New Market Report: Internet Retailing in Romania

From: Fast Market Research, Inc.
Published: Tue Jan 26 2016

Internet retailing saw dramatic expansion in its potential customer base during the review period as a growing number of Romanians began to go online. The percentage of the population using the internet soared from less than 37% in 2009 to 54% in 2014, with an estimated 57% share likely to be reached in 2015. This was chiefly due to the widening ownership of smartphones, which saw household penetration more than double from 18% in 2012 to 42% in 2015, while ownership of tablets and laptops is also growing rapidly. Internet access however continues to be strongest in urban areas, with an estimated 65% of urban consumers being online by 2014 but only 35% of rural consumers accessing the internet.

Competitive Landscape

Dante International is the clear leader in internet retailing, thanks to the strength of its eMAG website. The company furthermore succeeded in maintaining a steady value share of 24% in 2015, despite surging competition and a host of new entrants. This was partly thanks to the company's success in capitalising on the Black Friday November discount event, which eMAG pioneered in 2011. According to Google Trends, the most used internet search term related to Black Friday in the country at the end of the review period was "Black Friday eMAG" with many consumers thus banking on the site offering attractive discounts at this time. The company meanwhile raised the stakes for Black Friday in 2015, offering 1,000 gold bars and 400 gold coins at 10% discount in partnership with Romanian bank Piraeus Bank. 2015 was the company's biggest Black Friday yet, with discounts up to 80% on 650,000 products.

Full Report Details at

Industry Prospects

There remains considerable scope for growth in internet retailing in the forecast period. An estimated 80% of Romanians had never made an online payment by the end of the review period, while growing number are likely to begin to use the internet for the first time in the forecast period. Over 67% of the population are expected to use the internet by 2020, with an increase of a further 10 percentage points in share. This will be chiefly due to the widening availability of affordable tablets and smartphones, with ownership of these devices continuing to see strong growth.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Internet Retailing industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Internet Retailing industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

About Fast Market Research

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You may also be interested in these related reports:

- Internet Retailing in France
- Internet Retailing in Turkey
- Internet Retailing in Finland
- Internet Retailing in South Korea
- Internet Retailing in Portugal

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