Almost half of Poles yet to embrace e-commerce

The data reveals that non-buying internet users are mainly elderly people living in smaller towns, who feel more disadvantaged financially than other groups. They indicate that the fact that they cannot touch the product (45 pct) is the main reason for avoiding online shopping. Being used to traditional stores (24 pct) also plays an important role. People over 50 years of age need to be able to speak with the vendor more often than other age groups (23 pct). The report reveals that lower delivery costs could change their opinion about internet shopping, with 35 pct of this group expressing such an opinion.

However, almost one fifth of people who do not buy online believe that there are no incentives that could convince them to engage in e-shopping. When asked about the products they would choose if they ever changed their opinion, people who do not buy online most often indicated books, CDs and films (34 pct), clothing (33 pct) and home electronics/appliances (28 pct). This choice largely coincides with the actual popularity of online products – internet users most often buy clothes (64 pct) and books and CDs (54 pct).