54% of internet users in Poland now shop online, according to research by Gemius. The study found that the demographics of Polish ecommerce shoppers has changed slightly over time. There are now more online shoppers in smaller towns and amongst younger age groups compared to one year ago. Furthermore, the proportion of university graduates has fallen, whilst the proportion of non-graduates engaging in online shopping has risen. The typical online shopper in Poland is now a female from a larger city with at least secondary school qualifications, aged under 50. Cross-border ecommerce has also increased in popularity, rising from 10% to 16% of online shoppers in the last year. Looking at what would encourage Poles to shop online more often, the study found that shorter delivery times, lower delivery costs and fewer advertisements were the main factors.