Foreign online stores face distrust in Poland. See TrustMate Report

illustration: DALL-E

Despite a booming e-commerce market, foreign online retailers face major trust barriers in Poland. A new report titled Bridging the Trust Gap in Cross-Border Commerce reveals that two-thirds of Polish consumers avoid shopping on foreign platforms, mainly due to fears around returns, product authenticity, and complaint handling. These concerns run deep and have created a significant trust gap that international brands must address with more than just marketing.

A rapidly growing but selective market

Poland`s e-commerce sector is one of the fastest-growing in Europe. In 2024, its value reached 105 billion PLN (around $28 billion), and forecasts suggest it could grow to 192 billion PLN by 2028. Some estimates, such as those from Technavio, expect annual growth rates as high as 20.5%. This makes Poland a highly attractive market for international players.


However, trust issues create a barrier for foreign entrants. The TrustMate.io report, prepared by Praktycy.com, indicates that even regular online shoppers-who make up 88% of Polish consumers-prefer local stores. Nearly half of these consumers shop online weekly, yet only 38% feel confident purchasing from other EU-based sellers. In contrast, 61% express confidence in Polish e-commerce platforms.

This discrepancy stems from a strong preference for the familiar. The trust gap isn’t just a technical obstacle; it’s a cultural and psychological one.

The power of online reviews

Social proof plays a pivotal role in Polish purchasing behavior. According to the report, 90.2% of Polish buyers check online reviews before making a purchase-one of the highest rates in Europe. Negative reviews have a stronger impact than positive ones, significantly raising perceived risk and deterring transactions. In fact, just one unresolved complaint can negate the value of dozens of positive testimonials.

How Poles Shop Online

Indicator	Value
Value of Polish e-commerce market in 2024	105 billion PLN
Projected value in 2028 (PwC forecast)	192 billion PLN
Annual growth forecast (PwC)	8%
Share of Poles who shop online	88%
Trust in local e-commerce stores	61%
Trust in foreign (EU-based) e-commerce stores	38%
Consumers who check reviews before purchase	90.2%
Cart abandonment rate in Poland	75%

source: Bridging the Trust Gap in Cross-Border Commerce, TrustMate

Foreign brands entering Poland must focus on reputation management from the outset. Without genuine and localized reviews, potential customers simply move on. Beyond statistics, consider this: if a shopper is unsure whether they can return a product or whether it`s even genuine, no discount or ad campaign will convince them to buy. Trust, not price, determines action.

Local habits define expectations

A foreign online store must also adapt to local payment expectations. BLIK-a domestic mobile payment system-is the most popular choice among Polish shoppers, used by 68% of them. In comparison, credit cards are far less common, used by only 43%.

• 68% prefer BLIK
• 64% use instant bank transfers
• 43% choose credit/debit cards

This preference becomes crucial at checkout. A foreign site without BLIK can trigger abandoned carts-already averaging 75% in Poland. Foreign sellers also face the dominance of marketplace platforms. Allegro, the local giant, is used by 86% of online shoppers. Launching a standalone website without appearing on Allegro can severely limit reach.


Before any product lands in a cart, Polish consumers want reassurance that they’re buying from a source that understands their language, habits, and fears.

Strategic solutions, not quick fixes

The report highlights three key solutions. First is localization of social proof. Platforms like TrustMate.io allow collection and auto-translation of reviews in over 20 languages, ensuring that a German or Spanish customer’s praise can be presented naturally to Polish users. Second, foreign sellers need richer, more convincing reviews. Using a “hinting system,” TrustMate encourages detailed feedback-often exceeding 200 characters. These insights not only influence buyers but also improve visibility in search engines.

Finally, reputation risk management is critical. A mediation module helps intercept complaints privately before they become public. This is vital in a culture highly sensitive to negative signals, especially from foreign brands. One misstep can confirm all the fears already in place. That’s why TrustMate’s CEO Jerzy Krawczyk stresses transparency and authenticity as strategic imperatives-not optional extras.

Building that trust feeds into a loop. More positive reviews boost SEO and click-through rates. More traffic means more purchases. And each new purchase brings another review, further strengthening credibility.

From unknown to trusted. A long game

For international companies, this report sends a clear message: entering the Polish market requires more than logistics and ads. It demands a deep, localized commitment to transparency and community trust.

By investing in detailed customer reviews, local payment methods, and presence on platforms like Allegro, foreign brands can move from being perceived as risky to being seen as reliable.

And once they cross that threshold, the Polish e-commerce landscape opens up-not as a battlefield, but as a growth opportunity grounded in earned trust.

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The report “Bridging the Trust Gap in Cross-Border Commerce” was prepared by Praktycy.com on behalf of TRUSTMATE.io in June 2025. Its goal is to analyze the barriers and opportunities for foreign companies operating in the Polish e-commerce market. The analysis is based on data from reports and studies published by PWC, Technavio, Asendia, All 4 Comms, SciSpace, Przelewy24, and TrustMate.io. The full report is available on the praktycy.com website.