Polish consumers can’t get enough of marketplaces, at least on affiliate links
Admitad's affiliate network has dissected a whopping 120 million affiliate-generated orders globally, with over 32 million of those rooted in Poland's thriving marketplaces for the year 2023. The mission? To pinpoint the pivotal shifts in the e-commerce sector over a tumultuous year and stack up Polish shopping habits against the global backdrop. Cracking open data from over 150 marketplaces, including the colossi Alibaba and Amazon, as well as Poland's front-runners, the findings sketch out current consumer leanings and forecast the e-commerce trends poised to shape 2024.
In the throes of 2023, Poland's e-commerce didn't just walk; it sprinted. Marketplace spending by Polish consumers smashed through the roof with a 20% surge, outpacing the global average growth of 7%. Even with wallets not as fat as their global counterparts, Poles are betting big on marketplaces, proving that when it comes to e-commerce, they're not just in the game—they're playing to win.
When you dive into the zlotys and cents of it, the average Polish shopper dropped around €14 (approx. 70 PLN) per order. That's just a hair shy of the €16 global average order value. It's not about the numbers; it's about the narrative—the Polish consumer is spending more, faster.
Let's talk fashion. It's not just a category; it's a statement. Dominating 36% of Poland's marketplace transactions, fashion isn't just leading; it's reigning supreme. But it's not alone on the throne. Home and garden, electronics, and cosmetics are jostling for room, each carving out their slice of the marketplace pie.
Poland's not just following global trends—it's setting its own. Poles are swiping right on fashion and sports goods more than the rest, while household and electronic wares are playing a bit of catch-up. Footwear kicks up 29%, electronic accessories buzz with a 28% increase, and lighting brightens the market with a 25% growth. For the kids? A cozy 12% uptick.
If you're not talking omnichannel, you're not talking e-commerce in Poland. Shopping's gone mobile, and the Poles are swiping and tapping at a rate that's leaving the global average in the dust—44% mobile purchases in Poland versus 34% worldwide. It's a digital dance, and Poland's got the moves.
In the high-stakes game of inflation and savvy shopping, Poles are not just playing; they're playing smart. Discount codes and coupons are the weapons of choice, with their use doubling the global average growth rate. Why pay more when you can pay less and still get more?
Almost every maarketplace platform waving the Polish flag runs an affiliate show. The numbers? A 10% jump in publishers hitching onto these e-commerce affiliate programs and a hefty 49% leap in their earnings. It's not just growth; it's a gold rush.
Each week we select most important sector news and statistic
so that you can be up to speed
