E-COMMERCE IN POLAND Size - Trends - Consumer behaviours - Purchase paths - aicep Portugal Global
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E-COMMERCE IN POLAND Size - Trends - Consumer behaviours - Purchase paths
KASIA CZUCHAJ-ŁAGÓD
ME
MANAGING DIRECTOR
MOBILE INSTITUTE
EXPERT E-COMMERCE CHAMBER
POLAND
+48 664 446 226
kasia@mobileinstitute.eu
MOBILE INSTITUTE 1. Trends-hunting and market reports 2. Omnichannel opinions monitoring 3. Brand Heroes active consumers communities 4. Trainings & consulting
E-COMMERCE CHAMBER 1. 200 companies (e-commerce, e-services) 2. Education 3. Research & reports 4. Legislation 5. Contacts 6. Events 7. Contests
HOW BIG IS POLISH E-COMMERCE
✓ 38,5 M people ✓ 25,8 M Internet users (76,6%)
✓ 40 billion zł - 9,2 billion euro ✓ 70 bln zł in 2020 ✓ 20% growth ✓ 52% Internet users buying ✓ 4-5% GDP ✓ big players and 25 k small e-commerce businesses
WHERE BUYERS LIVE?
49%
49% 46%
42%
41% 39% 51%
36%
40%
46%
47%
44% 47%
47%
39%
46%
Source: GUS data, 2016
WHO E-BUYS
Buying in the Internet,
[N=1958, Omni-commerce] have bought
1 at least once
52% 66% 61% 55% 47%
in the Internet
0,75
yes
0,5 53% no
48% 45%
39%
34%
0,25
0
Internet users
cities > 500k
cities 100-500k
cities < 100k
countryside
WHO E-BUYS
Buying in the Internet,
[N=1958, Omni-commerce] 45+ group
1 is the fastest
52% 48% 54% 52% 63% 60% 40% 20%
growing one
0,75 80%
60% yes
0,5 52% no
48% 46% 48%
37% 40%
0,25
0
Internet users
men
women
15-18
19-34 Millennials
35-44 X
45-54
55+HEAVY BUYERS
Buying in the Internet within 6 months,
[N=1958, Omni-commerce]
46%
42%
40%
36%
33%
30%
17%
7%
Internet users
men
women
15-18
19-34 Millennials
35-44 X Gen
45-54
55+HEAVY BUYERS
Buying in the Internet within 6 months,
[N=1958, Omni-commerce]
52%
47%
44% 42% 40%
36%
31%
18%
Internet users
city > 500k
city 200-500k
city 100-200k
city 20-50k
city< 20k
countryside
city 50-100kTRADITIONS
More heavy buyers
are women,
people 5 times 2-5 times once don't rememberFAVOURITE E-PLACES
1. Online shops (48%)
2. Shopping / auction platforms,
e.g. Allegro (36%)
3. Prices comparison services
(30%)
4. Classifieds (23%)
5. App stores (20%)
6. Online promotion newspapers
websites / apps (15%)
7. Group shopping platforms
(13%)
Source: Omni-commerce, N=1958PLAYERS
‣ Shopping / auction platforms
➤ Allegro
➤ Category specific: showroom, dawanda, zalando, answear,
otomoto, iperfumy (notino)
➤ Olx
➤ Alibaba
➤ Aliexpress
➤ Amazon
‣ Prices comparison
➤ Ceneo0%
20%
40%
60%
80%
Internet shops
prices comparison services
shopping / auction platforms
classifieds websites
app stores
[N=1060, Omni-commerce]
promo-newspapers websites
And in which of the given websites and on what websites do you happen to shop?
group shoppong platforms
>540%
20%
40%
60%
80%
Internet shops
shopping / auction platforms
price comparison services
classifieds websites
app stores
[N=1060, Omni-commerce]
promo-newspapers websites
group shoppong platforms
And in which of the given websites and on what websites do you happen to shop?
male
shopping clubs
female
WHERE DO WE BUYWHERE DO WE BUY
And in which of the given websites and on what websites do you happen to shop?
[N=1060, Omni-commerce]
80%
city > 500k
city 200-500k
city 100-200k
60% city 50-100k
city 20-50k
cityWHERE DO WE BUY
And in which of the given websites and on what websites do you happen to shop?
[N=1060, Omni-commerce]
80% Internet shops
shopping / auction platforms
price comparison services
classifieds websites
app stores
60% promo-newspapers websites
group shopping platforms
shopping clubs
40%
20%
0%
beauty
travel
home improvement
fashion
culture / entertainment
electronicsALLEGRO ‣ Shopping platform ‣ 18 years on the market ‣ 80 M searches each day ‣ 50% e-turnover ‣ 1/2 traffic from mobile app ‣ 1500 employees ‣ Serve sales promo and operations ‣ Business model: commission
DAWANDA ‣ Fashion shopping platform ‣ Serve sales promo and operations ‣ Business model: commission ‣ Many premium offers
SHOWROOM ‣ Fashion shopping platform ‣ Serve sales promo and operations ‣ Now also in Germany ‣ Business model: commission
food
32%
fashion
24%
health / beauty
23%
electronics
22%
cosmetics
hygiene products 21%
20%
games / entertainment
15%
products for children
15%
home
14%
travel
12%
In what categories do you buy?
sport
12%
hobby
12%
moto
11%
education
10%
financial products
9%
property
5%
WHAT DO WE BUYfashion
35%
interior design
28%
electronics
28%
cosmetics / beauty
25%
pharmaceuticals
24%
sport
23%
products for children
22%
culture and entertainment
21%
travel
18%
In what categories do you buy online?
games / apps
18%
moto
17%
services
10%
food
10%
other
0%
WHAT DO WE E-BUYGO
SHOP-
PING
habits that shape shoppingSMART 1. Buys for good price ($) 2.Buys high quality (Q) 3. Buys comfortably (time)
WHAT DOES IT MEAN? • PLAN & BUDGET SHOPPING • ANALYSE & COMPARE OFFERS • USE PROMOTIONS • USE NEW SHOPPING TOOLS
only 46% has budget, only 36% run monthly budget Source: Smart Okazje, N=2805
✓ 17% plan and monitor food
expenses
✓ Bills and fees
✓ House / flat spendings
✓ Commute
✓ Clothes
✓ Instalments / debt repayment
✓ Cravings / pocket money
✓ Entertainment
✓ Seasonal sales
✓ Education
Source: e-Grocery, N=2157, Portfel Polaka, N=1237, Smart Okazje, N=2805HOW DO WE PLAN?
How do you plan a budget? What tools do you use?
[N=456, Portfel Polaka]
0,5
43%
38% 37%
0,375
33%
30% 29%
25% 24% 26% 26%
0,25 24% 23%
20% 21%
18% 16% 19%
16%
0,125 11%
7%
0
Internet users women men old Millennials 25-34
I use a notebook I use electronic / mobile banking tools I use xlsx
I use dedicated mobile / online app don't know
Source: Portfel Polaka, N=1237➤ Await shopping promotions and seasonal sales ➤ Plan expenses on seasonal sales ➤ Areinterested in having information about promotions (via email, sms, facebook mostly)
✓ 33% use shopping lists
✓ Mainly m-shoppers
and e-shoppers
✓ Men are using
electronic tools and
women paper notes
✓ Easy to use shopping
list is one of the
demand for e-shop
Source: e-Grocery, N=2157, Portfel Polaka, N=1237, Smart Okazje, N=2805PROCESS LONG STORY
Shopping phases during last purchase
people buying online
or via mobile went through
43%
more phases
26%
22% 20%
12%
2%
price comparison
delivery status check
information / opinions search
inspiration search
opinion writing
other
Source: Omni-commerce, N=1958DECISION FACTORS
What do you take into account when buying?
27%
27%
21% price
product quality
15% quality to price ratio
brand
13% payment methods
13% product uniqueness
ingredients / features
12% Internet users opinions
12% design / style
family & friends opinions
12% terms od purchase & delivery
11%
10%
Source: Smart Okazje, N=2805DECISION FACTORS
What do you take into account when analysing promotional offer?
29%
the actual size of price reduction
26% free delivery
product price comparing to other products
22% discount for next purchase
attractive instalments
20% guarantee extension
express delivery
18%
15%
14%
Source: Smart Okazje, N=2805DECISION FACTORS
What do you expect from the brand you love?
43%
36%
22%
20% low prices
high quality
20% to be open for consumer info
must be popular
must be eco-friendly
20% must be socially involved
Source: Love Marks, N=1037BUT BRANDS…
What way of buying is natural for you? How do you buy?
rationally, analytically - I'm shopping according to plan
instinctively - I usually just feel that sth is for me
emotionally, impulsively - I like shopping
15-18
19-24
25-34
35-44
45-54
>54
Source: Love Marks, N=1037DECISION MAKING
46% 48%
decision in stationary shop
54% 52% decision online
buying offline
buying online
Source: Sklepy Przyszłości, N=1700✓ email (39%)
✓ SMS (22%)
✓ social media - branded
fanpages
✓ I do my own research
✓ Messenger
Smart Okazje, N=2805Promo land ;)
PROMO HUNTING
Do you use / buy on promotions on daily basis?
57% 32% 42% 31% 27% 34% 43% 42% 32%
73%
68% 69% 68%
66%
58% 57% 58% no
yes
43%
Internet users
food
fashion
electronics
home decoration
cosmetics / beauty
games / entertainment
travel
products for children
Source: Smart Okazje, N=2805PROMO HUNTING
Do you actively search for promotions?
74% 62% 64% 62% 57% 62% 68% 62% 62%
no
yes
43%
38% 36% 38% 38% 38% 38%
32%
26%
Internet users
food
fashion
electronics
coemstics / beauty
games / entertainment
travel
products for children
home decoration
Source: Smart Okazje, N=2805PROMO HUNTING
Xmas, seasonal sales,
anniversaries, name day,
birthday
Do you prepare for occasions / seasonal sales?
6% 7% 7% 6%
26% 14% 9% 13% 11%
94% 93% 93% 94%
91% 89%
86% 87%
74%
no
yes
Internet users
food
fashion
electronics
home decoration
cosmetics / beauty
games / entertainment
travel
products for children
Source: Smart Okazje, N=2805WAITING…
men are
impatient
13%
33%
don't know
36% a couple of days
a couple of weeks
a couple of months or more
18%
Source: Smart Okazje, N=2805NEW SHOPPING TECH
Do you use mobile promotion apps?
85% 83% 77% 81% 77% 79% 79% 75% 76%
no
yes
23% 23% 25% 24%
19% 21% 21%
15% 17%
Internet users
food
fashion
electronics
home decoration
games / entertainment
travel
cy w kategorii kosmetyki i uroda
products for children
Source: Smart Okazje, N=2805TECHNO-
LOGY
THAT
HELPS
TO SHOP
Tools, apps and services we
use to shopSHOPPING DEVICES
women use
Buying in the Internet,
[N=1958, Omni-commerce] more devices,
0,7 Millennials
64%
61%
57% ß Z-gen use
56%
525 49%
smartphones
42%
39% 40%
35% Internet users 2015
0,35 Internet users 2016
Internet users 2018
25% 25%
21%
175 14%
10% 10% 11%
7%
3%
0
PC
laptop
smartphone
tablet
smartwatch
smart tv
Source: Omni-commerce, N=1958MOBILE AT HAND
Mobile devices are used on average in more than two places. Most often Poles still use them at
home (60%, +8p.p.), then on the move (39%). What increased the most? The use of mobile in
shopping places (+7p.p.) and outside the home during leisure time (+ 8p.p.).
Where do we use mobile devices?
60%
52%
36% 39% 38%
34% 34% 33%
27% 25%
2016 2018
home
on the move / traveling
at the workplace / at the university / school
in POS
in my freetime, outside work
Source: Omni-commerce, N=1958Mobile shopping activities inspiration
search growth
53%
51%
45%
43% 42%
40% 39%
37%37%
36% 36% 36% 35%
34%33%34%
32%
30% 30% 29%
28%
23% mobile consumers [2015]
mobile consumers [2016]
19% mobile consumers [2018]
9%
3%
1% 2%
compare prices / offers
check order status
serach for products info
none
check availability in the shop
search for opinion
search for location info
search for inspiration
give opinion / write comments
Source: Omni-commerce, N=1958MOBILE SAVVY 1. For 75% it’s important that brand has mobile website / app 2. If not 30% will go to competition 3. 35% tell about unfriendly brand their friends
53% of online
shoppers buy
also via mobile
Source: Omni-commerce, N=195836% do show-rooming 40% to make smart decisions
LAST PURCHASE
When we look at where the last purchase was made by people who generally buy electronically
vs. people who declare that they do not regularly make such purchases, it is clear that the last
purchase for e-clients was also much more frequently made on the web. In the case of this
group, it was just as often made in the online store as on the shopping platform and 2 times
more often than in a stationary store. Interestingly, the popularity of other places such as
mobile applications and social media is similar in both groups. It is also worth looking at a
group that does not generally buy online. Although they do not recognise themselves as regular
e-clients, 34% have made the last purchase electronically.
Where the last purchase took place?
Internet users 38% 19% 16% 8% 7% 12%
e-customers 15% 30% 30% 11% 8% 6%
stationary shops
shopping platforms
online shops
mobile shops / apps
social media
don't remember
Source: Omni-commerce, N=195875% buy same brands online and offline
LAST PURCHASE
How did shopping process looked like?
78%
45%
37%
34%
24% 23%
18% 19% 19%
12% 11% 12%
9% 9% 9%
7% 5% 6% 6% 5%
4% 3% 2% 3%
fashion beauty electronics food
offline = searched & bought in stationary shop
online = earched & bought in online shop
offline -> online -> offline = found in stationary shop, checked in the Internet, bought in stationary shop
online -> offline = found in the Intrenet, bought in stationary shop
offline -> online =found in stationary shop, bought in the Internet
online -> offline -> online = found online, tested in stationary, bought onlinePAY-
MENTS
How do we pay for online shopping,
payment as decision factorCard & mobile
payments
go up
Online shopping payments
quick transfer (np. Przelewy24, PayU, Dotpay) - Pay-By-Link 33%
traditional transfer 32%
card payment with order 31%
cash payment on delivery 30%
cash payment in pick-up points 26%
mobile payment (BLIK, IKO, PeoPay, Android Pay, banks apps) 26%
card payment on delivery 22%
SMS 10%
instalments 10%
payment with a deferred date 8%
card on file 7%
don't know 1%
Source: Omni-commerce, N=1958Offline shopping payments
67%
cash still strong but going down
34% of mobile owners pay via mobile
37%
18%
14%
cash
card
instalments
mobile payments
Source: Omni-commerce, N=1958Is there a lack of a certain form of payment
discourages you from buying?
young people
more sensitive
offline 32% 68%
online 32% 68%
yes no
Source: Omni-commerce, N=1958PLAYERS ‣ BLIK ‣ PAYU ‣ VISA ‣ MASTERCARD ‣ PRZELEWY24 ‣ TPAY
DELI-
VERY
How do we like to be
delivered?Online shopping delivery
59%
automatic
collection
35% growing
30% 28%
21%
courier delivery to house / work
letter / package
parcel lockers (Paczkomaty)
pick-up in POS
personal collection
Source: Omni-commerce, N=1958What courier services do you use?
60%
53%
43%
34%
28%
18%
10%
6%
DPD DHL Pocztex UPS GLS FedEx TNT other
Source: Mobile Institute data, N=1324INNOVATIONS ‣ parcel lockers ‣ coolomats ‣ pick-up points ‣ post offices ‣ drive through
SOCIAL
MEDIA
If you are not in social media,
you don’t exist7 in 10 have social media account
4 in 10 are active in social media
15% in social non-stop
44% follow brands
80% require brand to answer
2 hours is max time to wait for 50%RE- MEM- BER
1. Go online 2. Be mobile-friendly 3. Use platforms 4. Offer popular payment methods 5. Offer popular delivery methods 6. Communicate online and in social media 7. Use mailing 8. Offer promotions 9. Inspire 10.Be ready for dialogue in social media
Questions time :)
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