Chinese platforms and Generation Z are transforming Polish e-commerce. Cross-border e-commerce is growing at a record pace

27.10.2025

Chinese platforms and Generation Z are transforming Polish e-commerce. Cross-border e-commerce is growing at a record pace

Polish e-commerce is changing very rapidly in 2025. A clear market transformation is underway. The importance of Chinese e-commerce platforms is growing, sales models are shifting toward marketplaces, and Generation Z is exerting an increasingly strong influence on the market, where online shopping is shaping the new reality of e-commerce. Our research shows that the cross-border channel will exceed 7% of the value of the e-commerce market in Poland as early as 2025, and by 2030, its share could reach over 12%.

Cross-border e-commerce on the rise. Temu, SHEIN, and AliExpress are gaining momentum

As recently as 2024, cross-border sales accounted for just under 7% of the value of the Polish e-commerce market. This year, the growth rate of this segment is accelerating significantly, mainly thanks to the expansion of platforms such as Temu, SHEIN, and AliExpress. Currently, it is Chinese e-commerce platforms that are experiencing growth rates significantly exceeding those of domestic online stores and marketplaces.

Where are we seeing the biggest increases?

The largest share of cross-border sales was recorded in the following categories:

clothing and footwear,
fashion accessories,
interior design,
jewelry,
sports equipment.

The segments listed above will drive further growth in cross-border sales in the coming years.

Chinese platforms have quickly adapted their strategies to meet the expectations of Polish consumers. Thanks to aggressive pricing, a wide product selection, and well-developed logistics, they are now setting the pace for cross-border e-commerce growth in Poland. For domestic e-commerce stores, this is a sign that competition is no longer local but global.

Agnieszka Skonieczna

Head of Retail Market Analysis

TOP 20 Largest Players in Polish E-Commerce

The ranking of the top 20 largest players in the Polish e-commerce market by sales value for 2025 already includes three cross-border platforms, with Temu and AliExpress making it into the top five. Although the gap between them and Allegro remains significant, the presence of global giants is increasingly shaping the balance of power in Polish e-commerce.

Are marketplaces redefining the market?

At the same time, Poland is undergoing a transformation of e-commerce platforms, which are increasingly shaping a new model of online sales. A growing number of retail companies and retail chains are opting to implement the marketplace model. This allows them to expand their product offerings without having to tie up capital in inventory, while also making better use of website traffic.

More and more companies are turning to marketplaces

In recent months, Kaufland, Castorama, MediaMarkt, and Leroy Merlin, among others, have joined the ranks of marketplaces, while Super-Pharm and Sinsay have announced plans to do so. It is worth noting that most online shoppers are unaware that they are purchasing from a third-party seller. Offers from marketplaces and brand-owned stores are often visually and price-wise consistent, which in turn blurs the lines between sales channels.

On the other hand, consumers are finding it increasingly difficult to navigate platforms that offer a very wide range of similar products. In the case of e-commerce platforms linked to online stores, there is not only the issue of brand identity but also that of consumer trust. In some situations, this can have negative consequences for the seller’s image.

Generation Z Is Setting New Shopping Trends

Generation Z is gradually changing the face of e-commerce. This generation of young people is setting new trends, and their shopping behaviors differ significantly from those of previous generations. Young consumers are more mobile, digitally savvy, and open to new technologies.

5 Facts About Generation Z’s Purchasing Process

As many as 93% of this group shop online using a smartphone, while among all online shoppers, that percentage is 81%.
Generation Z is eager to use automated package lockers (79%),
As many as 90% of young people choose to pay with BLIK, valuing solutions that are fast, intuitive, and mobile.
AI is becoming part of the shopping process—already 19% of e-consumers in this generation admit that they search for products by entering queries into AI chatbots.
57% of young online shoppers admit that they do not consider environmental factors when shopping online.

A New Phase in the Development of Polish E-Commerce

Polish e-commerce is entering a phase of maturity in which the pace of growth will increasingly depend on global and technological factors. The growing importance of cross-border commerce and marketplaces is a natural consequence of the globalization of e-commerce, and Generation Z is accelerating these changes through its digital habits and expectations of brands.

Agnieszka Skonieczna

Head of Retail Market Analysis

PMR Forecasts

According to PMR Forecasts by Hume’s, the share of cross-border e-commerce in Poland will rise to 12.4% by 2030, up from 6% in 2021, while domestic e-stores and e-commerce platforms will see a gradual decline in their market share.

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