POLAND B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: JULY 2017

POLAND B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: JULY 2017

GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for reported data. As a result, companies gain a precise and unbiased impression of the market situation. Cross referencing of data is conducted in order to ensure validity and reliability. The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several sources. If this is the case, all sources are mentioned on the chart. The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart. Definitions The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact definition used by the source (if available) is included at the bottom of the chart. Chart Types Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart. Report Structure Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents, management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures. Notes and Currency Values If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In some cases, the note (also) contains additional information needed to fully understand the contents of the respective data. When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency figure be in the future, the average exchange rate of the past 12 months is used.

METHODOLOGY OF THE CURRENT REPORT
Report Coverage This report covers the B2C E-Commerce market in Poland. The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers, products, payment methods, delivery and players. Report Structure The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in the region in terms of criteria relevant to E-Commerce sales. Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border commerce. The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales. In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included. Afterwards, the section “Products” shows the leading product categories purchased online. The next section, “Payment”, covers the payment methods most used by online shoppers and highlights the leading payment service providers. Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce, such as preferred delivery methods and major delivery market players. Finally, the “Players” section includes information about the leading B2C E-Commerce companies, including a ranking of top E-Commerce websites by number of visits.

DEFINITIONS B2C E-COMMERCE E-COMMERCE SALES M-COMMERCE
The following expressions and definitions are used in this market report*: B2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from businesses to consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-to-consumer (C2C) sales. E-COMMERCE SALES the total sales generated either on the E-Commerce market in a certain country or region, or the total sales generated through E-Commerce by a player on the market. M-COMMERCE M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic transactions via mobile devices, such as mobile phones, tablets and smartphones. CROSS-BORDER B2C E-COMMERCE the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C and C2C transactions might be included in the definition of retail cross-border E-Commerce. OMNICHANNEL an approach to retail that strives to provide the customer with the seamless shopping experience across all retail channels, such as in-store, online and mobile. INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet. ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce. E-COMMERCE MARKETPLACE platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products online whereas the marketplace operator acts as an intermediary. Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective charts

TABLE OF CONTENTS (1 OF 2) Management Summary
2. Overview & International Comparisons B2C E-Commerce Overview and International Comparisons, July 2017 Internet Penetration in Poland, Compared to Selected Countries in the EU, in % of Individuals, Online Shopper Penetration in Poland, Compared to Selected Countries in the EU, in % of Internet Users, Mobile Shopper Penetration in Poland, Compared to Selected Countries in Europe, in % of Mobile Device Owners, April 2016 Average Annual Online Spending per Online Shopper in Poland, Compared to Selected Countries in Europe, in EUR, June 2016 3. Trends Mobile Devices Used to Access the Internet, in % of Individuals, by Gender, Age Group and Total, 2016 Devices Used for Shopping-Related Activities, in % of Multi-Device Internet Users, October 2016 Devices Used on Various Stages of Purchase, by Decision, Purchase and Payment, in % of Multi-Device Internet Users, October 2016 Share of Mobile Internet Users Who Purchased via Mobile, in %, Among All Mobile Internet Users, Mobile Internet Users Who Make Purchase Decision via Smartphone and via Tablet, October 2016 Breakdown of Future Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2016 Cross-Border Online Shopper Penetration, in % of Online Shoppers, Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of Online Shoppers, Product Categories Purchased From Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2016 4. Sales & Shares B2C E-Commerce Sales, in PLN billion, 2016e & 2020f B2C E-Commerce Share of Total Retail Sales, in %, 2016e & 2020f B2C E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2015 – 2017f 5. Internet Users & Online Shoppers Internet Penetration, in % of Individuals, Online Shopper Penetration, in % of Individuals,

TABLE OF CONTENTS (2 OF 2) 5. Internet Users & Online Shoppers (Cont.)
Online Shopper Penetration by Gender and Age Group, in % of Individuals, Frequency of Online Shopping in the Previous 3 Months, in % of Individuals, by Gender and Total, 2016 Breakdown of Online Shoppers by Age Group, in % of Online Shoppers, April 2016 6. Products Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016 Product Categories Purchased Online, in % of Online Shoppers, April 2016 7. Payment Payment Methods Used in E-Commerce, in % of Individuals, 2015 & 2016 Payment Methods Used in Online Shopping, in % of Online Shoppers, 6 Months to December 2016 8. Delivery Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2016 Courier Services Used For Delivery in E-Commerce, in % of Online Shoppers, April 2016 Breakdown of Maximum Acceptable Delivery Time, in % of Online Shoppers, June 2016 9. Players B2C E-Commerce Player Overview, July 2017 Top 15 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2016 Top 5 E-Commerce Websites Most Associated with Online Shopping, by Category, in % of Internet Users, April 2016 Top 3 Foreign E-Commerce Websites Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2016 Top 5 E-Commerce Websites, by Total Website Visits, in millions, Poland’s Share of Total Visits, in %, and Estimated Number of Website Visits from Poland, in millions, May 2017

1. Management Summary 9– 11 2. Overview & International Comparisons 12– 17 3. Trends 18– 26 4. Sales & Shares 27– 30 5. Internet Users & Online Shoppers 31– 36 6. Products 37– 39 7. Payment 40– 42 8. Delivery 43– 46 9. Players 47– 52

Management Summary (1 of 2)
Overview and International Comparisons Poland has a developing and rapidly growing B2C E-Commerce market. While the country ranks below the advanced economies of Western Europe in terms of Internet and online shopper penetration, it outpaces them in terms of the growth rate which with +25% was 10 percentage points above the region’s average in 2016. Consumers in the age group between 16 and 34, are characterized as the driving force of online retail in Poland. They have both the highest online shopping penetration rates and mobile Internet penetration rates. Mobile commerce is another important growth factor for the Polish B2C E-Commerce. The country ranked among the top 3 countries surveyed in Europe in early 2016 in terms of mobile shopper penetration among mobile device owners. On the other hand, poor delivery experience is a discouraging factor, with more than one-third of online shoppers surveyed in 2016 being dissatisfied with long delivery times and high delivery costs. Trends 73.6% of individuals in Poland aged used smartphone or other mobile phone to access the Internet in This is more than double the average figure among all individuals aged 16-74, 30.7%. 39% of mobile Internet users in Poland made purchases via their devices in 2016, although laptop (58%) remained in the lead as the device most used for purchase. Cross-border E-Commerce is another emerging market trend. In 2016, 12% of online shoppers made purchases from foreign countries, with the share of those who purchased from other EU markets (9%) being higher than among those who bought from outside the EU (5%). When buying cross-border, Polish online shoppers preferred “Clothes, accessories” (30%) and “Books, CDs, Video” (20%) to other product categories. Sales & Shares The value of the B2C E-Commerce market in Poland in 2016 was estimated by two different sources at between EUR 6.0 billion and EUR 7.9 billion. From 2016 to 2020, B2C E-Commerce sales in Poland are projected to rise at CAGR of +16% to EUR 14 billion and account for 12% of the total retail sales. Internet Users & Online Shoppers Internet penetration among individuals aged in Poland improved from 59.3% in 2012 to 71.7% in In the same period, online shopper penetration grew from 30.3% of individuals to 41.9%. Individuals in the age group had the highest online shopper penetration in 2016, reaching 67.8%, followed by year-olds with 56.8%.

Management Summary (2 of 2)
Products “Clothes, sports goods” (62.5%) was the leading product category purchased by online shoppers in Poland in 2016, followed by the “Equipment” category (38.9%) which includes furniture, household appliances, toys, items for hobby and other goods. The category “Books, magazines”, ranked third, saw an increase in share of online shoppers from 20.1% in 2015 to 22.5% in 2016, as did the category “Food and cosmetics” (19.3% in 2015, 21.5% in 2016). Payment Various sources indicate the leadership of the “Electronic transfer” among the payment methods used by online shoppers in Poland in Within this category, “Fast transfer services” such as PayU, Prezelewy24 and Dotpay, were used by 48% of online shoppers and “Traditional bank transfer” by 35%. Delivery As of April 2016, the delivery method most often used by online shoppers in Poland was “Delivery via courier directly to home/work” (46%). “Pick up at a packstation” ranked in distant second with 19%, closely followed by “Delivery via post directly to home/work” with 18%. Among the courier services, “DHL” (13%) and “DPD” (11%) were the top two by usage rates. More than two-thirds (68%) of online shoppers in Poland were willing to wait for a maximum of 3-5 days for delivery. Players Allegro Group dominates the B2C E-Commerce market in Poland with a value share of 37% in The rest of the market is fragmented with insignificant shares held by other players. Naspers Ltd., which acquired Allegro in 2008, sold its stake in the company for USD 3.25 billion in early 2017, more than double the price it paid in Allegro Group operates two out of the three most visited online shopping websites in Poland in May 2017: online marketplace and auction site Allegro.pl (178 million visits) and online price comparison site and marketplace Ceneo.pl (34 million visits). Online classifieds website OLX.pl (105 million visits), ranking second, remained in Nasper’s ownership. Among the foreign E-Commerce companies, Amazon has been active on the Polish market by opening four logistics centers in the country, with a fifth center planned for the end of These capacities, however, are mainly used to serve the neighboring German market. Amazon does not have a country-specific website in Poland, but launched a Polish language version of the German website Amazon.de in late Another major international player is Aliexpress.com, ranked as the fourth most visited website in Poland in May 2017 (24 million visits).

Younger generation and M-Commerce are bolstering the growth of online shopping in Poland.
Poland: B2C E-Commerce Overview and International Comparisons, July 2017 Poland was the sixth largest EU country in terms of population (37.9 million), according to Eurostat. With rising private consumption and a low unemployment rate, Poland’s economy is expected to recover from a slowdown in 2016 and reach a GDP growth rate of +3.3% in 2017, as reported by the World Bank. While Poland has experienced a stable growth in both Internet and online shopper penetration rates, its B2C E-Commerce market is still classified as emerging, as it lagged behind in these metrics when compared to the advanced European markets in 2016, according to Eurostat data. However, the E-Commerce market volume has stayed on a healthy growth path over the last years. Along with other Central and Eastern European markets, Poland outpaces Western Europe in B2C E-Commerce growth, with a sales increase of +25% in 2016, compared to the region’s average of +15%, according to Ecommerce Europe. McKinsey expects the value of online purchases in Poland to grow at CAGR of +16% between 2016 and 2020, to reach PLN 62 billion or 12% of total retail sales. Euromonitor International notes that the expansion of E-Commerce in Poland comes at the expense of offline retail. However, there is also a potential synergy between the two channels. 58% of Internet users in Poland surveyed by McKinsey in purchased products from the same category both online and offline, while another survey, from e-Commerce Polska and Mobile Institute, revealed that 72% of multiple device owners have purchased the same brand across multiple channels, including online and offline. According to Gemius, younger consumers are the driving force of Polish E-Commerce. This statement is supported by data from the Central Statistical Office, according to which online shopper penetration was the highest among the age groups (56.8%) and (67.8%). These two groups also ranked first by mobile Internet usage penetration, with 75.3% and 51.6%, respectively. The latter trend stimulates the development of M-Commerce, with under 34 year-olds leading in usage of smartphones for shopping and related activities, according to a 2016 survey from e-Commerce Polska and Mobile Institute. It is important to highlight that 2 of the 3 most cited problems encountered by online shoppers in Poland when purchasing online in 2016 were related to delivery, including “Long wait for product delivery” ranking first (35%) and “High delivery cost” (33%), according to a survey by Gemius. Among the European countries surveyed by PostNord in 2016, Poland had the highest share of online shoppers who said that it was important for them to have a fast delivery of maximum 3 days (56%). Regarding payment preferences, 33% of online shoppers preferred “Direct payment through my bank”, also the highest rate among the countries in PostNord’s survey. Source: Eurostat, April 2017, July 2016; World Bank, April 2017; Ecommerce Europe, June 2017; McKinsey, September 2016; McKinsey cited by Wiadomosci Handlowe, September 2016; Gemius, e-Commerce Polska, June 2016; Central Statistical Office, December 2016; e-Commerce Polska, Mobile Institute, November 2016; Polish Post, April 2017; Post Nord, December 2016

With 75%, Poland’s Internet penetration was still below the EU’s average of 84% in 2016.
Europe: Internet Penetration in Poland, Compared to Selected Countries in the EU, in % of Individuals, 2011 2012 2013 2014 2015 2016 Denmark 91% 93% 95% 96% 97% Sweden 94% 92% United Kingdom 87% 89% Netherlands Finland Germany 83% 84% 86% 88% Estonia 77% 79% 81% France 80% Belgium 82% Austria 85% Czech Republic 73% 75% 76% Spain 69% 72% 74% Hungary 70% Lithuania 64% 67% Poland 65% Croatia 60% 63% 68% 71% Italy 57% 58% 61% Portugal Greece 53% 56% Bulgaria 51% 55% 59% 62% EU Average (28 Countries) Note: ages 16-74; Internet use in the previous 12 months; ranked by 2016 Source: Eurostat, April 2017 14

In terms of online shopper penetration, Poland ranked behind most Western European countries, but ahead of Italy and Spain. Europe: Online Shopper Penetration in Poland, Compared to Selected Countries in the EU, in % of Internet Users, 2011 2012 2013 2014 2015 2016 United Kingdom 82% 85% 87% Denmark 77% 79% 81% 84% Germany 80% Sweden 75% 76% 78% Netherlands 74% 69% 73% France 67% 70% Finland 72% 71% Austria 56% 60% 66% 65% 68% Belgium 53% 55% 57% 63% 64% Estonia 27% 29% Czech Republic 41% 43% 48% 52% Poland 46% 47% 49% Spain 39% 42% 54% Hungary 32% 35% Greece 33% 36% 40% 45% Croatia 44% Lithuania 24% 37% Portugal 31% 38% Italy Bulgaria 13% 17% 22% 28% Average EU (28 Countries) 58% 59% 61% Note: ages 16-74; ranked by 2016 Definition: individuals who ordered goods or services over the Internet for private use in the previous year Source: Eurostat, April 2017 15

in % of Mobile Device Owners
69% of mobile device owners surveyed in Poland in April 2016 made purchases from mobile, ranking third among the countries surveyed. Europe: Mobile Shopper Penetration in Poland, Compared to Selected Countries in Europe, in % of Mobile Device Owners, April 2016 in % of Mobile Device Owners Survey: based on an online survey of 12,776 mobile device owners from 15 countries of which 13 were located in Europe, incl. Poland, conducted between March and April 2016 Source: ING & Ipsos, July 2016

Poland (EUR 355) had a lower average annual spending per online shopper than the major Western European markets in June 2016. Poland: Average Annual Online Spending per Online Shopper in Poland, Compared to Selected Countries in Europe, in EUR, June 2016 in EUR Note: *converted from GBP to EUR at the exchange rate of 1.31 **converted from PLN to EUR at the exchange rate of 0.23; Survey: based on an online survey of more than 12,000 respondents, aged between 15 and 79, across selected countries of Europe, with a base of approximately 1,200 per country except in the Nordics, where the number of respondents totaled about 600 per country; conducted between March and June 2016 Source: Postnord, Nepa, December 2016

Mobile Phone or Smartphone
73.6% of individuals in Poland aged used “Mobile phone or smartphone” to access the Internet in 2016. Poland: Mobile Devices Used to Access the Internet, in % of Individuals, by Gender, Age Group and Total, 2016 Mobile Phone or Smartphone Laptop Tablet Gender Men 32.1% 17.3% 7.9% Women 29.4% 14.9% 7.2% Age Group 16-24 73.6% 34.9% 15.9% 25-34 50.1% 26.2% 12.7% 35-44 32.6% 17.7% 9.3% 45-54 16.2% 8.9% 3.8% 55-64 4.7% 1.9% 65-74 2.7% 2.1% 0.6% Total 30.7% 16.1% 7.6% Source: Central Statistical Office of Poland, December 2016

in % of Multi-Device Internet Users
The share of multi-device Internet users in Poland who carry out shopping-related activities via smartphone increased to 45% in 2016. Poland: Devices Used for Shopping-Related Activities, in % of Multi-Device Internet Users, October 2016 in % of Multi-Device Internet Users Survey: based on an online survey of 2,611 Internet users aged 15+, conducted in October 2016; question asked: “Which of the following devices do you use for shopping purposes, such as looking for inspiration, deals, making a purchase?”; the base of respondents for this question were 934 Internet users who used more than one device Source: e-Commerce Polska, Mobile Institute, November 2016

“Laptop” (57%) was the device most used for payment when multi-device Internet users in Poland shopped digitally, as of October 2016. Poland: Devices Used on Various Stages of Purchase, by Decision, Purchase and Payment, in % of Multi-Device Internet Users, October 2016 Laptop PC Smartphone Tablet Decision 60% 35% 17% Purchase 58% 33% 32% 16% Payment 57% 29% 15% Note: does not add up to 100% due to multiple answers possible Survey: based on an online survey of 2,611 Internet users aged 15+, conducted in October 2016; question asked: “On Which device do you decide to purchase? / Make a purchase? / Make payments?”; the base of respondents for this question were 934 Internet users who used more than one device Source: e-Commerce Polska, Mobile Institute, November 2016

Mobile Shoppers in % of Mobile Internet Users in the Respective Group
The probability of buying via mobile among mobile Internet users in Poland was higher when the purchase decision was made on mobile. Poland: Share of Mobile Internet Users Who Purchased via Mobile, in %, Among All Mobile Internet Users, Mobile Internet Users Who Make Purchase Decision via Smartphone and via Tablet, October 2016 Mobile Shoppers in % of Mobile Internet Users in the Respective Group Survey: based on an online survey of 2,611 Internet users aged 15+, conducted in October 2016; the base of respondents for this question were 1,634 mobile Internet users Source: e-Commerce Polska, Mobile Institute, November 2016

As of April 2016, 29% of online shoppers in Poland expected their shopping spending on smartphone to increase in the future. Poland: Breakdown of Future Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2016 in % of Online Shoppers Survey: based on a survey of 1,500 Internet users, aged 15+, conducted in April 2016 Source: Gemius, e-Commerce Polska, June 2016

Cross-border online shopper penetration in Poland increased from 9% of online shoppers in 2012 to 12% in 2016. Poland: Cross-Border Online Shopper Penetration, in % of Online Shoppers, in % of Online Shoppers Definition: individuals who ordered goods and services over the internet from sellers from other countries (EU or non-EU) Source: Eurostat, February 2017

The share of online shoppers in Poland buying from other EU countries (9%) was higher than buying from non-EU countries (5%) in 2016. Poland: Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of Online Shoppers, in % of Online Shoppers Definition: individuals who ordered goods and services over the Internet from sellers from other EU countries/ rest of the world (non-EU) Source: Eurostat, February 2017

in % of Cross-Border Online Shoppers
“Clothes, Accessories” (30%) was the leading product category purchased by Poland’s cross-border online shoppers in April 2016. Poland: Product Categories Purchased From Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2016 in % of Cross-Border Online Shoppers Definition: Note: foreign online shops purchased from in the previous 6 months does not add up to 100% due to multiple answers possible; respondents could select up to 3 answers Survey: based on a survey of 1,500 Internet users, aged 15+, conducted in April 2016; based of respondents for this question were 157 individuals who purchased from a foreign website in the previous 6 months Source: Gemius, e-Commerce Polska, June 2016

McKinsey predicts Polish B2C E-Commerce sales a CAGR of +16% between 2016 and 2020, to reach PLN 62 billion (EUR 14 billion). Poland: B2C E-Commerce Sales, in PLN billion, 2016e & 2020f CAGR +16% in PLN billion Note: the exchange rate applied in the action title is the average for 2016: PLN 1 = EUR 0.229; McKinsey analysis based on Euromonitor International, Forrester, and Mintel Source: McKinsey cited by Wiadomosci Handlowe, September 2016

According to McKinsey, B2C E-Commerce could reach a share of 12
According to McKinsey, B2C E-Commerce could reach a share of 12.0% of total retail sales in Poland by 2020, up from 7.7% estimated in 2016. Poland: B2C E-Commerce Share of Total Retail Sales, in %, 2016e & 2020f 2016e 2020f Note: McKinsey analysis based on Euromonitor International, Forrester, and Mintel Source: McKinsey cited by Wiadomosci Handlowe, September 2016

in % of Total Retail Sales
Centre for Retail Research projected B2C E-Commerce sales in Poland at EUR 7.1 billion in 2017, or 4.3% of the total retail sales. Poland: B2C E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2015 – 2017f in EUR billion in % of Total Retail Sales Note: *the figures for 2015 and 2016 were reported by the original source in GBP, and converted to EUR at the exchange rate used by the original source for 2017 GBP 1 = EUR Definition: online retail sales: retail sales defined as sales of merchandise to final consumer, online defined as sales where the transaction is made over the internet or at a distance; sales made using mobile phones and tablets are included; fuel for vehicles, prepared food in cafes and restaurants, tickets, holiday bookings, gambling and insurance services are excluded Source: Centre for Retail Research, March 2017

Internet penetration in Poland increased from 59
Internet penetration in Poland increased from 59.3% of individuals aged in 2012 to 71.7% in 2016. Poland: Internet Penetration, in % of Individuals, in % of Individuals Definition: ages 16-74; Internet use in the previous 12 months Source: Eurostat, April 2017

41.9% of individuals aged in Poland made purchases over the Internet in 2016, up from 30.3% in 2012. Poland: Online Shopper Penetration, in % of Individuals, in % of Individuals Definition: individuals ordering or purchasing goods or services over the Internet for private use in the last 12 months; ages16-74 Source: Central Statistical Office of Poland, December 2016

Online shopper penetration in Poland was the highest among individuals in the age group (67.8%), as of 2016. Poland: Online Shopper Penetration by Gender and Age Group, in % of Individuals, 2012 2013 2014 2015 2016 Gender Male 32.4% 34.0% 35.9% 40.0% 42.9% Female 28.5% 29.5% 32.7% 34.2% 40.9% Age Group 16-24 48.8% 49.3% 52.0% 57.9% 56.8% 25-34 55.3% 58.3% 59.9% 64.3% 67.8% 35-44 40.6% 43.8% 48.1% 49.0% 54.0% 45-54 21.3% 22.3% 26.4% 33.0% 55-64 10.0% 11.7% 13.0% 16.0% 18.9% 65-74 4.0% 6.2% 7.6% Definition: individuals ordering or purchasing goods or services over the Internet for private use in the last 12 months; ages16-74 Source: Central Statistical Office of Poland, December 2016

In 3 months prior to a survey in 2016, 17
In 3 months prior to a survey in 2016, 17.9% of individuals in Poland aged made at least 3 purchases online. Poland: Frequency of Online Shopping in the Previous 3 Months, in % of Individuals, by Gender and Total, 2016 in % of Individuals Definition: individuals ordering or purchasing goods or services over the Internet for private use in the last 12 months; ages16-74 Source: Central Statistical Office of Poland, December 2016

As of April 2016, more than one-half (56%) of online shoppers in Poland were between 15 and 34 years old. Poland: Breakdown of Online Shoppers by Age Group, in % of Online Shoppers, April 2016 Survey: based on a survey of 1,500 Internet users aged 15+, conducted in April 2016 Source: Gemius, e-Commerce Polska, June 2016

“Clothes, sports goods” (62
“Clothes, sports goods” (62.5%) was the product category most purchased by online shoppers in Poland in 2016. Poland: Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016 in % of Online Shoppers Note: does not add up to 100% due to multiple answers possible *includes furniture, vehicles, household appliances, garden goods, hobby goods, tools, toys, jewelry, works of art and collectibles Definition: individuals aged purchasing goods or services in the last 12 months for private use Source: Central Statistical Office of Poland, December 2016 38

Behind “Clothing and accessories” (72%) another popular online product category in Poland in 2016 was “Books, music, movies” (68%). Poland: Product Categories Purchased Online, in % of Online Shoppers, April 2016 in % of Online Shoppers Note: does not add up to 100% due to multiple answers possible Survey: based on a survey of 1,500 Internet users, aged 15+, conducted in April 2016; question asked: “For each of the product categories listed in the following, indicate whether you have ever bought them online and whether you intend to buy them in the future”; the base of respondents for this question were 722 online shoppers; the percentage share reflects the share of respondents who chose “I purchased in the past” in the respective category Source: Gemius, e-Commerce Polska, June 2016

“Electronic Transfer” was the most popular payment method used by Polish consumers in E-Commerce in both 2015 (22%) and 2016 (27%). Poland: Payment Methods Used in E-Commerce, in % of Individuals, 2015 & 2016 in % of Individuals Note: does not add up to 100% due to multiple answers possible; ages 16-74 Source: Central Statistical Office of Poland, December 2016 41

Services like PayU, Prezelewy24 and Dotpay were used by 48% of online shoppers in Poland in H2 2016.
Poland: Payment Methods Used in Online Shopping, in % of Online Shoppers, 6 Months to December 2016 in % of Online Shoppers Note: does not add up to 100% due to multiple answers possible Survey: based on a survey of 2,051 Internet users, conducted in November-December 2016; question asked “Which payment methods have you used to pay for products purchased online in the previous 6 months?“; the base of respondents for this question were 839 online shoppers Source: Gemius, e-Commerce Polska, NBP, Visa, January 2017

As of April 2016, the delivery method most often used by online shoppers in Poland was “Delivery via Courier Directly to Home/Work”. Poland: Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2016 in % of Online Shoppers Survey: based on a survey of 1,500 Internet users aged 15+, conducted in April 2016; question asked: “Which of the following delivery methods do you use most often when shopping online?”; base of respondents for this question: 722 online shoppers Source: Gemius, e-Commerce Polska, June 2016

DHL (13%) and DPD (11%) were the top two couriers most frequently used by online shoppers in Poland for home/office delivery in Apr Poland: Courier Services Used For Delivery in E-Commerce, in % of Online Shoppers, April 2016 in % of Online Shoppers Survey: based on a survey of 1,500 Internet users aged 15+; conducted in April 2016; question asked: “Which of the following courier companies do you most often use to opt for courier delivery directly to your home or workplace?” Source: Gemius, e-Commerce Polska, June 2016

More than two-thirds (68%) of online shoppers in Poland were willing to wait for a maximum of 3-5 days for delivery, as of June 2016. Poland: Breakdown of Maximum Acceptable Delivery Time, in % of Online Shoppers, June 2016 Note: may not add up to 100% due to rounding Survey: based on an online survey of approximately 1,200 respondents; conducted between March and June 2016; question asked: “When you order a product online, what are your expectations of the delivery time, i.e., what is the maximum number of days it should take for you to receive the product?” Source: Postnord, Nepa, December 2016

Allegro Group dominates the B2C E-Commerce market in Poland with a value share of 37% in 2016.
Poland: B2C E-Commerce Player Overview, July 2017 There were over 20,000 online stores on the Polish market as of 2016, according to Bisnode. This is an increase from 2,800 in and 14,500 in Within the next five to six years, the number could reach between 25,000 and 30,000. The Allegro Group is the largest B2C E-Commerce player in Poland, with a value share of 37% in 2016, according to Euromonitor International. Besides this leader, the online retail market is largely fragmented with other market players holding insignificant individual market shares. South Africa-based Naspers Ltd. acquired Allegro in 2008 for around USD 1.5 billion, Bloomberg reports. In October 2016, it agreed to sell its shares in Allegro, including the online marketplace Allegro.pl and the price comparison business Ceneo.pl, for USD billion to Cinven Ltd, Premira and Mid Europa Partners. The deal was closed in January According to Nasper’s reports, Allegro had revenues of USD 321 million in FY 2016 ended 31 March 2016, up from USD 313 million in FY In the first half of the FY 2017 ended 30 September 2016, it had revenues of USD 193 million, up by +30% year-on-year. According to Similarweb, with million total visits in May 2017, Allegro.pl was the 5th most visited website in the country, and a survey by Gemius revealed that Allegro was the top website that 56% of Internet users in the country associated with online shopping, as of April 2016. Naspers-owned online classifieds website OLX.pl is another popular online shopping destination among Poland’s Internet users. It ranked second after Allegro in the Gemius survey, spontaneously named by more than a quarter (28%) of Internet users when asked to list three websites that they associated with online shopping. Local companies also face competition from foreign E-Commerce players, such as Amazon, eBay and Aliexpress. The latter ranked fourth among the most visited online shopping websites in Poland after Allegro, OLX and Ceneo, according to Similarweb. For its part, Amazon is taking advantage of Poland’s proximity to Germany, its largest international market, and the lower wages in the country. The company plans to open its fifth logistics center in Poland in Q4 2017, Reuters reports. Amazon announced that it created more than 2,500 new jobs in Poland in 2016 and invested more than PLN 3 billion in its Polish operations since While Amazon does not have a separate country website for Poland, it launched the Polish version of its Amazon.de website at the end of 2016, according to Business Insider. Customers in Poland purchasing from this website could choose free shipping in 3-5 days for all orders above EUR 39, and use the Polish language customer service. Source: Bisnode, January 2017; Euromonitor International, December 2016; Bloomberg, October 2016; Naspers, November 2016, January 2017; Similarweb, June 2017; Gemius, June 2016; Reuters, February 2017; Business Insider, October 2016

Allegro (69%) was the top E-Commerce website associated by Internet users in Poland with shopping online, as of April 2016. Poland: Top 15 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2016 in % of Internet Users Note: does not add up to 100% due to multiple answers possible; respondents could select up to 3 answers Survey: based on a survey of 1,500 Internet users aged 15+; conducted in April 2016; respondents were asked to name 3 online shopping websites that came to their minds first (spontaneous answer) Source: Gemius, e-Commerce Polska, June 2016

Tesco (18%) was the top E-Commerce platform associated by Poland’s Internet users with buying groceries online in April 2016. Poland: Top 5 E-Commerce Websites Most Associated with Online Shopping, by Category, in % of Internet Users, April 2016 Rank Clothes Groceries Pharmacies Perfumes & Drugstore Appliances Electronic Media* Traditional Media** Home and Garden*** 1 Allegro 30% Tesco 18% DOZ 7% Rossman 10% 19% Empik 17% 32% 2 Zalando 23% Alma 14% Apteka Gemini 3% Sephora 9% RTV Euro AGD 8% 13% Ikea 3 Bonprix Apteka Melissa 2% Douglas Media Markt 17% Merlin 6% Castorama 4 OLX Piotr i Pawel 3% Ziko 1% iPerfumy Media Expert Amazon Matras 5% Leroy Merlin 5 H&M 4% Frisco Superpharm 1% Avon Saturn Swiat Ksiazki OBI 4% Note: *Electronic media includes apps, e-books, MP3 music, etc. **Traditional media includes books, records, movies, series, etc. ***Home and Garden includes construction materials, decorative items, furniture, etc. Survey: based on a survey of 1,500 Internet users aged 15+; conducted in April 2016; respondents were asked to name 3 E-Commerce websites that first came to their minds in each category (spontaneous answer) Source: Gemius, e-Commerce Polska, June 2016

in % of Cross-Border Online Shoppers
18% of cross-border online shoppers in Poland purchased from eBay and 9% from AliExpress during the 6 months to April 2016. Poland: Top 3 Foreign E-Commerce Websites Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2016 in % of Cross-Border Online Shoppers Definition: foreign online shops purchased from in the previous 6 months Survey: based on a survey of 1,500 Internet users, aged 15+, conducted in April 2016; the base of respondents for this question were 157 individuals who purchased from a foreign website in the previous 6 months Source: Gemius, e-Commerce Polska, June 2016

In May 2017, Allegro.com was the most visited E-Commerce website in Poland, ranking 5th among all websites in the country. Poland: Top 5 E-Commerce Websites, by Total Website Visits, in millions, Poland’s Share of Total Visits, in %, and Estimated Number of Website Visits from Poland, in millions, May 2017 Rank Among All Websites in Poland Website Category Total Website Visits*, in millions Poland’s Share of Website Visits, in % Estimated Number of Website Visits from Poland, in millions 5 Allegro.pl Online Auctions and Marketplace 197.0 90.51% 178.3 8 Olx.pl Online Classifieds 112.0 94.12% 105.4 24 Ceneo.pl Online Price Comparison and Marketplace 36.9 91.83% 33.9 26 Aliexpress.com Online Marketplace 633.9 3.77% 23.9 56 Zalando.pl Online Clothing Retailer 10.8 95.69% 10.3 Note: the table includes all websites categorized in the “shopping” category from the top 50 websites in Poland ranked by website visits from desktop and mobile; *total website visits include non-unique visits to the website from any country; the website rank is as of June 2017, while traffic data is from May 2017 Source: Similarweb, June 2017

POLAND B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: JULY 2017

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POLAND B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: JULY 2017

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