What will 2025 bring for the e-commerce sector? Part 3: International expansion, Artificial intelligence in marketing, Recommendations for entrepreneurs
by Marcin Tomczak on Jan 07, 2025
The year 2025 promises to be a pivotal period for the Polish e-commerce sector, which will face both opportunities and challenges related to new trends and regulations in the European market. Expansion into foreign EU markets will be one of the most important directions of development, opening doors to new customers but also requiring precise adaptation to local regulations and consumer expectations.
The rapid development of artificial intelligence will transform the way brands manage sales, product visibility, and customer communication. AI will become a key tool supporting offer personalization, data analysis, and process automation, but it also brings challenges related to transparency and regulatory compliance.
In this context, the growing importance of compliance and recommendations for adapting operations to new legal requirements are becoming essential. Entrepreneurs will need to effectively combine technology, responsible process management, and long-term development strategies to remain competitive in the dynamically changing e-commerce environment.
In this part of the article, we look at expansion opportunities, the impact of artificial intelligence on industry development, and key recommendations that will help companies effectively respond to upcoming changes.
Expansion into EU markets: Possibilities of expansion of Polish e-commerce companies into foreign markets in light of new EU regulations
International expansion is one of the best ways to grow your business. Bartłomiej Waluś, Head of Sales at Expandeco , and Natalia Leonard, Sales Account Manager at Expandeco , shared what we can expect in the coming year.
Bartłomiej Waluś - Head of Sales at Expandeco:
The year 2025 will be crucial for Polish e-commerce companies in terms of further adapting to the changing market. Automation, especially in customer service, using AI tools, will become even more common. Companies that are already investing in AI translations and communication personalization will gain an advantage, but let's not forget that human customer service will still be essential in more complex situations. While technology can automate many processes, nothing can replace direct, empathetic contact on the online store side. This will continue to be key to building long-term relationships.
Natalia Leonard - Sales Account Manager at Expandeco:
In my opinion, the coming year will also be a time when ecology and sustainability will become an integral part of expansion strategies. E-commerce companies planning to enter new markets will need to adapt their processes to the growing demands for eco-friendly packaging, sustainable production, and supply chain transparency. I'm convinced this will be a key issue, and companies that don't invest in sustainability may struggle to gain consumer acceptance in foreign markets, especially Western ones. Furthermore, ecology will have a real impact on legal regulations, which will become increasingly stringent, as we've seen recently.
Bartłomiej Waluś - Head of Sales at Expandeco:
Indeed, sustainability is an absolute priority, but let's not forget that localization remains equally crucial. Matching payment and delivery methods, as well as adapting the user experience to local preferences, are key elements that will determine success in a new country. In 2025, differences in regulations and consumer expectations will have an even greater impact on the success of our expansion. Companies that effectively adapt their strategies to local conditions, including legal ones, will be able to count on real success.
Natalia Leonard - Sales Account Manager at Expandeco:
In summary, companies must prepare for a long-term process that requires precise adaptation to each market. I would like to emphasize that how responsibly we approach ecological and ethical issues can have a decisive impact on our reputation in new markets. Consumer expectations are rising, and those that can implement solutions consistent with sustainable development principles will be perceived as industry leaders.
Bartłomiej Waluś - Head of Sales at Expandeco:
Finally, I'd like to mention that building relationships with local partners will also be crucial. They will provide the foundation upon which e-businesses will build long-term success in new markets.
Modern Marketing and SEO as the Foundations of E-Commerce Success: Artificial Intelligence as a Key Driver of E-Commerce Transformation in 2025
The impact of artificial intelligence on e-commerce has likely already been felt by many entrepreneurs. Piotr Szewczyk, Senior Marketing Specialist at Get Noticed Agency , shared his predictions for AI:
In 2025, the role of artificial intelligence in e-commerce will become even more crucial, redefining how brands interact with consumers and conduct their sales activities. Advertising agencies and digital marketing specialists will be at the center of this transformation, tasked not only with implementing advanced tools but also with strategically leveraging them to achieve competitive advantage.
Artificial intelligence will enable e-commerce brands to create fully personalized shopping experiences, which will become a key factor in determining success in a crowded market. By analyzing vast amounts of data, AI will enable the prediction of customer needs with unprecedented precision, automating recommendation processes, and dynamically adapting offers in real time. In such a complex environment, the role of advertising agencies will become even more crucial, as they will be responsible for designing, implementing, and optimizing campaigns that fully leverage the potential of new technologies.
The role of specialists will increasingly encompass combining technical knowledge with a creative approach to marketing. Managing advanced AI systems requires not only an understanding of their mechanisms but also the ability to interpret results and draw strategic conclusions from them. As a result, agencies will become key partners for e-commerce brands, supporting them in building a competitive advantage by creating campaigns that are not only effective but also aligned with evolving consumer expectations.
2025 will also be a time when creativity will become an integral part of technology-enabled activities. In the era of hyper-personalization, it will be crucial that advertising messages are not only relevant but also engaging and authentic. Advertising agencies, with their experience and adaptive skills, will play a key role in creating such campaigns, helping brands find the balance between automation and building emotional connections with customers.
Finally, AI will become a tool supporting the expansion of e-commerce into global markets. Thanks to advanced data analysis, brands will be able to better adapt their strategies to local markets, and advertising agencies will play a key role in providing insights and implementing multi-channel campaigns with global reach. In this context, success in e-commerce will result not only from technology, but above all from its skillful use by people who understand both consumer needs and the possibilities of digital tools, notes Piotr Szewczyk.
Summary
Key challenges and opportunities for Polish e-commerce in light of new regulations and increased supervision
The year 2025 will bring numerous challenges for Polish e-commerce businesses. New regulations, such as the GPSR , the European Accessibility Act , and the AI Act , introduce more stringent requirements for compliance, product security, and the accessibility of online services. The growing importance of compliance and increased scrutiny by institutions such as the Polish Chamber of Commerce and Industry (PIH) and the Office of Competition and Consumer Protection (UOKiK) , mean businesses should consider investing in audits, employee training, and adapting their processes to new legal requirements.
At the same time, these regulations open up new opportunities. Harmonization of regulations at the European Union level facilitates expansion into foreign markets, while the introduction of accessibility and transparency principles can contribute to building greater consumer trust and increasing the competitiveness of Polish companies in the e-commerce market.
Recommendations for entrepreneurs for 2025
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Invest in compliance :
Initiate regular internal audits to ensure your company complies with the new regulations. Prepare an action plan in the event of an inspection by the Polish Chamber of Commerce or the Office of Competition and Consumer Protection. -
Modernize your e-commerce platforms :
Ensure websites comply with the requirements of the European Accessibility Act, taking into account the needs of people with disabilities. -
Manage AI data responsibly :
If you use AI solutions, ensure they meet the requirements of the AI Act, including algorithm transparency and minimizing the risk of discrimination. -
Monitor legal changes :
Ensure your company stays abreast of changing regulations in Poland and the EU. Utilize legal consultations to understand new requirements and avoid sanctions. -
Consider international expansion :
Take advantage of EU regulatory harmonisation to expand your business into new markets. -
Invest in marketing and SEO :
Implement innovative marketing strategies adapted to dynamically changing search engine algorithms and consumer trends. -
Ensure compliance with existing regulations :
Regularly update your procedures and documentation to ensure they meet legal requirements that have already come into force – by avoiding backlogs, you can confidently implement solutions that address new requirements. Pay particular attention to the Omnibus regulations – although they've been in force for two years, they can still surprise! You can read about the recent CJEU ruling related to the Omnibus here .
Changing regulations and the increasing number of inspections present challenges, but also opportunities to improve service quality, build a strong brand, and expand operations into European markets. Entrepreneurs who proactively adapt to new requirements have a chance to succeed in the rapidly evolving legal and business environment of e-commerce.
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Want to learn more about the changes in 2025? Check out our series of articles!
