|
e-Commerce Poles are the leaders of online shopping in Central and Eastern Europe-66% of Internet users have made an online purchase. In 2006, Poland overtook Russia (53%), Lithuania (32%) and Romania (29%) in that respect. Poles are increasingly shopping online because it is convenient and allows saving time and money. In 2006, 12% of all Poles made a purchase on the Internet. The items that are bought most often are books and magazines, which found over a million buyers last year. The average Pole spent on online purchases approximately PLN 100 (€29) and the average Internet user-approximately PLN 750 (€221). The total value of the purchases exceeded PLN 2.7 billion (€0.8 billion). Table: Products bought online for private use in 2004-2006 Category | 2004 | 2005 | 2006 | in % of general population aged 16-74 | Books and magazines | 2.3 | 2.9 | 4.6 | Clothes and sports equipment | 1.1 | 1.6 | 4.1 | Films, music | 1.2 | 1.4 | 3.2 | Electronics (excluding computer hardware) | 0.8 | 1.6 | 3.0 | Software (including games) | 0.5 | 1.2 | 2.5 | Food and cosmetics | 0.1 | 1.2 | 2.1 | Computer hardware | 0.6 | 1.3 | 1.7 | Travel, accommodation and tickets | 0.3 | 0.6 | 1.1 | Tickets for sports and cultural events | 0.3 | 0.6 | 1.9 |
Source: Own diagram based on Społeczeństwo informacyjne. Wykorzystanie technologii informacyjno-telekomunikacyjnych w 2006 roku, the Central Statistical Office, May 2007 E-commerce market research has shown that in 2006, 66% of all Internet users made purchases online: the smallest group (4%) are those who shop online approximately once a week, and the largest group (39%) are those who buy on the Internet several times a year. Diagram: Online shopping frequency  Source: Own diagram based on Gemius/Sklepy24.pl, e-commerce w Polsce 2007, July 2007. By the end of 2006, there were approximately 2,500 online shops operating in Poland. Sensing good business opportunities, 77% of them intended to expand their product portfolio and increase their advertising expenditure (53%). Building customer loyalty is also becoming an issue. Two thirds of online shops prepare special offers for their returning customers, and one third intend to introduce them in the future.
|
