Romania becomes Eastern Europe's largest e-commerce market

Romania has become the largest e-commerce market in Eastern Europe, with its online market value reaching EUR 12.9 billion in 2025. This represents a 10% increase from the previous year and more than a doubling of the market's value since 2021, when it was valued at EUR 6.1 billion.

According to the European E-Commerce Report 2026, conducted by the Centre for Market Insights at the Amsterdam University of Applied Sciences, Romania accounted for more than half of the total EUR 23.3 billion e-commerce value in the Eastern European region. The country's online spending is comparable to the Czech Republic's EUR 12.1 billion and exceeds that of Austria, Hungary, and Bulgaria, though Poland remains the largest regional market at EUR 47.4 billion.

E-commerce now constitutes 3.39% of Romania's GDP, a figure higher than the averages for both Central Europe (2.82%) and Eastern Europe (2.41%). While internet penetration among Romanians aged 16 to 74 reached 95% in 2025, only 60% engaged in online shopping. Projections suggest the share of online shoppers will rise to 65% in 2026, with the total market value potentially reaching EUR 13.5 billion.