Romanian E-commerce: Untapped Potential for Cross-Border Sales

What is the potential of the Romanian e-commerce market for cross-border expansion?

Romania emerges as a country full of economic contradictions. On one hand, it offers its residents some of the fastest internet connections in Europe; on the other, the share of e-commerce in total retail sales remains surprisingly low.

Romania is a suitable cross-border market for Polish e-stores

This digital paradox is not a sign of weakness, but a signal of immense potential already recognized by Polish entrepreneurs. As our cross-border report shows, Romania is one of the key export markets for Polish e-stores, which are successfully adapting to its specific characteristics. For many companies, the natural next step in this region is also e-commerce expansion into Slovakia and the increasingly thriving e-commerce market in Slovenia. For businesses ready to understand it, the Romanian market is like an uncut diamond.

A growing market is not everything – how to adapt to it?

Although statistics indicate that the value of the local e-commerce market is expected to reach nearly USD 6.8 billion by the end of 2024, with a projected annual growth of 8%, these numbers do not tell the whole story. This is a story of dynamic transformation and the slow breaking down of barriers. Therefore, effective deliveries to customers in the European Union, with a special focus on Romania, require more than just an online presence. They require adaptation.

Portrait of the Romanian consumer – how do they behave and what do they buy?

The Romanian consumer is highly price-sensitive, making them a conscious and demanding buyer. At the same time, they are characterized by a specific kind of consumer patriotism.

Why? Barriers often include language, fear of a complicated return process, or higher shipping costs. They prefer to navigate within a familiar, local ecosystem.

What product categories are the most popular? Consumers most frequently reach for:

• Toys, hobby accessories, and DIY products – accounting for over 27% of all purchases.
• Electronics and media.
• Fashion and accessories.
• Furniture and home decor.
• Personal care products and cosmetics.

Where to look for customers? A guide to the Romanian internet

Romanian consumers primarily navigate within known and trusted platforms. Therefore, entering the market without understanding the local digital landscape is doomed to fail.

Marketplaces – the digital heart of commerce The absolute giant and market leader, a sort of Romanian equivalent of Allegro, is eMAG. This is exactly where many consumers begin and end their shopping journey. Presence on this platform is almost mandatory for companies serious about expansion. Alongside it operate other important sites, such as OLX.ro (mostly classifieds), Cel.ro (electronics), or Fashion Days (fashion).

Price comparison websites and social media The aforementioned price sensitivity makes price comparison engines, such as Compari.ro or Price.ro, extremely popular tools in the decision-making process. Simultaneously, social media, led by Facebook and Instagram, play a crucial role in building brand awareness and reaching customers. Importantly, effective marketing communication must be conducted in Romanian – the English version is often insufficient.

What do payments look like in Romania?

In the Romanian payment landscape, cash still reigns supreme. It is almost a cultural phenomenon that strongly distinguishes this country from the North, where Swedish e-commerce or the mature e-commerce market in Denmark rely almost exclusively on digital transactions.

It gives them a sense of security and control – the certainty that they are paying for goods they physically hold in their hands. This attachment to cash is reinforced by the fact that one in three consumers reports problems with card payments, such as declined transactions or concerns about data security.

Despite this, a slow increase in the popularity of digital methods is observed. Alongside global players like PayPal, local solutions, such as the MobilPay digital wallet, are gaining importance. Offering a wide range of payment options, with cash on delivery being mandatory, is an absolute fundamental.

Last-mile logistics: how couriers work, who chooses parcel lockers, and what are customer expectations?

For the Romanian customer, the delivery process is just as important as the product itself. They expect transparency, control, and, most importantly, convenience.

Delivery preferences: door-to-door courier and the growing power of parcel lockers Therefore, cooperation with the largest local players, such as Sameday (affiliated with eMAG), Fan Courier, DPD, or Cargus, is crucial. Customers want to know the name of the carrier even before finalizing the purchase. At the same time, following the example of the Polish market, the importance of out-of-home deliveries is growing. Parcel locker networks, such as Sameday’s easybox, are becoming increasingly popular. It is therefore worth offering this option to customers, providing them with an interactive map of pick-up and drop-off points, which significantly improves the shopping experience.

Ecology in deliveries – growing awareness Although price remains the main factor, ecological issues are beginning to gain importance. It turns out that over 80% of Romanian consumers are interested in “green” delivery methods. Eco-friendly packaging and the option to consolidate orders can become an important element of competitive advantage.

Product returns – a credibility test for the seller According to EU law, a consumer in Romania has 14 days to withdraw from a contract. However, for Romanians, this is not just a right, but a fundamental element of building trust. A simple and transparent return process and quick refunds are key. Complicated procedures can effectively discourage repeat purchases. Therefore, efficient and customer-friendly returns automation is not a cost, but an investment in customer loyalty.

Entering the Romanian market: a practical checklist

To summarize, expanding into the Romanian market requires a strategic approach. Knowing how to develop e-commerce globally allows for better preparation against the specific challenges of this region. Here is a short checklist of key actions:

• Localization: provide a Romanian language version of the store and, if possible, register a .ro domain.
• Customer service: enable contact in Romanian.
• Payments: strictly integrate cash on delivery and local methods like MobilPay.
• Logistics: establish cooperation with local courier leaders (e.g., Sameday, Fan Courier) and offer delivery to parcel lockers.
• Distribution: consider establishing a presence on the eMAG.ro platform.
• Communication: conduct marketing activities in Romanian, taking local social media into account.

Romania is a market with immense, still untapped potential. Entering it is a challenge, but for companies ready to adapt, the reward can be significant. Modern solutions for business and e-commerce can greatly facilitate this process and open doors to one of the most interesting markets in our part of Europe.

Key Takeaways

• The Romanian e-commerce market, despite fast internet, is characterized by a low share in retail trade, which stems from a lack of trust in cashless transactions and a generational gap. It is considered a market with significant, untapped growth potential.
• Understanding the Romanian consumer, who is price-sensitive and prefers shopping in local online stores, is crucial for success. Localizing the offer, including the Romanian language, is essential to break down purchasing barriers.
• The eMAG platform plays a dominant role in the Romanian market, often serving as the starting point for purchases. Regarding payments, offering cash on delivery is crucial, as it is preferred by a large portion of consumers due to a sense of security.
• The preferred delivery method is a door-to-door courier, but the importance of parcel lockers, such as easybox, is also growing. Transparency in the delivery process and a simple, fast returns system are important for building customer trust.
• Expansion into the Romanian market requires a strategic approach, including content localization, providing customer service in Romanian, integrating local payment methods, and establishing cooperation with key logistics partners.

Sources

• https://cross-border.pl/country/rumunia/
• https://ecommercedb.com/markets/ro/all
• https://www.eservice.pl/hubfs/Attitudes%20toward%20payment%20methods%20report%20ROMANIA%20ENG.pdf
• https://www.dpd.com/wp-content/uploads/sites/258/2023/03/DPD-E-shopper-2022-Romania_Final.pdf

Alsendo