Insights into the growth of Romanian eCommerce


Romania is home to 19.71 million people with a total GDP of 187.59 billion USD and GDP per capita of 10,406 USD, which is expected to reach 13,757 USD by 2022.

Digital User Insights

There are currently 10.26 million eCommerce usersin 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.

Internet usage

Dividing internet usageinto 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.

Product Categories

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.


In 2016, Romania was ranked 60th in the World Bank Logistics ranking.

Preferred Online Payments

70% of Romanian shoppers like to pay via prepaid cards when shopping online.

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.


In 2018, it is estimated 86.19 million USD of Romania’s ad spendwill be spent on internet advertising.

Social Media

9.46 million people in Romania are active social network users, thanks to Facebook, Pinterest and Instagram, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.