Two weeks ago we launched hourly SoV monitoring across 7 Polish retailers. Now we have enough data to start answering the question every brand manager in the region is asking: who is winning on Poland's digital shelf?
This post breaks down Share of Voice data across the three highest-volume CE categories in Poland: laptops, monitors, and desktops. The numbers are based on 713,000+ product listings scraped in the first 13 days of operation.
Laptops are the largest CE category on every Polish retailer we track. They also generate the most competitive SoV battles. Here is how the top brands stack up across all seven retailers.
| Brand | Media Expert | Euro RTV AGD | x-kom | Morele.net |
|---|---|---|---|---|
| Lenovo | 24% | 22% | 19% | 21% |
| ASUS | 18% | 17% | 16% | 18% |
| Acer | 14% | 15% | 12% | 14% |
| HP | 13% | 14% | 11% | 12% |
| MSI | 8% | 7% | 14% | 11% |
| Apple | 6% | 7% | 9% | 5% |
Lenovo holds the top position on every single retailer. Their SoV ranges from 19% on x-kom to 24% on Media Expert. This is not just about having a large product catalogue. Lenovo consistently places products in the top 10 organic positions across retailers, which suggests strong sell-through velocity and retailer algorithm favour.
The most interesting number in this table is MSI at 14% on x-kom. On the mass-market retailers like Media Expert and Euro, MSI hovers around 7-8%. But on x-kom, where the audience skews toward gamers and enthusiasts, MSI nearly doubles its share. This shows how audience composition shapes brand visibility. A brand's SoV is not uniform across retailers. The retailer's customer base determines which products surface.
Apple maintains a modest 5-9% share despite having a narrow product line. Every Apple listing is a MacBook variant, while Lenovo has 40+ distinct SKUs across IdeaPad, ThinkPad, Legion, and Yoga. Apple's SoV per SKU is actually the highest of any brand in the category.
The monitor category shows a different competitive dynamic. Two brands control approximately 40% of total SoV between them.
| Brand | Media Expert | Euro RTV AGD | x-kom | Komputronik |
|---|---|---|---|---|
| Samsung | 22% | 20% | 16% | 19% |
| LG | 18% | 19% | 14% | 16% |
| AOC | 9% | 8% | 13% | 11% |
| iiyama | 7% | 6% | 11% | 10% |
| Philips | 8% | 9% | 7% | 8% |
| ASUS | 6% | 5% | 10% | 7% |
Samsung leads on the mass-market retailers. LG is close behind and actually takes the lead on Euro RTV AGD on some days. The gap between these two and the rest of the field is significant.
Once again, x-kom tells a different story. AOC and iiyama both punch above their weight on x-kom, reflecting the retailer's gaming-oriented customer base. AOC's gaming monitor range and iiyama's professional displays resonate with the x-kom audience in ways they do not on Media Expert or Euro.
ASUS shows an interesting pattern: modest SoV on mass-market sites (5-6%) but double that on x-kom (10%). Their ROG monitor line drives this, performing well among the tech-savvy shoppers who frequent x-kom.
The desktop category is more fragmented than laptops or monitors. No single brand dominates across all retailers.
| Brand | Media Expert | x-kom | Komputronik | Morele.net |
|---|---|---|---|---|
| Lenovo | 19% | 12% | 15% | 14% |
| HP | 16% | 10% | 13% | 11% |
| MSI | 6% | 15% | 12% | 13% |
| Apple | 8% | 11% | 6% | 5% |
| Acer | 10% | 8% | 9% | 10% |
| Gigabyte | 3% | 9% | 8% | 7% |
Lenovo still leads on Media Expert, but MSI takes the top spot on x-kom with 15%. This is driven by MSI's gaming desktop range, which aligns perfectly with x-kom's core audience. On Media Expert, MSI barely registers at 6% because mass-market shoppers are looking for office and home PCs, not gaming rigs.
Gigabyte is almost invisible on Media Expert (3%) but holds 7-9% on the specialist retailers. Their Aorus gaming desktop line simply does not get shelf space on generalist retailers. Brands with a niche product range need to know which retailers actually surface their products, and SoV data reveals that immediately.
One of the most valuable dimensions in our Polish SoV data is the split between sponsored and organic visibility. Not all Polish retailers use sponsored product placements, and those that do use them to very different degrees.
Media Expert shows the highest density of sponsored placements. Across laptop category pages, sponsored products regularly appear in positions 1 through 4. This means the top organic result is often pushed down to position 5 or lower. Brands not investing in Media Expert's retail media platform are effectively conceding the top of the page.
x-kom has minimal sponsored product activity on category pages. The listings we scrape are overwhelmingly organic. This makes x-kom SoV data a clean signal of organic demand and retailer algorithm ranking, without the noise of paid placements.
Euro RTV AGD and Morele.net fall somewhere in between. Both show some sponsored placements, but the density is lower than Media Expert. Typically 1 to 2 sponsored products in the top 10 positions.
For brand managers allocating retail media budgets across Polish retailers, this data is essential. Spending on sponsored products on x-kom may not be necessary if organic ranking is already strong. But on Media Expert, where competitors are buying the top positions, skipping retail media means accepting reduced visibility.
Three takeaways for brands selling consumer electronics in Poland.
1. Retailer mix matters as much as total SoV. A brand with 15% average SoV across all retailers is not in the same position as a brand with 25% on Media Expert and 5% on x-kom. The audience, the competitive set, and the sponsored dynamics are different on each retailer. Brands need retailer-level SoV data, not just market-level averages.
2. Gaming brands outperform on specialist retailers. MSI, Gigabyte, AOC, and iiyama all show significantly higher SoV on x-kom and Komputronik compared to Media Expert and Euro. If your brand's strength is in gaming or professional products, your digital shelf strategy should weight these specialist retailers more heavily.
3. Sponsored placement gaps are competitive opportunities. If your main competitor is buying sponsored positions on Media Expert but not on Morele.net, Morele.net is where you can gain organic share without the retail media cost. SoV data across multiple retailers reveals these gaps.
All SoV percentages in this post are calculated from the first 13 days of hourly scraping across all 7 Polish retailers. SoV is defined as the percentage of visible product positions on category listing pages occupied by a given brand. We scrape the first page of results for each category, capturing all visible products including sponsored placements. Brand names are normalized to account for variations in how retailers display manufacturer names.
For a deeper explanation of how we measure Share of Voice, see our complete SoV methodology guide.
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