Insights into the growth of Romanian eCommerce
Digital User Insights
There are currently 10.26 million eCommerce users in Romania, who spend $237.38 USD online annually. Four years from now, an expected 13.76 million Romanian online shoppers will spend approximately $273.48 USD.
Dividing internet usage into age groups gives a better picture of the Romanian eCommerce market – 93% of 16-24 year olds, 84% of 25-34 year-olds and 81% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 69% and 71% daily penetration rate, respectively.
Total Romanian eCommerce revenue across all product categories is 2.44 billion USD, and is expected to grow to 3.76 billion USD by 2022. Electronics & Media is currently the leading product category in Romania, accounting for 788.1 million USD market share, followed by Fashion, which generates 538.3 million USD in sales.
By 2022, Electronics & Media will still be the most purchased online category, with an estimated value of 1.07 billion USD, and second favorite, Fashion will have an expected worth of 909.6 million USD.
Where does Romania buy from?
Germany supplies Romania with 15.2 billion USD in imports – ranging from petroleum to cars. Romania's other key import partners are Italy ($7.31 billion), Hungary ($5.14 billion), France ($4.02 billion) and Poland ($3.49 billion).
Internet and Device Usage
Internet penetration in Romania is currently 59.1%, and should reach 64.5% by 2022. Smartphone penetration is a little less (47.6%), but is projected to grow to 52.8% in the next four years.
87% of online shoppers in Romania buy via desktop, a stark contrast to the amount of smartphone (6%) and tablet (4%) shoppers.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.