The expansion of global platforms is accelerating: in 2025, 1 in 4 Europeans shopped on Temu, while the platform reached 4.7 million monthly active users in Romania.
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 and less predictable phase than in previous years. According to the MerchantPro eCommerce Insights 2026 report, inflation, pressure from international marketplaces, shifts in consumer behavior, and the growing impact of AI on product discovery and conversions are reshaping the rules of competition in the local online commerce sector.
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.