One in two Romanians did online shopping in 2023, with the share of this type of shopping in the total value of retail trade in Romania being 14%, according to Statista data cited in a report by an e-commerce platform.At the end of 2023, the number of Romanians who did online shopping reached 10.2 million, with prices remaining the most important criterion in choosing an online retailer (45%), followed by special offers (36%), policy of delivery (34%) and easy checkout (29%).According to estimates, the value of the local eCommerce market would reach EUR 7.3 billion as Millennials and Generation X are the most active online buyers in Romania. At the opposite pole are Generation Z and Baby Boomers, who are more reluctant or have a lower presence in e-commerce.According to the analysis carried out by MerchantPro, the 35-44-year age group has the largest share in the use of e-commerce, with almost a quarter of the total. The next group, the 25-34 year old, recorded a close proportion, 23.82%, while the 45-54 year old group is not far behind, at 23.52%. Conversely, young adults aged 18-24 and people aged 55-64 are less active in e-commerce, cumulatively representing less than 28%.Regarding the major trends that will influence the market in 2024, experts point to an ever-increasing competition, especially from strong international competitors, especially brands from the European Union (EU) or, recently, players from the non-EU area, such as Shein or Temu, whose rise is accelerating globally.MerchantPro's "eCommerce Insights 2024" report highlights an average growth of only 3% in local store sales in 2023 compared to the previous year, and children's items represent the most dynamic market segment, with a 20% jump. In terms of the number of orders filed by customers, the increase remains moderate, namely 5.5%.Amidst inflation and falling purchasing power, the average value of the order registered by the shops on the MerchantPro platform was around EUR 54 in 2023, 2.5% lower than in 2022, when it was EUR 55.5 euros.MerchantPro is a project of the ShopMania Net Company dealing with eCommerce entrepreneurs from Romania and Europe, through competitive e-commerce functionalities, professional support services and customised solutions.Currently, the platform is used regionally by over 5,000 online shops, of which almost 2,000 are active in Romania.
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