The German market has been a natural expansion direction for Polish online stores for several years, but today we are no longer talking about potential — we are talking about real, measurable sales volumes. Germans are increasingly purchasing products from Poland, and our country has secured a top position among importers of online purchases by German consumers — alongside China and the Netherlands.
For e-commerce owners and D2C brands, this is a pivotal moment: in 2025/2026, the German market is set to become one of the main growth drivers for Polish online stores.
Germans Are Happy to Shop at Polish Stores — and They’re Doing It More Often
Cross-border e-commerce is one of the fastest-growing segments of Polish online retail. Already today, international sales account for approximately 18% of total revenue in Polish e-commerce, with Germany being our most important trading partner in this area.
Importantly, even despite a slight slowdown in the German economy in 2024 (a total export decline of around 5–10%), online sales are maintaining very strong growth. The average German consumer spends about €150 per online shopping basket, making this market exceptionally attractive in terms of margin.
Poland is increasingly serving as a production and logistics hub for Western Europe — geographically close, cost-competitive, and highly operationally efficient.
What Do Germans Buy from Poland Most Often?
German customers primarily look for high quality at a reasonable price. This is exactly the combination in which Polish stores and manufacturers have been highly competitive for years.
The most important product categories are:
- Furniture and Home Decor: Poland is one of the largest furniture producers in the European Union. Germans purchase Polish products in large volumes — often without even knowing they come from Poland, as they reach them through platforms like Amazon or Otto. Design, durability, and price are what matter most.
- Fashion and Footwear: The largest category in German e-commerce (over 24% of market revenue). Polish fashion platforms and brands perform very well in this segment due to their wide assortment and efficient returns handling.
- Car Parts and Accessories: The automotive sector has long been a pillar of Polish exports to Germany. Tires, spare parts, and accessories sell very steadily online.
- Electronics and Home Appliances: Despite high competition, Polish stores succeed through pricing and the availability of branded electronics and appliances.
- Cosmetics and Personal Care Products: Natural ingredients, innovative formulas, and a favorable quality-to-price ratio have given Polish beauty brands an excellent reputation among German consumers.
Where Do Germans Spend Money Online? Key E-commerce Sectors in Germany
What Determines the Success of a Polish Store in Germany?
The German customer is loyal — but only if you meet their expectations. In practice, success is built on three pillars:
- Language and Cultural Localization
The website must be prepared in flawless German. Automatic translations do not build trust and reduce conversion rates. - Trust and Purchase Security
Certificates such as Trusted Shops and popular payment methods in Germany (e.g., payment on delivery, invoice, Klarna) are often prerequisites for completing a purchase. - Logistics and Delivery Speed
The standard is 2–3 business days. Interestingly, due to geographic proximity, Polish stores often deliver packages to Berlin faster than sellers from southern Germany.
Amazon.de as a Tool for Entering the German Market
For a large portion of Polish sellers, Amazon.de serves as the first point of contact with German customers. Over 50% of companies engaged in cross-border trade use this channel as a market entry step because it simultaneously eliminates the most challenging initial barriers: lack of brand recognition, low trust, and high logistical expectations of German consumers.
German buyers do not scrutinize the seller’s origin when the transaction takes place on Amazon. They assume the process is reliable, expect clear return policies, service in German, and delivery that meets the standard they are accustomed to. For a Polish company, this means the ability to operate on the market immediately without months of building credibility from scratch.
Amazon also serves as a primary platform for comparing offers. In many sectors—such as fashion, electronics, home goods, and automotive—customers check prices, availability, and reviews there, even if they complete the final purchase outside the marketplace. Presence on Amazon.de therefore increases brand visibility across the entire shopping ecosystem.
Conclusion for E-commerce and D2C Brands
Germans purchase from Polish stores frequently, consciously, and increasingly willingly. For companies that properly prepare their localization, logistics, and marketing strategy, the German market in 2025/2026 remains one of the most scalable expansion opportunities in Europe.
Planning to Sell in the German Market?
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