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: 7/12/2018

B2B/B2C ecommerce sales channel

With more than 11 million internet users, and a mobile internet penetration rate of 85%, Romanians purchased 2.8 billions euro worth of products online in 2017. Internet penetration rate increased slightly compared to 2016, with 4.6 million broadband internet connections (+ 6% compared to 2016) and 16.6 million mobile internet connections (+ 13% compared to 2016). Thus, the penetration rate of the fixed internet per 100 households is 55%, and mobile internet penetration per 100 inhabitants is 85%. 44% of urban internet users made at least one purchase a month and there are more than 7000 e-shops in Romania. Total online card payment value registered in 2017 was valued at 1.2 billion euros compared to 745 million euros in 2016, a significant increase.

Currently, IT&C (both hardware and software), home appliances, the auto sector, home & deco, fashion and related agricultural products have the largest share in B2B e-commerce in Romania, the last two areas recording an accelerated growth.

For eCommerce, Romanians are primarily looking for: free delivery, discounts and promotional campaigns, free returns (even though the current national laws leave the cost of the return to the shopper), and fast delivery.

Online purchases

In 2017 Romanians spent 2.8 billion euros ($3.31 billion) online, at least 40% more than in 2016. 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. Currently, about three in ten online orders are placed from a mobile device.

There are more than 7,000 online stores in Romania, an increase of 2,000 units since 2016, and are estimated to be around 14,000 next year. The biggest online stores in Romania are, Altex, Domo, Flanco and Okazii, and Elefant.

The preferred method of payment for Romanians remains the pay on delivery (approx. 85%). However, according to the information provided by mobilPay and PayU processors, the percentage of online card payments has increased significantly, from approx. 8% in 2016 to 12-14% in 2017. According to estimates, the total amount of online card payments exceeded 1.2 billion euros in 2017, up from 2016, when it was 745 million euros (source: RomCard).

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Romania eCommerce Industry Trade Development and Promotion eCommerce