Rural areas are rapidly closing the gap with urban markets
Romania’s e-commerce market continues its upward trend in 2025, strengthening its role in the digital economy. According to data from the National Institute of Statistics, 74.3% of people aged 16 to 74 who used the internet in the past 12 months ordered or purchased goods and services online, up by 1.4 percentage points compared to 2024.
Growth is also visible in absolute numbers. In the first quarter of 2025, around 5.9 million Romanians shopped online, nearly 800,000 more than in the same period last year.
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The increase is stronger in rural areas, where 70.6% of internet users made online purchases, up by 3.3 percentage points. In urban areas, the increase reached 0.5 percentage points, indicating a gradual reduction in the gap between the two environments.
Expanded internet access and a wider range of online products and services support this trend, including in smaller communities.
“INS data confirms what we see every day in the market: e-commerce has reached maturity, and most connected Romanians have integrated it into their shopping routine. We are already talking about a mass market, not a niche phenomenon. E-commerce has become a real access solution for goods, including for millions of Romanians outside major cities,” said Cristian Pelivan, Executive Director of ARMO.
The analysis shows strong adoption across active age groups, with over 80% penetration among people aged 16–54, alongside visible growth in the 55–74 age segment. The most frequently purchased online services are transport, event tickets, and accommodation.
“This evolution shows significant potential for economic growth, digitalisation, and more efficient consumption, with direct benefits for Romanian companies and public finances. The next priority must be a fair fiscal and competitive framework that supports local investment,” Pelivan added.
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