Poland: most popular online fashion stores 2024

The most popular e-commerce platform where consumers in Poland bought clothes in 2023 was the online retailer Allegro. Allegro is not only the leader in the market for e-commerce platforms in Poland, but also the leader of online fashion stores, followed by Zalando and Vinted.

Clothing and footwear market in Poland

The clothing and footwear market in Poland is one of the most attractive in Central and Eastern Europe and is characterized by high competitiveness. Apart from large foreign players, there are many Polish manufacturers and brands, whose value and importance increases each year. In 2021, the value of the clothing and footwear market exceeded 37 billion zloty. This value dropped in 2020, due to the COVID-19 pandemic. The growing number of affluent people also makes the luxury goods market an important and attractive segment in the clothing and footwear sector in Poland. The value of the luxury market in the clothing, footwear, and accessories category will reach over 5.3 billion zloty in 2028.

Financial outlook for the e-commerce market in Poland

Expenditure of Polish households on clothes in 2022 amounted to over 69 billion zloty. This expenditure increased compared to the previous year. Polish consumers spent around 62 zloty per month on the purchase of clothing and footwear in 2022. The favorite places to buy were clothing store chains in 2019.

Leading online fashion stores ranked by brand awareness in Poland from 2020 to 2024

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Release date

September 2024

More information

Region

Poland

Survey time period

2020 to 2024

Number of respondents

1,769 respondents

Age group

15 years and older

Special properties

Internet users

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

* The original question was worded as follows: (Polish) "Wymień do trzech nazw serwisów internetowych sprzedających odzież, które przychodzą Ci na myśl w pierwszej kolejności". (English: "Name up to three names of websites selling clothing that come to your mind first.")

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