Romania’s e-commerce sector nears EUR 13 billion threshold in 2025

Romania’s B2C e-commerce sector reached EUR 12.9 billion in 2025, up 10% from the previous year, according to the European E-Commerce Report 2026, prepared for Ecommerce Europe and EuroCommerce by the Centre for Market Insights at Amsterdam University of Applied Sciences.

Compared to 2021, when the sector was valued at EUR 6.1 billion, Romania’s e-commerce sector more than doubled in value in just four years. For 2026, the report forecasts further growth, to EUR 13.5 billion.

According to the report, quoted by the Romanian Association of Online Stores (ARMO), the country has the largest e-commerce sector in Eastern Europe, accounting for more than half of the region’s total value of EUR 23.3 billion recorded in 2025.

Looking at the Central and Eastern European markets together, Romania is among the region’s largest digital economies: the EUR 12.9 billion spent online by Romanians on goods and services is comparable to the EUR 12.1 billion spent in Czechia and exceeds the figures for Austria, Hungary, and Bulgaria. Poland remains by far the region’s largest market, at EUR 47.4 billion.

The growth rate also points to a dynamic local market. The 10% growth recorded in 2025 was above the Central European average of 8%, although below the 14% recorded in Eastern Europe, where several markets are starting from significantly lower bases. At the same time, e-commerce accounts for 3.39% of Romania’s GDP, above the average levels in both Central Europe (2.82%) and Eastern Europe (2.41%).

The data also show that Romania still has significant room for convergence. In 2025, 95% of Romanians aged 16 to 74 used the internet, but only 60% made online purchases. Internet penetration is already above the Central European average of 93%, but the share of online shoppers remains well below the region’s 74%. In 2021, only 38% of Romanians shopped online, representing an increase of 22 percentage points in four years. For 2026, the report forecasts that the share of online shoppers in Romania will reach 65%.

“In e-commerce, Romania is no longer a small country just starting. We have surpassed EUR 12 billion and are already one of the relevant markets in Central and Eastern Europe. At the same time, the figures clearly show where the next stage of growth lies: we have internet penetration comparable to, or even higher than, some more mature markets, but we are still converting a smaller share of internet users into online shoppers. This gap represents a real opportunity for Romanian companies,” said Cristian Pelivan, the executive director of ARMO.

The report also points to structural changes in the local sector. In 2025, 65% of Romania’s e-commerce value came from goods and 35% from services, while the delivery infrastructure is developing rapidly around parcel lockers. At the same time, digital payments, e-wallets, and Buy Now, Pay Later solutions are gaining ground, although cash on delivery continues to account for a significant share.