Purpose:The article analyses the development of the e-commerce market in Poland and the Baltic States. It presents the dimensions of its functioning -indicating the directions of development, and assesses the potential for further development of e-commerce. Design/Methodology/Approach: The study was based on a literature list and an analysis of industry reports on the latest research in the development of the e-commerce sector to show trends and new solutions that are applicable in the countries studied. When making a decision to purchase a product, customers have to consider many criteria that are relevant to the transaction. In order to achieve the aim of the study, an international study was carried out between November 2021 and December 2021 in Poland and the Baltic States using an online questionnaire. This is an international comparative study conducted on a large group of respondents on a very important and timely topic. Findings: An analysis of the e-commerce market in Poland and the Baltic States reveals that the highest percentage of its participants is in Estonia, followed by Poland and at a similar level in Lithuania and Latvia. E-commerce is subject to strong development, with the strongest growth forecast for the e-commerce market in Poland, which is confirmed by our own research. The effectiveness of e-commerce development in individual countries will be determined by individual approaches tailored to the shopping preferences of e-consumers in each country. Practical Implications: The analysis scheme developed in the research can be a useful tool to assist entrepreneurs in designing their e-commerce business. Quick response to changes in consumer decisions helps to build competitive advantages. Originality/value: The research presented here is part of a larger in-house study, the main aim of which is to explore the applicability of existing and the development of new methods for managing and implementing individual customer choices of the e-commerce marketplace into business.