38% of consumers indicate parcel machines as preferred form of delivery – report “E-commerce in Europe 2020”
Poland has the densest network of machines for receiving and sending parcels in Europe. Customers from the Vistula are more likely to pay cash on delivery and pick up parcels on their own at points instead of waiting for a courier. They also return products to stores less frequently than e-consumers in Western Europe. How do we differ from online shoppers in other countries?
We more often order cash on delivery – potential in deferred payments
When buying online, Poles are extremely likely to choose cash on delivery. This option is preferred by 12% customers of online stores. In Western European countries it is used by only 2 to 3% of consumers. Such a significant difference can be explained by less trust Polish internet users towards e-shopping and online payments.
– Poles trust companies and services they know. That is why they often pay using their bank’s e-banking and local systems such as BLIK, Blue Media or e-Transfers. International PayPal is not as popular as in the West – explains Matthieu Bondu, Country Manager Poland at PrestaShop. – Many Polish e-customers need to see and check the product before buying. Therefore, we can expect the growing popularity of the “buy now, pay later” model. It consists in the fact that we pay for the purchased product only after a certain period of time from its receipt – of course, if we decide to keep it.
Parcel most often to a vending machine
A distinctive feature of Polish e-commerce is also the preference of customers method of delivery. Poles more than residents of Western European countries appreciate fast delivery and the ability to choose the place of delivery. As much as 38% indicate delivery to a nearby parcel machine as their first choice when ordering. In the West such a solution is noted only 2-3%, however it has gained particular popularity over the Vistula thanks to parcel machines from InPost. Poland has the densest network of such devices in Europe. This form of delivery is also usually cheaper than home delivery and more convenient – you can freely choose the time of delivery. The trend is already starting move m.in. to Italy and France. It may turn out that Polish customers will shape e-commerce in Europe.
We prefer our own purchasing platforms
Western Europe is dominated by international marketplaces such as Amazon and eBay. However, in Poland the clear leader is our native Allegro. As far as 90% of Polish e-customers have made at least one purchase there in the last year. Poles also visit the Chinese AliExpress relatively often, but compared to Western customers they buy less from foreign sellers. Less frequently return also ordered products. In western markets, shopping via social media is also more popular.
Stores abroad are more and more involved in social media. According to PrestaShop, the module allowing to integrate the store with Facebook and Instagram is used by 7% of sellers in France. In Poland so far it is 3%, but this trend is also becoming more pronounced on the Vistula. For younger generations, social media will be the natural place to shop. Social media platforms are also very well adapted to mobile devices. Not without significance is the fact that the number of purchases made via smartphone is growing, also among Poles.
Poles will be buying more and more online
The Central and Eastern European (CEE) E-Commerce Market is growing almost twice as fast than in Western Europe. There will be more and more medium and large e-shops in Poland. This is a signal for e-commerce companies to invest in development.
– Flexibility and the ability to quickly respond to trends will be key in adapting to change. Not only will you need to keep a close eye on the market, but you’ll also need the right technical background to introduce new features and handle increasing traffic – indicates Matthieu Bondu.
