May 2026: Poland Runs Its Own Shelf — Lenovo #1, Not ASUS

Brands expanding east often copy-paste their UK shelf strategy into Poland. The May 2026 data says don't. We tracked seven Polish CE retailers (x-kom, Morele, Komputronik, Media Expert, RTV Euro AGD, MediaMarkt, OleOle) and the ranking looks nothing like the UK.

Lenovo owns Poland

Lenovo leads at over 20% average share of page — the widest single-brand lead in any market we track, and a different #1 from the UK (where ASUS leads and Lenovo sits mid-pack). MSI, ASUS and Acer cluster behind it. Logitech is unusually strong in Poland, reflecting the depth of accessory ranges carried on Media Expert and x-kom.

Sponsored is concentrated on Komputronik

Komputronik runs the heaviest retail-media shelf in Poland at 14.7% — comparable to Currys in the UK — while most Polish retailers carry little or no sponsored inventory. For brands, that means paid visibility in Poland is a Komputronik (and to a lesser extent Media Expert) play; everywhere else, position is earned.

Why a pan-European playbook leaves money on the table

The same brand can be #1 in Poland and mid-table in the UK, or vice versa. A single global Share-of-Voice number averages that away and hides where you're actually losing. Poland also has its own content dynamics — strong A+ and photo coverage, but video is almost absent outside Morele and RTV Euro AGD, a cheap, localisable win.

No global digital-shelf platform tracks these Polish retailers at hourly cadence. The full Polish brand-by-brand breakdown — alongside the UK and South Africa — is in the free May report below.

Methodology note

Data covers 1–31 May 2026 across x-kom, Morele, Komputronik, Media Expert, RTV Euro AGD, MediaMarkt PL and OleOle. Share of page is weighted by daily listing volume; sponsored share is the percentage of listings carrying a paid label.