Polish shoppers buy online often, but price still wins

By AI, Created 11:03 AM UTC, May 20, 2026, /AGP/ – TGM Research’s E-commerce Insights 2026 finds that online shopping is now routine for most Polish consumers, with 81% buying online at least monthly. The report says value still outweighs brand loyalty, making pricing, simplicity and payment convenience the key battlegrounds for e-commerce brands in Poland.

Why it matters: - Poland’s e-commerce market is now defined by habitual shopping, not occasional experimentation. - Brands face a market where price sensitivity can override loyalty fast. - Winning in Poland depends on offering clear value and a frictionless checkout, not just product choice.

What happened: - TGM Research released its E-commerce Insights 2026 report with findings from Poland and six other major markets. - The report shows 81% of Polish consumers shop online at least once a month. - 29% of Polish consumers make online purchases weekly.

The details: - Price is the leading factor in brand selection and purchase decisions among Polish shoppers. - Polish consumers compare offers actively and switch brands when they find a better deal. - Customer service tools such as live chat, phone support and video consultations rank among the least influential purchase factors. - Sustainability has limited influence at checkout despite broader public attention to environmental issues. - Bank transfer accounts for 24% of online transactions in Poland. - The payment pattern suggests shoppers prefer direct control and familiar financial systems over third-party wallet apps. - The report says the findings point to a retail market shaped by efficiency and pragmatic decision-making.

Between the lines: - The data suggests Polish e-commerce has matured enough that convenience is expected, while differentiation now comes from price and execution. - Brands that rely on loyalty or service-heavy selling may get less traction than those that make comparison and checkout simple. - The low ranking for sustainability at the point of purchase shows a gap between consumer attitudes and actual spending behavior.

What’s next: - TGM Research says brands in Poland are likely to perform better if they combine competitive pricing with seamless digital journeys. - The company says the full Poland report can be accessed here. - The broader study used online interviews across the US, UK, Poland, Germany, Italy, France and Spain, with 7,077 participants aged 18 to 65+. - Results were weighted to reflect national demographics. - TGM Research says the study is designed to support market assessment, localization and strategic planning for e-commerce platforms, retailers and brands.