Ecommerce in Romania

Romania is a Southeastern European country and the largest in the Balkans. .

Population 19.29 million
Internet users (% of population) 83.6 (2021)
Online sales 5.6 billion dollars (estimate 2023)
Online stores worth mentioning:,,


Ecommerce in Romania is on the rise

Ecommerce customers in Romania

In 2020, Romania had 15.35 million internet users which translates to over 78 percent of the population. According to DataReportal, 78 percent of Romanians visited websites of stores and 70 percent made purchases online at least once during 2020. Although most Romanians use a mobile phone to access the internet (87 percent), over half of online orders are still done via laptop (54 percent).

Almost a third prefers online shops from China.

According to the E-commerce Europe Report 2022, 48 percent of Romanians shopped online at least once in the last three months. As much as 95 percent of orders are made with national sellers. Although a study by GPeC reports that almost a third of Romanians prefer to buy from Chinese stores (27 percent) or other EU member states (23 percent). This is also why AliExpress ranks high in the top online stores in Romania.

Top product categories in Romania by revenue share (2021):

  1. Fashion (40%)
  2. Electronics and media (26%)
  3. Food and Personal Care (14%)
  4. Toys, Hobby and DIY (12%)
  5. Furniture and Appliances (9%)

The most popular product categories in Romanian ecommerce are fashion and electronics and media. Fashion accounts for the majority of online retail’s revenue with 40 percent, later followed by electronics with 26 percent.

Looking for ecommerce software to start selling in Europe? Webador and Shopify are platforms that are well optimized for cross-border ecommerce.

The ecommerce market in Romania

Romania’s ecommerce market generated 3.2 billion dollars of revenue in 2021. That year, online retail increased 11 percent year-on-year to a market volume of 6.2 billion euros, the European E-commerce Report 2022 says. According to Statista, the market is expected  to grow with a compound annual growth rate of 16 percent between 2022 and 2025.

Emag is a leading online shop in romania

Leading online stores in Romania

The biggest online store in Romania is Other big online stores in Romania are and

Do you want to sell cross-border in Europe? It ain't easy but with the right ecommerce software, online marketing channels and European fulfillment companies market leadership is surely possible.

Read all our articles about ecommerce in Romania.

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