According to the Central Statistical Office, the share of online sales in retail sales in Poland in January 2022 was 11.1%, compared to 10.2% in December of the previous year. The dynamic development of e-commerce is significantly influenced by network development through increased internet speed (especially on mobile devices) and the growing importance of artificial intelligence.

Looking at how our world changes almost from week to week, it's hard to accurately describe what online commerce will look like in a year or two. However, it's worth referring to fairly stable trends that, even in the face of events such as war beyond our borders, should not be maintained – comments Robert Stolarczyk, CEO of Promotraffic.

Experts with experience in e-commerce answer the questions:

  • What competencies should e-commerce invest in?
  • What strategy to adopt for marketplace?
  • Which advertising channels will be key in 2022?

1. Analysis and flexibility

In the Trendbook prepared by PromoTraffic, it was emphasized, among other things, that companies involved in e-commerce should introduce the ability to be flexible into their competency portfolio as soon as possible.

This is a word that during the pandemic had gigantic significance for the survival of many brands. Those organizations that were able to quickly switch to online sales gained a lot or could simply survive this difficult time. Currently, flexibility in teams and organizations is also of considerable importance, for example due to constantly changing trends and consumer behavior – emphasizes Maciej Stępień, e-commerce manager at Medicine.

Already about 80% of Polish women and men declare making purchases through online stores. This is a market that still needs to adapt its offer and functionality to consumer needs. That's why another skill will be so important – quick analysis based on data. As experts cited in the Trendbook PromoTraffic emphasize, this seemingly basic skill is often overlooked in the activities of e-commerce companies. As they explain, strategies are often shallow, focusing on executing tasks "from project to project" without implementing based on numbers and analysis of what has already succeeded, and even more so of what was problematic.

2. Multiplicity of sales channels

Social commerce is a branch of e-commerce that is gaining popularity faster and faster. Many consumers make purchasing decisions while browsing social media. Some of them buy products directly through Facebook or Instagram. For example, Instagram Shop and Instagram Checkout are becoming increasingly popular, allowing payments through Instagram without the need to visit the brand's website or app.

Flexibility and creativity, however, also require using not only various sales channels but also adapting advertising forms to the possibilities offered by different tools. In the Trendbook PromoTraffic, one can find information that it will still be worth focusing on cooperation with influencers, but brands should not limit themselves to one platform. It's worth looking at apps that are rapidly gaining new users, such as TikTok. In social media, an important element will also be, for example, live streaming of sales. Thanks to such broadcasts, the customer will be able to easily learn about the advantages of the promoted product, and additionally, this will be supported by the influencer's opinion.

One cannot forget about content marketing or SEO, especially in the area of product cards. We spend a lot on acquiring users and familiarizing them with the offer. The layer of maintaining attention, engagement, and evoking the right emotions that build purchasing intentions is still overlooked and underinvested. Technical and content optimization and UX of product cards are important areas for increasing e-commerce sales – says Robert Stolarczyk.

3. Cross-border in e-commerce

Cross-border, i.e., selling goods and services abroad. This is a direction that more and more e-shops are choosing. Poland and local sales markets are already becoming too small for many entrepreneurs. More and more store and sales platforms are becoming friendly and offering facilities that support sales beyond the country's borders, e.g., integration with marketplaces, couriers, or fulfillment companies that enable sales in European and global markets. This year, sales to countries such as the Czech Republic, Romania, Slovakia, and Greece will gain popularity.
However, it's worth remembering that there are no shortcuts, and if we want to succeed in the world of online sales, we should first ensure that our services are of high quality. What a well-run e-commerce can provide, but a large marketplace does not, is, for example, managing customer relationships and increasing their satisfaction and loyalty. Without it, we cannot think about success – believes Robert Stolarczyk.


4. VR and AR - virtual and augmented reality

The inability to check how a product looks in reality has been the Achilles' heel of e-commerce until now. Virtual and augmented reality eliminate this problem and allow for placing graphics or product photos in one's spaces. Thanks to this, we can check how a given item looks in the real world. VR is used by companies in the furniture, automotive, or real estate industries. AR, unlike virtual reality, does not create a new world but interactively extends the real world with virtual elements in 3D format. In real-time, it integrates images, animations, or other virtual elements on the screen with real objects.