Business Forum • 19 March, 2026 at 9:07 AM
Romania's eCommerce market reached approximately €8.1 billion in 2025 and could exceed €8.5 billion in 2026. However, growth is entering a more competitive phase than in previous years, according to a report by MerchantPro.
MerchantPro's analysis shows that the estimated market growth rate was around 6% in 2025, in a context where transaction volumes stagnated. For 2026, a 5% increase is expected, driven by more cautious consumption, declining consumer confidence, and structural transformations within the digital ecosystem. Market growth this year could be supported by the increasing adoption of online shopping and the maturation of the customer experience offered by merchants, through investments in technology, personalization, and conversion optimization.
The MerchantPro Compass analysis, based on the evolution of stores active on the platform, confirms the same market dynamics in 2025. The data indicates an average order value growth of 6.3%, while the number of transactions increased by only 0.8%. Vertical analysis shows a market with different stages of development: segments such as Electro & IT (+21%) or Pharma (+65%) recorded strong growth, while categories such as Fashion (-10.3%) or Children's products (-12%) felt the pressure of external competition. "The real stake is shifting from gross growth to value control and the ability of local players to remain competitive in an ecosystem increasingly dominated by marketplaces and AI," said Arthur Rădulescu, CEO of MerchantPro.
The report shows that artificial intelligence is starting to play an important role in product discovery and conversion optimization. According to global data, 65% of users say AI influences their purchasing decisions. Personalizing the experience with integrated AI solutions can generate conversion rates more than 4 times higher, according to case studies conducted on stores within the MerchantPro platform.
The expansion of global platforms is visible at the European level. In the first half of 2025, approximately 25% of consumers in the European Union made at least one purchase on Temu. In Romania, the platform reached approximately 4.7 million monthly active users, while Trendyol surpassed around 1.3 million buyers, ranking 2nd among the most visited online stores in Romania. "These developments reflect a structural shift in the digital ecosystem, where marketplaces are becoming the main entry points in the product discovery process," added Rădulescu.