Anna Sztyk

How Convenience is Driving E-Commerce Growth in 2024

In recent years, Poland has witnessed a remarkable transformation in its e-commerce delivery landscape, with parcel lockers emerging as the undisputed champion of last-mile delivery solutions. And, what’s interesting, the high-quality delivery processes may be actually driving the growth of e-commerce market, as it’s becoming an important factor that drives Polish customers to shop online. A comprehensive market study by Gemius concerning local e-commerce market in 2024 reveals insights into how Polish consumers are embracing this innovative delivery method and reshaping the future of online shopping.

The numbers speak for themselves – in 2024 an overwhelming 81% of online shoppers in Poland now prefer parcel lockers as their primary delivery method. Leading this revolution is InPost’s Paczkomat network, which has captured an impressive 88% market share among parcel locker users. This dominance reflects not just market leadership but a fundamental shift in consumer behavior and expectations.

Proximity Drives E-commerce Growth

One of the most striking findings is how the accessibility of parcel lockers is actively promoting e-commerce growth. The study reveals that 84% of respondents are more likely to make online purchases simply because they have convenient access to a parcel locker. This suggests that the extensive network of lockers isn’t just merely serving existing demand. It is actually a pathway to creating new shopping opportunities and supporting the growth of local e-commerce market.

However,this would not be possible without providing consumers with a high quality delivery experience efficiently combining offline and online worlds. And the expectations are high. The study highlights three key factors driving customer satisfaction: package tracking capability, weekend delivery options and mobile app management – 70-80% Poles consider those features very important. To put it simply, they like to be in control and have visibility over their parcels.

Environmental and Safety Considerations

The research reveals also an interesting intersection of convenience and consciousness among Polish shoppers. A significant 73% of respondents believe that parcel locker delivery is an environmentally friendly option. This perception of sustainability could be attributed to the reduced number of individual delivery attempts and optimized delivery routes. Additionally, in our post-pandemic world, 63% of consumers still value the contactless nature of parcel locker deliveries, suggesting that safety considerations continue to influence delivery preferences.

The convenience of parcel lockers extends beyond deliveries to returns processing, with 36% of consumers preferring to return items via parcel lockers. Once again, InPost leads this category with 82% of parcel locker returns being processed through their network. This data suggests that easy returns are becoming an integral part of the e-commerce experience.

However, while InPost maintains its leadership position, the market is seeing healthy competition. ORLEN Paczka has emerged as the second most recognized parcel locker network in Poland, indicating that there’s room for multiple players in this growing market.

Business Responds to Fast Delivery Expectations

High expectations of Polish consumers create significant challenges for e-commerce businesses. With delivery and logistics costs accounting for up to 35% of total e-commerce operating costs, businesses must find innovative ways to meet customer expectations while maintaining profitability. As Robert Steleżak, General Manager of Alsendo, points out, even industry giants like Zalando report logistics costs exceeding their marketing expenses, with fulfillment costs representing 23.2% of revenue in Q1 2024. This economic pressure is further complicated by geopolitical uncertainty and increasing competition from international shopping platforms, particularly from the Far East.

To address these challenges, businesses are increasingly turning to specialized delivery management technologies. Companies like Alsendo, a CEE market leader in shipping software and services, offer solutions that help optimize delivery processes for both small and medium-sized online stores, as well as for larger players. From access to top courier companies, with pre-negotiated rates and professional guidance to AI-powered solutions like Alsendo Innoship that can automatically allocate different courier services based on variables such as delivery country, timing, and package weight – there are various opportunities.

The businesses no longer have any excuse to not optimize their delivery processes – and smart optimization could incur savings of up to 20% on delivery expenses.*

*According to Alsendo Innoship calculations

This is important, especially considering the significant growth in cross-border trade. According to Alsendo’s internal data, approximately 20% of Polish e-commerce turnover in the past year was related to cross-border trade. This presents both opportunities and challenges for Polish businesses, with delivery emerging as both the primary issue and the tool to satisfy customer needs.

The Future of Delivery

The combination of convenience, environmental benefits, and digital integration has created a delivery ecosystem that aligns perfectly with modern consumer expectations. Looking ahead, two key trends are going to be further shaping the future of e-commerce delivery in Poland. First one is the proximity of pick-up points. Consumers increasingly expect delivery points to be conveniently located near their homes or workplaces. This demand is driving the continued expansion of parcel locker networks nationwide. A second significant factor is the market is growing demand for same-day delivery options, which pushes retailers and delivery providers to optimize their logistics networks further.

As Poland continues to lead the way in parcel locker adoption, the rest of Europe watches closely. The success of this model suggests that we might be looking at the future of e-commerce delivery, where convenience, sustainability, and digital integration come together to create a superior shopping experience.

This blog post is based on the “2024 e-Commerce in Poland Report” prepared by Gemius, Polish Internet Surveys Institute and IAB Poland. This report can be accessed here: https://gemius.com/documents/66/RAPORT_E-COMMERCE_2024.pd