Romania ranks last in the European Union in terms of online purchases in 2015, as only 11% of the population aged 16 to 74 ordered goods or services for private use over the internet.

The UK registered the highest share of e-buyers – 81% of those aged between 16 and 74 purchased online, followed by Denmark with 79%, Luxembourg – 78%, Germany – 73%, and the Netherlands, Finland and Sweden – 71% each. On the other hand, Romania - 11% of e-buyers, Bulgaria - 18%, Cyprus - 23%, and Italy - 26% registered the lowest levels, according to Eurostat data.

In the EU, the share of e-buyers has increased from 30% in 2007 to 53% in 2015, which means that the European Union has exceeded its Digital Agenda target of 50% by 2015.

The most popular products purchased online in the EU were clothes and sports goods, with 60% of e-buyers having bought an item of this group. Travel and holiday accommodation came next with a share of 52%, followed by household goods and toys - 41%, tickets for events - 37%, and books, magazines and newspapers - 33%.

In Romania, 67% of e-buyers purchased clothes and sports goods online, 22% bought travel and holiday accommodation, and 21% purchased books, magazines, and newspapers. Moreover, 17% of e-buyers went online to buy tickets for events, and 15% purchased household goods and toys.

Romanian companies, second-to-last in the EU for online sales

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