Romania has one of the most important digital economies in Central and Eastern Europe (CEE), reflected in its developing e-commerce market. The coronavirus (COVID-19) pandemic accelerated growth across the e-commerce industry. As consumers ordered more products and services online,
increased. They peaked in the first year of the pandemic, and by 202, it still had not come even close. The share of
also increased, but not surpassed, with businesses such as restaurants focusing on online channels and delivery. However, while the
remains relatively high for companies continuing to sell online, the cost of living, inflation rate, and rising prices threaten the market as Romanians try to reduce their spending.
Who is the biggest e-commerce player in Romania?
Online marketplace emag.ro (known as eMAG) is the largest online retailer in Romania. Beginning primarily as a retailer of electronic products, the company now sells products across all categories and aims to become the largest e-commerce ecosystem in the CEE region. The brand's site was the
most visited retail website in Romania in February 2025, ranking above the online classified ad site olx.ro (Olx). Besides being the most prominent Romanian e-commerce brand, in 2024, eMAG was the
second most valuable Romanian brand - 824 million euros and was overtaken in 2023 by the automotive giant Dacia.
Black Friday - A rising trend year by year
Black Friday sales on eMAG saw a significant increase in 2024, with over 3.2 million products sold compared to 2.8 million in 2023. The
event's popularity was evident as shoppers rushed to take advantage of deals, with more than 573,000 products ordered in the first 30 minutes alone, surpassing the previous year's 472,000 orders in the same timeframe. The
average customer bought 4.9 items and spent 1,553 Romanian lei, with Bucharest leading in terms of order value at 1,601 Romanian lei per client. Interestingly, many shoppers prepared their "shopping lists" up to two weeks in advance, showing a trend of strategic buying behavior.
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