Abstract:

The aim of this study is to present  development possibilities of direct sales of food products under the conditions of electronic economy. In the beginning, literature publications were reviewed. The major concepts were defined, including a definition of direct sales, their form and management of the process of distribution.  In Poland online shopping is less popular European countries  and the popularity of online food product shopping is smaller as compared to other categories of products. Secondary data was obtained from  - CEBEOS  reports from the years 2002 to 2020, as well as from the Central Statistical Office and primary data were obtained from three interviews with the Internet users for better interpretation of the secondary data. Three scenarios were prepared to be used as measurement tools. At the end of the research, a case study method was employed which involved analyzing  ‘Rural e-box’ project. For this purpose, secondary and primary data obtained from an interview with the project manager were used  (measurement instrument – interview questionnaire was employed). The survey was conducted in 2020. Then, the collected  data was analyzed.

It was found that a vast number of the Polish Internet users (85%) and Poles  (acc. to different studies  53%, 48%) do used the Internet for shopping. However, as compared to other countries, Poles use this form of sale much more rarely  (19 position among 29 European countries in 2020). The dynamics of changes in the period from 2002 to 2020 has been high which suggests that its further development can be expected in the next few years with particular growth in the interest in such products as clothes, shoes  (almost four times). Purchasing food via the Internet  is not yet very popular among the Internet users (7%  of Internet users), though it is worth noting that for the last year it has  gained in importance (in 2020 in relation to 2019 1,3 times). In the opinion of the Internet users  it was caused by a wider assortment of products offered by online stores and manufactures  and better equipment and access to the Internet  and the pandemic. It seems that the concepts of the type of Rural e-box which are of regional character with the use of modern internet, informatic technologies, modern management methods reduce the concerns about the food quality and its delivery time,  are very likely to find followers in Poland