Romania: Who shops online, and where?
Gemius has looked at the internet user structure (PC) of the most popular online shops in Romania over the last three years – we now know which have grown and which have fallen in popularity, as well as who shops online most frequently.
Success for Emag.ro
The most popular online shops (PC) in Romania over the last years were Alibaba Group, Altex.ro, Amazon.com, Cel.ro, Elefant.ro, Emag.ro, Evomag.ro, and Flanco.ro (in alphabetical order). According to data from May 2016, the undisputed leader of the group is Emag.ro, with user numbers exceeding two million (27.7 per cent reach among internet users). Second and third place in May 2016 went to the Alibaba Group (25.6 per cent) and Altex.ro (12.3 per cent).
E-commerce popular with the young
The e-commerce market in Romania in the period 2014-2016 saw dynamic changes. User numbers for online shops swung from around 5.3 million in May 2014, up to 5.6 million in May 2015, and down to around 4.5 million in May 2016. Differences are also noticeable in the online shop user structure. While the percentage of people aged 25-44 has continually accounted for around 50 per cent of users of online shops in Romania over the past two years, other age groups have shown big changes.
Gemius data shows a decrease in internet users aged 14-19 and 45-54 using online shops. In May 2014, e-commerce websites were visited by 57 per cent of internet users aged 14-19, while in May 2016 it was 50 per cent. Similar changes are seen for internet users aged 45-54 – in May 2014, 65.6 per cent of the representatives of this group visited the websites of online shops; two years later, in May 2016, it was 61.1 per cent. The reverse trend is observed for users aged 34-44. Two years ago, online shop domains had a reach of 55.5 per cent for this group of internet users, while in May 2016 it was 60 per cent.
gemiusAudience in Romania is a study that measures online audiences using it's proprietary fusion methodology, proprietary site-centric data, proprietary user-centric data and structural data provided by BRAT through SNA FOCUS study.