E-commerce is growing at a fast pace in Romania and is expected to mount to EUR 3.6 billion this year, 30 per cent more than in 2017, which is a significant percentage higher than the European average.
“The online commerce is on an upward trend in Romania, but the legislation is old, which can hinder its growth in the global context nowadays. That’s why the current laws must be updated because they date before Romania entered the European Union and, according to the European directives in force, Romanian and international retailers should have similar conditions,” said Florinel Chiș (photo right), executive manager of the Romanian Association of the Online Stores and Chief Technology Advisor within EMOTA (European eCommerce and Omni-Channel Trade Association).
According to a Kantar Millward Brown study, until 2018, 8.28 million e-shoppers were registered in Romania. 38% of the Romanians have done online shopping at least once in the past 12 months and this percentage is higher than in other European countries such as Greece (36%), Portugal (36%), Italy (34%), Croatia (29%) and Bulgaria (26%).
E-commerce has generated businesses, while the online expansion has been an opportunity for businesses to face big retailers. The number of active online stores in Romania has doubled from 7,000 in 2017 to 14,000 at present. The forecast is that the number will increase by 7% next year, to reach 15,000 online stores.
The sales with a higher growth potential in the coming years are in such sectors as fashion, home&deco, toys, home and garden, products for children.
25% of the Romanians prefer doing e-shopping by card, and the percentage is on the rise as against last year. The Kantar Millward Brown 2018 study, shopping from the mobile devices has reached 57.3%, with growth trends.