Polish Online Retailers and EU Regulations

Polish online retailers looking to sell within the European Union benefit from simplified processes in some areas. E-commerce regulations are largely based on EU legislation, making them consistent and universally applicable across the EU.

Key European E-commerce Regulations

The following are some of the main rules governing the e-commerce market in the EU:

• 14-day complaint resolution – Online retailers in the EU are required to process complaints within 14 days.
• Price disclosure – According to the Omnibus Directive, sellers must display the lowest price an item was offered at in the past 30 days.
• Warranty – Buyers have up to two years to prove that a product does not conform to the contract.
• Disclosure obligations – Sellers must inform customers if they are a business, if they use paid advertising, and provide their business address.
• 14-day withdrawal period – Customers have the right to withdraw from a purchase within 14 days, without needing to provide a reason.
• Returns and complaints policies – Every online retailer must have clear terms for handling returns and complaints. To streamline these processes, Innoship offers an automated delivery and returns system that supports efficient management.
• Personal data protection – GDPR regulations apply throughout the EU.

Selling Beyond the European Union

Retailers looking to expand outside the EU face more challenges. Local e-commerce regulations may vary significantly from EU laws, and shipments are often subject to VAT and customs duties, which are usually the buyer’s responsibility. For these reasons, it is generally advisable to focus cross-border e-commerce efforts within the EU first.

Loyal customers buy up to 90% more often and spend 67% more. It is important to remember that without high levels of customer retention, it is difficult to be successful in cross-border e-commerce. How do you achieve this?

Customer acquisition in cross-border commerce

Acquiring customers abroad can sometimes be more difficult than in your home market due to differences in consumer habits and needs. Here are the key steps to attracting shoppers:

• Analysis of the local market – The ideal solution is to conduct your own market research. If your budget does not allow for this, use existing sources such as reports on foreign markets published on www.trade.gov.pl. Research carried out by local institutions can also provide valuable information.
• Optimisation of the shop’s website – In many markets, customers are much more likely to trust websites that have a local domain name. Other ‘must haves’ include content in the local language, as well as local currency and payment methods.
• SEO – It is virtually impossible to promote a shop in a given market without SEO activity. Alternative solutions could include working with influencers, using recommendations or affiliate marketing strategies.
• Competitive advantage – Cross-border e-commerce is almost only viable if the shop stands out from its competitors, either in terms of affordability or the superiority of certain products over local goods. This makes consumers more willing to accept inconveniences, such as longer delivery times.

Retaining customers in a new market

Another challenge for the retailer is to retain the customers that have already been acquired – they are the group that guarantees a steady profit. Retention rate is the difference between the number of customers at the end of a given period and the number of customers acquired, divided by the number of customers at the beginning of the period, for example a year. It is expressed as a percentage and the average retention rate in retail is 63%. What you can do to improve your retention rate:

• Customer service in the local language – this enhances the experience and also improves customer loyalty.
• Loyalty programmes and promotions – these are universal mechanisms that can be used effectively in any market.
• Gathering and using customer feedback – this helps to build a positive experience and can be useful in marketing and sales strategies.
• Efficient logistics – long delivery times can deter customers from making repeat purchases. Therefore, it makes sense to ensure safe and timely delivery with the services offered by the Apaczka platform – an experienced partner in shipping processes.
• Ongoing communication with customers – through all possible channels, using personalised offers but also content marketing.

Cross-border commerce is a great solution for retailers looking to expand into new markets, but it can only be successful if the retailer invests in attracting consumers and building loyalty.