According to the European E-commerce Report 2026 newly released by ECDB, the European e-commerce market is projected to grow from \$824 billion in 2025 to \$1.119 trillion by 2029. It will surpass the \$1 trillion milestone for the first time in 2028, with an estimated average annual growth rate of 7.7% over the coming years.

Poland records an annual growth rate of 9%, ranking eighth among European countries. However, its online retail penetration rate stood at only 9.1% in 2025, far below the European average of 17.3% and North America’s 28.5%. This market boasts substantial growth potential, driven mainly by marketplace expansion, social commerce, and the digital transformation of traditional retailers. Businesses need to further improve operational scale, fulfilment speed and cross-border capabilities.

Currently, seven out of Europe’s ten fastest-growing e-commerce markets are countries undergoing rapid digital catch-up, including Turkey, Bulgaria and Bosnia and Herzegovina. Meanwhile, growth has slowed in mature markets such as Germany, France and Italy, while Central, Eastern and Southern Europe continue to exhibit stronger growth momentum. Large furniture, auto parts and product categories with complex return processes present significant untapped opportunities in the e-commerce sector.