10.6 Million Romanians will Shop Online By 2025

romania ecommerce

Insights into the growth of Romania ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics


Romania is home to 19 million people with a total GDP of US$250 billion. GDP per capita is currently US$14,968 and expected to reach US$21,275 by 2026. Romania is ranked as the 67th richest country by the World Bank GDP per capita rankings.

See other opportunities in exciting markets like SlovakiaHungary and Russia.

Digital User Insights

There are currently 9.2 million ecommerce users in Romania. The average user spends US$308 online, which will grow to US$380 by 2025.

romania ecommerce

Product Categories

Total ecommerce revenue across all product categories is US$2.8 billion, expected to reach US$4 billion by 2025. Fashion is currently the leading product category, accounting for US$1.1 billion market share. Electronics & Media is second, accounting for US$727 million .

By 2025, Fashion will still lead, valued at US$1.6 billion. Electronics & Media will also grow, reaching US$982 million.  

romania ecommerce


In 2018, Romania was ranked 48th in the World Bank Logistics ranking. 54% of Romania’s population reside in urban areas.

Preferred Online Payments

19% of shoppers used Mobile payments when shopping online, and a further 70% used PrePaid Cards. Bank Transfer was another popular online payment method in Romania, accounting for 1% of recent purchases.

Where does Romania buy from?

Romania imports from Germany (US$18.4 billion), Italy (US$8.75B), Hungary ($6.21 billion), Poland (US$5.66 billion), and China (US$4.92 billion).

romania ecommerce

Internet and Device Usage

Internet penetration in Romania is at 80% (as of 2019). Smartphone penetration is at 66%.

80% of online shoppers in Romania shop online via smartphone. 47% of shoppers make purchases via laptop, and 17% made their most recent purchase via tablet. 

romania ecommerce


Total Marketing spend in Romania has increased in recent years, with advertisers steadily investing more in digital. Digital has grown to the second-highest market spend reaching US$143 million. Television is the highest market spend accounting for US$346 million.

romania ecommerce

Social Media

Romania’s Social Media Penetration is 60% of the population, with this expected to reach 65% by 2025. Popular networks include Facebook, trilulilu, YouTube, Instagram, Twitter and LinkedIn.

romania ecommerce

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

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

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