E-Commerce in Poland: New Challenges and Tax Changes in February 2025

In this summary, you’ll find everything that matters most: the key trends that dominated e-commerce in January, the latest tax regulation changes, and what to watch out for to stay ahead and avoid surprises. Let’s get started! 

Events and Innovations in E-Commerce 

The year has barely begun, and Polish e-commerce is already buzzing with activity! New technologies, shifting customer expectations, and dynamic moves from major market players show that the industry has no plans to slow down. Below are the most noteworthy events from January 2025 that should be on your radar. 

E-Commerce’s Growing Share in Polish Retail

Did you know that e-commerce in Poland has surpassed the symbolic 10% share of total retail? It’s official—online shopping has become an inseparable part of everyday life for Poles. But what’s driving this shift? Primarily, rising consumer expectations. Customers want to shop quickly, conveniently, and—most importantly—without leaving their homes. 

The numbers speak for themselves—more and more people are choosing online shopping over traditional stores. And it’s not just the younger generation fueling this trend; older demographics are also embracing e-commerce at an increasing rate. Lifestyle changes, such as remote work, greater mobility, and, of course, the convenience of doorstep delivery, have only accelerated this transformation. 

But it’s not just about comfort. Businesses are heavily investing in smart logistics to meet the growing demands of consumers. In practice, this means: 

• Faster deliveries—same-day delivery is no longer a surprise, 

• Optimized courier routes, reducing emissions and promoting sustainability, 

• The rise of next-generation warehouses, where automation ensures that packages practically deliver themselves. 

And most importantly—this is just the beginning. The Polish e-commerce sector has its sights set on even greater growth! 

New Initiatives from Major Market Players

When discussing e-commerce in Poland, it’s impossible to overlook key players like Biedronka, Allegro, and InPost. In January 2025, they didn’t rest on their laurels, introducing changes that could significantly impact the shopping experience. 

Biedronka & Allegro – What’s New?

Biedronka is making bold moves in e-commerce, expanding its digital presence with new features in its mobile app, making online grocery shopping even more convenient. Now, not only can you order products for home delivery, but you can also track your courier’s exact location in real time.

Allegro isn’t staying behind. They are testing cutting-edge solutions designed to minimize shopping time. AI-powered recommendations, personalized offers, and next-generation payment methods are just the tip of the iceberg.

InPost – The Delivery Leader Goes All-In

InPost continues to dominate, making major investments in its logistics infrastructure and further expanding its network of parcel lockers. 

Here’s what’s new: 

• More pickup points in smaller towns – expanding accessibility. 

• Faster deliveries – improving efficiency and reducing wait times. 

• Sustainable initiatives – InPost is embracing eco-friendly innovations in transportation and logistics. 

All these advancements are intensifying competition in the delivery market, and for customers? Well, they’re the biggest winners! 

E-Commerce Job Market – HAYS Salary Report 2025 

E-commerce is not just about technology—it’s primarily about people. And according to the HAYS Salary Report 2025, the job market in this sector is undergoing a true transformation. 

Recruitment in 2025 is set to follow new rules. While 86% of companies plan to hire, they are approaching it with greater caution than before. The market has become more demanding, shifting away from mass hiring toward acquiring high-value talent. Employers are focusing on specialists in key areas such as: 

• Data analysis, 

• Logistics, 

• Digital marketing, 

• E-commerce technologies, 

These fields are playing an increasingly critical role in today’s fast-evolving economy. 

Key Shopping Trends in January 2025 

New year, new trends! While e-commerce is constantly evolving, January 2025 revealed some dominant directions. Businesses are increasingly emphasizing personalized shopping experiences and expanding international sales.

Why? Because customers expect more—they want to feel unique and have access to products from all over the world, regardless of borders.

Personalization and Subscription Models 

Personalization – Putting the Customer at the Center

Remember when online shopping was just about clicking “add to cart” and checking out? Well, those days are long gone. Today’s customers expect more—they want to feel seen, understood, and treated personally, just like in their favorite boutique, where the seller knows their preferences before they even say a word. 

That’s why personalization has become a key component of successful e-commerce strategies. It’s not just a way to boost sales—it’s a powerful tool for building long-term customer relationships. 

Why is personalization a must-have in e-commerce?

Personalization makes customers feel special by offering them tailored recommendations at just the right time. This doesn’t just increase the likelihood of a purchase, but also strengthens brand loyalty.

The benefits are undeniable: 

• Personalized recommendations can boost conversion rates by 30-50%. 

• Targeted reminders and custom offers significantly reduce cart abandonment. 

• Customers are more likely to return to brands that understand them, fostering long-term loyalty. 

In today’s highly competitive market, offering a one-size-fits-all experience is no longer enough—personalization is the key to winning (and keeping) customers! 

How to Implement Effective Personalization? 

➜ Recommendations That Hit the Mark

Instead of showing random suggestions, offer products that genuinely interest the customer. How? By leveraging AI-driven systems like edrone or Synerise, adding sections such as “Recommended for You” or “Customers Also Bought”, and personalizing homepage and product pages. This approach boosts engagement and conversion rates by aligning offers with individual preferences.

➜ Emails People Will Actually Open

Mass newsletters? A thing of the past. Today, it’s all about personalized communication.

How to do it? ⤵️

• Send automated reminders for abandoned carts.
• Create newsletters tailored to past purchases.
• Offer discounts based on individual preferences. 

💡 Pro Tip: Use tools like Klaviyo, HubSpot, or SalesManago to automate and optimize the process. 

➜ Real-Time Personalization

If a customer is browsing sports shoes, show them dynamic, tailored offers and promotions instantly. 

How to do it? ⤵️

• Display promotional banners based on real-time browsing behavior.
• Rearrange product listings dynamically.
• Offer exclusive discounts to returning customers. 

Tools: Google Optimize, Dynamic Yield 

➜ Geolocation-Based Offers & Dynamic Pricing

Customize offers based on the customer’s location to drive conversions. 

How to do it? ⤵️

• Implement dynamic pricing based on the region.
• Adjust shipping costs according to the customer’s location.
• Promote localized discounts for selected cities or countries. 

Tools: Geo Targetly, IP Geolocation API 

➜ Personalization in Social Media

Social media is the ultimate personalization playground, with retargeting and dynamic ads doing the heavy lifting.

How to do it? ⤵️

• Use Facebook and Instagram retargeting to remind customers about viewed products.
• Launch personalized campaigns on TikTok & YouTube.
• Deploy AI-driven chatbots to tailor interactions. 

Tools: Facebook Pixel, Google Ads, ManyChat 

Subscription Models – Effortless Shopping 

Subscription models are a major trend, extending far beyond Netflix and Spotify. Today, you can subscribe to almost anything—from beauty products and organic food to… socks (yes, that’s a thing!). 

Why do people love subscriptions?

• Convenience – No need to remember recurring purchases; everything arrives automatically.
• Time-Saving – Less clicking, more time for what matters.
• Surprise Factor – Subscription boxes deliver exciting, curated selections every month.

With the rise of subscription commerce, businesses can build stronger customer loyalty, ensure recurring revenue, and create an engaging, hassle-free shopping experience!

Cross-Border E-Commerce – Shopping Without Borders 

Polish e-commerce is no longer confined to the domestic market—cross-border e-commerce has emerged as one of the biggest trends of January 2025. More and more Polish companies are boldly expanding into international markets, recognizing the huge potential this shift offers.

The main driving force behind this expansion? A larger customer base, which translates into higher sales and greater profits. Additionally, selling abroad allows businesses to reach diverse customer segments with varying needs and preferences. Another key factor is risk diversification—if sales decline in one country, another market can compensate for it, ensuring business stability and continuous growth.

Opportunities vs. Challenges in Global Expansion 

Expanding internationally brings immense opportunities—but also significant challenges. Companies must navigate: 

• Language barriers – Websites and customer support must be adapted to local markets.
• Legal and tax differences – Each country has different tax, customs, and data protection regulations.
• Logistics complexity – Shipping abroad is far more complicated than delivering within Poland. 

Successfully entering new markets requires strategic planning and smart investments to overcome these obstacles.

Who’s leading the way? 

The most successful companies in cross-border e-commerce are those that: 

• Invest in local warehouses and distribution centers for faster deliveries.
• Utilize global e-commerce platforms (e.g., Amazon, eBay, AliExpress) to streamline international sales.
• Tailor their product offerings to local tastes and trends. 

What’s Next? 

Will traditional shopping become obsolete? Not quite. But one thing is certain—the future of retail lies in the combination of convenience, technology, and global reach. 

Tax System Changes in 2025 

A new year doesn’t just bring fresh resolutions, new plans, and a clean calendar—it also brings new tax regulations. January 2025 introduced significant changes that could impact the daily operations of both large corporations and small businesses. Sounds like something worth keeping an eye on, right? 

New Tax Deadlines 

So, what has changed? 

New deadlines for PIT and CIT – mainly affecting annual tax declarations: 

• CIT: The annual tax declaration must be submitted electronically by March 31, 2025, covering the period from December 2024 to February 2025. 

• PIT: The deadline for most annual declarations (PIT-37, PIT-36, PIT-36L, PIT-38, PIT-39) is April 30, 2025. 

• PIT-28 (for individuals using a flat-rate tax system) has an earlier deadline—February 28, 2025. 

Tax Preferences for Small Businesses 

Higher revenue limits for small taxpayers
Starting in January 2025, the revenue threshold for small taxpayers has increased to 10 million PLN, allowing more companies to take advantage of tax benefits and simplified financial management.

Another positive update: businesses can now use one-time depreciation up to €50,000 per year. This means that purchases of new fixed assets (e.g., equipment, software, office supplies) can be fully deducted from taxable income faster.

Who benefits the most?

• Startups and micro-businesses that need financial flexibility.
• Family businesses investing in expansion.
• Companies planning modernization and equipment upgrades.

Accounting Digitalization – New Rules, New Opportunities 

This is one of the biggest regulatory shifts for entrepreneurs in Poland. Starting in January 2025, businesses must keep their accounting records digitally—no more paper binders full of invoices (at least in theory!).

🔹 What does this mean? 

• All companies, regardless of size, must switch to digital accounting.

• Both accounting records and tax registers must be maintained electronically.

• Tax data must be submitted digitally to authorities.

Pros & Cons of Accounting Digitalization 

Benefits:

• Greater transparency – easier document management & instant data access.
• Time-saving – automation streamlines accounting processes.
• Lower error risk – accounting software helps verify tax data accuracy. 

Challenges:

• Implementation costs – software purchases & employee training.
• Data security concerns – protecting sensitive financial information from cyber threats. 

How to Prepare?

• Choose the right accounting software tailored to your company’s needs.
• Train employees on new digital tools to ensure smooth adoption.
• Ensure data security through regular updates and backups.

Recommendations for Businesses: How to Adapt to Changes? 

Embrace Technology – Whether in e-commerce or finance, automation is now your superpower. Investing in modern software for sales management, logistics, and financial operations will boost efficiency and speed.

Focus on the Customer – Personalization, data analysis, and loyalty programs ensure that happy customers keep coming back and recommend your brand.

Think Global, Act Local – If you’re expanding beyond Poland, research the most attractive international markets and tailor your communication and offerings accordingly.

Stay Agile – Tax changes and regulations don’t have to be a burden. Keep track of new laws, consult with tax advisors, and stay ready to adapt at any moment.

The 2025 tax updates bring both challenges and opportunities, but with the right strategy, businesses can turn these changes into growth drivers!

Summary 

January 2025 was a month full of changes, clearly indicating the direction in which e-commerce and business in Poland are headed. What key takeaways emerge from our analysis?

E-commerce is growing stronger – Exceeding 10% of total retail sales is more than just a statistic; it proves that online shopping has become an integral part of everyday life. Companies must invest in convenience, personalization, and speed, as these are the key demands of modern consumers.

Major players set the pace – Biedronka, Allegro, InPost… all show that innovation in e-commerce is crucial to staying competitive. But this also serves as a signal to smaller businesses: observing trends and adapting strategies is essential to staying relevant.

Tax changes are an opportunity, not just a responsibility – New tax deadlines, incentives for small businesses, and accounting digitalization might seem challenging at first, but in the long run, they streamline financial management and enhance business transparency.

Globalization is the future – Cross-border e-commerce is no longer exclusive to big corporations. More Polish businesses are expanding internationally, unlocking new opportunities, but also facing the challenge of adapting to diverse markets.

What’s Ahead in the Coming Months? 

• More innovations in e-commerce – Expect new technologies, even faster deliveries, and increasingly personalized offers.
• Further digital transformation – Not just in retail, but also in finance and taxation.
• Growing international competition – The ability to adapt quickly will be the key competitive advantage for businesses. 

The e-commerce landscape in 2025 is shaping up to be fast-paced, data-driven, and highly personalized. Businesses that embrace change and innovation will be the ones to thrive.