Romania - Country Commercial Guide
eCommerce

Describes what a company needs to know to take advantage of e-commerce in the local market and covers prominent B2B websites.

Last published date: 2021-10-01

The e-commerce sector in Romania has increased by 30%, last year compared to 2019, and for 2021 an increase between 20% and 30% is expected, according to a market analysis conducted by a company specialized in trade solutions integrated.  

At this point, the local market has no more than 100 online stores that are registering over 1.000 orders per day, but the experts say that in the next 3 years their number will triple, based on five trends of digital transformation which will define local ecommerce.

In 2021, the adoption of Internet mediated communication solutions grew, due to teleworking and online schooling. Thus, the penetration rate of Internet services also grew and will attract a 33% increase in traffic from connected computers and 12% for mobile equipment. Romania experiences thus a context that favors the adoption of ecommerce. 

According to available statistics on online payments, there is a rise in the adoption of card payments: the introduction of the extra security measures, or “instant money back” return option have increased the confidence in this type of safe payments method. 

Social networks are accessed by a growing number of users, so they are gaining an increasingly important role in the sales strategy. Also, according to Veranda Shop Online, live shopping will also develop in Romania. This shopping method will be more valuable especially for niche products. 

As of 1 July 2021, the new VAT regulations, which apply to online shopping outside the EU, come into force. The new regulations will make online shopping outside the EU, come into force. The new regulations will make online shopping in China more expensive and therefore less profitable, since VAT will also apply to cross-border online shopping with a declared value of up to 10 euros. 

  • Revenue in the eCommerce market was projected to reach US$3,208m in 2021 and is expected to show an annual growth rate (CAGR 2021-2025) of 9.20%, resulting in a projected market volume of US$4,562m by 2025. 
  • The market’s largest segment is Fashion with a projected market volume of US$1,193m in 2021. 
  • With a projected market volume of US$1,542,551m in 2021, most revenue is generated in China. 
  • In the eCommerce market, the number of users is expected to amount to 10.6m users by 2025. 
  • User penetration will be 48.1% in 2021 and is expected to hit 56.7% by 2025. 
  • The average revenue per user (ARPU) is expected to amount to US$348.50. 

A study conducted by iSense Solutions for GPeC shows that almost one third of Romanians prefer to buy online from stores in China (27%), EU member states (23%) and the USA (4%). Moreover, AliExpress ranks second in the top of foreign platforms preferred by Romanians, just ahead of Amazon. 

emag.ro is the most visited E-commerce and Shopping website in Romania for August 2021, followed by olx.ro as the runner up, and compari.ro at 3rd place as the leaders of the E-commerce and Shopping websites in Romania.