Analysis of the Online Market for Used Goods in Poland

For Poland’s largest e-commerce platform, our team conducted a comprehensive study of the online resale market, aimed at providing the client with detailed data on the current state, trends, and potential of online resale in Poland. The project not only provided insight into the market structure but also identified key growth drivers and barriers to the industry’s development.

Project Objectives

The goal of the project was to provide the client with comprehensive information about the online resale market in Poland. As part of PMR’s activities, the following were planned:

An analysis of the size and structure of the online resale market—identifying key segments and the market shares of the largest players.
An analysis of the motivations and barriers related to buying and selling on the secondary market—understanding what drives consumers to use resale platforms and what holds them back.
An analysis of the economic context in the resale market—an assessment of the impact of macroeconomic and social factors on the industry’s development.

Project Details

As part of the project, the PMR team conducted a CAWI survey of a random, representative sample of 2,600 adult Poles. The survey collected data on:

Number of Buyers and Sellers on Online Platforms for Secondhand Products—An Analysis by Product Category.
Motivations, preferences, and constraints related to the purchase of resold goods—identifying the main reasons for using the secondary market and users’ most common concerns.
Ratings of the most popular websites for resale transactions—an analysis of platform popularity and preferred delivery methods.

In addition, we examined the motivations, preferences, and constraints associated with purchasing resold goods, as well as evaluations of the platforms most frequently chosen for resale transactions. Based on the above consumer research, data on the number of users and traffic on individual websites, and the client’s sales data, our team also estimated the size of the online market for used goods in Poland. The analysis resulted in the presentation of key metrics regarding the online resale market, including: total market value, sales figures for the largest product categories, and sales figures for the largest players.

Project Results

The report provided to the client included:

Summary of Key Findings from the Study – A Synthesis of the Most Important Conclusions and Trends.
Interpretation of Survey Results—An In-Depth Analysis of Consumer Attitudes and Behaviors.
Visual representation of data regarding:
- resale market,
- purchases made on the online secondary market,
- the sale of products on the online secondary market,
- motivation, but also users' concerns,
- user preferences regarding platforms and delivery methods.

A Visual Representation of the Trust Index for the Online Resale Market – An Analysis of Consumer Trust in Resale Platforms.
Analysis of the Value of Purchase and Sale Transactions and the Value of the Online Resale Market in Poland—A Detailed Assessment of the Market’s Potential and Growth Dynamics

What benefits did the customer gain?

The PMR project enabled the client to:

A better understanding of the structure and dynamics of the online resale market in Poland.
Identification of key trends and barriers to the industry's growth.
Developing a marketing and sales strategy based on reliable data.
Assessment of growth potential and opportunities for expansion into new market segments.
Strengthening our leadership position in the e-commerce market by tailoring our offerings to consumer expectations.

Summary

PMR’s analysis of the online market for used goods in Poland provides a solid foundation for strategic decision-making by e-commerce industry leaders. Thanks to a comprehensive research approach and practical recommendations, the client has gained the tools needed for dynamic growth and to build a strong position in the resale market.