Romania, e-commerce and logistics
Rich in history and nature, Romania has a diverse landscape, but is it a good destination for e-commerce?
Read on to find out.
Why Romania?
Located at the crossroads of Central and Eastern Europe and bordering Ukraine, Hungary, Serbia, Bulgaria, Moldova and the Black Sea, Romania is home to around 19 million people. It is the twelfth-largest country in Europe and the sixth-most populous member of the European Union.
Romania also has one of the strongest digital economies in the Central and Eastern Europe (CEE) region, which is reflected in its developing e-commerce market. It is the 47th largest market for e- commerce with a predicted revenue of US$5,599.9 million by 2023, placing it ahead of New Zealand.1
Wi-f i is not an issue in Romania with the majority of hotels, restaurants, cafés and bars offering free wi-fi to its customers. It also rates 8th in the world for least expensive broadband, with an average cost of US$ 13.47 per month, according to Statistica. Strong internet coverage and the development of logistics
- 19.29 million
- Population
- 5.6 billion dollar
(expected in 2023) 2 - Online sales
- 5.6 billion dollar
- 83.6%
(2021) - % of population using the internet
- 83.6%
The e-commerce landscape
The COVID-19 pandemic accelerated growth across the e- commerce industry in Romania. However, post-pandemic growth has slowed due to the withdrawal of pandemic measures, cost of living, inflation and rising prices.
The war in Ukraine, which borders Romania, has also had a significant impact on the economy in Romania. Several online stores have reported a decline in purchasing power.
Despite these challenges, five markets within the Romanian e-commerce sector remain strong, according to ecommerceDB: Fashion, food and personal care, electronics and media, toys, hobby and DIY and furniture appliances.
Opportunities
Studies show that Romanian consumers are becoming more comfortable with online shopping, and they increasingly prefer the convenience and variety offered by e-commerce platforms.
Online payment methods are becoming more popular, including credit/debit card payments, digital wallets (e.g. PayPal), and cash on delivery. A large part of this shift is down to an increasing sense of trust in payment systems and security measures.
The Romanian government has implemented various regulations to facilitate e-commerce. This includes consumer protection laws, data protection regulations and electronic signature laws. Mobile commerce is also on the rise in Romania, with more consumers using smartphones and mobile apps to make purchases and compare prices while on the go.
Top products bought online in Romania 2021
- Fashion(20%)
- Electronics and media(26%)
- Food and Personal Care (14%)
- Toys, Hobby and DIY (12%)
- Furniture and Appliances (9%)
The biggest player in the Romanian e-commerce market is emag.ro. With a revenue of US$ 845.3 million in 2022, the large online market place sells a wide range of goods from electronics and home and appliances to fashion and cosmetics. Other major players include Amazon, Fashion Days Shopping SRL, Altex Romania SRL, AliExpress and Zara USA.
A study by GPeC found that almost a third of Romanians prefer to buy from Chinese stores (27%) or other EU member states (23%). 3
Logistics
The logistics and delivery infrastructure in Romania has improved to meet the demands of e-commerce. Romanian companies have developed efficient delivery networks in major urban areas, including same-day or next-day delivery services.
You can familiarise yourself with the weights and prices of sending a package to Romania using our helpful shipping rates chart
Keep in mind
As of July 2021, new VAT regulations, which apply to online shopping outside the EU, came into force. The new regulations will make online shopping in China more expensive and therefore less profitable, since VAT will also apply to cross-border online shopping with a declared value of up to 10 euros.
What our experts say:
“The Romanian e-commerce sector is expanding and still has room for more growth. There is potential for overseas e-traders to make their mark before the market becomes saturated.”
Ben Bagnulo, CEO, SAMOS.
To find out more about how SAMOS can help you achieve fast and cost- effective deliveries to Romania get in touch today