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Romania's e-commerce landscape continues to evolve, with eMag.ro dominating as the most-visited retail website. In April 2025, eMAG attracted over ** million visits, solidifying its position as the country's leading online shopping destination.

Black Friday: Better every year in Romania

The fashion online market had two leaders, fashiondays.ro and epantofi.ro, both registering over million visits in November 2024. The popularity of e-commerce in Romania is further evidenced by the success of Black Friday events. In 2024, eMAG alone sold over *** million products during its Black Friday promotion, a significant increase from *** million in the previous year. The first three hours of the event saw orders totaling *** million Romanian lei, representing a ** percent year-over-year growth.

E-commerce adoption among Romanian businesses has dropped after the pandemic

Despite the strong performance of major online retailers, overall e-commerce adoption among Romanian businesses remains relatively low. In 2024, only **** percent of enterprises in Romania reported e-commerce sales accounting for at least *** percent of their revenue. This figure has not reached yet again the peak of **** percent in 2020. Similarly, B2C e-commerce sales through websites were conducted by **** percent of Romanian enterprises, while B2B and B2G e-commerce sales through websites were reported by approximately *** percent of businesses.

These statistics suggest there is still significant room for growth in Romania's e-commerce sector and that many retailers chose to abandon their online sales after the end of the pandemic restrictions in 2020.