Soaring eCommerce Market Value: set to surpass EUR 8 billion in 2025
Trends and Numbers: Unveiling Romania's Thriving Digital Shoppers
The Romanian eCommerce landscape has experienced a substantial boost, following a pandemic-induced surge in online shopping. In a second wave, MerchantPro, a prominent Romanian SaaS eCommerce platform, has released their 2025 eCommerce Insights report, shedding light on the developing sector's trends, predictions, and expert perspectives.
Five years past the pandemic's dramatic acceleration of digital commerce in Romania, this report delves into the evolution of the entire sector by examining consumer habits, prevailing market trends, and determining factors that will significantly impact the industry in 2025.
Despite a turbulent geopolitical and socio-economic climate, the eCommerce market has shown remarkable resilience and adaptability, recording an impressive 8% growth — a significant leap over the nation's overall economic growth of just 1%. This growth closely aligns with the total retail expansion, according to the National Institute of Statistics (INS) for the first eleven months of 2024.
As of 2024, the market's worth has exceeded €7.7 billion, and analysts forecast continued growth, pushing its value beyond €8 billion in 2025.
In 2024, the average Romanian online customer spent approximately €857 on their purchases, as per Statista estimates.
The burgeoning eCommerce sector finds a strong backing from rural consumers, who are increasingly embracing the convenience of online shopping. According to data collated by the local eCommerce SaaS solutions platform MerchantPro, these rural shoppers exhibit a higher adoption rate compared to urban consumers.
The report reveals that 55% of all Romanians engaged in online shopping in 2024. The regions with the lowest eCommerce penetration remain Oltenia (38.4%) and South Muntenia (39.5%), while Bucharest-Ilfov leads the way with a robust 64.1%.
"Romanian eCommerce persists in its growth, but the competitive landscape is becoming increasingly complex. Today's consumers demand personalized offers, faster, and flexible shopping experiences. Our report provides a comprehensive picture of the industry's transformations and demonstrates how merchants can adapt to excel," said Arthur Rădulescu, CEO of MerchantPro.
Who are these digital shoppers, and what drives their online spending habits?
E-commerce adoption has skyrocketed, fueled by the pandemic, with over 60% of customers racking up more than 5 years of online shopping experience. In contrast, only 8% are novices, having made their first online purchase last year.
Shoppers today are becoming more discerning, prioritizing factors like price, quick delivery, and hassle-free returns. Convenience and transparency are key drivers, with free shipping being the advantage most valued by 41% of customers. Detailed product descriptions and cost transparency are essential for 27% and 24% of consumers, respectively.
Electronic payments are gaining traction, with one-third of transactions in 2024 completed via card, and alternative methods like Revolut Pay and Apple Pay witnessing a steady rise in popularity.
Generation Z is rewriting the rules of online commerce, favoring mobile platforms, video-based sales, and expressing a growing concern for sustainability. Additionally, consumers are gravitating towards large marketplaces, requiring merchants to finesse their strategies to remain competitive.
The shape of Romania's eCommerce market
The eCommerce sector in Romania is a dynamic blend of small, numerous, and adaptable players alongside established, revenue-dominating corporations. While small businesses account for 98.3% of companies and generate 41% of the sector's revenue, large enterprises – representing just 0.025% of the total – command a third of the market share. Medium-large businesses (50-249 employees) have seen an impressive 31.6% raise in revenue, indicative of a more balanced market and diversified competition in the future.
International merchants continue to wield significant influence on Romania's eCommerce landscape. Their low-price, wide-reaching business models attract many Romanian shoppers seeking competitive deals and products unavailable domestically.
Trends Shaping the Future of Local eCommerce
The eCommerce Insights 2025 study examines significant trends revolutionizing the market, such as AI integration, Schengen border openings, competition from major regional players, legislative shifts, and the rise of "as a Service" (XaaS) solutions in eCommerce.
As in the previous edition, the report includes invaluable insights from key industry players like Google, Visa, FAN Courier, PayU GPO, Netopia, GPeC, ARMO, MTH Digital, The Marketer, DHL International, Innoship, RTB House, Aqurate, and Compari.ro.
From AI-powered personalization and data analysis to increased external competition, the report delves into the challenges and opportunities posed by the Romanian eCommerce market. The rapid adoption of instant payments, the surge of international deliveries, the evolution of marketing channels supporting eCommerce sales, market consolidation, and the increasing adoption of sustainability practices are among the trends reshaping the local eCommerce scene.
The eCommerce Insights 2025 report serves as a valuable annual snapshot of the Romanian eCommerce market, capturing the prevailing context, trends, predictions, and expert opinions.
About MerchantPro
MerchantPro is a project of the company ShopMania Net, offering tailored solutions to eCommerce entrepreneurs in Romania and Europe, providing competitive eCommerce features, professional support services, and customized solutions for specific business requirements. With over 20 years of regional experience, the MerchantPro platform has strengthened its presence in both the domestic and international eCommerce markets, boasting a clientele of over 2000 active stores in Romania and a steadily growing presence in Southeastern Europe.
*This is a Press release.
- The report underscores the diverse players in Romania's eCommerce market, including small businesses, large enterprises, and medium-large businesses, with a significant growth observed in the latter.
- The rise of technology, such as AI integration and instant payments, plays a crucial role in shaping the future of local eCommerce, according to the 2025 eCommerce Insights report by MerchantPro.
- The financial landscape of eCommerce is influenced by various factors, including preference for electronic payments, valuation of free shipping, and the growing concern for sustainability, particularly among younger generations like Generation Z.
