Year-to-year, traditional sale is transferred to virtual reality.

Not only an increasing number of stationary shops embark on the online trading journey but there are more and more customers shopping on the Internet.

It is estimated that in 2019, ca. 1.92 customers around the world will do shopping online. According to Gemius research, in Poland there are as many as 27.8 millioninternauts half of whom have at least once have bought something on the Internet. We verify what sells best on the web.

Online shopping –the 21st century phenomenon.

Since the beginning of the 21st century, virtual reality has been developing at a very quick pace. The beginnings were Modest; yet every year marked an increase of the web traffic. Broadly understood e-commerce campaigns, technological progress, Google, social media, affiliation networks have had a great impact on the development of the Internet as such. Time has played a key role. It turns out that the most important factors encouraging the online shopping is 24/7 availability of the web stores (87% of respondents have raised this argument), there is no need to go to the shop (84%) and our decision-making time is unlimited (79%).  Also emphasised is almost unlimited offer, more attractive prices in comparison with the stationary shops (even including delivery expenses), or the fact that it is easy to find rare, specialist products. The nature of online shopping attracts more and more Poles to the Internet who shop online with an increasing pleasure.

Online shopping is a phenomenon which has lasted for nearly two decades; it grows year-to-year and introduces cutting edge online solutions such As Google Assistant to make take the shopping experience to yet another level.

What sells best on the Internet?

Global statistics show that in 2018, the best-selling products were clothes (57%) with electronic products. Books, films, music and video games scoring high, too. Cosmetics enjoys satisfactory results; trading in bags and food notes satisfactory results. The data are global and it is worth remembering that they do not always easily convert into local conditions.

It seems interesting that relatively the largest proportion of online shopping to traditional retail shopping is noted in Great Britain (18%), then in China (16.6%), with Norway on the third place (12.7%).

What do Poles buy on the Internet?

Coming back to the favourite choices of the internauts with a Focus on the Polish market it may turn out that it is not very different from global statistics. Poles most readily buy clothes, accessories (64% of respondents), books, CDs and films (54%), cinema and theatre tickets (51%), shoes (44%), cosmetics and perfumes (43%), with a little lower result in household and audio-visual equipment, travels or sports clothes, and all sorts of electronic equipment. Quite significant, a dozen per cents or so result was noted in the collectors’ items or construction materials.


Conclusion which may be drawn are such that in the country by the Vistula River, you buy almost everything on the Internet. This trend is upheld and tradition shopping seems to be replaced with the online shopping.

What do women and what do men prefer to buy online?

Such product categories as clothes, accessories, cosmetics, shoes and jewellery are definitely the choices made by Polish female online shoppers. Toys and products for children are also more often bought by women. Men however usually put electronic equipment, software, vehicles, insurance and collectors’ items in their baskets.

Does education have any effect on purchasing habits? What doe educated people buy online?

It turns out that educated individuals display greater interest in nearly all product categories which can be bought online. {Products like Cinema or theatre tickets, household and audio-visual equipment, even pharmaceutical products are more and more often purchased online by individuals with university degrees. Tour or travel bookings are also more often made by people with higher education.

Data concerning the online bestsellers is plentiful and may be analysed in many different ways. One thing is certain though: regardless of age and education, Poles as well as the global society change their buying habits in favour of virtual shopping.