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The condition of Polish e-commerce
2008-08-05
As the report “E-commerce in Poland” prepared by the research company Gemius SA indicates, 66% of Polish Internet users have done their shopping online at least once. Moreover, year by year the percentage of Internet users who have decided to make this type of transactions risen.
The aim of the research carried out by the Gemius company in conjunction with the services (sekund.pl and iStore.pl was to find out the attitudes of Polish Internet users towards shopping online, the way Polish online stores function and the marketing activity conducted by online shops. The information assembled in the research contributed to creation of the report “E-commerce in Poland”, which is a mine of information about the condition of online trade in Poland.
Nearly all Polish Internet users (94%) have heard about the possibility of doing shopping via the Internet and even two thirds of the respondents admitted having done shopping transaction at least once, reveals “E-commerce in Poland” report. As the research carried out by the fourth time shows, year by year the percentage rate of Internet users doing shopping online is rising.
The results of the research indicate that over one third of Internet users (37%) buying online, make a decision concerning such a transaction at least once a month, and 41% − a few times a month.
Online auctions are more popular than shops over three forth of buying online purchase goods at online auctions, while 60% do so in online shops. The most known online auction service is allegro.pl 99% of the respondents asked to indicate the names of known online auctions mentioned allegro.pl. While merlin.pl is the best recognised online shop.
Over half of the Internet users (53%) who heard about the possibility of doing shopping online, think that goods purchased via the Internet are less expensive than those from traditional stores. Compared to the previous year the percentage rate of Internet users claiming that buying online is risky fell down (from 52% in 2007 to 46% in 2008). The factors which constitutes the popularity of e-shops are first of all lower prices than those in traditional shops, the ability to place an order whenever we want and home delivery.
Despite the growing popularity of online shopping, over half of the respondents buying in online shops and nearly 70% of the clients of online auctions had different kinds of objections to the activity of the online services’ performance. The most often indicated objection was the problem of prolonged product delivery. The clients also complained about the difficulty in searching for the product and false information about the offered assortment.
Shops owners care about these objections – 71% of them plan to expand the range of offered products during the next twelve months. The intention to implement new possibilities in supplying purchased products and free delivery were declared by22% and 19% of the shop owners respectively.
About the research
1. „Internet users about shopping online” research was carried out with the use of online questionnaires emitted on the web sites using free of charge stat24 system or free of charge audit site-centric stat.pl/PBI. Random emission was made during the time period of 8 – 26 May 2008. The analysis encompassed 1752 filled in questionnaires, gathered from the online users aged 15+. To make data representative for the whole population of Internet users, the answers were analyzed using analytical weight based on information about age, gender and the frequency of Internet usage in Poland. The results come from the research Omnibus PBS (II 2008). The (N) number of the respondents presented under the graphs being the percentage basis, concerns the unaudited data.
2. “Online shops about online trade” research has a form of a questionnaire and was conducted during the time period of 16 May – 16 June 2007 on a targeted sample of online shops cooperating with the services 9sekund.pl and iStore.pl. 1 100 online shops cooperating with the services 9sekund.pl and iStore.pl received an invitation via e-mail to participate in the research including a link to the questionnaire. There were gathered 259 of filled in questionnaires. 72% were the stores cooperating with 9sekund.pl and 28% – with iStore.pl.
Gemius SA is the largest online research agency in Central and Eastern Europe. The company has been dedicated to Internet market research since its founding in 1999. By focusing the business on maximizing credibility, quality and accuracy the company has been able to grow into the largest online market research agency in Central and Eastern Europe in less than 5 years. Gemius SA provides a wide range of Internet research products to brand name clients throughout Eastern Europe. Gemius provides data on Internet users' behavior (gemiusTraffic), Internet audience profiles (gemiusProfile), or online advertising campaign effectiveness (gemiusEffect). Gemius' gemiusAudience research is the online advertising currency across Eastern Europe, where by working with key joint-industry committees and other market players Gemius provides accurate, high-quality measurement of online audiences for media planners, buyers and sellers.
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Press contact:
Aleksandra Teodorczyk
aleksandra.teodorczyk@gemius.pl
Tel.: (22) 874 41 00
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Krzysztof Łopuszyński
krzysztof.lopuszynski@gemius.pl
Tel.: (22) 874 41 00