Romanian Online Stores Sold Less But Earned More In 2025

This reform is more than just a change in the market; it means that Romanian online enterprises will run very differently from now on. According to article from Romania Insider, MerchantPro Compass looked at more than 2,000 active online retailers and found that the first half of 2025 verifies that success increasingly rests on how well a business runs, not how many sales it makes.

The quarterly breakdown makes things even more apparent. In the first quarter, everything seemed good with a 3.7% increase in revenue and 0.6% more orders. But in the second quarter, things weren’t so good: revenue only grew by 0.8% and orders fell by 1% compared to the same time last year.

Asian competition affects the rules of the game

Romanian businesses are under more pressure than ever from worldwide platforms, especially Asian competitors that have aggressively expanded into Central and Eastern Europe in the past year. These platforms provide very low costs, constant sales, and delivery times that get faster and faster.

The problem goes beyond just competing on pricing. Many of these multinational enterprises don’t have to follow the same tax rules as local businesses. For example, VAT duties make it hard for Romanian businesses to set prices.

Arthur Rădulescu, CEO of MerchantPro, says, “Romanian merchants work in a complicated and somewhat unpredictable fiscal and logistical environment, while non-EU players can avoid big costs that are necessary for the local ecosystem to survive.”

New tax laws in Romania have made things even more complicated. They have a direct effect on operating costs and make it harder to fund automation, digitalisation, or customer retention projects.

Survival strategy: efficiency above growth

Romanian online stores are changing by putting operational efficiency ahead of expansion. Automation of processes, improved integration of sales channels, and better fulfilment are all ways to improve the customer experience.

However, efficiency alone isn’t enough without proper institutional support. Romanian e-commerce needs uniform VAT policies for all players selling to Romanian consumers and concrete measures to support SME digitalisation.

The second half of 2025 will be decisive for Romanian e-commerce. With increased international competition and ongoing margin pressure, operational efficiency and adaptability have become essential for survival.

“H2 2025 is shaping up to be a pivotal period. If there are concrete support and market-balancing measures, Romanian e-commerce can move from survival to consolidation. Without them, 2025 could mark a loss of ground for local businesses,” adds Rădulescu.

Article based on Romania Insider press release information.