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Startups·2 min read

Poland's Subscription Boom: Recurring Orders Rise 10.4% in H1 2026

A Juo report with Mastercard and PayU finds 61% of Poles use physical-product subscriptions, which already generate 34.5% of revenue at the retailers studied.

A courier delivering a recurring subscription parcel of groceries and household goods to a customer's door in Poland.
Image: MamStartup
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Subscriptions are moving well beyond streaming and digital services in Poland. According to the report "Physical Product Subscriptions in Poland 2026: From Transaction to Relationship", prepared by Juo with Mastercard and PayU, 61% of Poles aged 18–60 use subscriptions for physical goods regularly or occasionally, and 44% say they do so regularly.

The transaction data points the same way. In the first half of 2026, the number of recurring orders for physical products rose 10.4% year on year, while total orders at the analysed stores grew 4.1%. Subscription revenue made up 34.5% of total revenue at the retailers covered, and the average subscription lasted 187 days. The average subscriber spent 604 zloty on subscription purchases in the period.

What Poles buy on repeat

Groceries lead, with 50% of respondents ordering them cyclically. Coffee follows at 29%, then supplements and vitamins (26%), pet food (24%) and cosmetics and beauty boxes (22%). Average order values differ widely: 281.56 zloty for pet food, 266.72 zloty for health and supplements, 142.01 zloty for food and drink, and 119.16 zloty for cosmetics.

Convenience and automation are the main draw, cited by 78% of respondents. Control still matters: 67% want reminders about upcoming payments, 66% want a notice before automatic renewal, 63% want easier cancellation and 62% want to change payment or delivery frequency flexibly.

Retention and the role of AI agents

Keeping customers is the main challenge. As many as 59% of ended subscriptions covered only one fulfilled order. Excess stock was the most common reason for cancelling in cosmetics (41%), food and drink (40%) and supplements (36%).

The report argues that agentic commerce could address this. Citing Mastercard's study "A Short History of the Future of Shopping and Payments", it says routine purchases may be among the first tasks handed to AI agents, which could adjust delivery frequency to actual needs. Mastercard's Daria Auguścik said trust is the precondition: consumers should define the agent's permissions, see their transactions clearly and be able to reverse decisions.

The report also highlights payment reliability: one in five subscription users has experienced payment problems, making dependable recurring-payment infrastructure key to the market's growth.

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Tags:juomastercardpayusubscriptionse-commercepoland

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