Abstract:

E-commerce in Poland is one of the most dynamically developing segments of the Polish economy. According to results of the latest research, the year 2010 brought an increase of total sales revenue varying from 14 to 16% as compared to the previous year. At the same time, e-commerce in Poland has encountered specific barriers to its growth, including issues connected primarily with logistics. The aim of this paper is to analyze the so called “long tail” phenomenon as well as low-intensity competition between logistic operators in Poland. In the final part of the article, the author points out to the ways of overcoming the above mentioned problematic areas illustrated by the example of an online shop under the name: Merlin.pl.