Fashion and IT&C products, as well as books and teaching materials, were the most popular items on Romania’s e-commerce market in the first half of the year. Romanians also purchased home & deco products and cosmetics, according to an analysis of Romanian affiliate marketing network 2Parale.

Compared to the same period in 2014, Romanians spent more online on IT&C products in the first six months of 2015.

Between January and June, Romanians spent an average of RON 1,000 (EUR 225) on a tourism package, RON 630 (EUR 141) on an IT&C product, RON 220 (EUR 50) on a product from the home & deco sector, and RON 215 (EUR 48) for baby items.

Books and teaching materials, fashion, and insurance industries performed best in terms of number of online sales recorded within the platform.

In the first half of 2015, the largest acquisition made by a Romanian on the 2Parale platform amounted to some RON 33,000 (over EUR 7,400), almost double compared to the RON 17,000 ( some EUR 3,800) registered in the same period in 2014.

On average, a Romanian spent RON 160 (EUR 36) online, similar to the previous year.

Romanians like to make online purchases in the morning, between 7:00 and 12:00, according to 2Parale. They also make online shopping between 13:00 and 18:00.

In terms of days, most of the online purchases were made on Thursdays, followed closely by Wednesdays and Tuesdays.

Romanian mainly searched for dresses and smartphones in the first half of the year, according to Google Trends data. Compared to 2014, Romanians searched more products based on brands.

Performance marketing company 2Performant Network S.A. registered a turnover of some RON 3.68 million (EUR 828,000) in the first half of 2015, up 25% year-on-year. 2Performant Network owns 2Parale brand in Romania.

The 2parale platform had 450 clients in the first half of the year, 100 more than in the same period the previous year. Earlier this year, the company announced its expansion in Central and Eastern Europe, through the launch of the 2Performant platform in Bulgaria.

Irina Popescu, irina.popescu@romania-insider.com