In 2025, the economic worth of the eCommerce sector surpasses €8 billion.

In 2025, the economic worth of the eCommerce sector surpasses €8 billion.

Going Digital in Romania: eCommerce Insights 2025 breaks down prevailing trends and consumer behaviors

In the fifth year post-pandemic, eCommerce in Romania continues to flourish, evolving into a more competitive and complex landscape. To shed light on these changes, MerchantPro has launched the eCommerce Insights 2925 report, examining the evolution of the local online commerce sector through the lens of consumer behavior, dominant market trends, and future implications in 2025.

Despite a challenging geopolitical and socio-economic backdrop, the eCommerce market exhibits remarkable resilience and adaptability, recording an 8% growth - significantly higher than the overall economic growth (1%). This growth mirrors the evolution of the retail sector (+8.4% according to INS, for the first 11 months of 2024).

Now valued at around 7.7 billion euros, the market exhibits optimistic prospects for 2025, exceeding 8 billion euros. The average value of online purchases made by a Romanian customer in 2024 was nearly €857.

"The ongoing growth of Romanian eCommerce warrants close attention, as consumers become more discerning, seeking personalized offers and efficient, flexible shopping experiences. Our report delineates the contours of industry shifts, providing merchants with a roadmap to thrive in this dynamic landscape," remarked Arthur Rădulescu, CEO MerchantPro.

With 55% of Romanians having made online purchases in 2024, rural buyers fuel the growth by demonstrating a heightened adoption rate compared to urban regions where online shopping has already become part of daily life.

Based on the analysis conducted by the local eCommerce SaaS solutions platform MerchantPro in the eCommerce Insights market study, the burgeoning interest in online shopping among rural consumers represents a significant opportunity for local retail – as these areas show a greater propensity to engage with Romanian merchants if they offer seamless and user-friendly shopping experiences.

The regions with the least eCommerce penetration remain Oltenia (38.4%) and South Muntenia (39.5%), while Bucharest-Ilfov leads the pack with 64.1% online shoppers. The remaining historical regions of the country hover around the 55% mark.

Online Customers: Knowing Your Audience

• Over 60% of Romanian eCommerce buyers have been shopping online for more than five years, while only 8% are novices who placed their first order in the past year.
• Price, Speed, and Flexibility matter: Affordable prices, fast delivery, and flexible return policies have become decisive factors in their purchasing decisions.
• Digital Payments on the Rise: Digital payments have steadily gained momentum, with ⅓ of transactions processed using cards. Innovative methods, such as Revolut Pay and Apple Pay, are gaining popularity.
• Generation Z Redefining Online Shopping: This demographic is inclined towards mobile platforms, video-based shopping experiences, and values sustainability.
• Marketplaces and Competition: A sizable proportion of consumers opt for large marketplaces, forcing retailers to adjust their strategies to stay competitive.
• Factors influencing Online Store Choice: Consumers choose online stores based on criteria such as free shipping (41%), detailed product descriptions (27%), cost transparency (24%), free returns (21%), and flexible options such as cash on delivery or direct home delivery (15%).

eCommerce Sector: Competition and Dynamism

The Romanian eCommerce sector is dominated by small, numerous, nimble operators, and large companies that hold a significant share of the revenues:

• 98.3% of companies are small, contributing only 41% of the sector's revenue.
• Large companies, though constituting just 0.025% of the total, generate nearly one third of the market revenues, taking advantage of economies of scale.
• Medium to large-sized companies (50-249 employees) witnessed a 31.6% revenue increase, pointing towards a more balanced market and diversified competition.

The impact of international merchants is substantial, their business models characterized by low prices and extended visibility making them popular shopping destinations for many Romanians. Over half (47%) of Romanian consumers shop from international sites, primarily for lower prices and products unavailable in local stores.

Changing Landscape: Trends and Predictions

The eCommerce Insights 2025 study provides detailed insights into the trends shaping the market, such as the effects of AI, border openings with Romania's entry into Schengen, competition from regional heavyweights, legislative changes, and the growth of "as a Service" (XaaS) solutions in eCommerce.

As in last year's report, the study includes valuable insights from key players in the Romanian eCommerce sector, who also discuss the challenges and opportunities it presents.

Some of the notable emerging trends include:

• AI Integration: AI integration is set to play a crucial role, particularly in personalization, genAI, ChatBot, and data analysis.
• Geopolitical Challenges: Increased external competition and challenges stemming from the geopolitical context.
• Instant Payments: The rise of instant payments and the development of international deliveries and locker-based shipping.
• Marketing Channels: The evolution of marketing channels in support of eCommerce sales.
• Market Consolidation: Market consolidation and polarization, as major players expand their reach.
• Sustainability: The growing interest in ethical and sustainable shopping options.

The eCommerce Insights 2025 report offers a snapshot of Romania's eCommerce market at the beginning of the year, highlighting trends, predictions, and opinions from industry leaders.

This is a Press release.

Noteworthy Tidbits:

1. Romanians value both local products and affordable prices, with 55% placing their orders with local vendors if they provide a seamless shopping experience.
2. Personalization, mobile shopping, and sustainability are prominent among the preferences of experienced Romanian online shoppers.
3. The market for online commerce in Romania remains polarized, with small, numerous, and flexible operators standing shoulder-to-shoulder with large companies that command a significant share of the revenues.
4. The fintech industry in Romania experienced a significant boost in 2023, indicating a receptiveness to technological advancements in consumer services.
5. The eCommerce Insights 2025 report reveals that technology, particularly AI, will play a significant role in shaping the future of the Romanian eCommerce sector, influencing areas like personalization, data analysis, and chatbot integration.
6. In the realm of finance, the fintech sector in Romania saw a significant boost in 2023, showcasing a growing appetite for technological advancements and digital payment methods among consumers, with ⅓ of transactions being processed using cards and innovative payment systems like Revolut Pay and Apple Pay on the rise.

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