Romania - Country Commercial Guide
ECommerce

Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and reputable, prominent B2B websites.

Last published date: 2020-08-19

B2B/B2C ecommerce sales channel

Romanians purchased $4.71 billion worth of products online in 2019, resulting in an increase of 20-22% in the value of the eCommerce market estimated at $3.90 billion in 2018.

The increasing rate of 2019 vs. 2018 was lower compared to 2018 vs. 2017 when it was estimated at 30%.

In 2019, Romanians spent an average $62.97 on online shopping from desktops and $47.07 on purchases made from mobile phones. Approximately 72% of the traffic recorded by major online stores is generated by mobile devices. The main players on the e-market say that activity will continue to raise in 2020 estimating that it will probably sum up to $5.47 billion by the end of the current year.

Around 63.6% of online purchases are made through a mobile phone while only 36.6% from a desktop. According to the annual study conducted by Gpec & ISense Solutions 56% of internet users shop online monthly. They also note that 87% of shoppers compare prices on 5 different websites before making the decision to purchase.

The main categories of products sold online are: Electro IT&C (both hardware and software), home & deco, the auto sector and fashion & beauty, having the largest share in B2B e-commerce. Romanians are primarily looking for: free and fast delivery, discounts and promotional campaigns, and free returns (even though the current national laws leave the cost of the return to the shopper).

Online purchases

$4.71 billion is strictly the e-tail segment – that is, the physical (tangible) products that were bought over the Internet. However, this amount doesn’t include services, utility bills, air tickets, holidays, hotel bookings, show tickets, downloadable content, etc.

As in other countries, e-commerce solutions that rely on existing payment relationships have been very successful in Romania. In 2019, there were over 20,000 online stores. The biggest are: eMAG.ro, Okazii, Cel.ro, Altex, Elefant, and Flanco.

The preferred method of payment remains pay on delivery (approx. 80%). According to the information provided by PayU processors, the percentage of online card payments has decreased by 9% compared to 2018 with the minimum value of a transaction estimated at $42.64. (source: www.gpec.ro).