Cristian Pelivan – Executive Director of the Romanian Association of Online Stores
– What key trends do you currently observe in the local eCommerce market, and how do you see them evolving in the next few years?
The Romanian eCommerce sector has seen constant growth. It had some spectacular years, growing YoY with 20-30%, and also some consolidation years, like 2022, when we’ve seen an increase of only 5% but an increase in orders and consumers.
In 2023, the Romanian e-commerce sector seems to gain traction again, supported by an increase of consumers especially in rural areas. The development of the logistics infrastructure of couriers and of internet coverage makes online shopping accessible to many more customers. Currently, according to data by the National Institute of Statistics, around 93% of Romanians have used the internet in the past 12 months of which 68% placed an online order at least once. Out of the urban internet users, almost 74% ordered at least once online, while in the rural area the percentage is a bit over 61%. Each year this gap between the urban and rural areas is getting smaller and smaller and this drives Romanian e-commerce sales.
If we look at the data and compare the Romanian market with the EU average, then we can say that the Romanian market still has room to easily grow by 40-50% in the next 10 years.
– Can you discuss any specific initiatives or policies aimed at fostering eCommerce growth within the community?
One of the most important initiatives the Romanian Association of Online Stores was involved with is the new e-signature law. It is currently still in parliamentary process, but it’s on its final stretch, awaiting the final vote in the Chamber of Deputies. This new law will contribute to Romania’s digital transformation efforts and will also enable all new kinds of opportunities regarding distance contracts.
– Can you point out any regional characteristics in terms of payments, logistics, customer behavior, shopping habits, etc?
After the pandemic Romanian e-shoppers started using cards more often for online payments. This reached a peak on Black Friday 2023, when according to eMAG, Romania’s largest online retailer, 7 out of 10 customers chose this payment method.
It should be noted that Romanians have a high standard when it comes to how quick they want to receive their orders. The vast majority expect this to happen in 1-2 days, which points to the high level of service provided by both e-tailers and couriers. Furthermore, with the expanding network of delivery lockers, an increasing number of Romanians are opting for this delivery method.These reasons could also justify why in 2022 94% of Romanian e-shoppers preferred to buy from Romanian online stores, while only 21% have bought from a foreign website.
In respect to other behaviors, Romanian e-shoppers are no different from their western counterparts.
– What rating from 1 to 10 do you give to the local logistic companies and their role in delivery efficiency and customer satisfaction?
Given the importance of price, delivery cost, and delivery time for Romanian consumers, I would rate local logistics companies a 10.
– In the context of increased interest in cross-border sales, how well prepared are the logistics companies from your country?
As the largest market in this part of Europe, we believe Romania has the potential of becoming an e-commerce hub and in a way it already is. Romanian online stores are starting to sell to foreign consumers, especially those in Bulgaria and Hungary, mostly via marketplaces. Logistics companies are starting to address this new
demand for cross-border deliveries with new services which are cheaper and faster. Hopefully, once we will be part of the Schengen Area, delivery time and costs will be lower and cross-border e-commerce will be more accessible to many more entrepreneurs.
– Where do you see the future of eCommerce heading, and what role does your organization play in shaping that future in your country?
ARMO is actively promoting a channel-neutral approach among political decision-makers. Our focus is on fostering e-commerce development in Romania, parallel with the digitalization of public administration and enhancing digital skills among the general population.
E-commerce offers consumers access to millions of products from their phone, the possibility of comparing prices and of shopping while commuting to work, it offers them the most important commodity in the world: time. This is why we know it’s only heading upwards.
– Can you share key eCommerce or digital marketing events a foreign business person should visit in your country?
Our partners at GPeC organize twice a year GPeC SUMMIT, one of the largest e-commerce events in this part of Europe, with thousands of attendees. GPeC SUMMIT features world-class speakers and offers invaluable insights into e-commerce trends.
– Which are the key companies and organizations in your region helping the ecosystem grow?
The Romanian e-commerce ecosystem is helped to grow by couriers, like Cargus and Sameday, who offer quality services and deliver cross-border, and by marketplaces, who offer infrastructure and know-how so that anyone can start
selling today without needing a large investment in a website or logistic facilities. The largest Romanian marketplace is eMAG, and it also has a strong presence in the region, especially in Hungary and Bulgaria.
– Size of the eCommerce as % of GDP of the country: 3.11%
– Internet usage;
93% of the population aged 16-74, approx. 13 milion users. 96,4% of them are frequent users.
– Number of people buying goods online;
68% of internet users, around 8,84 million persons
– Approximate number of eCommerce shops;
Between 45.000-50.000 Romanian companies sell online (they don’t necessarily have their own webshop, most of them sell through a marketplace).
– Average size of shopping cart in Euro;
We don’t have aggregate data, only different values reported by online stores or agencies for Black Friday or other sales events.
– Key market players:
eMAG.ro
Altex.ro
flanco.ro
pcgarage.ro
evoMAG.r
avstore.ro