For ERLI—the #2 marketplace in Poland—2025 marked a clear acceleration in development and a strong proof point of the platform’s maturity. The company closed the year with GMV of nearly PLN 1.8 billion and recorded a 54% year-on-year revenue increase. Users completed 8.9 million transactions, while the platform attracted an average of 10 million visits per month. ERLI’s scale was further underscored by 34,000 active sellers and more than 21.6 million products sold.
At the same time, ERLI’s user base expanded rapidly. The number of registered accounts rose from 4.8 million in 2024 to 6.7 million in 2025—an increase of 40% year on year. Against the broader market, ERLI’s performance stood out for its exceptional pace: while Poland’s e-commerce market grew by 7.1% in 2025, ERLI’s GMV increased by 45% year on year—meaning the platform expanded more than six times faster than the overall Polish e-commerce market.
Scale and Financial Performance in 2025
ERLI’s GMV grew from PLN 1.23 billion in 2024 to nearly PLN 1.8 billion in 2025, while revenues rose by 54% year on year. EBITDA increased by 75%, confirming the effectiveness of a strategy built on scaling the business while improving operational efficiency in parallel.
Across 2025, the marketplace processed 8.9 million transactions, and the number of products sold exceeded 21.6 million—representing roughly 54% annual volume growth. The real user base also continued to expand: in December 2025, ERLI recorded 10.3 million monthly unique users (UU), up from 9.4 million a year earlier (+11% y/y).
“2025 confirmed that ERLI can build scale while improving profitability at the same time. GMV of nearly PLN 1.8 billion, a 54% increase in revenues, and a 75% improvement in EBITDA show that our marketplace model has reached operational maturity. Our continued growth is anchored in efficiency, technology, and data,”
says Adam Ciesielczyk, CEO and Founder of ERLI.
Sales Categories Driving Growth
In 2025, ERLI’s strongest growth engines remained Beauty (+42% GMV vs. 2024), Supermarket (+64%), Culture & Entertainment (+63%), and Automotive (+60%). These segments accounted for a significant share of the platform’s GMV and expanded faster than the market average, supported by a broader seller offering and high conversion rates—particularly in the mobile channel.
Mobile as the Dominant Sales Channel
Mobile continued to be a core pillar of ERLI’s performance in 2025. Over the full year, the app generated close to 60% of GMV and more than 60% of all transactions completed on the platform. During Black Week 2025, the mobile share climbed to 73.3%, translating into 68% of total GMV for the period. In Q4, daily active users (DAU) exceeded 315,000, and on the record day ERLI noted 12,500 new app installs.
2025 also brought strong growth in the app’s user base. The number of installations increased from 1.9 million in 2024 to 2.3 million in 2025 (+18% y/y). Even faster was the rise in users who had the app installed—from 1.8 million at the end of 2024 to 3.2 million by the end of 2025, representing a 78% year-on-year increase.
Sales Tools and Promotions Boosting Conversion
Conversion growth was also driven by tools designed to support sales performance. ERLI’s Lowest Price Guarantee program, covering 4 million listings, increased purchase probability by 17% compared with other products. Another key contributor was ERLI’s e-Flyer (e-Gazetka), which won “Trend and Innovation of the Year” at the Blix Awards 2025. The tool generated PLN 33 million in GMV, and promoted assortments sold on average 4.5 times better than standard listings.
Technology-Led Operational Efficiency
In 2025, ERLI continued investing in technology, logistics, and purchase-path optimization, expanding cooperation with InPost and DHL. Within the core marketplace, ERLI implemented AI and LLM-based solutions, including automated SEO and GEO content optimization, recommendation systems, and simplified login flows.
“Investments in technology and AI had a direct business impact. Improvements in UX and sales processes translated into several additional million zloty in GMV each month, while also strengthening operational efficiency,”
Adam Ciesielczyk concludes.
Market Position and Consumer Trust
In 2025, ERLI remained in the TOP10 most popular shopping platforms in Poland according to Mediapanel Gemius, reaching a record 5th place in May. The platform now operates as Poland’s #2 marketplace in terms of growth momentum. Consumer trust indicators also improved: ERLI’s Trustpilot rating reached 4.6 stars, supported by more than 5,500 verified reviews—reflecting rising user loyalty.
Source: ManagerPlus (managerplus.pl)
