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~ DirectLink ~

E-COMMERCE IN

EASTERN AND

CENTRAL EUROPE

IS CATCHING UP

Text: Olof Källgren // Photos: DirectLink

The western European countries have long been far ahead of the
eastern European markets in terms of e-commerce maturity. This is

mainly due to the fact that in the past there was a lack of sufficient
resources to build the infrastructure necessary for people in general in
the eastern countries to have access to an efficient internet. However,
BARTOSZ HNATYSZYN
that is about to change quite rapidly now. Many of the eastern MANAGING DIRECTOR OF DIRECT LINK POLAND
European markets are beginning to catch up with western Europeans
when it comes to internet penetration and e-commerce affinity. .

o let´s take a closer look at some of these that comes purchases from Italy and Poland. The most
interesting markets. Russia is of course the preferred product category for Romanians to buy cross-
Slargest e-commerce market in the East by far. border is clothing and footwear. 40% of consumers did that
But given the situation the country is currently in; during 2023. Other popular cross-border categories are
we leave them without comment here. consumer electronics, personal care and beauty products,
and jewellery and watches.
Romania When consumers in Romania were asked which delivery
With a population of 19,2 million people, Romania is provider they prefer, only 11% cited the national postal
the twelfth-largest country in Europe and sixth-most operator. Most preferred delivery provider was DPD at
populous member state of the European Union. According 20%, followed by GLS and DHL. The most preferred
to Eurostat, Romania´s gross domestic product per capita delivery option in Romania is home at your door at 81%
was 77% of the EU average in 2022. An increase from which is higher than the European average. Another well
44% in 2007, making Romania one of the fastest growing liked option is delivery to workplace which is much more
economies in the EU. The e-commerce share of total retail popular here than in other European countries.
sales in Romania in 2019 was 5%, in 2022 it was 16%. In
2018, the e-commerce revenue was EUR 3,6 billion, that The most preferred method of payment for cross-border
number had grown to 6,3 billion. Figures that say a lot purchases in Romania is debit card at 42%, followed by
about the rapid development in the country. 19% of the credit card at 24% and cash on delivery at 20%. Looking at
Romanian consumers shop online at least once a week, and the preferred payment option by age group, the youngest
a total of 65% state that they shop at least once a month. consumers preferred debit card the most. Cash on
delivery preference was highest with the oldest age group.
When the Romanian consumers shop online from other The preferred online shopping devices in Romania is
countries, it is China they usually buy from. In 2023, 44% smartphone at 60%, and laptop at 23%.
stated that they had bought from China. 23% had shopped
from Germany and 14% from the United Kingdom. After

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