E-commerce is growing – what do the latest data show?

The pursuit of scale and continuous growth is one of the main drivers of online retail development. This is confirmed by data from the latest monthly e-commerce review published by the Polish Chamber of Commerce.

Source: https://kig.pl/wp-content/uploads/2025/07/Miesiecznik-e-handlu_2025-07-22.pdf

The June 2025 report shows that e-commerce turnover in Poland is steadily growing. Over the past twelve months, it reached PLN 89 billion, representing a 6.7% increase compared to the same period a year earlier.

Moreover, in the last 12 months, online sales already accounted for 9.1% of total retail turnover, which amounted to PLN 986 billion.

The trend is clear – online stores are not only expanding their offerings and infrastructure, but above all, consistently scaling their operations, striving for an even greater market share. However, as a store grows in scale, legal challenges may arise.

Online stores must grapple with these challenges not only due to the activities of regulatory bodies and possible financial penalties, but also due to consumers' growing legal awareness. Increasingly, when making purchasing decisions, customers are carefully examining online stores' approach to their obligations – whether they clearly identify the seller, provide a clear returns and complaints process, and display the lowest price in the last 30 days. Online stores' legal safeguards undoubtedly support their growth.

New technological responsibilities for e-commerce

With the dynamic development of technology, the requirements for online store owners are increasing.

Recent years have seen a period of intense change in the legal environment of the e-commerce industry. Virtually every year brings new obligations that online stores are required to implement – ​​the Omnibus Directive, the DSA, the GPSR, and the Data Act. These are crucial regulations that online stores cannot ignore.

The European Accessibility Act (EAA), which applies to online stores and online shops, came into effect on June 28, 2025. The new regulations aim to increase the accessibility of products and services for people with disabilities, including in the digital environment. Unless a store is a microenterprise, it is required to implement a number of technical and editorial changes.

This includes ensuring full keyboard accessibility, legible typography, alternative descriptions for graphics, video transcripts, and compatibility with assistive technologies (screen readers). The website must meet WCAG 2.1 level AA requirements.

Cookie regulations are also much stricter today than they were just a few years ago. Stores using analytical tools are required to obtain informed and unambiguous consent from users to collect data.

A simple banner with general information is no longer enough – users must independently choose which data categories they consent to, without any pressure or graphical tricks to suggest consent is worthwhile. Transparency and real choice are now the standard required by law.

The approach to promotions and reviews has also changed – all thanks to the Omnibus Directive, which has been in force since January 2023. Its aim is to combat unfair pricing practices and introduce greater transparency.

Businesses announcing promotions are now required to display the lowest price from the last 30 days alongside the promotional price. Furthermore, companies using reviews as a marketing tool must now prove their authenticity, meaning they come from people who actually purchased the product.

What should you focus on when scaling an online store?

Scaling e-commerce without a strategy is like investing blindly – ​​it might work, but it more often ends in a waste of time and money. Online store owners and managers should clearly define their goals before deciding on the next steps in development. Only then can effective changes be planned – whether in store structure, user experience, or marketing communications.

A good strategy should also encompass promotion methods: should you invest in SEO, Google Ads campaigns, or content and social media? What about remarketing and automation? Every channel requires resources—and a strategy lets you decide where those resources will yield the greatest return.

E-commerce is a sector that changes faster than many other industries, so store development should go hand in hand with constant monitoring of trends and testing new solutions. Investing in R&D (Research and Development) in marketing today is a significant competitive advantage: from automating customer service processes, through 24/7 chatbots, to using AI in creating product content.

Innovations can accelerate growth, improve profitability, and increase customer loyalty—if they're well-tailored and implemented thoughtfully. The e-business factory (EFB) supports retailers in identifying these opportunities and transforming them into targeted marketing initiatives.

Even the best strategy and the latest tools won't deliver results without the right team skills. Scaling e-commerce is a process that requires knowledge of marketing, analytics, technology, and UX – and each of these areas is changing rapidly.

A store may have such specialists on staff, but many businesses choose to enlist the support of a marketing agency. FEB employs specialists with extensive experience in developing online sales and supporting stores at various stages of development. Working with a team that understands e-commerce from the inside out saves time and offers a real chance for better results!

Consultation with a specialist – invaluable value in legal and marketing aspects

Scaling e-commerce sales is all about making the right decisions. Whether you're wondering how to optimize your advertising campaigns or simply want to strategically develop your store, a consultation with a specialist will help you discover completely new possibilities!

As part of our partnership with ecommerce.legal, we invite you to a free marketing consultation with a specialist from Fabryka e-biznesu . This is an opportunity to discuss your store and find specific solutions tailored to its scale, challenges, and goals.

Use the promo code ecommercelegal and visit booster.feb.net.pl to schedule a meeting and receive a discount to get started. This could be the moment your sales really start to grow!