Ελληνικά
Polski
Română
Slovenščina
POLAND
73% of e-stores in Poland plan to implement advanced technological tools to support marketing and sales activities, recognizing the need for extensive use of IT tools to collect customer data and effectively reach them with the offer. This is the outcome of the Report by K2 Group: Technology and marketing in e-commerce – challenges and trends 2021. In addition, only 2 out of 5 companies measure the effectiveness of Social Selling activities with the help of conversion. As many as 42% of decision-makers of the e-commerce industry in Poland appreciate the possibility of collecting more leads thanks to Social Selling, and another (40%) use it to shorten the sales cycle and the same amount to build relationships based on trust. Interestingly, almost all e-stores (90%) using chatbots do not reliably measure the effectiveness of customer service automation.
Therefore, customer relationship management (49%), relationship management with suppliers (37%), human resources (34%), logistics (34%) and warehousing (30%) are currently the biggest challenge in business management in the e-commerce industry in Poland.
An important element of the growing demands for quality customer service and scaling of online sales is the integration of the e-commerce platform with the company’s business applications. With the change in the pandemic shopping model, as many as 33% of e-shops plan to integrate the ERP system with the e-commerce platform and other sales support systems. It is noteworthy that online food trade in Poland will develop rapidly. Although the value of the e-commerce market in Poland is growing, many shops are not in a good financial situation.
It turns out that many Polish e-shops do not undertake any SEO activities.
It is certainly caused by the lack of sufficient knowledge concerning the role of SEO on the e-commerce market. What’s more, (91%) of customers make their purchasing decisions based on what they find on Google.
Important statistics regarding the Polish e-commerce market have been presented by Senuto (https://www.senuto.com/pl/), analysing the situation on the Polish e-commerce market. 87 489 Polish shops were found across the Internet and 6370 of them were established in 2020. It turns out that 43% of all traffic coming from the search engine is generated by shops in the top 10, 81% is generated by the shops from the top 500, while the remaining (19%) by the shops outside the top 500. Thus, we can see that the e-commerce market in Poland has been dominated by large online shops. However, this does not mean that SEO activities of smaller companies are unprofitable.
As many as three out of four e-shops intend to implement new solutions, investing in marketing automation software (38%) and web analytics (35%), as well as in DMP platforms (Data Management Platform – 31%), CDP (Customer Data Platforms (33%), CRM systems (31%) and BI (Business Intelligence – 20%).
On the Polish e-commerce market, among the available payment methods, the most popular is BLIK, but consumers also appreciate other ways of fast transaction completion – quick transfers and card transactions. Online payment methods are one of the most important factors influencing the choice of a particular online shop. Therefore, e-commerce business owners must take care of the widest possible choice of payment methods. This can be achieved by choosing the right provider, such as Blue Media (https://bluemedia.pl/). This leading online payment provider supports, in addition to BLIK, card payments, pay-by-link transfers, online instalments, subscription payments and much more. Blue Media’s business customers can easily integrate the payment system into their shop running on any popular sales platform. A low activation fee and nominal monthly charges are the only costs. Maintenance of the system and handling of refunds are free of charge, and there are no commissions involved in withdrawing funds.
The trend in 2020 was undoubtedly multichannel. Shops tried to reach the largest possible group of consumers with their products. The popularity of “shopping websites” such as Allegro or Ceneo is noticeable and their share in the e-commerce market grows with each passing month. Undoubtedly, in order to increase sales in e-shop, it is worth betting on increasing the range. Using such platforms as Allegro or Ceneo is the cheapest form of advertisement. However, it is not about advertising but about increasing profits. In order to effectively conduct multi-channel sales, it is worth taking an interest in sales automation offered by LivePrice (https://liveprice.pl/). The tool allows you to manage the price policy of the whole shop in a convenient way.
Omission of omnichannel in your business is, in a way, closing yourself off from the customer, and yet in trade, it is important to maintain a close relationship with them. It is worth noting that when conducting sales in many points, the prices of products cannot be identical. Using the LivePrice application, you can be sure that the appropriate prices will be overwritten to the given sales channels
Although the e-commerce industry in Poland does not fully use martech solutions, it has potential in reaching customers with personalised offers. Among those that will bring new opportunities within the next 2-3 years, are advanced analytics of customer behaviour in different channels, Marketing Automation and Machine Learning with AI.
References
https://estrategie.pl/marketing-automation/
https://edrone.me/pl/marketing-automation/
https://www.promoagency.pl/blog/co-to-jest-automatyzacja-marketingu-marketing-automation
https://bluemedia.pl/baza-wiedzy/blog/ecommerce/podsumowanie-rynku-ecommerce-2021-w-polsce
https://marketingwsieci.pl/podsumowanie-seo-i-e-commerce-w-2021-roku/
https://www.dnb.com/pl-pl/wiedza/newsy-artykuly/liczba-sklepow-internetowych-regiony/
https://przedsiebiorcawsieci.pl/wszystkie/e-commerce-w-polsce-w-2021-podsumowanie-raportu-senuto/
https://www.wirtualnemedia.pl/artykul/e-commerce-podsumowanie-2021-prognozy-na-2022-czesc-druga_1
https://blog.edrone.me/pl/polskie-systemy-marketing-automation-ranking/