The Prospects of E-commerce in Poland

Abstract

Poland is an attractive market for the development of e-commerce – a young industry, which is growing fast. The development of Polish e-commerce does not differ from the global trend, however, it is characterized by a large unused potential. This is due to still not a very large group of e-consumers and limited use of the power of the Internet in running a business activity by e-stores. The paper presents the characteristics of Polish e-commerce industry, the opinions of Internet users on online shopping and also the extent of use of web analytics and the type of marketing activities taken by Polish e-stores. The authors suggest areas for improvement in the functioning of e-commerce market in Poland. The article contains a proposal for improvements in marketing activities for the Polish online stores.