Competitive Landscape
Emag Accelerates Investment While Trendyol and Temu Disrupt the Competitive Order
Retail e-commerce in 2025 was moderately concentrated, with eMAG (Dante International SA) maintaining a clear leadership position by securing a 29% share, which was more than three times the share of its nearest competitor. Over the period from 2020 to 2025, the environment became more competitive, with the top player’s share declining from 30% in 2020 to 26% in 2023 before rebounding to 29% in 2025, suggesting that eMAG has faced and responded to competitive pressures.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce 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 Retail E-Commerce 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.
The Retail E-Commerce in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail E-Commerce in Romania?
- Which are the leading retailers in Retail E-Commerce in Romania?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in Romania - Category analysis
Key Data Insights
Retail E-Commerce Summary
Growth Amid Macroeconomic Challenges
Marketplace E-Commerce Strengthens Platform Dominance and Raises Barriers for Independents
Altex Integrates Physical and Digital Channels to Deliver Seamless Shopping Experiences
Mobile App Innovation Drives New Shopping Habits and Payment Integration
Marketplace Platforms Expand Access for Start-Ups and Small Retailers
Omnichannel Strategies and Delivery Efficiency Reshape Competition
Emag Accelerates Investment While Trendyol and Temu Disrupt the Competitive Order
Retail in Romania - Industry Overview
2025 Developments
Key Data Insights
Robust Growth Despite Economic Headwinds
A Phase of Hyper-Concentration
Temu and Shein Intensify Competition as Trendyol Empowers Romanian Smes with Fast Fulfilment
Discounters Accelerates Value-Driven Growth as Price Caution Persists
Retailers Adopt Artificial Intelligence and Automation to Cut Costs
Lidl and Kaufland Expand Networks and Drive Concentration through Pricing and Digitalisation
Mergers and New Digital Launches Reshape Competition and Opportunity
Informal Retail
Opening Hours for Physical Retail
Seasonality
Valentine’s Day
Mother’s Day
Easter
Summer sales
Back to School
Black Friday
Winter sales
Christmas
Country Reports Disclaimer
The following categories and subcategories are included:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
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