Growth Global Market of E-Commerce Cross Border: The Case of Poland

Purpose: The aim of the article is to present the essence of cross-border e-commerce and its participation in global e-commerce by regions and countries. Particular attention was paid to Poland by identifying the directions of expansion of Polish e-commerce companies and directions for cross-border shopping for e-commerce. Design/Methodology/Approach: The research method was the analysis of literature, reports, and statistical data concerning cross-border e-commerce as well as proprietary surveys conducted among Polish respondents (internet companies, customers of online stores). Findings: Global sales on the internet have been growing dynamically for several years. The increase in value of the e-commerce market in the world is unquestionable, with the yearly average increase being around 20%. The highest annual growth dynamics in the world in 2019 was recorded by e-commerce in Asia and the Pacific, but in the terms of the annual global jump, Mexico was the record holder with 35% increase. Polish e-commerce is one of the most dynamically growing European markets. Practical Implications: Assuming that the dynamics of e-commerce growth in the world will continue, it is necessary to observe global trends, focusing especially on developing markets which are the most promising e-commerce markets for cross border e-commerce, as indicated in this research. Identification of the trends is desirable from the point of view of e-commerce market participants: both regions, countries, companies and individual customers. Originality/Value: The study covers an important aspect of international exchange on the e-commerce market, presenting trends, dynamics and determinants of cross border e-commerce in individual countries, as well as indicating the most promising e-commerce markets in the world for cross border e-commerce. It focuses on the aspects which create cross border e-commerce in Poland regarding buying abroad and selling.