Polish CE Shelf April 2026: Komputronik Stands Alone

The Polish CE digital shelf is structurally different from the UK one. Less retail-media penetration. A different organic leader. And one retailer running a programme that nobody else in the country matches.

We tracked 1,064,369 brand appearances across seven Polish CE retailers over April 2026. Here is what the shelf looks like in numbers.

Sponsored Share by Retailer

Retailer	April Appearances	Sponsored Share
Komputronik	119,898	13.9%
MediaExpert	238,497	3.3%
Euro RTV AGD	159,184	1.2%
x-kom	186,801	0%
Morele	192,196	0%
OleOle	128,660	0%
MediaMarkt	39,133	0%

Komputronik is the only Polish CE retailer with retail media at scale. 13.9% of brand appearances on Komputronik category pages were sponsored in April, almost identical to UK Currys' 6.8% (twice the saturation, half the size). MediaExpert runs a small programme at 3.3%. Euro RTV AGD has a thin paid layer at 1.2%. The other four retailers, including x-kom and Morele — two of the biggest specialist e-commerce players in the market — are pure organic.

If you sell consumer electronics into Poland, the diagnostic is simpler than the UK: only Komputronik can be meaningfully bought, and even there the saturation is below typical UK levels. The rest of the market wins or loses on sales velocity, content quality, and review density.

Brand Rankings: Lenovo Wins Polish CE

Top brands across all seven Polish CE retailers in April:

Brand	April Appearances	Sponsored Share
Lenovo	165,641	1.1%
Acer	76,926	4.6%
MSI	76,829	0.0%
ASUS	72,894	4.9%
Apple	49,079	0.1%
HP	46,949	2.7%
Gigabyte	31,564	2.1%
LG	26,824	1.6%
Samsung	26,337	7.2%
Dell	24,417	0.7%

This is a different brand mix than the UK. Lenovo dominates Polish CE with 165,641 appearances at 1.1% sponsored. In the UK, Lenovo sits at 4.5% sponsored and ASUS leads volume. In Poland, Lenovo's lead over Acer (the #2) is 2.2x — a much wider gap than UK ASUS-vs-HP.

Even more striking: Lenovo achieves this near-organic. 1.1% sponsored share. The brand owns the Polish CE shelf the same way ASUS owns the UK non-sponsored tier — through volume of products listed, sales velocity, and direct presence on retailer-side merchandising rather than retail media.

Samsung's 7.2% sponsored share stands out the same way it does in the UK. Samsung is paying for visibility at a rate well above the brand's organic position. Strip the paid layer, Samsung is closer to a #8 brand in Polish CE than the visible #9.

MSI appears with 76,829 appearances at exactly 0% sponsored. Pure organic. They're tied with Acer for #2-#3 with no retail-media spend at all in Poland.

MediaExpert vs x-kom: Two Different Worlds

The two largest Polish CE retailers run completely different shelf models. Side by side:

Brand	MediaExpert appearances	MediaExpert sponsored	x-kom appearances	x-kom sponsored
Lenovo	33,802	3.8%	19,218	0%
Acer	24,741	7.4%	13,307	0%
ASUS	21,797	3.7%	5,108	0%
MSI	15,654	0%	7,021	0%
HP	11,970	0%	7,731	0%
Apple	6,158	0%	16,067	0%
Dell	4,737	0%	10,375	0%

MediaExpert: more brand appearances overall, retail media for Lenovo, Acer and ASUS, organic for the rest. The retailer is more —tu;general-electronics— oriented, the catalogue heavy on appliances and TVs as well as PCs.

x-kom: pure organic across every brand. PC-specialist retailer, brand mix skews toward PC components and computing. Apple's 16,067 appearances on x-kom (vs 6,158 on MediaExpert) is the cleanest signal in the table — Apple's organic strength on Polish PC retail is real. Dell's 10,375 vs 4,737 same pattern. These are not retail-media-driven numbers; they reflect catalogue depth and customer demand.

What This Means for Brand Teams

For CE brands selling into Poland in 2026, the strategy implication is concrete:

1. Komputronik is your retail-media lever. If you want to buy visibility on the Polish CE shelf, Komputronik is the only retailer with enough sponsored saturation to make it worth optimising. Everywhere else, you're competing on sales velocity, content quality, and review density.

2. x-kom is your truth signal. If your visibility on x-kom is low, no amount of retail-media spend on Komputronik or MediaExpert will fix the underlying problem. Pure-organic retailers are diagnostic in the same way Box and Scan are in the UK.

3. Lenovo is the brand to benchmark against. Whatever your category, Lenovo is doing something on Polish retailers that is generating organic dominance at low retail-media spend. Their PDPs, product range, content, and pricing are the operational benchmark.

4. Samsung's pattern is exposed here. Same as UK, Samsung over-pays for visibility relative to organic position. If you're a Samsung competitor, the Polish data shows the brand's real position is smaller than the headline number.

Methodology Note

Data is from our hourly category-page tracker covering all 7 Polish CE retailers we monitor for laptops, gaming laptops, monitors, gaming monitors, desktops, all-in-ones, and projectors. The April window is 1 April – 2 May 2026. Sponsored detection uses retailer-specific markers (Criteo on MediaExpert, native ad classes on Komputronik, position-based heuristics on Euro RTV AGD). A "brand appearance" is one product in one position on one category-page scrape.

The full Polish + UK + South Africa + Ireland breakdown is in the free monthly digital shelf report below.