Romanian online retailer eMAG expects to double sales on the wearables segment this year

The local market for smart gadgets has seen a spectacular development in recent years, the smartwatches and fitness bracelets being the Romanians’ favorite products in this segment, according to the biggest local online retailer eMAG. Last year, the eMAG clients purchased more than 14,000 smartwatches and fitness bracelets, four times more than in 2014. They paid over RON 7.5 million (some EUR 1.7 million) on these products. The retailer expects the growing trend to continue this year. It estimates that it will sell 30,000 such products in 2016, more than double compared to the previous year. According to eMAG's estimations on the overall wearables market, more than 35,000 smartwatches and fitness bracelets were sold in Romania last year, and the number could go up to 75,000 in 2016. “The diversification of products and the affordable prices for the general public are some of the reasons that led to the accelerated advance of the local wearables market,” said Stejara Pircan, commercial director hard lines eMAG. She estimates that the domestic market will reach 200,000 products sold in maximum three years. Based on the orders’ value, Samsung Gear S (the Super Amoled model with a 4GB internal memory, 3G connectivity, black) was the most popular smart gadget in Romania, followed by Samsung Galaxy Gear Fit (black), Motorola Moto 360 (grey), and Fitbit Charge HR (black, with a 5-day autonomy). Some 83% of those who purchased smartwatches and bracelets last year are men. In terms of age, 74% of them are aged between 25 and 44. However, in the next period, the number of women clients is expected to increase significantly due to a more diversified range of models and colors. Most wearables are sold during the Black Friday campaign, as well as in December, February, and March. Romanians have also been buying more Smart Home gadgets such as infrared alarms and sensors, electromagnetic locks, and smart plugs. Alarms and accessories represented some 60% of the orders on this segment, followed by surveillance cameras (22%), and Smart Home sensors and modules (18%). Romanians buy more smartwatches. Which are their favorite models? Black Friday: Online retailer sells 11,500 TV sets, 14,000 smartphones, 2.5 kilos of gold and a tractor in less than two hours Irina Popescu, irina.popescu@romania-insider.com