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ROMANIA
According to Eurostat (2021), the highest shares of internet users who bought or ordered goods or services over the internet in the 12 months prior to the survey were recorded in the Netherlands (94%), Denmark (92%) and Sweden (89%). On the other hand, fewer than 50% had shopped online in Romania (45%) and Bulgaria (42%).
Based on the EUROPE E-COMMERCE REPORT 2021,
- Romania growth rate (B2C) is 30% compared with GR -77%,
- Romania e-GDP 3,51% compared with GR 6,65% and Denmark 7,29%
- FREQUENCY OF ONLINE PURCHASES IN THE LAST THREE MONTHS, 2020, Romania –
- 2% six times or more
- 10% 3to 5 times
- 14% 1-2 times
- ONLINE PURCHASING NATIONALLY AND CROSS-BORDER, THREE MONTHS, 2020
- From national sellers = 97%
- From sellers from other EU countries=10 %
- From sellers of the rest of the world (non-EU countries) = 4%
- From sellers from unknown countries =2%
- From sellers from other countries (EU or non-EU) =1,2%
There is a clear approach based on Romanian customer behaviour. Year 2020 was the first year of severe COVID 19 restrictions and customers started buying online because of the less brick and mortar shopping, restricted almost all the year.
Estimates, for the e-commerce sector – it exceeded the 5.6-billion-euro threshold at the end of 2020, 30% more than in 2019 when the value of e-commerce was estimated at 4.3 billion euro[1]. The transactions generated in represents the e-tail segment only, and does not include services, utility bills, digital content or plane tickets, vacations & travel, hotel reservations, show tickets or other events. Food was one of the most important buying and Food Panda was the star.
However, when discussing the behaviour of the Romanian buyer, we must also take into account the way he pays. The Romanian buyer feels the most compliant when he pays the moment, he receives the products. The pandemic has a massive effect on cash usage in Romania[2]. “The number of people paying physical money decreased from 45% to 21%. Meanwhile, the popularity of contactless cards reached 59%. “But the Romanian consumer still feels secure to pay « Cash-on-delivery »
The reasons for this behaviour can be[3]
- It is more convenient = 59,6%
- Had no other available way=42,5%
- It is safe=28,3%
- “True online commerce” also means electronic transactions=25,9%
- Other =2,4%
Customer behaviour in Romania is changing. While last year the development of e-commerce projects came from the fashion industry, followed by the electrical IT and DIY industries, the biggest increases in the current year are likely to be reported by industries such as retail and distribution, logistics and transport, technology, but also health.
References
Understanding consumer behaviour, from the inside out, https://www.youtube.com/watch?v=XowaDm1GEVk
Understanding consumer behavior, consumer behavior definition, basics, and best practices:
https://www.youtube.com/watch?v=jP3XVgrSNsM
CHAPTER 1 – What is Consumer Behavior, https://www.youtube.com/watch?v=gtfPU6nTa9k
Consumer Behavior with Michael Solomon:
https://www.youtube.com/watch?v=TfK6nawMEp0
Stages of the Consumer Decision-Making Process and How it’s Changed https://www.youtube.com/watch?v=a9lpVg54u-k
The Buyer Black Box – Buyer’s Characteristics – Factors influencing the Consumer Buying Behaviour https://marketing-insider.eu/buyer-black-box/ visited 13.02.2022
Steven Hob Four Types of Buying Behaviour:
https://www.youtube.com/watch?v=Bnrdv-7ndFo, 13.02.2022
Live Shopping, Direct-to-Consumer și comerțul conversațional, printre cele mai importante tendințe în e-commerce în 2022 – Roxana Vasile:
[1] https://www.gpec.ro/blog/en/gpec-romanian-e-commerce-2020-report-5-6-billion-euro-worth-of-online-shopping-a-30-yoy-growth
[2] https://ecommercenews.eu/popular-payment-methods-in-europe-in-2022/
[3] Romanian Consumer Behaviour and Payment Choice
in Online Shopping. A Marketing Perspective
Mihaela CONSTANTINESCU*, Andreea ORINDARU, Daniela IONIȚĂ, Ștefan-Claudiu CĂESCU, DOI: 10.2478/9788366675162-006