po polsku
illustration: DALL-EDespite 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.
| 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% |
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.
***
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.
COMMERCIAL BREAK
New articles in section Marketing and PR
Data analysis. Warning signs and technical debt
Aleksander Pawzun, CalmFox.pl
Until a few years ago, a classic data warehouse, overnight processing, and reports available in the morning were a sign of organizational maturity. Today, in many companies, these same solutions have become an invisible constraint.
Artificial intelligence in shopping. E-commerce 2026 report
Piotr Michalak, Altavia Kamikaze + K2
Already nearly 40% of Polish consumers use artificial intelligence on their shopping journey, although they often do so unconsciously. According to a report by the Altavia Kamikaze + K2 agency, the current year marks the final transition from traditional searching to recommendations based on AI.
AI marketing versus AI-powered marketing
Karolina Łukasiewicz
How to distinguish a buzzword from artificial intelligence that actually increases business efficiency? Is every marketing strategy using algorithms truly driven by AI? No, because in many cases, AI marketing is merely the automation of specific, previously known processes.
See articles on a similar topic:
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
Child with dyslexia. A therapist's guide for parents
patronat Reporterzy.info
Dyslexia is a specific developmental disorder affecting reading and writing abilities. It can significantly impact a child's educational and emotional development. In Poland, as well as worldwide, it is being diagnosed more frequently. [#MAMYNATORADĘ under the patronage of Reporterzy.info]
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
