Ecommerce in Romania

Romania is a Southeastern European country. Its ecommerce market is growing, as well as its share of online shoppers. Romanian consumers often place online orders on their mobile device.

Content:

• Ecommerce customers
• The ecommerce market
• Leading online stores
• Latest ecommerce news from or about Romania

Statistics

Ecommerce customers in Romania

In 2023, at least 89 percent of Romanian consumers used the internet. Of all those internet users, more than half (60 percent) placed online orders in 2024. Ten years earlier, that share was only 17 percent. While it is one of the countries ranking the lowest in terms of the share of online shoppers, this increase shows that the market has rapidly developed in ten years.

By 2022, the majority of online transactions were already made via mobile devices (76 percent). This shows that mobile commerce is very popular in Romania.

CROSS-BORDER – According to research in 2023, at least 54 percent of Romanian online shoppers bought from foreign websites more than once in that year. This share is 11 percent higher than the European average.

Only 17 percent of the interviewed shoppers never buy goods from online retailers in other countries. And another 16 percent only bought cross-border once.

Most of those cross-border orders are placed within Europe (77 percent of Romanian consumers shopped there). However, China is also very popular, with 51 percent of Romanian shoppers placing orders at retailers from that country.

PREFERENCES – Research in 2023 looked into important drivers for online shoppers in Romania. At least 36 percent of shoppers considered free delivery as an important criterion. For 25 percent, detailed descriptions of products are important. Only 5 percent of Romanian online shoppers found the choice of environmentally friendly delivery options an important driver.

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Romanian online retail market

In 2024, online spending in Romania reached 11.7 billion euros. Almost 66 percent of that came from online product spending (7.7 billion euros). In 2022, Romanians still spent 6.3 billion euros on products. A year later, that had risen to 7 billion euros. This reflects an annual growth rate of more than 10 percent.

Additionally, online spending on services is increasing. Overall, Romanians spend 11 percent of their budget online. The online retail market in Romania is expected to continue growing, with double-digit percentages by the end of 2025.

Leading online stores in Romania

According to research from Statista, at least 13.9 percent of Romanian enterprises engage in ecommerce sales. Compared to other European countries, this is not a large share. In 2020, the share peaked at 17.7 percent (due to the COVID-19 pandemic).

However, there are some well-known local sellers with a big online share. eMag would be the most well-known one. This is an online marketplace, which also has a presence in other countries. In Romania, it achieved a 14 percent increase in turnover in 2024. In its other key markets, Bulgaria and Hungary, it also posted double-digit growth. According to Statista, the company’s brand value was 824 million euros in 2024.

Online pharmacies Dr Max and Farmacia Tei also have large online shares in the country. Foreign online sellers are also active. Shein is a popular seller of fashion in this market. Turkish ecommerce platform Trendyol opened a logistics center near Bucharest in 2025. It is expected that this seller will achieve a larger share of the market as well.

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