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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.

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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.

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DEFINITIONS
 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.
The following expressions and definitions are used in this market report*:
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

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TABLE OF CONTENTS (1 OF 2)
1. 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, 2011 - 2016
• Online Shopper Penetration in Poland, Compared to Selected Countries in the EU, in % of Internet Users, 2011 - 2016
• 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, 2012 - 2016
• Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of
Online Shoppers, 2012 - 2016
• 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, 2012 - 2016
• Online Shopper Penetration, in % of Individuals, 2012 - 2016

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TABLE OF CONTENTS (2 OF 2)
5. Internet Users & Online Shoppers (Cont.)
• Online Shopper Penetration by Gender and Age Group, in % of Individuals, 2012 - 2016
• 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

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41.9% of individuals aged 16-74 in Poland made purchases over
the Internet in 2016, up from 30.3% in 2012.
Poland: Online Shopper Penetration, in % of Individuals, 2012 - 2016
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
30.3% 31.6% 34.6% 36.9%
41.9%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016
in%ofIndividuals

10. 5%
2%
8%
12%
36%
25%
70%
0%
3%
7%
16%
37%
45%
62%
0% 25% 50% 75% 100%
None of the
Above
Smart TV
Smartwatch
Tablet
PC
Smartphone
Laptop
2016
2015
10
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
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

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