Poland: InPost, Paczkomaty, BLIK, and the consumer profile that buys most from ads
Guilherme Rocha · 2026-10-07
Inpost and lockers: why delivery rates go up
InPost is one of Poland’s leading delivery services, with an extensive network of lockers (Paczkomaty) that make it easy to pick up packages. Delivery rates increase for a few reasons:
- Accessibility: Lockers are available 24/7, letting consumers pick up their products whenever it works for them.
- Lower Cost: Locker delivery is generally cheaper than traditional delivery, which attracts more buyers.
- Security: Consumers feel safer picking up their purchases at fixed locations, avoiding home deliveries that could result in theft.
As a result, increased use of Paczkomaty can lead to higher conversion rates in ad campaigns.
COD vs blik
Cash on delivery (COD) is still very popular in Poland, especially among consumers who don’t trust online payments. However, the BLIK platform, which enables fast and secure mobile payments, is gaining ground.
- COD: Appeals to consumers who prefer to pay when they receive their order and is more common in low-cost product niches.
- BLIK: Ideal for fast transactions and more widely used by younger consumers looking for convenience.
If your target audience is older, prioritize COD; if it’s younger, invest in campaigns that promote BLIK.
Zloty aov and price psychology
Average order value in Poland varies quite a bit, but for e-commerce, 100 to 300 zlotys is common. Price psychology plays a crucial role:
- Pricing Strategy: Products with prices ending in 9 (e.g., 99 zlotys) tend to be perceived as cheaper.
- Promotions: Discounts of 20% or 30% can be very attractive, but they need to be calculated carefully to avoid hurting your margin.
Using these tactics can increase perceived value and conversions.
Language and translation
Polish is an important factor in campaigns. Make sure your ads are in clear Polish and properly translated.
- Localization: Don’t just translate—adapt the content to the Polish cultural context.
- Grammar Mistakes: Be careful with mistakes, as they can hurt your brand’s credibility.
If your site isn’t in Polish, consider investing in a professional translation.
Top-performing niches
The niches that perform best in Poland include:
- Beauty and Personal Care: Natural and organic products are in high demand.
- Technology: Gadgets and accessories, especially those involving innovation.
- Sustainable Fashion: Interest in eco-friendly and sustainable products is growing rapidly.
- Food and Beverages: Gourmet and local products are well received.
If your store operates in one of these niches, consider targeting your campaigns specifically to these groups.
What average order value have you been seeing in your campaigns in Poland?