The Romanian ecommerce market continues to grow at a steady double-digit pace, driven by the expansion of marketplace models and the rapid development of Direct-to-Consumer (D2C) channels.
According to ARMO, the local ecommerce sector recorded an estimated 10% annual growth in 2024, reflecting the ongoing transformation of commercial strategies and consumer expectations. In this evolving landscape, VTEX (NYSE: VTEX), the complete and composable digital commerce platform for leading B2C and B2B brands and retailers, plays an active role in enabling brands and merchants to scale their digital operations and deliver more efficient, personalized experiences.
According to the same source, Romania’s online retail market reached approximately 11.7 billion EUR in 2024 and continues its strong upward trajectory. As business models evolve and digital maturity deepens, both producers and specialized retailers are adapting their strategies to meet growing consumer expectations. Many well-established stores with high monthly traffic are expanding their capabilities to increase profitability and reach, while brands invest in ecommerce platforms to retain control over customer relationships and improve operational efficiency.
“We observe an acceleration of the digital commerce capabilities from producers and distributors, with a clear focus on the direct relationship with the consumer and increasing efficiency both at the local and regional levels. Also, the demand for marketplace-type functionalities is in continuous expansion, driven by the growing need of retailers to diversify their offer and maximize the value of each customer. More and more specialized stores, which already enjoy notoriety and consistent monthly traffic, are developing their marketplace capabilities to address a larger share of wallet from their existing customer base and to increase the profitability of their platforms,” stated Cătălin Vlădescu, VP of Growth CEE & Germany, VTEX.
According to ongoing market observations, these strategic shifts are reflected in the evolution of the Romanian ecommerce landscape, where consumer expectations, purchasing behavior, and digital infrastructure continue to mature. As retailers and brands optimize their digital presence, the market is becoming more segmented and data-driven, setting the stage for differentiated growth across categories and sales channels.
Statistical data supports these shifts, highlighting the growing maturity of the Romanian ecommerce market. Data from the National Institute of Statistics (INS) show that 73% of internet users in Romania made at least one online purchase in 2024. According to the same source, the share of individuals who ordered goods or services online increased both in urban areas, reaching 77.1%, and in rural areas, reaching 67.3%. Although daily transaction metrics are approximate, this level of penetration supports the view that purchase volumes are influenced by monthly salary cycles, underlining the need for campaign and inventory alignment.
“In an increasingly competitive market, we believe that long-term ecommerce success will belong to those who invest wisely in three key directions: building a solid and lasting relationship with the end customer, adopting technology to automate and streamline their operations to increase profitability, and, last but not least, strategic expansion through multiple channels, including local and regional marketplaces. Regarding emerging technologies, such as AI, we recommend a prudent and well-founded approach – it is essential that the solutions chosen bring real value, not just respond to a trend,” added Cătălin Vlădescu, VP of Growth CEE & Germany, VTEX.
The accelerated market dynamics come with significant challenges, especially in the areas of human resources and operational efficiency. The demand for professionals specialized in digital commerce remains high, and the shortage of qualified personnel is acutely felt by most industry players.
In parallel, cost pressure (marketing, logistics, technology) intensifies against the backdrop of an increasingly competitive market, characterized by the entry of new players and the diversification of business models.
VTEX remains a trusted partner for brands and retailers that want to accelerate their digital transformation and stay competitive in a continuously changing ecosystem. Through its complete platform, VTEX offers flexible marketplace-type solutions, robust B2C and B2B commerce capabilities, as well as support for launching and scaling D2C initiatives. With an approach centered on efficiency, technological innovation, and operational autonomy, VTEX helps its clients optimize their costs, increase their margins, and consolidate their relationship with the final consumer, thus contributing to building sustainable and scalable businesses in the long term. See more at: https://vtex.com/ro-ro/.
