The Maze: Poland’s ecommerce leaders are a mixture of marketplaces and shops with a category focus. PMR Market Experts’ 2026 ranking puts Allegro first, followed by electronics and appliance retailers Media Expert and RTV Euro AGD. Temu is fourth, AliExpress fifth and Amazon sixth. The measure is estimated online retail revenue in the product categories covered by PMR’s report. An earlier position means higher estimated revenue, not a known lead in market share or profit.
Electronics specialists occupy the places immediately behind Allegro. Media Expert ranks second and RTV Euro AGD third, ahead of the international multi-category platforms in fourth to sixth. Two more electronics retailers, x-kom and morele, appear at tenth and fifteenth. That makes category specialists an important part of Poland’s online competition, rather than a footnote to the big marketplaces. It does not establish why they rank there. Product prices and purchase frequency differ across categories, so a revenue ranking cannot tell us which retailer wins the most orders or has the most loyal customers.
International platforms occupy very different positions. Temu and AliExpress sit near the top, while clothing seller SHEIN is eighteenth. Between them are businesses as varied as home-furnishings retailer IKEA at ninth, pet-products specialist zooplus at twelfth and automotive specialist Oponeo at thirteenth. Treating overseas platforms as one competitive force hides these differences. A brand deciding where to sell needs a category-specific view: the largest broad marketplace and a relevant specialist can represent different routes to customers. The overall ranking is a starting point for that decision, not evidence that every channel serves the same shoppers.
The boundary between a shop and a marketplace is already blurred. Empik, Sinsay, Zalando and morele combine their own online shops with marketplaces where other sellers offer products. Their positions therefore should not be read as pure comparisons of conventional retailers. Amazon’s estimate also includes sales through other Amazon domains, rather than only one local website. Rossmann, nineteenth, is classified as cosmetics following the analyst’s explicit correction. These details matter because a familiar company label can conceal a wider assortment or selling model; category names describe specialisms, not sealed borders.
Slower cross-border growth would not mean a shrinking ecommerce market. PMR’s outlook forecasts roughly 8% annual growth for Polish ecommerce in 2026–2031, while sales across national borders are expected to grow by only a low-single-digit percentage in 2026. Those are forecasts, not completed results. If they hold, domestic platforms and comprehensive shops could capture more of the market’s expansion. PMR identifies pricing, assortment and delivery as competitive factors. The ranking cannot prove their individual effects, but it shows that international scale has not made local retail businesses irrelevant.
Why it matters: Poland illustrates a practical limit to treating global platforms as the whole ecommerce market. Category specialists hold prominent revenue positions alongside them. For brands, that supports examining specialist distribution as well as broad marketplaces. For retailers, the question is which combination of product range, price and delivery earns repeat demand. Neither the ranking nor PMR’s growth forecast establishes which model will be more profitable.
