E-commerce markets in Romania, Bulgaria, Greece, and Serbia are rapidly growing, prompting Polish e-shops to consider expansion into these regions due to higher profit margins and lower competition than in Western Europe.
The e-commerce markets in Romania, Bulgaria, Greece, and Serbia are experiencing significant growth, estimated to be valued at between 25 and 28 billion euros. This expansion is largely driven by the rising interest from Polish online retailers seeking new markets, as they face fierce price competition and high customer acquisition costs in Western Europe. Adam ZajΔ c, the International Sales Director at Alsendo, highlights that the CEE region is becoming increasingly appealing due to its potential for higher profit margins and accessibility through developing local courier services.
Despite the larger and more mature e-commerce markets in Western Europe, particularly with neighbors like Germany, they are also more saturated and competitive. Lech Biernat, the CEO of Olza Logistic, emphasizes the challenges of establishing a presence in these markets, noting they have a limited growth potential compared to emerging markets. This presents a substantial opportunity for Polish e-commerce businesses to capitalize on the demand and potential expansion in the less saturated markets of Southern and Eastern Europe.
As Polish companies gear up to expand into these new territories, the strategic focus on regions with higher growth projections signals a shift in the e-commerce landscape. This move not only seeks to alleviate the intense competition faced in Western markets but also builds on the geographic proximity and cultural connections that can facilitate smoother market entry and business operations. The evolution of logistics and delivery infrastructure in these emerging markets will likely play a critical role in successful expansions for Polish e-commerce ventures.
