Google Shopping in Poland

Poland is a significant and modern ecommerce market. Google Shopping offers a simple, effective and highly visible way to enter the Polish ecommerce market and target Poland buyers. With a population of 37,846,611, Poland has an average annual ecommerce spend of €581 while the European average spend is €2,186

Google Shopping in Poland - International Marketing
Google Shopping in Poland - International Marketing   Poland at a glance
Average CPC €0.56
Average CTR 2.24%
Average spend per capita €581
GDP per capita €13,871
GDP €431.32 billion
GDP growth rate 5%
Population 37,846,611
Number of Internet users 26,492,628
Median age 42
Mobile ecommerce 48%
Language(s) spoken Polish
Currency Polish Złoty (PLN)
Google Shopping in Poland - International Marketing
How to benefit from free visibility on Google Shopping in Poland
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Google Shopping in Poland - International Marketing

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Return on Ad Spend of your campaigns

Increase your ROAS

Targeting international markets with Google Shopping Ads can often lead to an increased ROAS and reduction in CPC compared to your domestic market.

Click here to generate personalised report to show you which international markets have the highest potential for your store.

Average CPC cost in Poland

Acquiring traffic through Google Shopping Ads in Poland is often cheaper and will provide a better Return on Ad Spend than in your own domestic market.

Below are the average CPC rates in Poland across the top Google Shopping Ads categories.


Average CTR in Poland

In order to calculate the click-through rate (CTR) of a paid ad you divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).


Top ecommerce categories in Poland

Below are the top ecommerce categories in Poland and the % of online buyers that have purchased in these categories.


What you need to know before selling in Poland?

Today Poland's B2C e-commerce market is worth €431.32 billion. Growth, however, is steady and is set to continue at an annual growth rate of around 5%.

Per capita the average annual online spend in Poland is €581. Polish online buyers tend to be very cost-sensitive. It is common for Polish buyers to compare prices, merchants and offers before completing a purchase: Manysuggest that they will always use a comparison engine before making a purchase online. The Czech Republic and Poland are the only European countries to have an e-commerce spend lower than €1,000 per person. For Poland, this is for a number of reasons, but is largely linked to Poland’s stage of economic development and its Soviet legacy.

Poland’s top ecommerce sites are:

  • 1.
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Cross-border spending in Poland is growing, international e-commerce now accounts for 6% of total ecommerce spend in Poland. When Polish buyers choose to buy cross-border they tend to seek products from major markets like China, the UK, the US and Germany. The main driver for buying outside of Poland tends to be price and the availability/uniqueness of the product.

How to list for free on Google Shopping Poland?

In 2020 Google transitioned their Google Shopping Ads platform from a mainly paid service to a global ecommerce ecosystem that enables any merchant to sell their products anywhere for free.

It’s now free to list on Google Shopping in the US, the UK, EU, Asia and Latin American markets. By selling internationally in markets such as Poland, merchants not only open up their business to more buyers than ever before, but it also enables them to move away and ahead of their domestic competition.

We compared the Google Shopping traffic of several merchants; after the US launch of free visibility in April 2020 and then, after the international launch in October 2020:

  • In the US, merchants saw a massive influx of free clicks growing to 10%-25% of total clicks.
  • After October global launch, merchants could see their unpaid clicks quickly grow to 8-15% of total clicks in less than a month.
  • Learn more about the impact of free listings on international Google Shopping.

How do I qualify for free Google Shopping in Poland?

Whilst it is now free to list items, there are still criteria that needs to be met in order for merchants to qualify, and just like paid ads if they do not meet 100% of the requirements then they will not be eligible to be shown in the shopping tab.

To qualify for the free Google Shopping Ads in Poland, you need to first create a Polish feed and then opt into their program. To do this you need to localise your website and your listings for the Polish market, to ensure that you meet the criteria set by Google to sell onto the Polish market.

To set up your Polish feed, you will need to:

  • Translate and localize your landing page and product details so they meet Google’s Polish requirements.
  • Convert product currencies into Polish Złoty (PLN) and make sure your checkout accepts Polish Złoty (PLN) payments.
  • Enable international shipping through a global carrier. International shipping prices for the Polish market will have to be included in your Polish product feed. See more details.
  • If your Polish product pages are hosted on a separated domain, you’ll need to setup a multi-client account that will allow you to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. See more details.
  • Once your website is fully localised, upload your product feed for the Polish market to your Merchant Center.

Why do you need to localize product ads?

Localization is extremely important for cross-border trade. Not only does it ensure your international listings get traffic but that your store can start to convert international buyers at the checkout. They expect a shopping experience similar to if they were to shop domestically, and providing them with a localized experience leads to an increased checkout conversion.

You’ll need to adapt your listings and store to the Polish market. This includes product descriptions in Polish, correct local sizes, prices in Polish Złoty (PLN) and with common Polish methods of payment.

Adopting your feed, listings and store for the Polish market will not only dramatically increase your international transactions, but also increase the average transaction value. Learn more about Glopal’s free product ads localisation solution.

Don’t have a Polish store?

If you don’t have a Polish store you can still benefit from Google Shopping Ads, but you will need to address the following:

Language: Polish version. Your store must have a Polish version and your product feed that you submit to the merchant center for Google Shopping Ads should also point to the Polish version.

Currency: The prices in your product feed must be in Polish Złoty (PLN).

Prices: Your landing pages, product pages and checkout must show the same currency that you use in the feed. For example, if you submit a feed with Polish Złoty (PLN) then all the prices on your site must also be in Polish Złoty (PLN).

Shipping: All shipping prices must also be in Polish Złoty (PLN).

Taxes: Where possible include local duties and taxes to ensure smooth and quick delivery of your products to Poland.

Legal: Ensure your site is fully compliant with Local Polish ecommerce Terms of Service and Returns policies.

Checkout: You’ll need to have a checkout that can process payment in Polish Złoty (PLN).

Find out how to automate the store localization process with our translation plug & play solution.

How to localize your Google Shopping campaigns for Poland?

As a business partner of Google, Glopal enables merchants across Shopify, Magento, and BigCommerce platforms, to scale their international sales through Google Shopping. Glopal’s simple Plug & Play solution takes care of all aspects of store localization to ensure that your international product feeds are compliant with Google Shopping Ads requirements.

Glopal’s pricing model is simple and easy-to-understand. We have a “Free forever” plan that enables full access to our Google Shopping solution as well as a “Pro” plan with custom features for advanced merchants.

Google Shopping in Poland - International Marketing
Google Shopping in Poland - International Marketing


Find out how to improve the
Return on Ad Spend of your campaigns