Cross-Border Shopping Gains Momentum in Poland as More Consumers Buy Abroad

Cross-border e-commerce is becoming increasingly mainstream in Poland. Around 40% of Polish consumers say they buy from foreign sellers, rising to 60% among people who shop online at least five times per month.

Platforms such as Temu, AliExpress and Shein have helped make international shopping feel routine. Yet domestic retailers still dominate spending. ECDB forecasts that foreign online stores will account for around 11% of Polish online spending in 2026.

One reason is that many cross-border purchases remain relatively small. According to Fulfilio CEO Arkadiusz Filipowski, more than half of customers shopping on Chinese platforms report average orders of no more than PLN 100. For larger purchases, Polish retailers retain advantages such as trust, fast delivery, convenient returns and familiar payment methods.

A strong domestic market

Polish e-commerce itself continues to expand. Dun & Bradstreet Poland data cited by Rzeczpospolita shows that the number of Polish online stores approached 75,000 after the first half of 2026, up 3.4% year on year.

Nearly 4,100 stores were registered during the first six months of 2026, while around 2,800 disappeared from the register. If growth continues, Poland could have around 100,000 active online stores by the end of the decade.

An opportunity for Polish retailers

The growing willingness of Polish consumers to shop abroad also sends a message to domestic merchants: customers are becoming less concerned about national borders.

Polish retailers do not necessarily need to compete with Asian marketplaces on price. Product quality, specialist expertise, distinctive design, branding, customer service and fast European delivery can provide stronger competitive advantages. Furniture, cosmetics and fashion are among the sectors with international potential.

Expansion can also start small. Retailers can test one foreign market before investing more heavily, adapting language, payments, delivery, returns and marketing to local expectations while keeping operations centralized in Poland.

Cross-border shopping is unlikely to replace domestic e-commerce, but it is becoming a normal part of consumer behavior. For Polish retailers, that could make international expansion one of the next major opportunities for growth.

A good sign for foreign retailers entering Poland

This is also an encouraging signal for foreign retailers considering entering Poland. Polish consumers are increasingly comfortable buying from international sellers, lowering one of the traditional barriers to market entry.

However, simply offering shipping to Poland is unlikely to be enough. Foreign retailers should localize the shopping experience, including Polish-language content and customer service, familiar payment methods such as BLIK, competitive delivery times and convenient returns. Retailers that can combine an international offer with a locally tailored experience will be better positioned to compete with established Polish e-commerce players.