EuromonitorInternational2013 www.euromonitor.

com
SECTOR CAPSULE: INTERNET RETAILING IN
ROMANIA
11 Jul 2013
HEADLINES
Internet retailing increases in value by 8% during 2012, rising to RON1.2 billion
Consumer electronics and video game hardware internet retailing other internet retailing account for the
majority of value sales in internet retailing during 2012 as grocery items are rarely sold online
Internet retailing becomes increasingly concentrated in 2012, with a handful of players leading an otherwise
highly fragmented competitive environment
As the majority of online purchases are paid for upon delivery, total value sales of products purchased
outstrip the value sales recorded by internet retailing during 2012
Internet retailing is set to increase in constant value at a CAGR of 10% over the forecast period, rising to
RON2.0 billion by the end of 2017


COMPETITIVE LANDSCAPE
Although the competitive environment in internet retailing in Romania is rather fragmented towards the
lower echelons of the rankings, towards the top of the rankings, certain players are expected to emerge as
the strong leaders once internet retailing become better established as a retailing channel in Romani. During
2012, the strongest player in internet retailing in Romania was Acesoft Group with a value share of 39%.
Acesoft Group is the leading retailer of consumer electronics in Romania, an activity which it conducts
through its website at www.e-mag.ro. However, there are other players categorised under others with the
potential to be breathing down Acesofts neck in the near future, such as www.cel.ro.
In addition to consumer electronics and video games hardware internet retailing, which is dominated by
Acesoft Group, other internet retailing categories in Romania are also quite concentrated, especially at the
higher end of the company rankings. In beauty and personal care internet retailing, for instance,
www.aoro.ro is the standout leading player, while www.pentruanimale.ro is the leading website in Romania
for the retailing of pet food and pet products, although each of these categories remains highly fragmented
towards the bottom of the rankings. In certain categories such as apparel internet retailing, the competitive
environments remain highly fragmented, with value sales divided between retailers functioning according
to the bricks and clicks principle, which involves maintaining a focus on both store-based retail outlets
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EuromonitorInternational2013 www.euromonitor.com
and internet retailing simultaneously, and purely internet-based retailers. Nevertheless, regardless of the
precise nature of the overall approach of Romanias leading internet retailers, they all focus on offering
various brands at lower prices than store-based retailing.


NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO) Brand (GBO)
Acesoft Group eMAG (Acesoft Group)
Source: Passport by Euromonitor International

FORECAST


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EuromonitorInternational2013 www.euromonitor.com
DEFINITIONS AND METHODOLOGY
Internet Retailing
Sales of consumer goods to the general public via the Internet.

Internet retailing includes sales generated through pure e-commerce web sites and through sites
operated by store-based retailers. Sales data is attributed to the country where the consumer is based,
rather than where the retailer is based. Also includes orders placed through the web for which
payment is then made through a storecard, an online credit account subsequent to delivery or on
delivery of the product. This payment may be by any mode of payment including postal cheque, direct
debit, standing order or other banking tools. Includes m-commerce: where consumers use smart
phones or tablets to connect to Internet and purchase the goods online.


Internet retailing excludes sales of: (a) Products generated over consumer-to-consumer sales sites,
such as eBay. B2C proportion of sites such as eBay will be captured. (b) Sales of motor vehicles,
motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts etc) and travel; (d) Sales
of tavel and holiday packages; (e) Revenue generated by online gambling sites; (f) Quick delivery
services of food, magazines, household goods and DVD rentals, for example: MaxDelivery.com,
LicketyShip.com, Netflix.com, LoveFilm (g) Returned products/unpaid invoices.

Example brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com,
Dell.com, Coles Online, Americanas


Methodology
This report is derived from Euromonitor Internationals Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis

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