Slovenčina 
Čeština 
Shqiptare 
Österreich 
België 
български 
Bosanski 
Українська 
Eesti 
Македонски 
Türkçe 
Deutsch 
Dansk 
Español 
Français 
Suomi 
Ελληνικά 
Hrvatski 
Magyar 
Schweiz 
Italiano 
Lietuvių 
Latviešu 
Nederlands 
Norsk 
Polski 
Português 
Română 
Srpski 
Slovenščina 
Svenska 
Market Performance and Consumer Behavior
The e-commerce market of Romania achieved its highest-ever value at €7.7 billion in 2024, and the market will exceed €8 billion in 2025. The e-commerce sector demonstrates an 8% annual expansion rate which exceeds the country’s 1% economic growth rate.
The 2024 data from Statista shows that online shopping has become a trend among Romanians, as they spent an average of €857 annually, and more than half of the population made online purchases.
The market expansion is primarily driven by rural areas because improved logistics and payment options now make online shopping available throughout the country.
Shifting Market Structure and Preferences
The e-commerce industry of Romania displays strong polarisation through its 98.3% small businesses that generate 41% of sector revenue while massive players maintain control over a large portion of market share.
The market sector experienced a 31.6% revenue increase among medium-large companies that have between 50 to 249 employees, which shows a developing pattern toward market balance and increased competition.
According to the research findings, consumer interests have undergone a significant change. Online shoppers base their store selection primarily on free shipping services, which appeal to 41% of them, followed by detailed product descriptions at 27% and cost transparency at 24%.
Beauty and personal care has surpassed fashion sector to become the preferred online category among customers, with 64% of respondents selecting it for their shopping needs.
Cross-Border Shopping and Technology Trends
The majority of Romanian consumers (64%) shop from international websites because of price advantages, and 47% seek products unavailable in their local market. The sector is developing through three major trends:
- AI-based technologies
- Instant payment systems
- Locker-based shipping solutions
Generation Z’s shopping habits have transformed traditional online retail by favouring mobile shopping, video content, and environmentally friendly practices.
Industry Perspectives and Future Outlook
The eCommerce Insights 2025 report features expert opinions from major companies including Google and Visa together with FAN Courier and others. Industry leaders identify three key challenges:
- Rising international merchant competition
- The requirement for AI-powered personalization
- Sustained geopolitical influences
Romanian E-commerce market: Conclusion
The eCommerce Insights 2025 report by MerchantPro provides a thorough assessment of the fast-changing Romanian online retail market. The growing market offers both prospects and obstacles which merchants need to address to achieve success in their business.
Industry shows sustained growth together with technological advancements and rising competition from home-based and foreign market participants. The market shows potential for ongoing growth because of increased rural customer adoption and developing logistics solutions, although smaller businesses face difficulties when attempting online expansion.
