eCommerce market in Romania

Romania is the 37th largest market for eCommerce with a predicted revenue of US$7,970.1 million by 2023, placing it ahead of Finland. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.2%, resulting in a projected market volume of US$10,151.7 million by 2027. With an expected increase of 13.1% in 2023, the Romanian eCommerce market contributed to the worldwide growth rate of 8.7% in 2023. Like in Romania, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Romanian eCommerce market. Hobby & Leisure is the largest market and accounts for 26.0% of the Romanian eCommerce revenue. It is followed by Electronics with 20.9%, Fashion with 17.6%, Furniture & Homeware with 11.7%, Care Products with 9.5%, DIY with 9.2%, and Grocery with the remaining 5.2%.

Market development

eCommerce revenue development in Romania

Romania is the 37th largest market for eCommerce with a predicted revenue of US$7,970.1 million by 2023, placing it ahead of Finland. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 6.2%, resulting in a projected market volume of US$10,151.7 million by 2027. With an expected increase of 13.1% in 2023, the Romanian eCommerce market contributed to the worldwide growth rate of 8.7% in 2023. Like in Romania, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Romanian eCommerce market. Hobby & Leisure is the largest market and accounts for 26.0% of the Romanian eCommerce revenue. It is followed by Electronics with 20.9%, Fashion with 17.6%, Furniture & Homeware with 11.7%, Care Products with 9.5%, DIY with 9.2%, and Grocery with the remaining 5.2%.

eCommerce revenue development in Romania

in million US$

eCommerce revenue growth in Romania

in %

Net eCommerce revenue split by sub-category

in %
2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 75.6 24.4 91.0 39.4 99.4 55.5 34.6 42.6

Online share

eCommerce online share in Romania

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Romanian retail market, the online share is 6.2% and will increase by an average of 7.4% to 8.2% by 2027.

eCommerce online share in Romania

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 37.1% 62.0% 38.4% 58.5% 78.9% 9.5% 66.6% 43.6%

Top stores

Top five online stores in Romania by net sales 2022

The biggest player in the Romanian eCommerce market is emag.ro. The store had a revenue of US$788.6 million in 2022. Store rankings include every store that generates revenue in Romania. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Romania was considered.

eCommerce net sales generated in Romania in 2022

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the Romanian eCommerce market

The Romanian eCommerce market in 2022 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 88.3% of all online stores checked. Other offered payment methods in the Romanian eCommerce market in 2022 are Mastercard (Cards) with 86.9%, Cash on delivery (Cash on delivery) with 85.5%, and Invoice (unknown) with 60.7%. With 48.3% Bank transfer/cash in advance (Bank transfer) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Romanian eCommerce market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Romanian eCommerce market

Despite Fan Courier's dominant position with 50.0% of online stores opting for its services, the Romanian eCommerce market in 2022 remains diverse and competitive. Several other shipping service providers, including Urgent Cargus, Sameday Yourway, DPD, and GLS, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Romanian eCommerce market

in %