Online shopping frequency in Poland peaks among middle-aged adults, with the 35–44 age group leading high-frequency purchasing: shop online three or more times a week and do so one to two times a week, making this cohort the most active overall. The 25–34 group follows closely, with shopping weekly one to two times, reinforcing that adults in their prime earning and spending years dominate frequent online purchasing behaviour.
Frequency drops sharply at both ends of the age spectrum. Among those aged 65 and over, shop only every two to three months and just a few times a year — patterns that stand in stark contrast to younger cohorts. Notably, of the 65+ group report no online purchases in the past 12 months, the highest non-participation rate across all age bands, compared to among 18–24 year olds.
The 55–64 group shows a distinct concentration around once-a-month shopping at , suggesting a more deliberate, less impulsive purchasing rhythm than younger adults. The 18–24 cohort, while digitally active, skews toward moderate frequency, with shopping two to three times a month rather than weekly, indicating habitual but not intensive online buying at this life stage.
