E-commerce in Romania - statistics & facts

In 2020, because of social distancing measures, lack of mobility and teleworking, e-commerce sales in Romania represented the most important growth pillar of the retail sector. In 2019, Romanian e-commerce was worth over four billion euros, with fashion products accounting for the biggest revenue share, followed by electronics and media. Regarding online shopping and payment methods, Romania’s capital was the city with the highest share of online payments made. This comes as no surprise, since people living in Bucharest were accessing several delivery apps such as Glovo, Food Panda or UberEats on a weekly basis.

Coronavirus (COVID-19) impact on e-commerce

The coronavirus outbreak in 2020 put pressure on the e-commerce industry in Romania. The pandemic represented a challenge in terms of keeping up with an extremely high demand for a variety of goods, delivery measures and better return and refund policies. E-commerce users also faced challenges. With physical stores being closed, Romanians had very high expectations regarding safe delivery methods without direct contact, good customer service, as well as secure payment methods. In response to government restrictions, most online stores in Romania provided their customers with unplanned discount opportunities, better communication strategies and free delivery. In 2020, electronics and IT&C products recorded sales of over 1.6 million euros, while beauty products tripled their sales in April 2020 compared to 2019.

Black Friday

Black Friday was introduced in Romania for the first time in 2011 and has enjoyed enormous success ever since. Most online retailers in Romania get ready for Black Friday at least a month before, while others make their first preparations in September. The first day of the Black Friday week in 2020, specifically Monday, November 9, registered an increase in online sales of nearly 20 percent compared to 2019. Moreover, product categories such as automotive, electronics and IT or home and garden, recorded an average order values of over 120 euros. When it comes to online retailers, eMAG remained the most popular website in recent years for Black Friday shopping. However, in the case of FMCG products, the Romanian market was mainly dominated by Carrefour and Kaufland in 2020.


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