The boundary between online and offline shopping is becoming increasingly vague. There is an evident retail trade trend toward the omnichannel, i.e. combining various sales channels tailored to the consumer's individual needs. This requires the development of e-commerce which has significantly accelerated recently. In the last 5 years, the share of online sales in Central and Eastern Europe grew by 9 pps to 15%, and in 4 years' time is bound to amount to 20%, according to CBRE's forecasts. Poland and Czechia are leaders in terms of online shopping growth in the region. E-commerce's market share in these countries in 2026 may be as high as almost a quarter.
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