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Różne prognozy (m.in. OC&C Strategy Consultants) zakładały, że wartość polskiego rynku e-commerce w 2020 r. osiągnie około 70 mld zł. Okazało się jednak, że przekroczyła ponad 100 mld zł. Z badania Mediapanel za grudzień 2020 r. wynika, że liczba osób robiących zakupy online w Polsce wynosi 21,2 mln (na 29 mln internautów).

According to the "E-commerce in Poland 2020" report, developed by Gemius for e-commerce Polska, the number of Internet users declaring online purchases increased year-on-year by 11 percentage points (62 to 73 percent).A particularly large growth rate is recorded in age groups 15-24 and 25–34.Online sales last year increased by over PLN 20 billion.73 percentInternet users have made shopping on the Internet at least once.The largest, over 30 %, group is people aged 35–49, 28 percent.They are people over 50, mainly city residents.

Tendency and shock

Increases in e-commerce have been recorded for years, already in 2016 50 percentInternet users declared that they are shopping online.Online stores and platforms are still coming, and the development of electronic payments and an increase in trust in them effectively support the development of this channel.

Trust in online sellers has also increased.This is due to the great players of this market, such as Allegro, which introduced many procedures, includingincreasing the safety of trade on the platform.By the way, this is the role for market leaders: setting rules, supporting the integrity and transaction security, organizing e-commerce.

As you know, the pandemic of Coronavirus has become an impulse for shopping. In relation to lockdown, restrictions or fear of their own safety, almost half of Poles decided to order something online. For one 2020 e-commerce recorded a faster pace of development than forecast for several years. Jump and shock. At the end of June 2020, the largest platform of e-commerce Allegro had about 12.3 million active buyers who carried out transactions from about 117 thousand. sellers, which gave an average of 32 million transactions per month during 12 months before June 2020 (data from the emission prospectus). It sells over 13,000 on the Shoper platform. entities, only in April 2020, over twice as many e-stores were created than a year earlier (an increase of 137 %). Most in the food industry. On the Allegro in April, the number of offers posted was almost three times higher than average monthly. 9,000 new sellers were registered (source: 300research). The place after the shopping malls closed throughout the months was filled with e-zakups.

The factors of this e-commerce tsunami, mentioned in publications, are next to the closing of stationary stores, a violent change in lifestyle, fear of infection, safety of remote contact ... not forgetting about the benefits of e-commerce independent of pandemic, which had already affected the upward trend, asConvenience of buying from home, price competitiveness, the possibility of returning the purchased goods, wide offer available online, door to door or to parcel locker, etc. The online store earns 24 hours a day, 365 days a year, does not have to run sales points, employ a large numberemployees.In the e-shop you can update the offer, prices and respond to changes faster.E-commerce does not limit the seller to operating in a limited area related to the location of the company.

Infographic ModernInfogram

After new

Last year, not only rapid digitization of trade took place, but also a change in rules, the image of e-commerce changed: consumer behavior, customer expectations as to supplies, a new shopping structure (not only masks and disposable gloves).

Komentarz ekspertaZbigniew Nowicki, Co-Managing Director, Bluerank - VTEX Partner

In addition to the dominant decisions regarding consumer expenditure and purchases, Covid-19 created surpluses of goods in some places, and in others increased demand for previously unnecessary goods.Changes in consumer behavior were forced in a sudden and violent way, they literally became day by day.People are tired, the meaning of terms such as "security", "peace", "predictability" begins to grow in e-commerce.However, in a situation of uncertainty, strategically thinking entrepreneurs, developing their business for data analysis, gained an ideal environment for sudden development of e-commerce.As Pandemia Covid-19 changed our world, more and more consumers began shopping online in a larger number and with a higher frequency.

Therefore, due to the Covid-19 pandemic, e-commerce last year exceeded the levels of growth and rotation estimated only until he reached in 2025.Suddenly our social awareness experienced digital transformation.We jumped 5 years ahead, with all the blessing and curse, appropriate for rapid growth.We already know today that the pace of e-commerce development in 2020 reached over 30%, which is twice as high as the dynamics of previous years.

Therefore, when thinking about e-commerce as a basic sales channel for many companies, it is worth remembering 5 fundamental issues in the area of e-commerce, whose meaning is independent of the growth rate:

1

2. Always try to understand your consumer and the market on which you operate - both the consumer, its habits and the market will evolve, and you must be up to date with changes

3. Try to always maintain control and react to dynamic changes in the environment - observe social phenomena, new technologies, marginal communication channels, or transcontinental competitors

4. Measure the effects of your actions, develop these profitable, and eliminate inefficient - nothing, nothing, although unfortunately we often forget about this simple rule while participating in the e -commerce race

5. And most importantly, take care of your consumers, because their positive experiences and opinions have been, are and will be a pass to more

As we read in the 300research report for 2020, "E-commerce and fintechy. System of connected vessels ": Pandemic changed this structure - sales in the tourism industry have dropped to minimum levels and increased groceries and foods. Especially in the spring, e-stores belonging to some retail chains such as LPP clothing or super-pharm drugstore have recorded even a threefold increase in turnover. Purchasing of everyday goods made for reserve also increased - 55 percent. Buyers online increased the purchases of cleaning products, and 48 food goods. Food sales revenues in the middle of the year were 181 percent higher. compared to the period from a year ago. Sectors such as home and garden, children's products, games and gadgets have also shown almost doubled speed. " (source: "e-commerce and fintechy. System of combined vessels"). A group of online stores with older people has also expanded, and online debutants came.

The development of e-commerce is also the development of warehouses, logistics and courier companies that had to adapt to the new situation, which is why they simplified the procedures and offered new services, such as the collection of a parcel from the individual's home or delivery of the door without signature.The number of machines for picking up shipments is growing rapidly, courier companies invest in them, but also commercial networks.The first parcel machines appeared in 2009. Now they colonized the logistics market - in 2020 there were already 7,000.such installations.Since 2020, a parcel machine has been a delivery form preferred by customers.

Internet offer

Even before Pandemia, it seemed that the network was bursting at the seams and you can not achieve much business in the maze of online stores.Meanwhile, according to the data of the Chamber of Electronic Economy, in the period of March -December 2020, about 11,000 were established.new online stores.Pandemic and its social effects have shown that much more, faster, safer.That almost every subsequent business on the web will fit.Consent, in the first stage of the pandemic supply chains were fallen, warehouses were cleaned in some industries to zero, carriers and courier companies, or they chopped in transport embolism as a result of lockdown, or they could not handle avalanches.But the situation was so unexpected and widespread that she shaken the strongest economies, not only ours.Science was pulled out of this lesson and the next pandemic waves only increased the turnover in electronic trade.

Business supported by technology

Zmieniająca się rzeczywistość, nowe potrzeby klientów wymagają również od internetowych sprzedawców nowego podejścia. Rozwój biznesu, przywiązanie klienta, wzrost obrotów – to wymaga czasem weryfikacji modeli biznesowych, ale zawsze elastyczności, analizy zachowań klientów i przełożenia tej wiedzy na sprzedaż, ofertę, promocje, oraz – bezwzględnie – korzystania z nowych technologii. Podstawą stało się maksymalne ułatwienie nawigacji w e-sklepie i usunięcie wszelkich utrudnień, które mogą zniechęcić klienta do powrotu, jak problem z płatnością czy nieczytelna nawigacja w sklepie. Według badania doświadczeń klienta PwC aż 42 proc. polskich konsumentów jest w stanie zrezygnować z danej marki po zaledwie jednym złym doświadczeniu. Sieci i sklepy internetowe wprowadzają więc kolejne usługi, personalizację i technologiczne wsparcie sprzedaży w sieci – wirtualne przymierzalnie (H&M), wirtualny showroom (IKEA), e-sizing obuwia (CCC)… Do tego coraz lepsze warunki zwrotu towaru, dostawy w nowych wariantach, możliwość lokowania przesyłki w różnych miejscach i wprowadzanie zmian w dostawie w czasie jej trwania (DHL) itd.

Mobile applications are developing.Over half of the surveyed Geminus declares that when shopping online using mobile devices, they use multichanneling, and 71 percent.Compared products.An increase in the use of mobile phones and smartphones for online purchases has already occurred (2019 - 61 percent, 2020 - 69 percent).In the youngest age group, the smartphone is the most popular device used for shopping (2019 - 85 percent, 2020 - 92 percent) - this shows that the generation "Mobile Only" is growing.

There was technological progress in the field of supply.InPost has moved shipping management to the application, including the possibility of remotely opening the parcel locker via a smartphone.I wonder how the concept of InPost refrigerators will develop for the supply of fresh food?

Forecasts

According to the Central Statistical Office, the upward trend of Polish e-commerce at the beginning of 2020 (January, February) amounted to about 5.6 percent, in October e-commerce 7.3 percent.The growth record was collapsed in April, i.e. during full lockdown.The share of online trade increased to 11.9 percent.all the value of retail sales.In the PwC study "Perspectives for the development of the e-commerce market in Poland 2021–2026", in 2020 the online channel had 14 percent.participation in the value of retail sales in Poland.

The analysis published by PWC shows that in 2026 the gross value of the Polish e-commerce market will reach PLN 162 billion, with an average annual height of 12 percent.According to Digital Commerce 360 until 2025, 72 percentSellers will derive most of their online sales revenues.

74 percentWhen asked by PWC, Polish consumers declare that after the pandemic he will maintain the level of online purchases, and 10 percent.He even intends to increase it.

Chance in shift

Currently, there is no trade activity without e-commerce.It should not be forgotten that e-commerce is not only online stores, it is a whole electronic economy, all kinds of business transactions made via the Internet.Online stores are the most common, noticeable dimension of e-commerce, but not the only;These are also other forms of internet business, such as auctions, currency exchange, online bookmakers.Also ordering online services provided by companies such as Pyszne.pl.E-commerce is also online courses, reservation systems, advertising portals and many others.And - of course - electronic banking.

Even sellers order only in a stationary store on the Internet and use online warehouse solutions and settle online.

Online stores themselves are not the same.They are often associated with the brand, industry, specific lifestyle, diet, etc. It is also large online sales platforms - open and subscription.Marketplaces, where various sellers put their goods.Online stores for everyone and professionals.In the B2C, B2B version, but more and more often C2C, like increasingly popular local replacement and sales platforms, such as Gumtree, OLX and Vinted applications.Up to websites that sell and small, family stores selling on the web.It is a huge, diverse market, absorbing great knowledge resources and having great potential.

E-commerce gives you a chance to small businesses that can use social platforms or marketplaces, such as Allegro or Shoper.pl.They have full technological "service" there, in which they do not have to invest themselves.And there are numerous technological solutions with electronic trade: electronic payments, development of applications for subsequent devices, through which purchases are made, also the development of "store" applications that facilitate the selection, comparison and assessment of products, and easier to find and buy them.

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