By 2025, online sales will account for over 15% of the cosmetics market in Poland
Online sales have been showing the highest growth dynamics among all channels in the cosmetics market for several years, and this trend is expected to continue in the coming years. In the next few years, this channel will grow more than three times faster than the entire cosmetics market, with an average annual growth rate of 9.5% from 2020 to 2025, as shown in the PMR report „Retail Trade of Cosmetics in Poland 2020. Market Analysis and Development Forecasts for 2020-2025”.
In 2019, online sales of cosmetics reached a value of 2.6 billion PLN, accounting for nearly 11% of the total retail market for cosmetics. According to PMR forecasts, this share will increase to nearly 16% in 2025.
Find comprehensive information about the current state of the Polish cosmetics retail market in the PMR report:
Cosmetics retail market in Poland. Market analysis and development forecasts for 2023-2028. Impact of inflation and war in Ukraine.
The high growth dynamics of the online channel are influenced by the presence of all major players in the online market, as well as the increasing popularity of existing stores. In 2019, the last of the largest players in the market, Hebe, launched an online store. The popularity of online stores of other major networks in Poland is also growing. An example of this is Rossmann, which suspended the option of free order pickup in brick-and-mortar stores during a promotional period due to their inability to keep up with order fulfillment.
The growth dynamics of the channel are also influenced by new players entering the market (such as Flaconi) or non-cosmetics companies expanding their cosmetic offerings, such as Zalando, which significantly expanded its beauty range in the past year.
Rossmann is the undisputed leader in the Polish cosmetics market, with nearly a quarter of the market share
As of the end of 2019, the network had almost 1,400 stores throughout Poland. The next player in terms of market share is the Biedronka discount supermarket chain. While this company does not specialize in cosmetics, its extensive sales network allows even a modest offering to generate significant revenue in the category.
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Senior Retail Analyst