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Your next customer may ask an AI first: an Odoo playbook for e-commerce in 2027

Six shifts that will decide online sales in Poland and Europe next year, and the Odoo features that turn each one into revenue.
October 21, 2026

In June 2026, 16 million people in Poland used AI tools. In May, AI-referred visits to US retail sites grew 138% year on year and converted 54% better than other traffic. Your next customer may not start on Google or Allegro. They may start by asking an assistant which shop has the product in stock, can deliver it to a parcel locker by Thursday and takes BLIK.

The assistant answers with whatever data your shop exposes. If the stock level is a day old, the price differs between channels or the product page says nothing useful, you are simply not in the answer.

That thread runs through every trend below. In 2027, e-commerce growth comes less from new features and more from data that is correct and connected: product, price, stock, delivery and invoice telling the same story everywhere. That is exactly the job of an ERP. Here are six shifts, what they mean for an online store, and what to switch on in Odoo.

In short

  • Be readable for AI. AI search sends fewer but better visitors. Clean product data and a product feed matter more than another plugin.
  • BLIK first. 53% of Polish online shoppers pay with BLIK most often.
  • The locker decides the cart. 72% of shoppers choose a parcel locker most often, and more than half abandon a purchase over extra delivery costs.
  • Retention beats acquisition. Loyalty programs, eWallet and abandoned cart follow-up are built into Odoo.
  • One stock for every channel. Shop, store, marketplace and B2B on one database.
  • KSeF for every B2B order. Odoo 19 sends invoices to KSeF and fetches the UPO receipt for you.

1. AI search is the new shop window

What is changing. When Google shows an AI summary, users click a result on 8% of visits instead of 15%. Fewer clicks, but better ones: AI-referred traffic converts 54% better. McKinsey estimates that AI agents could orchestrate 3 to 5 trillion dollars of global consumer commerce by 2030. Agents that pay on a shopper's behalf are still mostly pilots in Europe, and Polish shoppers are cautious: 71% do not want AI to make purchase decisions on its own. So in 2027 the gain is in being found and recommended, not in agent checkout.

In Odoo:

  • Google Merchant Center feed (new in Odoo 19): Odoo generates a product feed per pricelist, language and category. The same feed works for Meta and TikTok catalogs.
  • AI product descriptions: type “/” in the eCommerce description field, let AI draft the text, then edit it like a human would.
  • Optimize SEO with “Fill with AI” for meta titles and descriptions, plus product and review markup that search engines and assistants can read.
  • Odoo 20 (released in September 2026) adds structured data by default, an llms.txt file for AI crawlers and AI suggestions for page SEO.

Start here: take your 50 best-selling products, fix titles, attributes, photos and stock accuracy, then switch on the feed. Assistants recommend what they can verify.

2. Checkout: BLIK first, then wallets

What is changing. In the first half of 2026 Poles paid online with BLIK 766.7 million times, for PLN 124.5 billion, 16% more payments than a year earlier. 53% of online shoppers use BLIK most often and 17% use buy now, pay later. From 20 November 2026 the new EU consumer credit rules (CCD2) are due to apply and also cover buy now, pay later, so choose providers that handle that for you.

In Odoo:

  • Adyen: BLIK and Przelewy24, natively in Odoo 19.
  • Stripe: Przelewy24 plus express checkout with Google Pay and Apple Pay, straight from the cart to the order confirmation.
  • Mollie: Przelewy24 today; BLIK, Apple Pay and Google Pay arrive in Odoo 20.

Start here: open your shop on a phone and count the taps from cart to paid. If BLIK is not one tap away, start there.

3. The parcel locker decides the cart

What is changing. 84% of Polish online shoppers used a parcel locker in the past year and 72% choose one most often. Returns follow the same path: 72% of people who returned something used a locker. InPost alone runs 29,912 lockers in Poland, so 90% of city dwellers have one within a 7-minute walk. More than half of shoppers abandon a purchase because of extra delivery costs.

In Odoo:

  • Delivery methods with price rules and free delivery above an order amount you set.
  • Click & Collect (since Odoo 18): order online, pick up in your store or warehouse, pay on site.
  • InPost is not a native connector in Odoo 19 or 20. It is added with apps from the Odoo Apps Store, and we choose the right one during analysis.
  • Odoo 20 lets customers return products from the customer portal and choose a preferred delivery date.

Start here: show the delivery cost and the free delivery threshold before the cart, not after it.

4. Retention beats another ad

What is changing. The customers you already have are the cheapest growth you can buy. A 2026 Bain analysis found that over one year rewards programs grew the active customer base by 3.9% for general merchandise retailers and by 9.8% for grocers.

In Odoo:

  • Loyalty: loyalty cards, promotions, discount codes, buy X get Y, next order coupons, gift cards and eWallet. One program can run in the online shop, in your store (Point of Sale) and in sales orders at the same time.
  • Abandoned cart follow-up: an automatic email after a delay you choose.
  • Email Marketing and SMS Marketing on the same customer data, and Marketing Automation (Enterprise) for multi-step journeys.
  • Cross-sell: accessory, optional and alternative products, suggested in the cart.
  • Odoo 20 adds a loyalty progress bar, automated review requests, abandoned cart follow-up via WhatsApp and discount codes limited to one use per customer.

Start here: turn on abandoned cart follow-up today. It only works for carts created after you switch it on, so every day you wait is revenue you will not recover.

5. One stock for every channel

What is changing. The channel list keeps growing. TikTok Shop opened in Poland on 15 June 2026, Allegro is still the default marketplace and business buyers expect to order online too. At the same time, since 1 July 2026 the EU charges a 3 euro customs duty per item on low-value parcels from outside the EU, which narrows the price gap with cross-border platforms. A shop that sells in five places and keeps five stock numbers will oversell in one of them.

In Odoo:

  • eCommerce, Point of Sale and Inventory in one database: one stock level, one customer record, one loyalty balance.
  • B2B in the same shop: pricelists per customer or customer group, accounts by invitation and prices without VAT for business buyers.
  • Replenishment: reordering rules and purchase suggestions based on past demand. Odoo 20 suggests stock levels from demand history and can unpublish and republish products automatically based on stock.
  • Amazon connector (Enterprise) for orders and stock; other marketplaces, such as Allegro, through apps.

Start here: count how many places a stock number lives today. If it is more than one, that is your first project.

6. KSeF: compliance as a speed advantage

What is changing. Since 1 April 2026 businesses in Poland issue invoices through KSeF (the largest ones since 1 February). Companies invoicing up to PLN 10,000 a month join on 1 January 2027. Invoices to consumers do not have to go through KSeF, but every order from a business customer does. On 20 October 2026 the government adopted a draft law deferring KSeF penalties to 31 December 2027. It is a draft, not law, and deferring the fines does not defer the obligation.

In Odoo 19:

  • KSeF e-invoicing in the Polish localization: FA(3) format, connection with a KSeF certificate, “Send via KSeF” on the invoice and an automatic UPO receipt.
  • Vendor bills from KSeF imported automatically every 3 hours.
  • The KSeF module is available in Odoo Community; JPK reports need Enterprise.

Start here: place one B2B test order in your shop and follow it all the way to the UPO receipt. Every step a person has to touch is a step to automate.

Also on the 2027 checklist

  • European Accessibility Act: in force in Poland since 28 June 2025. Online shops have to be accessible; micro-enterprises are exempt.
  • Digital Product Passport: mandatory for batteries from 18 February 2027, with textiles to follow.

Your first 90 days

You do not need all six at once. This is the order we would use for a typical Polish online store:

  1. Days 1–30, data: one stock across channels, clean data for your top products, the Merchant Center feed, BLIK at checkout and abandoned cart follow-up switched on.
  2. Days 31–60, conversion and retention: express checkout, delivery options with lockers and Click & Collect, a loyalty program, cross-sell in the cart and review collection.
  3. Days 61–90, automation: KSeF from order to UPO, AI product descriptions and SEO, and an AI agent in Live Chat that answers delivery and stock questions and hands over to a person when it should.

Most of this runs on Odoo Community. The AI app, Marketing Automation and the Amazon connector need Enterprise. Version, edition and hosting are decisions we make together during analysis, not before it.

The point

None of this needs a bigger team. It needs one system in which the product, the price, the stock and the invoice are the same number everywhere: for your customers, for your team and for the assistants your customers will trust more every month. Shops that get there in 2026 will spend 2027 selling instead of reconciling.

Not sure which of the six matters most for your store? Book a 30-minute call and we will go through your channels and data and name your first three steps.

Hubert, IT Expert at All In It

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