#BlackFriday 2021. The most popular online shopping websites in Poland
Black Friday sales, which came to Poland from the USA, have attracted unflagging interest for years. Due to the epidemic, many Poles have decided to shop online this year. Which online shopping websites were the most popular during November 25-27? What gender predominated among consumers on each of the platforms? We invite you to read the Gemius analysis!
Online shopping is becoming more and more popular
In the recently published E-commerce in Poland 2021 Report, Gemius experts highlighted the constantly growing popularity of online shopping. The percentage of Poles preferring this form of shopping increased by 4% compared to 2020. This is undoubtedly influenced by the epidemic situation and the new reality. Fans of online stores indicate the most important advantages of online shopping, among others, safety, a wide range and easy access to all products without leaving your home. According to the data from the report, online shopping is most often chosen by women, people over 35, with higher education, living in large agglomerations.
You can download and read the entire report in the PL version here.
A summary of the most interesting information from the report in English can be found here.
In the US, the last Friday of November is the day of the biggest sales. In Poland, the reductions most often start at the beginning of November, with the greatest intensity on Black Friday, but often lasting the entire weekend. Cyber Monday, i.e. Monday sales after Black Friday, is also becoming more and more popular among Polish consumers. Gemius analyzed which websites offering online shopping services were the most popular from November 25 to 27, and what gender predominated among consumers on each of the platforms.
Domination of the big online shopping platforms
During the analyzed period, Poles most often shopped on large platforms offering online sales - allegro.pl, olx.pl and ceneo.pl. The most popular of the platforms - allegro.pl on November 25-27, had almost 10 million real users and a reach of almost 30%. The average time (ATS) spent by each user on the platform was almost 17 minutes. Allegro.pl was viewed almost 180 million times during the 3 analyzed days. The majority of visitors to the platform were women (almost 53%) and people over 30. This is in line with the Gemius E-commerce in Poland 2021 Report conclusions.
Source: Mediapanel, November 25-27, allegro.pl, Media Type: PC home, PC work, Phones, Tablets, TG: ALL, Demography, Gender
Source: Mediapanel, November 25-27, allegro.pl, Media Type: PC home, PC work, Phones, Tablets, TG: ALL, Demography, Age
Poles are eager to buy RTV and household appliances
The list of the 10 most popular websites in the analyzed period offering online sales also included three platforms related to electronics and household appliances - mediaexpert.pl, euro.com.pl and samsung.com. The most popular of them, part of the Media Expert store, on November 25-27 had almost 4 million real users and a reach of almost 11.5%. The average time (ATS) spent by each user on the platform was 4 minutes 19 seconds. The website has been viewed almost 27 million times and has been visited over 5.5 million times. Analyzing the data for the three days, it is clear that the mediaexpert.pl website enjoyed the greatest interest on Black Friday - November 26. At that time, the platform was visited by almost 2 million real users. As in the case of the previously analyzed platform allegro.pl, the website mediaexpert.pl was also more willingly visited by women (over 54%).
Source: Mediapanel, November 25-27, mediaexpert.pl, Media Type: PC home, PC work, Phones, Tablets, TG: ALL
Source: Mediapanel, November 25-27, mediaexpert.pl, Media Type: PC home, PC work, Phones, Tablets, TG: ALL, Demography, Gender
Clothes, accessories, toys and home equipment
The lidl.pl website was ranked sixth on the list. Website presenting the current offer of Lidl stores as well as current and future promotions also offer online shopping in the following categories, among others such as fashion, sports, home, kitchen, workshop or child. As in the case of previously analyzed websites, the greatest popularity of this website can be observed on Black Friday (over 1.1 million real users). Women predominated among customers (almost 60% of all users).
Source: Mediapanel, November 25-27, lidl.pl, Media Type: PC home, PC work, Phones, Tablets, TG: ALL
Source: Mediapanel, November 25-27, lidl.pl, Media Type: PC home, PC work, Phones, Tablets, TG: ALL, Demography, Gender
The list of 10 most popular shopping platforms and websites on November 25-27 include the Asian platform aliexpress.com and sinsay.com website, which is part of Sinsay store and LPP Group. Interestingly, when analyzing the data for the second entity, it can be seen that website was the most popular on November 27 -day after Black Friday. The reasons can be seen in the fact that the Sinsay started its promotions at the beginning of November, to increase them during Black Friday and weekend. In this case women most willingly bought online (almost 80% of all users).
Source: Mediapanel, November 25-27, sinsay.com, Media Type: PC home, PC work, Phones, Tablets, TG: ALL
Source: Mediapanel, November 25-27, sinsay.com, Media Type: PC home, PC work, Phones, Tablets, TG: ALL, Demography, Gender
What about men?
The only website that noted the majority of men among consumers was in the 7th place in the presented ranking. On November 25-27, the otomoto.pl website was visited by over 2.1 million real users, almost 75% of whom were men. The online store also reported long ATS (compared to other platforms on the list). It was over 11 minutes. Users spent more time only on allegro.pl (16 min 44 sec) and olx.pl (16 min 40 sec). It can therefore be concluded that men when deciding to buy car parts or a car, analyze the website in more detail and spend more time on the purchase decision.
Source: Mediapanel, November 25-27, otomoto.pl, Media Type: PC home, PC work, Phones, Tablets, TG: ALL, Demography, Gender
By analyzing the data for the period related to Black Friday and price reductions, it can be concluded that Poles are eager to shop during sales on online shopping. This may be influenced not only by offers that are attractive in many cases but also by the pre-holiday period. Consumers are eager to buy accessories, clothes, toys and electronics, which products often later become gifts under the Christmas tree. Most of the people who shop online on the analyzed websites were women. The otomoto.pl website was an exception. These conclusions may confirm the thesis that in Poland it is women who more often deal with the organization of home life, holidays and gifts, so they more often use shopping (ordinary and online).
About Mediapanel Research
Mediapanel is the first cross-media study in Poland based on a single source. The study combines site-centric measurement (measurement scripts at the site and application level) and user-centric measurement (panelists' behavior). In the production of data, we use proprietary, internationally recognized methodologies and algorithms. The Mediapanel study provides a complete and reliable picture of the Polish online market. It offers the possibility of analyzing and comparing the viewership of websites, applications and streaming materials on various types of devices, optimization of advertising budgets, comparison of traffic on desktops and laptops at home (PC-home) and at work (PC-work), as well as determining the position of the entity and its competition.
You can read more about the Mediapanel here.