June 27, 2008

Online Shopping In Poland: How To Turn "Lookers" Into "Buyers"

by Reineke Reitsma

with Olesia Klevchuk, Elise Godfrey

Executive Summary (This is a document excerpt)

The eCommerce market in Poland is full of potential. It's growing faster than Western European markets and is overtaking Southern European countries such as Spain and Italy. Polish consumers are estimated to have spent more than €2 billion online in 2007, and this number is expected to grow quickly as Polish consumers become wealthier. Polish online consumers use the Internet to gather information about products and services but still head to a high-street store for the actual purchase. It's essential that e-retailers in Poland find ways to turn these "lookers" into "buyers." Retailers and manufacturers must recognize that Polish online shoppers are different from their Western European neighbors, and they must take these differences into account when positioning their brands in the Polish eCommerce market to win consumers over.

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