Romania Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in Romania, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals.
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eCommerce
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Romania has one of the most important digital economies in the CEE region, reflected in its developing e-commerce market. In recent years there has been accelerated growth across the e-commerce industry. As consumers ordered more products and services online, web sales of Romanian enterprises increased, peaking in the first year of the pandemic. 

Consumer Behavior

Romanian consumers have become more comfortable with online shopping, and they increasingly prefer the convenience and variety offered by e-commerce platforms. Common purchases include clothing, electronics, cosmetics, and household goods.

Payment Methods

Online payment methods are becoming more popular, including credit/debit card payments, digital wallets (e.g., PayPal), and cash-on-delivery. Trust in online payment systems and security measures have contributed to this shift.

Logistics and Delivery

The logistics and delivery infrastructure in Romania has improved to meet the demands of e-commerce. Companies have developed efficient delivery networks, including same-day or next-day delivery services in major urban areas.
Regulations: Romania has implemented various regulations to facilitate e-commerce, including consumer protection laws, data protection regulations, and electronic signature laws.

Mobile Commerce

Like in many other countries, mobile commerce is on the rise in Romania. Consumers often use smartphones and mobile apps to make purchases and compare prices while on the go.

Challenges

Despite the growth, there are still challenges in the Romanian e-commerce market, including competition, the need for continuous improvement in logistics and infrastructure, and the potential for counterfeit products.

Future Trends

The future of e-commerce in Romania is likely to be shaped by trends like personalization, AI-driven customer service, and sustainability, as consumers become more conscious of the environmental impact of their purchases.
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 has increased the confidence in this type of safe payment method.  

Market Size

According to Agerpres and Romania Observer, Romania’s eCommerce market reached approximately €11.7 or $13.1 billion in 2024, representing 3.4% of the country’s GDP. This positions Romania as the third-largest eCommerce market in Central and Eastern Europe, following Poland and the Czech Republic. 

In 2024, 72.9% of internet users in Romania made online purchases, with a significant increase in rural areas, where 67.3% of internet users shopped online, narrowing the gap with urban areas. The market is expected to exceed €8.8 or $9.9 billion in 2025, reflecting a growth rate of over 8% from 2024.

According to e-Commercedb & Statista Web-Sources, the Market Segmentation by Category from 2024 to 2025 is:

  • Fashion: Projected to reach $1,314.9 million by 2025, accounting for 15.9% of the total eCommerce market
  • Electronics & Media: Expected to reach US$1,653.4 million by 2025, comprising 20.0% of the market
  • Toys, Hobby & DIY: Projected revenue of US$255.2 million in 2025, with a CAGR of 9.63% from 2025 to 2029
  • Furniture & Appliances: This category’s specific figures are not detailed in the provided sources
  • Food & Personal Care: While exact figures are not specified, this category remains a significant segment within the eCommerce market

Leading eCommerce Platforms

  • eMAG.ro: As the largest eCommerce platform in Romania, eMAG.ro continues to lead the market in terms of revenue and user engagement.
  • Other Major Players: Companies like Amazon.com, Inc., Fashion Days Shopping SRL, Altex Romania SRL, and Zara USA, Inc. also play significant roles in the Romanian eCommerce landscape
  • These data reflect Romania’s robust and expanding eCommerce sector, driven by increasing consumer adoption and a diverse range of product categories.

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