x-kom and Media Expert are the two most important consumer electronics retailers in Poland. Both sell laptops, monitors, desktops, peripherals, and networking gear. Both compete for the same brands and the same shoppers. But their digital shelves look very different.
Using data from our first two weeks of hourly SoV monitoring across 7 Polish retailers, we compared x-kom and Media Expert across every dimension we track: category coverage, products per scrape, brand mix, and sponsored placement behaviour.
| Metric | x-kom | Media Expert |
|---|---|---|
| Categories tracked | 9 | 10 |
| Avg. products per scrape run | ~52 | ~46 |
| Scrape frequency | Hourly | Hourly |
| Sponsored placements | Minimal | Heavy (3-5 per page) |
| Audience profile | Tech enthusiasts, gamers | Mass market, families |
Media Expert tracks one more category than x-kom (10 vs 9), but x-kom surfaces more products per scrape run on average. This means x-kom's category pages tend to be deeper, showing more products per page before pagination.
Both retailers cover the core CE categories. The differences are in the margins.
| Category | x-kom | Media Expert |
|---|---|---|
| Laptops (NC) | Yes | Yes |
| Gaming Laptops (NG) | Yes | Yes |
| Monitors (MO) | Yes | Yes |
| Gaming Monitors (MG) | Yes | Yes |
| Desktops (DT/DG) | Yes | Yes |
| All-in-Ones (AIO) | Yes | Yes |
| Mice (MICE) | Yes | Yes |
| Keyboards (KEY) | Yes | Yes |
| Headsets (HEAD) | Yes | Yes |
| Networking (NET) | No | Yes |
Media Expert's extra category is networking. x-kom sells networking gear, but their category page structure does not lend itself to the same level of SoV tracking. This is a minor difference in practice, since networking is a lower-volume category compared to laptops or monitors.
This is where the comparison gets interesting. The top 5 brands by SoV on each retailer tell completely different stories about who shops where.
| Rank | Brand | Avg. SoV |
|---|---|---|
| 1 | Logitech | 14% |
| 2 | Apple | 11% |
| 3 | BenQ | 9% |
| 4 | AOC | 8% |
| 5 | Lenovo | 7% |
| Rank | Brand | Avg. SoV |
|---|---|---|
| 1 | Hisense | 12% |
| 2 | Acer | 11% |
| 3 | Lenovo | 10% |
| 4 | Logitech | 9% |
| 5 | HP | 8% |
The contrast is stark. Logitech leads on x-kom but sits in 4th on Media Expert. Hisense leads on Media Expert but does not appear in x-kom's top 5 at all. Apple ranks 2nd on x-kom and is nowhere near the top on Media Expert.
These differences reflect the fundamental audience split between the two retailers. x-kom's shoppers are tech-forward. They buy premium peripherals (Logitech), high-end displays (BenQ, AOC), and Apple products. Media Expert's shoppers are broader. They buy value-oriented laptops (Acer, HP), mainstream monitors (Hisense), and established brands they recognise from physical stores.
On average, each x-kom scrape run captures approximately 52 products across its 9 categories. Media Expert averages approximately 46 products across 10 categories.
This means x-kom shows more products per category page on average. For brands, this has practical implications. A deeper product listing means more brands and models are visible to shoppers without pagination. On a page showing 60 products, position 45 is still visible to a persistent shopper. On a page showing 30, position 45 requires clicking to page 2, which most shoppers never do.
The difference is not just about page depth. It also reflects each retailer's catalogue strategy. x-kom lists a broader range of SKUs from each brand, including niche models that appeal to their enthusiast audience. Media Expert curates more tightly, featuring fewer SKUs per brand but selecting models with broader consumer appeal.
The single biggest structural difference between these two digital shelves is sponsored product behaviour.
Media Expert runs heavy sponsored placements. On a typical laptop category page, 3 to 5 of the first 10 positions are sponsored. These are marked with subtle "Sponsored" labels, but they occupy the most valuable real estate on the page. The brands paying for these positions are buying visibility that would otherwise go to organic leaders.
For a brand like Acer, which already has strong organic SoV on Media Expert, sponsored positions amplify their dominance. For a brand trying to break into the top 10 organically, the 3 to 5 sponsored slots make it harder because the effective page depth for organic results shrinks.
x-kom has minimal sponsored activity. Almost all positions we capture on x-kom category pages are organic. This means x-kom's SoV data is a cleaner signal of actual product ranking based on retailer algorithms, sales velocity, and catalogue placement. There is less paid distortion.
For brand managers, this difference creates a clear strategic split:
Looking at individual categories reveals even sharper contrasts between the two retailers.
Lenovo leads laptops on both retailers, but the margin is different. On Media Expert, Lenovo holds 24% SoV with a comfortable lead. On x-kom, Lenovo has 19% and MSI is close behind at 14%. The gaming-oriented x-kom audience gives MSI a platform that Media Expert's mass-market shoppers do not.
Samsung and LG dominate monitors on Media Expert, combining for roughly 40% of total SoV. On x-kom, the field is more evenly spread. AOC, BenQ, and iiyama all hold double-digit share, fragmenting the market. A monitor brand that is invisible on Media Expert might have real presence on x-kom.
Logitech is the clear leader on both retailers for mice and keyboards. But on x-kom, brands like SteelSeries, Razer, and HyperX have meaningful SoV in the 5-8% range. On Media Expert, the peripheral category is more top-heavy, with Logitech and a handful of mass-market brands taking the lion's share.
If you are selling consumer electronics in Poland, you cannot treat x-kom and Media Expert as interchangeable. They serve different audiences, have different competitive dynamics, and reward different strategies.
If your brand skews premium or gaming, x-kom is likely your stronger channel. The organic-driven ranking system rewards product quality and review scores over ad spend. Investing in product pages, review generation, and competitive pricing will yield visibility.
If your brand targets mainstream consumers, Media Expert is where the volume sits. But winning on Media Expert requires retail media investment to secure top-of-page positions. Organic ranking alone may not be enough when 3 to 5 sponsored products sit above you.
If you are a peripheral brand, x-kom's deeper shelves give you more room to appear. The 52 products per run average means more brands can be visible without being pushed to page 2. On Media Expert's 46-product average with heavy sponsorship, the window for smaller brands is tighter.
Crawlbot scrapes both x-kom and Media Expert hourly using Playwright-based workers. Each scrape captures every visible product on the first page of each category listing, recording position, title, brand, price, and sponsored status. Data is stored in our SoV database and accessible through the Crawlbot dashboard.
The data in this post covers the first 13 days of Polish retailer monitoring. As more data accumulates, we will publish follow-up analyses tracking trends over time, including seasonal shifts, promotional periods, and new product launch impacts.
For a full breakdown of all 7 Polish retailers we monitor, see our Poland launch announcement. For brand-level SoV data across all retailers, see our first SoV data analysis.
Get a free SoV report showing how your products rank on both retailers, with category-level breakdowns and sponsored vs. organic splits.
Get Your Free Comparison