Polish E-commerce Enters a Maturity Phase – Commentary by Weronika Jaskóła

A compelling article was published in the daily Rzeczpospolita, based on data from Dun & Bradstreet Poland, illustrating the scale and dynamics of the domestic e‑commerce market: nearly 75,000 online stores in Poland, on average more than six new ones launched daily, but at the same time a growing number of business closures and suspensions. This is a good moment to view e‑commerce not through the lens of a boom, but rather of market maturity and selection.

In the article, Weronika Jaskóła, Investment Analyst at AvallonMBO, accurately describes this stage of market development:

“This is a signal of increasing rotation — launching a store is easy, but maintaining and scaling it is becoming increasingly difficult without a clear competitive advantage.”

As she further emphasizes, a net increase of around 2,400 e‑stores over 12 months and a pace of about 200 new entities per month indicate stable growth rather than another boom wave. Approaching the level of 75,000 stores is more a sign of market saturation and fragmentation.

At Avallon MBO, Weronika is responsible, among other things, for S’portofino — a premium brand in the sport & fashion segment that combines scalable e‑commerce with a network of brick‑and-mortar boutiques. It is precisely such models — omnichannel, brand‑driven, focused on service quality, logistics, and data‑driven operations — that increasingly demonstrate where real competitive advantage is being built today. Growing pressure from global marketplaces, including platforms from outside the EU, is only accelerating this process.

For investors, the conclusion is clear: e‑commerce continues to grow, but value is created by those who can go beyond “mere online presence” and build a resilient, scalable business model.

The full article can be read at the following link:
https://pro.rp.pl/raporty‑ekonomiczne/art43687641‑polacy-radza‑sobie-z‑chinczykami-codziennie‑powstaje-szesc‑nowych-e‑sklepow