channel Group, 2010-2020
Table 8: Poland Channel Retail Sales and Forecast (PLN billion) by Channel Group, 2010-2020
Table 9: Poland Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2010-2020
Table 10: Poland Channel Retail Sales and Forecast (% Share) by Channel Group, 2010-2020
Table 11: Poland Channel Retail Sales and Forecast (PLN billion) by Channel, 2010-2020
Table 12: Poland Channel Retail Sales and Forecast (US$ billion) by Channel, 2010-2020
Table 13: Poland Retail Sales Split (PLN million), Online vs. Offline, 2015
Table 14: Poland Retail Sales Split (US$ million), Online vs. Offline, 2015
Table 15: Poland Online Retailers Market Dynamics by Category Group, 2010-2020
Table 16: Poland Online Retail Sales and Forecast (PLN million) by Category Group, 2010-2020
Table 17: Poland Online Retail Sales and Forecast (US$ million) by Category Group, 2010-2020
Table 18: Poland Total and Online Retail Sales in Food and Grocery Categories (PLN million), 2010-2020
Table 19: Poland Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2010-2020
Table 20: Poland Total and Online Retail Sales in Electrical and Electronics Categories (PLN million), 2010-2020
Table 21: Poland Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2010-2020
Table 22: Poland Total and Online Retail Sales in Music, Video and Entertainment Categories (PLN million), 2010-2020
Table 23: Poland Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million), 2010-2020
Table 24: Poland Total and Online Retail Sales in Apparel, Accessories, and Luxury Categories (PLN million), 2010-2020
Table 25: Poland Total and Online Retail Sales in Apparel, Accessories and Luxury Categories (US$ million), 2010-2020
Table 26: Poland Total and Online Retail Sales in Books, News and Stationery Categories (PLN million), 2010-2020
Table 27: Poland Total and Online Retail Sales in Books, News and Stationery Categories (US$ million), 2010-2020
Table 28: Poland Total and Online Retail Sales in Sports and Leisure Equipment Categories (PLN million), 2010-2020
Table 29: Poland Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2010-2020
Table 30: Poland Total and Online Retail Sales in Furniture and Floor Coverings Categories (PLN million), 2010-2020
Table 31: Poland Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million), 2010-2020
Table 32: Poland Total and Online Retail Sales in Home and Garden Products Categories (PLN million), 2010-2020
Table 33: Poland Total and Online Retail Sales in Home and Garden Products Categories (US$ million), 2010-2020
Table 34: Poland Total and Online Retail Sales in Health and beauty Categories (PLN million), 2010-2020
Table 35: Poland Total and Online Retail Sales in Health and beauty Categories (US$ million), 2010-2020
Table 36: Poland Exchange Rate PLN-US$ (Annual Average), 2010-2015
Table 37: Poland Exchange Rate PLN-US$ (Annual Average), 2016-2020 Forecasts
Table 38: Channel Definitions
Table 39: Category Definitions

List of Figures

Figure 1: Share of Online Retail Sales in Total Retail Sales, 2015 and 2020
Figure 2: GDP Value and Growth (PLN billion, %), 2010-2015
Figure 3: Poland GDP Growth Rate, 2015-2020
Figure 4: Total Number of Internet Users and Penetration (Millions, %), 2005-2015
Figure 5: Total Number of Fixed Broadband Users and Penetration (Millions, %), 2005-2015
Figure 6: Total Number of Mobile Phone Subscriptions and Penetration (Millions, %), 2005-2015
Figure 7: Influences on the Buying Behaviors and Decision-Making of Online Shoppers in Poland
Figure 8: Regional Mobile Broadband Users and its Penetration, 2012 and 2017
Figure 9: Regional Mobile Broadband Users and its Penetration, 2012 and 2017
Figure 10: Poland Online and Offline Retail Sales and Forecast (PLN billion), 2010-2020
Figure 11: Poland Online Sales vs. Global Average (% of Total Retail), 2010, 2015, and 2020
Figure 12: Poland Online Sales vs. Latin American Countries Average (% of Total Retail)
Figure 13: Overall Retail Market Dynamics by Channel Group, 2010-2020
Figure 14: Poland Retail Sales and Forecast (PLN billion) by Channel Group, 2010-2020
Figure 15: Poland Retail Sales, Online vs. Offline, 2015
Figure 16: Poland Online Retailers Market Dynamics by Category Group, 2010-2020
Figure 17: Poland Online Retail Sales and Forecast (PLN million) by Category Group, 2010-2020
Figure 18: euro.com.pl: Approach to using online space
Figure 19: euro.com.pl: Organization and Layout
Figure 20: euro.com.pl: Promotions and coupons and encouraging frequency of touch
Figure 21: euro.com.pl: Promotions sorted based on the category
Figure 22: euro.com.pl: Coupons page
Figure 23: euro.com.pl: Payment options
Figure 24: euro.com.pl: Customer reviews
Figure 25: empik.com: Approach to using online space
Figure 26: empik.com: Organization and Layout
Figure 27: empik.com: Promotions page
Figure 28: empik.com: Promotions page sorted based on the category
Figure 29: empik.com: Types of payment options
Figure 30: empik.com: Payment partners through money transfers
Figure 31: empik.com: Payment partners through credit cards
Figure 32: empik.com: Customer reviews
Figure 33: empik.com: iOS and Android
Figure 34: empik.com
Figure 35: The Triangulated Market Sizing Methodology
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