Country profile

Romania e-commerce market overview

Romania is one of the fastest-growing e-commerce markets in Central and Eastern Europe. It combines a large consumer base, improving digital adoption, strong marketplace influence and increasing trust in online shopping.

The market is strongly shaped by eMAG, one of the most important marketplace platforms in the region. At the same time, Romanian customers still expect a practical and trust-driven shopping experience, including familiar payment options, transparent delivery and clear return conditions.

Basic social and economic data

Basic characteristics of internet users

Romania has a rapidly developing digital consumer base and online shopping adoption continues to grow.

• Internet usage reached around 91% of the population in 2024
• Online shopping is growing across both urban and regional areas
• Mobile usage is important in the buying journey
• Marketplaces play a strong role in product discovery and trust
• Customers still value cash-based and familiar payment options

Romanian consumers:

• are price-sensitive
• compare offers across marketplaces and online stores
• expect clear delivery and return conditions
• increasingly use digital payments
• still often rely on cash on delivery in selected segments

Main parameters of Romanian e-commerce

Romania's e-commerce market continued to grow strongly in 2024 and is one of the most dynamic markets in the region.

€11.5–11.7B

E-commerce market value

Strong

Long-term growth

High

Marketplace influence

Romania remains:

• one of the fastest-growing e-commerce markets in Europe
• a major CEE expansion opportunity
• strongly marketplace-driven
• shaped by increasing digital payment adoption and logistics development

Payment methods

Payment behavior in Romania is evolving. Digital payments are growing, but cash on delivery remains important in e-commerce.

Romanian customers commonly use cash on delivery, card payments, digital wallets, online bank transfers, payment gateways and deferred payment options.

Payment share distribution

Cash on delivery ~30–40%

Card payments ~30–40%

Digital wallets ~10–15%

Online bank transfers ~10–15%

Deferred payment Emerging

Cash on delivery remains relevant because some customers still prefer to pay when the product arrives, especially where trust in online payment is lower.

Key insight: Romania is a transition market. To maximize conversion, sellers should support both modern digital payments and traditional cash on delivery flows.

Delivery methods

Romania's delivery infrastructure is improving quickly, especially in urban areas and through marketplace-led logistics.

Pickup points & parcel lockers

Pickup points and parcel locker networks are expanding quickly, especially through marketplace-led logistics.

Courier & home delivery

Reliable courier delivery with clear tracking and cost transparency is essential for Romanian customers.

Simple returns

Clear return conditions and post-purchase communication are key trust factors in the Romanian market.

Important delivery features:

• courier delivery networks
• eMAG / marketplace delivery ecosystem
• pickup points and parcel lockers
• cross-border delivery options
• return handling and customer communication

Key insight: Reliable delivery and clear post-purchase communication are essential for building trust in the Romanian market.

Popular platforms

Romania is strongly influenced by marketplace commerce, with eMAG playing a central role. eMAG is the key marketplace for Romania and can be an important first step for international sellers entering the market.

eMAG

Dominant Romanian marketplace and key platform for market entry

Fashion Days

Fashion and lifestyle platform connected to the eMAG ecosystem

Altex

Electronics and retail platform

Flanco

Electronics and consumer goods

OLX.ro

Classifieds and consumer-to-consumer commerce

Amazon.de

International marketplace for cross-border purchases

Zalando

Fashion and lifestyle platform

Key insight: A Romanian market strategy should strongly consider eMAG, but long-term growth also requires localized content, logistics and customer communication.

Shopping outside Romania

Romanian customers buy from both local and international sellers, especially when looking for product availability, better pricing or trusted brands.

To succeed, international sellers should provide:

• Romanian-language product content
• prices clearly shown in RON or EUR
• transparent VAT and final costs
• familiar payment methods
• reliable delivery and tracking
• clear returns and customer support

Key insight: Romania is open to cross-border commerce, but international sellers must build trust through localization, payments and reliable delivery.

Basic assessment of the Romanian online market

Romania is a high-growth e-commerce market with strong marketplace influence, improving digital adoption and rising customer expectations. Its size and growth make it attractive for expansion, especially for businesses targeting Central and Eastern Europe.

Romanian customers are becoming more comfortable with online shopping, but trust remains a key factor. Sellers entering Romania should combine marketplace strategy with localized content, flexible payment options and reliable delivery operations.

Success depends on:

• eMAG and marketplace strategy
• localized Romanian content
• flexible payment options
• support for cash on delivery
• reliable delivery and tracking
• transparent returns and customer support

Final takeaway: Romania is one of the most dynamic CEE e-commerce markets, but success depends on trust, marketplace readiness, localized payments and reliable delivery operations.