Romania leads Eastern Europe in e-commerce growth with €12.9 billion market value

Romania's e-commerce sector has reached an impressive value of €12.9 billion in 2025, showcasing a remarkable growth trajectory. Over the past four years, the value of e-commerce in the country has more than doubled from €6.1 billion in 2021.

The European E-Commerce Report 2026, published recently, highlights that Romania is the largest e-commerce market in Eastern Europe, surpassing countries like Austria, Hungary, and Bulgaria. In fact, Romania accounts for over half of the total €23.3 billion recorded in the Eastern European region.

With a growth rate of 10% compared to the previous year, Romania's e-commerce sector continues to thrive, outpacing the average growth of 8% in Central Europe and 14% in Eastern Europe. Looking ahead, estimates suggest that the sector may reach up to €13.5 billion by 2026.

E-commerce now represents 3.39% of Romania's GDP, significantly higher than the Central European average of 2.82% and the Eastern European average of 2.41%. Last year, 60% of Romanians were reported to have made online purchases, and this figure is set to rise to 65% by 2026.

The infrastructure supporting e-commerce is also evolving rapidly, particularly with the development of delivery lockers. Digital payments, electronic wallets, and Buy Now, Pay Later solutions are gaining popularity, while cash on delivery remains a significant payment method.

In terms of the market composition, 65% of e-commerce revenue in Romania came from goods, while 35% derived from services. The figures reveal a strong and growing online shopping culture, with 95% of Romanians aged 16 to 74 using the Internet last year, further solidifying Romania's position as a leader in the e-commerce landscape.