Commerce of the future: 37% of Poles use e-commerce and stationary shops equally

Klaudia Ciesielska
4 Min Read
e-commerce, shop, sale, buy now, SME

Not long ago, the e-commerce market and traditional trade were seen as two competing worlds. In 2025, this division is losing its raison d’être – Poles’ shopping decisions are increasingly driven by a current need rather than a preference for one channel. According to the latest study ‘Adyen Index: Retail Report 2025’, as many as 37 per cent of consumers declare that they are equally happy to use online and stationary shops. This is a clear signal: the market is entering the era of unified commerce, where the fluidity of the experience rather than the dominance of one model is becoming crucial.

Last-minute shopping and flexibility as the norm

One in three consumers admit that they leave their shopping to the last minute. Even the fastest delivery is therefore no substitute for being able to take the product out of the shop immediately. At the same time, physical presence in a shop is no longer enough – 34 per cent of Poles expect additional experiences such as VR, relaxation zones or special events. Traditional retail is being transformed into an experience space, not just a sales space.

At the same time, e-commerce maintains a strong position due to convenience and transparency. Lower prices (42 per cent), ease of comparing offers (41 per cent) and time savings (39 per cent) are the most common reasons why Poles choose to shop online. However, despite these advantages, the digital channel is not displacing the physical one – on the contrary, the two complement each other depending on the situation.

Rising expectations of brands

With the blurring of boundaries between sales channels, consumers have increasingly high expectations. As many as 55 per cent of respondents would like to return online purchases directly to stationary shops, and 52 per cent say they are more loyal to brands that allow them to order a missing product on the spot with home delivery. Hybrid commerce is not an advantage today – it is the foundation of competitiveness.

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This approach is reflected in the actions of companies. 32 per cent are investing in exclusive shopping experiences in physical shops, while 24 per cent are deploying technology such as augmented reality or smart mirrors to enhance their showroom visits.

Technology, sustainability and real-time data

Consumer expectations are also about ecology and information. 24 per cent of consumers pay attention to sustainable delivery and packaging, and 23 per cent expect real-time data on product availability – which requires efficient technology. Companies that fail to integrate information from different channels and simplify the shopping process will be left behind.

Trade 2025: scenarios, not channels

The conclusions of the Adyen report are clear: Poles no longer choose between the shop and the internet – they choose the scenario that is most convenient for them at the moment. Therefore, those retailers who provide a consistent, flexible and intuitive shopping experience regardless of the point of contact with the brand will win.

For the industry, this means not only integrating channels, but more importantly building an ecosystem that meets the needs of the consumer in the here and now – from easy returns to engaging offline experiences. In 2025, it is the customer who defines the rules of the game and technology is there to enable them, not impose them.

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