Average spending on online shopping in Romania 2020, by product

The highest average spending in October 2020 was on computers and software accessories, amounting to approximately 825 Romanian lei. At the same time, in a month, people also bought handmade products worth nearly 200 Romanian lei. Overall, e-commerce transaction shares were similar for both desktop and mobile devices. However, for product categories such as Beauty or Fashion, approximately seven out of ten orders were made through mobile devices.

E-commerce users

In 2020, there were over eight million e-commerce users in Romania, out of which people between 35–44-year-old constituted the largest segment, totaling 25.56 percent. According to a survey conducted by Nielsen in 2020, only five percent of respondents started online shopping during the past year, while seven out of ten Romanians had already been e-commerce users for over one year.

Online shopping behavior

Based on a survey conducted by Glami, the most important reason Romanians chose to shop online was that they found better prices. Nevertheless, over one third of respondents considered that the main advantage of e-commerce was the possibility of either home delivery or to the location chosen by the customer. Despite any inconveniences encountered when shopping online, five out of ten Romanians managed to complete their purchase without problems in 2020.