Doing Business in Poland: Market Entry, GTM Strategy & Growth Potential

The population of Poland is 37,843,189, and is growing at the rate of -0.38%. The GDP per capita, which represents the potential spending power of the people, is $59,792, measured on a purchasing power parity (PPP) basis to allow comparison with other countries.

60.23% of Poland’s population lives in urban areas. 58.82% of the population is of working age (15-59). 89.65% of the population has internet access and 96% has 5G mobile coverage. These factors are important for digital-first businesses to keep in mind.

The Accuracast International Growth Index ranks Poland #9 overall for market attractiveness, up 1 place from last year.

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How Digitally Mature is the Market in Poland

The digital search demand score for Poland is 38.62.

This means Poland is one of the largest online populations in Central/Eastern Europe. Eurostat data puts broader internet access even higher, at 96.2% as of December 2025. Mobile is the dominant access mode, with 53.8 million active cellular connections, equivalent to 142% of the population.

Go-To-Market Strategy Considerations for Poland

The purchasing power score for Poland is 64.81, and the country scores 89.55 for digital readiness.

This means purchasing power is rising fast (wages up ~55% since 2020 per employer-cost analyses) and inequality is comparatively low, but digital skills, not access, is the lagging indicator, which matters for UX/onboarding complexity of any digital product.

Financial & payment infrastructure

In terms of financial infrastructure, Poland scores 76.72.

This implies Poland is genuinely distinctive. BLIK, a bank-consortium-owned mobile payment scheme, dominates and accounts for roughly 70% of all Polish e-commerce transactions by volume in Q1 2025, per Narodowy Bank Polski data, with 325 million online payments completed that quarter alone. This means any Poland-facing checkout system that doesn’t offer BLIK natively is likely leaving the majority of conversions on the table.

Regulatory & business setup friction

From a business expansion point of view, Poland scores 59.51 for regulatory complexity and legal restrictions. This is reverse-scored, meaning the higher the score, the easier it is to navigate local regulation.

Navigating the regulatory landscape in Poland can be tough, and rules sit on an EU foundation with national layers on top. Poland’s Office of Competition and Consumer Protection has issued specific guidance on influencer marketing and ad-tagging standards, and a 2024 industry Code of Ethical Conduct for influencer marketing is now in effect. Compliance burden is real but standard-EU in nature.

The score of 39.79 indicates the costs and friction associated with setting up a business presence in Poland.

The friction score indicates that legal setup friction is low by EU standards (fast, cheap, no local-partner requirement), but the real friction is operational, banking, accounting, and BLIK payment integration, not incorporation itself. This makes Poland one of the cheaper and faster EU markets to formally enter.

Poland market attractiveness change

Compared to last year, the overall International Growth Index score for Poland has changed 2.24 points, moving the country up one place from 2025, to rank #9 in 2026.

This makes Poland look middling or stale, but the underlying economic trendlines (GDP growth, wage growth, disposable income growth, ecommerce growth) are all pointing sharply upward, the country’s investment case is stronger when viewed on a trajectory rather than on static snapshot rankings.

Most Popular Social Media Platforms in Poland:

1. Facebook
2. YouTube
3. WhatsApp
4. Instagram
5. TikTok
6. X
7. Pinterest
8. Snapchat
9. LinkedIn
10. Threads

The national language is Polish. English is spoken by about 22% of the population and German is spoken by less than 3% of the population. Among younger Poles, English is spoke by about 45% of 15-34 year olds. Marketing teams could get away with limited testing in English, but should consider localising website content for search, and social media and advertising content into Polish to engage the local audience effectively in the long term.

What Are the Risks of Expanding into Poland

While new market expansion can be exciting, it is important to also consider the risks when entering a market like Poland.

While new market expansion can be exciting, it is important to also consider the risks when entering a market like Poland. For instance, regulatory uncertainty, a digital skills gap that may impact conversion, reliance on BLIK for payments, governance concerns, rising inflation and labour costs are important factors that companies should consider before making the decision to enter the market.

How Does Poland Compare to Other Top Markets?