BUSINESS-TO-CONSUMER E-COMMERCE IN ROMANIA – EVOLUTION AND TRENDS

Mihaela Ştir
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Mihaela Ştir: Alexandru Ioan Cuza University of Iași, Romania

Network Intelligence Studies, 2019, issue 14, 127-134

Abstract: E-commerce in Romania is a growing market that leads to a new buying behaviour. The purpose of this study is to investigate how business-to-consumer e-commerce (B2C) evolved over the past three years (2016 - 2018) in terms of value, number of acquisitions and number of online stores. We also want to understand how the preferences of Romanian consumers changed and to explore how trends like mobile commerce, voice search or social shopping are adopted by online stores in Romania. We analysed data from 2016 to 2018 and the results show that in three years the value of e-commerce increased by 94% and the number of online purchases increased from 8.4 buys per year in 2016 to 9 buys per year in 2018.

Keywords: E-commerce; Consumer behaviour; Mobile commerce; Social shopping; Omnichannel strategies (search for similar items in EconPapers)
JEL-codes: L11 L81 M31 (search for similar items in EconPapers)
Date: 2019
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