Polish people are buying more and more often online - eCommerce news no. 74

At the beginning of the month, it's worth asking yourself one question: "Am I up to date with all the news from the eCommerce industry?" If you don't feel completely confident in answering yes, read the 74th edition of Advox Press Release, packed with news about eCommerce.

In this edition, you will find information about the development of omnichannel experiences, increasing online transaction security, and a summary of Polish e-shopping habits. Read more and prepare for the new month!

The e-shopping habits of Poles according to industry reports

How much does the average Pole spend on online shopping per month? What impact does inflation have on their choices? What prevents some from placing orders in e-stores? These are some of the questions addressed by Samoseo agency in their report titled “Nawyki e-zakupowe Polaków” ("The e-shopping habits of Poles").

What exactly does the report reveal?

• The largest percentage of Poles (30.9%) spend between 1000 to 1999 PLN on online shopping monthly. There is also a significant group (10.2%) spending less than 100 PLN online, suggesting a continued preference for in-store shopping over eCommerce.
• Almost three-quarters of Poles shop online several times a month or more.
• The biggest concern for Poles during online transactions is the risk of goods being damaged during transport (23%) and the mismatch of items with their descriptions (20%).
• Poles prefer to buy products online that require detailed parameter analysis, such as electronics (13.8%). The convenience of online shopping allows for precise comparison of technical specifications between two products and choosing the one that best fits their preferences.
• Social proof is a significant motivator for Poles' shopping habits. Nearly 90% of domestic buyers pay attention to online reviews. Interestingly, younger generations (95.9%) are most attentive to reviews.
• 86% of Poles confirm that inflation has affected their shopping habits. This manifests in seeking cheaper alternatives, reducing the number of purchased items, or utilizing promotions and loyalty programs.

The report also highlights that despite the increase in cybersecurity measures and social awareness in this area, one in three Poles still falls victim to online fraud..

You can read the full report here. What other conclusions have caught your attention?

How do the largest marketplaces fight against fraud?

The largest marketplaces, which gather thousands of sellers, continue to battle fraudsters attempting to commit crimes through these platforms. In 2020, the number of attempts to create fake accounts on Amazon reached 6 million, but by 2023, this number dropped to 700 thousand. What steps is Amazon taking to further limit this practice?

Amazon utilises AI algorithms to verify product pages (both new and modified) in search of potential abuses. When attempting to sell counterfeit products, the algorithm compares keywords, texts, and logos with registered trademarks. Algorithms are also used to verify new sellers, detecting forged documents through advanced analysis of photos and videos to confirm the authenticity of identity documents and their alignment with the person applying for selling privileges. The systems also analyse various other data, including behavioural signals and connections with previously identified dishonest entities, thus identifying threats and preventing their occurrence in the future.

Polish marketplace Allegro also fights counterfeit goods. The platform recently introduced a new regulation containing "Trademark Protection Conditions" (originally called “Warunki Ochrony Marek”). Every seller must confirm these new provisions by September 2, 2024. According to the new guidelines, sellers of branded products must confirm their right to sell them. In case of violation reports, the platform may impose a contractual penalty of 2500 PLN and block the ability to list further offers with these products.

What do you think about these methods of combating fraud? You can find detailed information on this topic at this link.

eCommerce & shopping malls - a duo driving omnichannel sales growth

Omnichannel is not just a trend - the need for integrating shopping experiences across multiple channels is clearly visible in consumer behaviour, especially when analysing the combination of in-store shopping in shopping malls with eCommerce. This is evidenced by the results of the report "Scale of omnichannel behaviours in retail locations" (conducted by GFK agency), which states that approximately 60% of Polish customers visiting shopping malls declare engaging in omnichannel activities.

The most common omnichannel behaviours include:

• checking products in physical stores to later purchase them online - 28%,
• collecting online orders at the shopping mall - 27%,
• returning products purchased online to a physical store - 17%,
• exchanging goods purchased online in a physical store - 16%.

Transactions using omnichannel solutions account for 16% of the total expenditure value by customers in shopping malls. Do you think this number will increase? You can read more about this sales approach here.