According to the 2024 Market Report, the total B2C turnover in Europe reached €887 billion in 2023. The increase compared to 2022 is moderate, 3%, which highlights resilience amidst economic pressures, but also a slowing growth trajectory compared to the boom years of e-commerce. Romania is one of the fastest-growing e-commerce markets in the region, driven by digital innovation and evolving consumer preferences. The same report identifies key drivers of growth in Europe – the expansion of cross-border trade and the rise of sustainability as a critical consumer demand – but also challenges – inflation, global competition, and increasing regulatory requirements.

Romania’s e-commerce market has experienced a rapid ascent, growing at a double-digit rate over the past few years. In 2023, the increase was by approximately 10% – bigger than the European average – to a total turnover of €7 billion. And in 2024, according to the Romanian Association of Online Stores (ARMO), online commerce is worth €11.7 billion and represents 3.4% of Romania’s GDP.

AMRO uses the data published by the National Institute of Statistics (INS) in the report ”Population’s access to information and communication technology in 2024”, which says this upward trend is sustained by improved internet access – 88.6% of households in Romania are connected, 2.9% more than in 2023.

A significant increase was in rural areas, where the share of online shoppers rose to 67.3% (+5.9% compared to 2023) – reducing the gap with urban areas, where 77.1% of internet users placed at least one online order (+3.4%) – a dynamic that highlights the role of e-commerce in increasing the quality of life and digital skills in rural areas.

The most popular categories of products and services purchased online in 2024 are clothing, footwear and accessories (78.6%), deliveries from restaurants and catering (36.4%), cosmetics and personal care products (34.5%), sporting goods (20.8%), household appliances and electronics (15.8%), medicines and dietary supplements (16.7%).

Third place in CEE and growing potential after entering Schengen…

With €11.7 billion, Romania ranks third in Central and Eastern Europe, after Poland and the Czech Republic. And ARMO believes that the development of this segment reflects the adaptability of businesses and the growing interest of consumers in digital solutions and estimates that Romania’s accession to the Schengen Area in 2025 will create new opportunities, accelerating cross-border deliveries and access to European markets.

In addition, e-commerce has created job opportunities and has also supported the growth of related sectors. More than a third of courier traffic is due to e-commerce, as well as the good volumes in other services, such as logistics, fullfilment or online marketing.

… but also challenges, like the infrastructure in urban areas and the lack of trust

So, Romania is solidifying its position as a significant player in the CEE region. The market benefits from increasing internet and smartphone penetration, which have enabled the proliferation of mobile shopping. Platforms such as eMAG dominate the local landscape, while cross-border purchases from global retailers also play a substantial role.

Despite this growth, Romania faces challenges: the logistical infrastructure, particularly in rural areas, remains underdeveloped, impacting delivery times and costs, and the consumer trust in online shopping – while improving – lags behind Western Europe. Fraud concerns and a lack of transparency in some online transactions contribute to this hesitancy, says the Market Report.

Sustainability, a key differentiator for the customers, limited by price sensitivity

Sustainability is increasingly influencing purchasing decisions in Romania. Younger consumers, in particular, are showing a preference for eco-friendly products and packaging. This trend mirrors broader European preferences, where sustainability is a key differentiator for brands. However, price sensitivity remains a limiting factor for widespread adoption of sustainable practices in Romania.

More and more Romanian consumers use smartphones for online shopping (mobile commerce), and the payment innovations, such as the growing adoption of digital wallets like PayU and Revolut, are enhancing the convenience of mobile transactions. This shift underscores the importance of mobile optimization for e-commerce platforms operating in Romania.

Cross-border e-commerce is also gaining traction. Romanian consumers are increasingly purchasing from international retailers due to competitive pricing and access to a broader range of products. However, the local retailers respond by emphasizing faster delivery and localized customer support to maintain competitiveness.

Smaller retailers, threated by the international platforms and by the need to invest in digitalization

The e-commerce sector in Romania and across Europe is navigating an evolving regulatory environment. EU legislation, including the Digital Services Act (DSA) and sustainability mandates, is reshaping operational strategies. For Romanian businesses, compliance with these regulations requires investments in digital infrastructure and supply chain transparency.

Inflationary pressures and global competition, particularly from non-EU players, are additional challenges, and the dominance of large international platforms in cross-border trade is another threat for smaller local retailers, emphasizing the need for innovation and differentiation.

A steady upward trajectory also in the future

The Romanian e-commerce market is poised for continued growth, with projections indicating a steady upward trajectory. To capitalize on this potential, businesses must address logistical challenges and build consumer trust through enhanced security measures and transparent return policies.

Government initiatives, such as grants for digital transformation, can play a pivotal role in supporting SMEs in their transition to online operations. The collaboration with international platforms and the adoption of advanced technologies, such as AI-driven personalization, can further enhance competitiveness.

As Romania integrates more deeply into the European digital economy, its e-commerce sector is set to contribute significantly to the region’s growth.

Western Europe continues to lead, but CEE shows a robust growth potential

Western Europe continues to lead the European e-commerce market, accounting for the majority of the turnover. Germany, France, and the UK are at the forefront, leveraging advanced digital infrastructures and consumer trust in online platforms.

On the other hand, the countries in Central and Eastern Europe (CEE) show robust growth potential, due to the increase in internet penetration and the shift towards mobile commerce.

The share of the countries in Western Europe has slightly declined to 64% in 2023, while the ones in Southern Europe, with a steady growth, had 19%, the ones in Central Europe, 9%, the ones in Northern Europe, 6% (but the result is impacted by the lack of figures for Estonia in 2023), and the countries in Eastern Europe, now including Moldova, had 2% of the total European e-commerce market.

Northern Europe leads in e-shopper penetration, followed closely by Western Europe. This year, the baseline for e-shopper penetration has been adjusted to reflect the total population. Since 2020, Europe’s population has seen a slight decline, to 590.1 million, but is now showing signs of stabilization, and for 2024 was expected a small increase, to 590.2 million.

Internet usage has grown steadily, from 87% in 2019 to 92% in 2023, with further growth anticipated in 2024, till 93%.

The e-commerce overview section of the report now includes data from 38 countries on the European continent, with Moldova joining the report in 2024.