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Digital marketing in Poland

By Elin Box on August 30, 2018

This blog post was updated on 31 July 2024.

Poland is an attractive prospect to many businesses looking to expand internationally, and there are several reasons why.

The first reason is its size: it is a relatively large country, with a sizeable population, which means there will likely be a market for your product.

It also has a decent level of digital maturity, with some room for continued growth. As of July 2024, Poland has a population of around 40 million people. Of these people, around 87% are currently online.

However, it can be challenging to enter a new market. Never fear, this blog post will look at three important aspects of digital marketing in Poland to help you succeed!
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1. Language in Poland

Whilst the EF English Proficiency Index ranks Poland as having “high” English proficiency, it is still preferable to create content in the local language (Polish), rather than English, if possible – particularly if you are a B2C brand. Your translations should be spot on, as the Polish audience would be unforgiving of any grammatical mistakes. Translation and copywriting should always be done by a professional native speaker. Only a native will have a proper grasp of the local linguistic and cultural nuances and be able to create content that will truly resonate with your local Polish audience.

2. Social media in Poland

Social media is popular in Poland. Research by Meltwater and We Are Social found that amongst its sample of Polish internet users, 78% were social media users. Facebook is the most popular social platform in Poland, followed by Facebook Messenger, Instagram and WhatsApp. All these platforms are used by more than half of all Polish internet users every month. With so many Poles being active on social media, it is vitally important for brands to have a social media presence when targeting Poland.

3. E-commerce in Poland

E-commerce is popular in Poland, although it still has growth ahead of it. In 2023, online sales were worth the equivalent of USD 22 billion annually. Allegro is the biggest e-commerce marketplace in Poland. Account-to-account payments using BLIK are the most popular e-commerce payment method. E-commerce websites failing to provide this option run the risk of failing in this market. The most popular e-commerce delivery methods in Poland include collection from a parcel machine and courier delivery to the home or workplace, so it would be wise to offer these delivery options (if applicable).

Want to learn more?

I hope this blog post has been a useful introduction to digital marketing in Poland. For more in-depth information and advice, read the full-length guide here! From reading this guide, you will learn:

  • the current digital landscape in the country, including internet penetration rates
  • the typical Polish internet user, including their gender, age and online activities
  • device usage breakdowns and internet speeds in Poland
  • search engine marketing in Poland
  • how to localise your website for Poland
  • social media marketing in Poland
  • the local culture and language in Poland
  • e-commerce in Poland
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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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