The pandemic reality we have been living in for over a year has had a significant impact on changing consumer purchasing behaviour in every sector. The growing importance of digitalisation in our lives has been talked about for a long time, but Covid has certainly accelerated these processes. As a result, the e-commerce market has grown at a spectacular pace, and in Poland alone, according to PwC estimates, it increased by 35%, reaching as much as a 14% share of retail sales value in 2020.

The study also shows that the size of a town does not affect the frequency of online shopping. Our compatriots most often use the offer of online stores two or three times a month (36%), regardless of their place of residence. Online sellers therefore face not only logistical and warehousing challenges, but also customer expectations. These are no longer just about price, but above all about low delivery costs (or preferably free ones) and short delivery times.

The e-commerce industry is developing dynamically practically all over the world. Growing competition on the domestic market prompts entrepreneurs to look for new sales markets. On the other hand, the Internet has become a huge opportunity for even a relatively small brand to grow quickly and on many levels. Seeing the potential in Polish online stores and the determination of their owners, we decided to offer a solution that will make it easier for them to reach customers in foreign markets and help build the company's position outside Poland – says Justyna Andreas, Managing Director of Packeta Poland.

Today, to develop their business dynamically, companies are forced to look for new sales markets. Truth be told, the Internet has become a global marketplace where everyone can find their niche. From big players and chain stores to small business owners – this is potential for all Polish online stores that have the ambition to become a global brand. So what does the e-commerce market look like in neighbouring countries and what sells there?

Undoubtedly, Germany can boast the largest economy on our continent, both offline and online. The most popular product category is fashion, followed by consumer electronics and computers, and media (books, music, films, video games). Interestingly, according to a study conducted by RetailX, German consumers definitely prefer online shopping – in 2020 as many as 85 per cent of citizens shopped this way. It is worth knowing, however, that they also have a high return rate – according to various reports it is around 50% of all orders.

Another market worth noting is the Czech Republic. Contrary to appearances, it is the third largest economy in Eastern Europe. It will come as no surprise that here too fashion accounts for the largest share of online sales – 29%. Next come consumer electronics and media (28%), toys, hobbies and DIY (23%), furniture and appliances (12%), and food and personal hygiene (8%). According to data from Statista, the Czech e-commerce industry was already worth around EUR 2.5 billion in 2019.

Romania, on the other hand, the largest country in South-Eastern Europe and the Balkans, can boast export partners such as Germany, Italy and France, and main import partners such as Germany, Italy and Hungary.

In 2019, electronic commerce in Turkey (including online gambling) was worth EUR 10.76 billion after a 39 per cent increase the year before. The most popular product category is – again – fashion (68% of consumers buy it online), followed by consumer electronics (58%), personal hygiene products and cosmetics (49%), and books, films and computer games. Ordering restaurant takeaway food is also popular (47%).

France, in turn, is one of the largest e-commerce countries in the world (sixth in the world and third in Europe after Germany and the United Kingdom). According to estimates, by the end of 2020 the online retail market was to reach a value of over EUR 115 billion. According to data from the Centre for Retail Search, the e-commerce market accounted for 4.27 per cent of the country's GDP in 2019. It will come as no surprise that fashion is the category of first choice for 58% of French consumers. Next were cultural goods (50%) and travel and tourism (40%).

Individual markets, despite similar consumer purchasing preferences, differ in terms of logistics and ways of reaching the customer. That is why Packeta offers, on the one hand, delivery of foreign shipments at a low price, but also support and advice on an online store's activities in a foreign market – adds Dawid Bednarek, Sales Director at Packeta Polska.

As you can see, before deciding on foreign expansion it is worth checking carefully not only consumer purchasing preferences beyond our borders, but also delivery options and investing in online store advertising – including in social media. The greater the market awareness, the greater the chance that the company will succeed there.

 

Prepared by: PN