Interview with Cătălin Emilian, Country Manager of Romania and Bulgaria at RTB House
Mobile commerce is growing rapidly worldwide, with apps playing a key role in this shift. How do Romania and Bulgaria fit into this trend?
Both markets are clearly following the global shift toward mobile-first commerce. Consumers in Romania and Bulgaria are highly engaged in mobile ecosystems, they actively use apps for banking, entertainment, transportation, and food delivery.
However, when it comes to eCommerce, many retailers still rely primarily on mobile web. This creates a visible gap between how users behave and what brands currently offer.
From our perspective, this signals strong untapped potential. The infrastructure, smartphone penetration and digital habits are already there. What’s missing is broader adoption of app-driven eCommerce strategies.
Why are apps becoming so important in eCommerce today?
Because they significantly improve both user experience and business performance.
Apps remove friction across the entire shopping journey, from product discovery to checkout. This results in higher engagement and stronger conversion rates.
Across markets, we consistently observe that app users convert significantly better than mobile web users, return more frequently, generate higher lifetime value.
This is why apps are no longer treated as an additional channel, but as a core element of modern eCommerce strategy.
What makes apps more effective than mobile websites?
The key difference lies in control over the experience and the depth of data.
Apps allow brands to build fully personalized environments based on browsing behavior, preferences, and past purchases. This makes the shopping experience much more relevant and intuitive.
Another important factor is direct communication. Push notifications enable real-time, highly targeted interactions, with significantly higher engagement compared to traditional channels like email.
And finally, reduced friction. Features like one-tap checkout simplify the purchase process and directly impact conversion rates.
From a technological perspective, apps also enable more advanced data usage, which translates into better targeting and more efficient campaign optimization.
If the benefits are so clear, why are many brands in the region still hesitant?
In most cases, it comes down to perception rather than actual limitations.
Some brands still associate apps with high costs or complex implementation. Others assume that their customers are not ready for this type of experience.
However, what we see in both Romania and Bulgaria is that user readiness is already high. Consumers are used to app-based experiences in many areas of their lives, eCommerce is simply catching up.
This is a pattern we’ve observed across multiple markets. Adoption tends to accelerate quickly once early adopters demonstrate tangible results.
Would you say Romania and Bulgaria are still at an early stage when it comes to eCommerce apps?
Yes, and this is exactly what makes the opportunity so significant.
We are currently at a stage where eCommerce is growing dynamically and mobile usage is widespread, but competition in the app space remains relatively low.
For brands, this creates a clear first-mover advantage. Early adopters can scale faster, benefit from lower acquisition costs and build stronger, more direct relationships with their customers before the market becomes more saturated.
What role does retargeting play in app success?
A critical one.
An app installation alone does not create value, engagement does.
With access to detailed behavioral data, brands can identify high-potential users and re-engage them with highly personalized messaging.
At RTB House, we use Deep Learning algorithms to analyze user behavior patterns and predict the optimal moment to re-engage each user. This allows us to deliver highly relevant messages that drive users back into the app and increase the likelihood of conversion.
This approach transforms apps from a static channel into an active and scalable revenue driver.
For brands in Romania and Bulgaria considering launching an app, what would be your advice?
Focus on clarity and execution rather than complexity.
Start with strong fundamentals intuitive navigation, efficient product discovery, seamless checkout.
Then gradually expand with personalization and engagement features.
It’s also essential to define clear objectives from the beginning: whether the goal is to increase purchase frequency, improve retention or maximize customer lifetime value.
And importantly, treat the app as a long-term investment. Continuous optimization, testing and data-driven improvements are what ultimately drive results.