Multichanneling is changing the business


When making a purchase online, Polish internet users do not limit their perspectives to a PC screen. They are turning to laptops, tablets, smartphones and e-books: the shopping begins on a mobile and ends on a home computer. The role of mobile shopping may be increasing, but website usability remains deficient.

Warsaw, 14 May 2014

As it may be concluded from a report prepared by Gemius for e-Commerce Polska, every third Polish internet user has at least once done some online shopping on their smartphone, and every fifth did so on a tablet. Nearly 4 per cent use e-book readers for this purpose. Still, the most frequent e-customer’s choice of device for shopping is a laptop (86 percent) and desktop computer (69 percent). The research also shows that over half of internet users among those who buy online on different devices, begin the shopping on a mobile phone screen and complete the purchase on a computer or tablet.

– The shift from PCs to tablets and smartphones is changing the business – comments Mateusz Gordon, the e-commerce expert at Gemius. – In practice, the growing number of mobile devices means a totally different user behaviour pattern. This concerns the ways of spending free time, frequency of browsing online content, as well as shopping. Poles utilize a number of channels at a time. The awareness of this trend should be reflected in a new model of business presence on the web – explains Gordon.

Grzegorz Wójcik, a board member at the Chamber of Digital Economy, adds that online shopping done on mobile devices is becoming a threat for the present leaders of the traditional internet market. – This is why it is crucial to adapt the form and content of an offer to the equipment or software used by e-consumers – clarifies Wójcik.

The respondents were also asked about the obstacles they encountered when shopping online on a mobile device. It turns out that it is men that complain more. They point out to the unfriendly forms (73 percent), unsuitability of websites (63 percent), complicated procedures for finalizing transactions (54 percent) and lack of mobile apps (45 percent). Women, in turn, are predominantly concerned with too small font (51 percent) and uncomfortable payment methods (29 percent).

– Apparently, e-shops make it more difficult for themselves – says Michał Kot, research director at the Interactive Institute for Market Research (IIBR). – Even with the best intentions e-customers may have, shopping on mobile devices is difficult and websites are poorly adapted for mobile use. The barrier may be key in the purchase process and our potential customer may be easily discouraged and quickly skip to a website better suited to such devices – adds Kot.

The aim of the research was to learn about the attitudes, habits and motivation related to buying online. The research was conducted with the use of CAWI (Computer-Assisted Web Interview) on a group of 1500 internet users aged 15 and more. The data was collected between 26 February and 7 March 2014.

The results come from the report “E-commerce w Polsce 2014. Gemius dla e-Commerce Polska”, which is soon to be published at: and