Another year has passed, bringing with it a steady stream of knowledge and inspiration on our blog through Advox Press Release. Every two weeks, we've provided you with summaries of the industry's key events, analyzed new functionalities for online stores, uncovered innovative ideas from market leaders, tracked changes in consumer behaviors, and reported on trends shaping the future of online commerce.
After 24 editions, it's time to reflect on the year. Amidst the diverse news and trends, clear patterns and development directions emerge, influencing the future of both Polish and international online commerce. What topics dominated the eCommerce industry in 2024? We address this question in the special, final edition of Advox Press Release for this year!
The growing importance of cross-border commerce and re-commerce
Cross-border commerce has gained even more significance in 2024. According to the Gemius report, “e-Commerce in Poland 2024” (originally: „e-Commerce w Polsce 2024”), Polish consumers are increasingly turning to international shopping platforms, particularly Asian marketplaces like AliExpress (recognized by 87% of consumers) and Temu (80%). These companies recognize the potential of the Polish market and are actively encouraging local sellers to collaborate. At the same time, Polish online stores are gaining traction abroad. The IdoSell “Cross-border from Poland” report (originally: “Cross-border z Polski”) reveals that 73% of customers from Germany, 66% from Spain, and 27% from France choose to shop in Polish eCommerce stores.
Simultaneously, re-commerce - the resale of second-hand products - is rapidly growing, addressing both environmental and economic needs. According to Allegro Lokalnie, 75% of Poles used this solution in 2023, with 64% motivated by savings. Leading brands are embracing this trend: IKEA is expanding its Preowned program, allowing customers to resell furniture, while DHL, in partnership with Refluant, has launched a circular boutique specializing in second-hand clothing.
Shifts in Online Consumer Behavior
The growing preference for second-hand and international shopping is not the only defining trend of consumer behavior in 2024. What else stands out?
- Social media plays an increasingly significant role in influencing purchase decisions across all generations, with a particular focus on short video formats such as TikTok and Instagram Reels. According to the Publicis Groupe CEE and GWI report, these dynamic, engaging videos capture users’ attention and often lead to quick purchases made directly from social media platforms.
- A new phenomenon, compressed commerce, has emerged to meet the demand for faster shopping experiences—from inspiration and product selection to delivery. Research by Allegro reveals that 57% of Polish internet users shop under the "quick and simple" model, valuing a streamlined and time-efficient purchasing process.
- The concept of phygital, which merges online shopping with in-store experiences, is also gaining traction. According to Future Mind’s “Młodzi vs Mobile” report, 78% of young Poles use smartphones during physical shopping—for instance, to check product availability, reviews, or sizes. The boundary between offline and online shopping is blurring, creating a new standard for modern retail experiences.
Educating older generations in online shopping
Technological advancements in eCommerce continuously redefine how customers interact with brands. Tools powered by artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) enable online stores to deliver more personalized, engaging, and efficient shopping experiences. These innovations make shopping simpler, faster, and more interactive. Below are some standout tools that made headlines in 2024:
- Google Lens – this tool allows users to search for products using both photos and text simultaneously. For example, a user can upload an image of a dress with a specific style and then narrow down the results by specifying a desired color. This solution accelerates shopping and delivers more precise results.
- TipTop - an innovative payment method that lets users trade in old devices for credit toward online purchases. During checkout, the customer selects the device to exchange, the system evaluates its value, and the amount is instantly deducted from the purchase price. Currently available in the United States, the solution is gaining popularity for combining convenience with sustainability.
- Amazon’s Video Generator - a tool that transforms product images into 9-second promotional videos. These clips showcase the product in two distinct settings and include a headline, call-to-action, and background music. Users can customize elements such as the soundtrack, font, and logo to align the video with their brand identity.
- AI Shopping Assistant - a virtual assistant powered by machine learning that helps customers select outfits suitable for specific occasions or weather conditions. Beyond answering standard questions, it offers personalized recommendations, simplifying and enhancing the shopping experience.
Educating Older Generations in Online Shopping
Everyone shops online now, and that’s no exaggeration. The year 2024 has shown that eCommerce has become a space where even the oldest generations, known as the "silver generation", are thriving. Seniors, who just a few years ago were reluctant to shop online, are increasingly embracing the opportunities the internet offers. However, their needs differ significantly from those of younger users. Key elements for this group include simple and intuitive interfaces, larger fonts, and clear instructions for the purchasing and payment process.
According to the "SilversTech Navigators" report by Efigence, 77% of seniors use social media, and over 60% of individuals aged 50+ shop online using a computer. The biggest challenge for this group remains completing payments, which highlights the importance of simplifying this stage. A particularly popular payment method among seniors is BLIK, valued for its combination of speed and convenience.
The increasing online activity of the "silver generation" presents a significant opportunity for eCommerce. Seniors are a loyal customer group that appreciates clear offers and intuitive service. Adapting online stores to meet their needs could position them as a key market segment in the coming years.
Sustainability and eco-trends
Sustainability has become one of the core pillars of eCommerce. Year after year, customers are becoming more environmentally conscious and increasingly expect nature-friendly solutions, driving the industry to optimize packaging, reduce waste, and streamline supply chains. In 2024, brands introduced innovative solutions such as:
- Shipping without additional packaging – Amazon is tackling the issue of air commerce (shipping empty space) by eliminating unnecessary packaging. Optimizing package sizes to fit vehicle capacity reduces waste and lowers CO₂ emissions.
- Digital labels – Circuit labels replace traditional paper labels by displaying information on electronic screens. These labels are updated in real time, improving shipment tracking while eliminating the need for printing and disposal.
- Shared logistics infrastructure – creating a unified network of parcel lockers for postal operators reduces the proliferation of redundant machines, minimizing the environmental impact while increasing convenience for users.
Combating Unfair Practices
The year 2024 brought significant legal changes aimed at increasing transparency and safety in eCommerce. The rapid development of technology and online trade required new regulations at both national and EU levels. This year, several key measures came into effect:
- DAC7 Directive – this regulation requires sales platform operators to report information about sellers who complete at least 30 transactions or earn more than €2,000 (approx. 9,000 PLN) annually. Its goal is to tighten the tax system and eliminate illegal online sales.
- Digital Services Act (DSA) – effective from February 2024, the DSA improves online safety and reduces disinformation, such as fake reviews or “fake news.” Platforms are now obliged to monitor content and ensure greater operational transparency.
- AI Act – the EU is finalizing AI regulations that classify artificial intelligence tools based on their risk levels, from low to unacceptable. These rules aim to prevent unethical AI use, such as societal categorization through algorithms.
At the same time, the UOKiK (Polish Office of Competition and Consumer Protection) is intensifying its fight against dark patterns—manipulative techniques designed to trick customers into making unintended purchasing decisions. Examples include: automatically selecting more expensive options (pre-selection), creating false urgency with countdown timers, making it difficult to cancel transactions or remove items from a cart.
A notable example of enforcement is the 31 million PLN fine imposed on Amazon for using manipulative practices. Additionally, UOKiK is developing an AI-powered tool to scan websites for dark patterns more effectively. As a result, online stores must adapt to these new standards to maintain customer trust and avoid hefty penalties.
The challenge of 2024: returns
Returns have emerged as one of the biggest challenges for eCommerce and logistics in 2024. According to ID Logistics, the number of returns during the promotional period in June 2024 increased by a staggering 90% compared to February of the same year. Companies are now tasked not only with managing this surge in shipments but also with swiftly returning products to inventory to resell them during ongoing sales periods.
The issue runs deeper. Research by Ben-Gurion University shows that 44% of returned clothing and accessories in Europe never make it back to the market. This is primarily due to the high costs associated with handling returns, including quality control, product refreshing, or the need to discard items due to damage.
Brands are seeking solutions to curb the scale of returns. For example, Asos introduced fees for customers with a high return rate (frequent returners). Retailers like Zara and H&M have also implemented paid return policies, initially in the UK. While these measures help reduce financial losses and improve product circulation, they also pose a challenge in maintaining customer satisfaction and loyalty.
What’s Next?
The year 2024 brought significant changes to the eCommerce industry – from innovative tools and the growth of cross-border sales to new legal regulations. What will the next year bring? We’ll keep you updated in our upcoming publications.
If you want to get a head start on the coming months, check out our article where we outline the key trends predicted for 2025!
See you in the new year!
