Romania eCommerce Insights

Insights into the growth of Romania eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled



Romania is home to 19 million people with a total GDP of 178 billion USD. GDP per capita is currently 9,801 USD and expected to reach 12,535 USD by 2021. Romania is ranked as the 93rd richest country by the World Bank GDP per capita rankings.

Digital User Insights

There are currently 9.4 million eCommerce users in Romania, with an additional 3.22 million users to be shopping online by 2021. These 12.6 million eCommerce users will represent 77.2% of the total population. The average user spends 215 USD online, which will grow to 271 USD by 2021.

Number of Users in Millions Romania eCommerce insights

In 2016, males outnumber female online shoppers. Males between the ages of 25-34 account for the biggest market share, representing 1.9 million shoppers. The second biggest category of online shoppers is men aged between 35-44, accounting for just over 1.3 million online shoppers.

In 2021, the ratio of male to female shoppers is expected to remain the same across most age groups, with only marginal shifts. Men aged 25-34 will remain the biggest group of online shoppers growing to 2.4 million people.

Online shoppers by age group and gender Romania eCommerce insights

Product Categories

Total eCommerce revenue across all product categories is 2 billion USD, expected to reach 3.4 billion by 2021. Electronics is currently the leading product category, accounting for 650 million USD market share. Fashion is second, accounting for 429 million USD.

By 2021, Electronics will still lead the charge, valued at 944 million USD. Fashion will also grow, reaching 826 million USD.  

Projected eCommerce revenue Romania eCommerce insights


In 2016, Romania was ranked 56th in the World Bank Logistics ranking. 55% of Romania’s population reside in urban areas.

Preferred Online Payments

43% of shoppers used Mobile when shopping online, and a further 43% used PrePaid Cards. Bank Transfer was another popular online payment method in Romania, accounting for 9% of recent purchases.

Preferred Online payment methods Romania eCommerce insights

Where does Romania buy from?

Germany supplies Romania with 14.1 billion USD in imports. Other key import partners are Italy (7.98 billion USD), Hungary (5.75 billion USD), France (4.3 billion USD) and Poland (3.41 billion USD).

Import Partners Romania eCommerce insights

Internet and Device Usage

Internet penetration in Romania is currently at 56%, and should reach 59% by 2021. Smartphone penetration is 44% and is projected to grow to 52% by 2021.  

87% of online shoppers in Romania shop online via desktop. 6% of shoppers make purchases via smartphone, and 4% made their most recent purchase via tablet. 

Devices used for most recent purchase Romania eCommerce insights


Total Marketing spend in Romania has dropped in recent years, as advertisers steadily invest more in digital. Digital has grown to the second highest market spend reaching 50 million USD. Television is the highest market spend accounting for 177 million USD.

Changes in Advertising Spend Romania eCommerce insights

Social Media

Romania’s Social Media Penetration is just 41% of the population, with this expected to reach 46% by 2021. Popular networks include Facebook, trilulilu, YouTube, Instagram, Twitter and LinkedIn.

Internet Penetration Romania eCommerce insights

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

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.