Marketing in Poland: What You Need to Know When Entering a New Market

Marketing in Poland: What You Need to Know When Entering a New Market

The Webpromo digital marketing agency, with informational support from the Office for Enterprise Development and Export and the national project Diya.Business, prepared the "Market Overview: Poland" (Access:https://iab.com.ua/oglyad-rynkiv-vid-webpromo-polshha/).

The overview includes a comprehensive guide to digital marketing tools — SEO, PPC, and CRO — that will be useful when entering the Polish market. 

During the research process, the Webpromo team conducted a UX/UI audit of the largest marketplaces and online stores and compiled a list of the top popular products.

At Agro Marketing Agency, we have prepared a brief overview of the study and are sharing key takeaways that we believe will be of interest to agribusinesses.

Poland is a country chosen by Ukrainians for business expansion. According to the Polish Economic Institute, in 2022, Ukrainian businesses accounted for 45% of all new foreign companies. This number continues to grow. For many, this direction serves as a starting point on the path to the EU market.

Among European countries, Poland is a very favorable launchpad for entering international markets. This is due to the shared mentality and proximity of the partner country. Additionally, the economic situation is expected to improve in 2023 due to the growth in the real external trade balance. According to ING Think’s analytical service data for 2023, GDP is expected to grow by 1%.

Furthermore, it is easier for Ukrainian businesses registered in Poland to enter new EU markets. According to Statistics Poland, in 2022, Poland's exports amounted to $363.3 billion, and imports totaled $384.3 billion. Compared to the previous year, exports increased by 6.2% and imports by 11.9%. The main export markets for Poland in 2022 were Germany, the Czech Republic, France, the UK, Italy, and the Netherlands.

A significant advantage is that the Polish government stimulates and supports manufacturing and industrial transformation through tax incentives and a reliable grant system for supporting research and innovations in manufacturing.

Over the past year, Poland became Ukraine's main trade partner. According to TradeMap data for 2022, Ukraine exported goods worth $6,694,964 to Poland.

 Bilateral trade between the two countries includes the following categories of goods:

• grains;

• oilseeds and fruits, other seeds, fruits, and grains;

• medicinal plants;

• animal or vegetable fats and oils and products derived from their breakdown;

• ferrous metals;

• wood and wood products;

• charcoal;

• prepared animal feed;

• residues and waste from the food industry.

For successful scaling in a new market, it is crucial to study its specifics. One important aspect of doing business in Poland is the recognition of e-commerce as one of the dominant sectors. In 2021, e-commerce reached a total value of $28.9 billion, including $16.25 billion in products (56%) and $12.65 billion in services (44%) (Administration Trade Organization).

Here Are Some Statistics and Facts Gathered From the Research to Help Better Understand the Situation:

• According to ecommerceDB, Poland ranks 21st in terms of e-commerce market size. The forecast predicts a compound annual growth rate (CAGR) of 10.7%. In 2023, growth is expected to reach 9.6%, contributing to a global growth of 17%.

• According to Statista, the most popular products in Poland are:

1. clothing and accessories; 

2. footwear; 

3. cosmetics and personal care; 

4. books, movies, and music; 

5. pharmaceutical products; 

6. household appliances and electronics.

• For data Datareportal

In January 2023, there were 27.50 million social media users in Poland, which is 66.3% of the population. Women account for 50.6% of social media users, while men account for 49.4%.

• For data StatCounter

The top five social media platforms in Poland are: 

• Facebook — 83,02%;

• Instagram — 4,76%;

• Pinterest — 4,12%;

• YouTube — 3,54%;

• Twitter — 3,42%.

• Poles often make purchasing decisions based solely on price.

Research by Gemius highlights the preference for smartphones, with mobile devices being more frequently used for online shopping.

• Success in the Polish market significantly depends on a physical presence in the country and contact with the audience. This could involve having an agent, distributor, or representative in Poland.

• While Poles know English, they prefer communication in Polish. This increases the chances of receiving a prompt response to commercial proposals or informational requests and facilitates negotiations.

• Poland has a well-developed communication network. Email messages and offers on websites are effective means of reaching local buyers.

Thus, when planning to enter the Polish market, you must be prepared to work on marketing localization and be actively involved in social media, marketplaces, etc.

For more interesting statistics on the Polish market, visitPoland (export.gov.ua).

Source: https://iab.com.ua/oglyad-rynkiv-vid-webpromo-polshha/