Online service sales are growing steadily, outpacing the growth rate of the overall e-commerce market (products + services) in Poland by 11 percentage points. According to PMR data, the online services market in Poland reached a value of 89 billion PLN, and its growth is driven by high demand and an increasing number of services sold.

A steady upward trend in market value

According to a PMR report, the value of the online services market reached 89 billion PLN in 2023, representing a 28% increase compared to 2022. In addition to the growing number of services sold, this is the result of price increases and the shift in distribution from traditional channels to online channels. PMR Forecasts indicate that by 2029, the value of the entire market will clearly exceed 150 billion PLN—between 2024 and 2029, it will grow at a compound annual growth rate (CAGR) of 10%.

Value of online trade in services in Poland (in billions of PLN) and growth rate (%, year-over-year), 2022–2024, 2029

p – forecast
Source: PMR Forecasts, 2024

E-commerce Market: Over 170 Million Services Sold Online

According to PMR, in 2023, over 170 million services were sold online (specifically, this figure refers to RGUs—revenue-generating units), and in 2024, we expect an increase of another 14 million. This growth is driven by rising demand (more frequent purchases), rising household incomes, and the increasing popularity of services ordered online. Additionally, it is worth noting migration flows into Poland, which are expanding the user base for these services.

By 2029, we project that there will be an increase of approximately 65 million RGUs. This will be driven primarily by a shift in the distribution channel for services toward online channels, rather than necessarily by the introduction of new services.

Within the overall market structure, one-time purchases dominate over subscriptions. However, the share of subscriptions—both in volume and value—will increase in the coming years. In particular, subscriptions are especially popular on music and video streaming platforms and services, as well as for the online distribution of transportation tickets.

Volume of the online services market in Poland (in millions) and growth rate (%, year-over-year), 2022–2024, 2029

*RGU – revenue-generating unit, p – forecast
Source: PMR Forecasts, 2024

Airline tickets, tourism, telecommunications, and insurance are the main market segments

In the online services market, there is no clearly dominant category, although the largest ones can be identified. Before the pandemic, airline tickets were the largest segment, and in 2023 they regained their position. Last year, this segment and travel services exceeded 10 billion PLN in value.

Telecommunications services also hold a strong position; they ranked third in terms of value, and when considering only the subscription model, they account for 40% of the market’s value.

However, it is important to note that the market for online services is highly fragmented, as half of its value is accounted for by more than 30 segments and categories analyzed.

Only one-quarter of Internet users do not order any services online

According to the latest PMR survey, only one in four people do not order any services online, and nearly half of them are older adults (55+). Older users, despite being less active in this area, are also beginning to embrace this form of shopping, just as they have with online product purchases.

Just over half (54%) of Internet users purchase services from no more than two categories, which indicates a relatively low variety of services ordered. This may be due to consumer preferences—for example, booking a trip through a travel agency’s website and subscribing to a streaming service may be sufficient for a significant portion of internet users.

On the other hand, one-fifth of Internet users order services from three or more categories. About 10% of respondents are very heavy Internet users—they reported purchasing services from at least six categories over the course of a year.

Percentage of Internet users in Poland who purchase services online, broken down by the number of services purchased (%), 2023

Source: PMR, 2024

Methodological Notes

This material was prepared based on PMR’s latest report, “Online Service Retail in Poland 2024: E-commerce Market Analysis and Growth Forecasts for 2024–2029.” The report measures the volumes and value components of the online services market in Poland. It includes a detailed analysis of 32 categories of services sold online, supplemented by the results and conclusions from dedicated consumer surveys. The report also presents forecasts through 2029 for each of the service categories discussed. The report is rounded out by analytical commentary and descriptions of the most important trends in selected market segments, as well as a comprehensive database of indicators.

For the purposes of the study in the second quarter of 2024, PMR conducted a consumer survey of a representative sample of adult residents of Poland using the CAWI method. More than 3,200 Internet users participated in the survey. The survey was divided into two stages:

• Stage 1: A random-quota, representative sample of adult Internet users. The goal of this stage was to identify the popularity of specific types of services across the entire population.
• Stage 2: A targeted survey conducted exclusively among individuals who had ordered the service in question at least once via a digital channel within the past 12 months. The goal of this stage was to identify consumer habits and behaviors related to the purchase of specific services.

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

Paweł Olszynka

Head ICT & Digital Market Analyst

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