In 2023, over 90% of Polish SMEs (small and medium-sized enterprises) selling on Amazon embraced international expansion, marking a significant milestone in their journey toward global growth. The leading product categories were Home & Kitchen, Beauty, and Apparel, with Germany, France, and Italy emerging as the most popular export destinations. The total value of foreign sales by Polish SMEs on Amazon exceeded PLN 4.7 billion.
Key Highlights:
- 90% of Polish SMEs selling on Amazon exported their products in 2023.
- Export sales of Polish SMEs on Amazon amounted to over PLN 4.7 billion.
- In 2023, more than 30 million products from Polish SMEs were delivered to Amazon customers.
- 98% of surveyed SMEs acknowledged that access to the European Single Market benefited their business.
- Polish SMEs contribute 34% to the country’s total foreign trade, with 77% of their exports going to the EU Single Market.
Since Poland joined the European Union 20 years ago, the country’s export of goods and services has grown nearly sixfold, from EUR 60 billion to EUR 350 billion. According to research conducted by Implement Consulting Group in collaboration with the Polish Chamber of Commerce (KIG), GONITO, and Ipsos, SMEs now account for over a third of Poland’s foreign trade (34%). Furthermore, 98% of these businesses affirm that the opportunities provided by the European Single Market have positively impacted their operations, with 77% of SME exports conducted within the market.
Embracing International Expansion
In 2023, 90% of Polish SMEs selling on Amazon ventured into international trade, a 15% increase from the previous year. About 70% of these companies exported their products to European Union countries, generating sales worth over PLN 4.3 billion. The top-performing product categories were Home & Kitchen, Beauty, Apparel, and Business, Industry & Science. Germany, France, Italy, Austria, and Spain remained the most popular export destinations, while more than 55% of Polish sellers also exported beyond the EU, particularly to the United States.
Regional highlights include SMEs from Mazovia, Lesser Poland, and Greater Poland provinces achieving the highest revenue from international sales on Amazon, with figures exceeding PLN 800 million, PLN 610 million, and PLN 575 million, respectively.
For many businesses, cross-border e-commerce has been a turning point. Companies like Retoo, which specializes in electronics and home accessories, have seen substantial growth through Amazon’s marketplace. “In 2023, we fulfilled over 519,000 orders across eight European stores, and we plan to expand into the UK soon,” says Mateusz Kacprzak of Retoo.
Supporting Export Growth
To support sellers in expanding their international sales, Amazon is implementing European development programs tailored to the needs of local entrepreneurs. Initiatives like cross-border.pl, launched in 2023 by the Polish Chamber of Commerce in partnership with Amazon, play a crucial role in facilitating and promoting foreign expansion among Polish SMEs. These programs provide the know-how, tools, and training necessary for businesses to start and grow their international e-commerce presence.
“The results from the first year of cross-border.pl are very promising. We’ve trained hundreds of entrepreneurs and created a comprehensive knowledge base,” said Anna Zacharjasz, Deputy Director at the Polish Chamber of Commerce during the Global Check-in conference on international expansion. “The growing interest in international e-commerce among SMEs is a good sign for the continued development of cross-border trade, which is becoming a driving force for the country’s economic growth.”
Logistics as a Growth Catalyst
Efficient logistics and technological solutions are key to scaling businesses quickly. With Amazon’s 10 years of presence in Poland, the country now hosts 11 modern logistics centers, enabling thousands of SMEs to reach millions of customers worldwide. The Fulfilment by Amazon (FBA) program, which handles product storage, packaging, shipping, customer service, and returns, allows businesses to focus on developing their offerings.
“With FBA, sellers can concentrate on creating attractive offers and listing them on the platform, while Amazon handles the operational and customer service aspects,” explains Janina Rampp, Head of Marketplace at Amazon.pl. This program has reduced logistics costs by an average of 70% compared to self-managed processes. In 2023, 47% of Polish SMEs used the FBA service.
To further support SMEs, Amazon introduced a 50% discount on FBA services starting in August 2024, alongside a waiver of commission and subscription fees for the first six months of new seller registrations. These incentives have proven to be effective, contributing to an increase in sales for Polish SMEs, with over 30 million products sold on Amazon in 2023, up by 5 million compared to 2022.
Amazon’s Role in Poland’s Growth
As Amazon celebrates its 10th anniversary in Poland in 2024, the company continues to invest in infrastructure and job creation, having contributed over PLN 20 billion and generated more than 70,000 direct and indirect jobs. Poland remains a vital center for Amazon’s technological development, with local teams contributing to innovations such as Alexa, Polly, Kindle, and smart home security systems under the Ring brand.
Amazon’s continued commitment to being the world’s most customer-centric company, the best employer, and the safest workplace is made possible through pioneering technologies and artificial intelligence, which have been key to the company’s success globally and in Poland.
Source: PAP Media-Room
