Romania’s e-commerce market shrinks in H1 after years of rapid expansion

22 July 2026 Romania's e-commerce market, defined as the aggregated sales of local online retailers, stagnated in the first half of 2026 after several years of rapid expansion, with the number of online orders unchanged from a year earlier and the value of sales rising by only 4% y/y in nominal terms, according to an analysis by MerchantPro. Consumer prices increased by more than 10% y/y during the same period, implying a decline in real terms. The average online order reached EUR 57 in the first half of 2026, up 5% y/y. According to MerchantPro, Romania's e-commerce market exceeded EUR 8.1 billion in 2025 and is expected to surpass EUR 8.5 billion in 2026. Performance varied significantly across product categories, with electronics and pharmaceuticals posting strong growth while beauty an