Romania has one of the most important digital economies in Central and Eastern Europe (CEE), reflected in its developing e-commerce market. The coronavirus (COVID-19) pandemic accelerated growth across the e-commerce industry. As consumers ordered more products and services online,
increased, peaking in the first year of the pandemic. The share of
also increased, with businesses such as restaurants focusing on online channels and delivery. However, while the
remains relatively high for companies continuing to sell online, the cost of living, inflation rate, and rising prices threaten the market as Romanians try to reduce their spending.
Mobile-commerce growth
Since smartphone and tablet use became more prevalent, the way Romanian shoppers make purchases online has also developed. Sales transactions via mobile devices now account for the country's largest
share of e-commerce sales, with desktop sales only making up around a third of e-commerce sales. More expensive purchases, however, tend to be made via desktop. The
average order value of desktop transactions in Romania was higher than mobile across all product categories, with big-ticket items such as automobiles and electronics representing the highest average value for desktop purchases.
Who is the biggest e-commerce player in Romania?
Online marketplace emag.ro (known as eMAG) is the largest online retailer in Romania. Beginning primarily as a retailer of electronic products, the company now sells products across all categories and aims to become the largest e-commerce ecosystem in the CEE region. The brand's site was the
most visited retail website in Romania in August 2023, ranking above the online classified ad site olx.ro (Olx). Besides being the most prominent Romanian e-commerce brand, eMAG is the
most valuable Romanian brand overall, overtaking automotive giant Dacia.
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