The growth rates registered in mobile e-commerce in 2021 were considerably higher than the overall growth rates registered in e-commerce over the course of the year. This can be seen largely as the natural consequence of high smartphone penetration, with many Romanians using their mobile devices as their primary points of access to the internet.
Omnichannel retailing continued to develop strongly in Romania towards the end of the review period, with many of the leading players in e-commerce and m-commerce also in control of major store-based retail chains. Indeed, many of the leading players in supermarkets, hypermarkets, convenience stores and even discounters have looked to expand their operations into m-commerce as a way of ensuring that the official response to the COVID-19 pandemic does not have a particularly negative impact on their overall ability to reach consumers and generate revenues.
According to data from the National Authority for Administration and Regulation in Communication (ANCOM), there were well over 20 million mobile internet connections in Romania at the end of the review period, the vast majority of which are 3G, 4G and 5G connections. This means a penetration rate of well over 90%.
Mobile e-commerce is expected to continue developing strongly in Romania over the forecast period, with sales growth in m-commerce expected to continue outpacing growth in e-commerce overall. While the advantages that m-commerce has offered to consumers during the COVID-19 pandemic are expected to be less relevant once the influence of the pandemic has receded to the extent that consumers are able to go shopping in stores whenever they want to, it is undeniable that many consumers have come to understand the convenience that m-commerce represents generally.
One of the key factors that is set to support the positive performance expected in m-commerce during the forecast period is the high penetration of smartphones in Romania and the general preference of many consumers to use mobile devices to access the internet, rather than laptop or desktop computers. Put simply, smartphones are becoming increasingly ubiquitous in the daily lives of many Romanian people and this makes it inevitable that smartphones will remain the main devices used to access the internet among the country’s population.
Mobile payment apps are expected to continue developing strongly in Romania during the forecast period, providing considerable impetus to the development of m-commerce in the process. In particular, chained modern grocery retailers such as Kaufland and Carrefour are breaking new ground in this area by offering customers shopping in their stores access to the Scan & Pay mobile app.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile E-Commerce (Goods) industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!