In 2017, the value of online trade reached 2.8 billion euros, thus, Romanians spent daily, on average, 7.67 million euros in the online market.
This value of 2.8 billion euros was reached for e-tail products, i.e. physical products ordered online. Services, holidays, events or downloadable content, etc. have not been taken into account.
What products and services are best bought in Romania?
In 2017, most Romanians bought in the online market electronic and household appliances (90%), computers, software and hardware accessories (82%), clothing and footwear (80%), cosmetics and pharmaceuticals (77%), stays and travel services (70%), telecommunications services (69%), books, magazines and DVDs (67%) and food and catering (55%).
Product categories that sell well online
The main product categories that sold well in 2017 are, in order:
- Electronics/IT – PC, PC components, tablets, mobile phones, electronics and household appliances
- Fashion&Beauty – clothes, shoes, accessories, cosmetics, perfumes, watches
- Home&Deco – home products and decorations
- Book
- Children – children’s products, toys, strollers, clothing
According to estimates, the category of fashion products will grow rapidly in the next 5 years and will take the first place in the category of products sold online in terms of volume. Also, the Home&deco category has great growth potential.
There are over 7,000 online stores in Romania
The number of online stores has grown exponentially every year, from 5,000 online stores in 2016 to 7,000 online stores in 2017 and it is estimated that in 2018 there will be a significant increase that will reach 14,000-15,000 online stores, i.e. doubling the number of e-commerce sites.
In Romania there are approximately 25,000 online stores, but they have a small traffic and do not fit into the e-commerce landscape. That’s why only 7000 online stores make significant sales from online trade, that’s why only these are taken into account.
70% of online store traffic is mobile
Online stores registered a significant increase in traffic generated by mobile phones in 2017 and it is estimated that the increase will continue in 2018. Thus, in 2017, 70% of the traffic of online stores in Romania was generated by mobile traffic, with 20% more than in 2016.
Online stores that have mobile apps have a higher conversion rate than desktop, while online commerce sites that load from the browser have half the conversion rate of desktop.
The main purchase decision factors in online stores
The main factors in making the decision to buy from online stores are:
- the low price
- brand awareness
- short delivery time
- the clarity and quality of the information provided
- ease of site navigation in the purchase process
Why do Romanians prefer online commerce?
Most Romanians, 72%, prefer to purchase products or services from the online market for a simple reason; I save time. Other reasons are:
- 51% of Romanians prefer to buy from online stores for a greater variety of products and the possibility to compare offers
- 43% of Romanians find the product only in online stores
- 41% of Romanian buyers prefer the online market for convenience
- 6% of Romanians buy through online stores because they are very popular
The most used payment methods in online stores
The most used payment methods in online commerce are, in order:
- cash on delivery payment, upon receipt of the package – 78%
- online payment – 50%
- cash on delivery at the store – 17%
- bank transfer 9%
40% increase in online trade – the biggest increase in the EU
Every year, there is an increase of approximately 40% in the Romanian online trade and it represents the highest growth in the European Union. Even though the market is growing, the amount spent is still small compared to other EU countries, which shows the huge potential of the online market.
