Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 32.5 million | |
| Digital Ad Spend | €15.9 billion | |
| E-commerce Penetration | 63.0% | of total retail |
| Mobile Commerce Share | 51.5% | of e-commerce GMV |
| Average Time Online | 6h 50m | per day |
Overview
Poland's digital market is rapidly expanding, with increasing internet penetration and a growing e-commerce sector. Digital advertising is becoming a vital tool for businesses to reach consumers.
Breakdown
- Digital Ad Spend by Channel (2026): Search Ads €6.4B, Social Media Ads €4.8B, Video Ads €2.4B, Other €2.3B
- E-commerce GMV (2026): €60.2 billion
Key E-commerce Segments: Electronics (€16.5B), Fashion (€15.1B), Home Goods (€9.0B) Outlook
The Polish digital market is poised for significant growth, driven by increasing digital literacy, mobile adoption, and a developing e-commerce ecosystem. Digital ad spending will likely follow suit, with a strong focus on performance marketing.
Sources: industry surveys, platform filings, and modeled estimates for 2026
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