Market entry strategy for exports to Poland

If Poland is a relatively unknown market for you, you need a clear market entry strategy. This may be different from the strategies you have used so far, as the market structure and the competition is different.

Key in your market entry strategy is some market research. Of course there are reports on market size and market growth, but often these are general. Specific knowledge on how your product is perceived and what your competitions is, is harder to get but more valuable.

Oppportunities for international business in Poland

Out of the Easter-European countries, Poland is the biggest and richest, and hence a good market to start in the region.

As of 2024, Poland’s population is estimated to be around 40.22 million, showing a slight decrease compared to the previous year. This decrease is indicative of a broader trend in population change.

Poland has a diverse economy, with significant contributions from various sectors including manufacturing, agriculture, and services. It is one of the larger economies in Central and Eastern Europe and has seen substantial growth since its transition to a market economy in the 1990s.

Warsaw is the largest city, followed by other major cities like Lodz, Krakow, and Wroclaw. The country has a relatively high urban population, with a significant portion of its residents living in cities.

Poland has a rich cultural heritage, including significant contributions to European literature, music, and arts. The majority of the population identifies as Christian, with a small percentage being religiously unaffiliated.

Five ways into a market

Your entry model decides your cost, your speed and how much control you keep: sell directly from home, work with an agent, appoint a distributor or importer, sell online, or open a local office.

Control and investment move together. Direct and online selling are cheap to start and easy to stop. A local office gives full control, but needs staff, registration and often a local company.

Most companies start light, prove that there is demand, and only then invest.

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Entering the market in Poland in three steps

Step 1

Validate the demand

Check market size, competitors and price levels, then speak with five to ten potential buyers. Their reaction tells you more than a general market report.

Step 2

Choose channel and price

Pick the entry model that fits your margin and your capacity, and calculate your landed cost: transport, duties, VAT and the margin the channel will take.

Step 3

Pilot, then scale

Start in one region or with one partner, agree what success looks like after six to twelve months, and expand the country plan only on those results.