The Polish e-commerce market will double by 2020, despite difficulties ahead, the Rzeczpospolita daily has reported. According to the paper, due to high competition in the industry, it is not enough to lower prices in order to grow.

The key to success in the sector is adapting to trends, and finding a direct way to tailor services to individual customers.

Polish online stores must conduct data analysis and react to customers’ needs in order to grow, Rzeczpospolita wrote.

According to the paper, more than half of entrepreneurs in Poland say they want to increase their spending on data analysis tools, and 60 percent admit that big data analysis causes a significant boost to their income.

At the same time it is increasingly difficult to hire e-commerce specialists, who expect to be paid much more than the average salary in Poland, the daily reported.