From all perspectives, Polish consumers' enthusiasm for shopping through social media remains high.

According to a research report released by Adyen, in 2023,45%of Polish consumers purchased their favorite products through social media platforms, spending about7,000 zlotyper year, which is approximately 12,535.85 RMB.

Among them, this growth is particularly significant amongGeneration Z(people born between 1995 and 2009) and theBaby Boomer Generation(people born between 1946 and 1964), with increases of 32% and 35% respectively. As much as59%of Generation Z chose this shopping method in the past 12 months.

Regarding this, Jakub Czerwiński, Vice President of Adyen Central and Eastern Europe, stated that the growing popularity of social media as a shopping venue once again proves that people are no longer confined to specific channels; they want to shop wherever is convenient.

Poles spend 7,000 zloty annually shopping via social media. Source: Mycompanypolska

According to TuKe's understanding, among the available social media platforms,TikTok Shopcurrently ranksthird (28%)among users of all age groups in Poland.

Being able to catch up with established platforms like Facebook Marketplace and Instagram Shop and rank third is closely related to TikTok's rapid rise in Poland in recent years.

According to statistics released by Mediapanel, as of December 2023,TikTokhad more than13.78 millionusers in Poland, accounting for46.45%, which means nearly half of Polish internet users are using TikTok.

Compared to Facebook and Instagram, TikTok is also the only platform to achieve user growth,an increase of 88,500against the trend. Meanwhile, the number of users on Facebook and Instagram decreased by 588,400 and 259,000 respectively in just one month.

TikTok ranked third in user numbers in December. Source: Mediapanel

In addition to achieving counter-trend growth in user numbers, TikTok also performs outstandingly in terms of user engagement.

According to TuKe's understanding, in December 2023, the average usage time of TikTok among Polish internet users reached17 hours 18 minutes 42 seconds, far exceeding Facebook's 15 hours 36 minutes 39 seconds and Instagram's 5 hours 2 minutes 39 seconds.

It is not difficult to see that TikTok not only has a huge user base in Poland, but its user engagement also far surpasses other social media platforms. Therefore, it is easy to understand why TikTok Shop, as a latecomer, can compete with established platforms.

Comparison of Polish social media data for December and November. Source: Mediapanel

The rapid rise of TikTok Shop in Poland's social e-commerce sector is remarkable. Its emergence as the third most popular platform not only demonstrates Polish consumers' growing enthusiasm for shopping via social media, but also highlights TikTok's influence and appeal as a new force. As user numbers and engagement continue to grow, TikTok's status and influence in Poland are expected to further consolidate, opening up more possibilities for the future development of social e-commerce.