The traffic on mobile devices is expected to exceed the traffic on PC by the end of 2015, according to Bogdan Axinia, vice-president of eMAG, Romania's largest online retailer .

“The phone has practically become the closest device to the consumer, via which he can control everything: voice, data, photos, calendar, bank, music, fun, daily shopping. By the end of 2015, we expect traffic on the phone and tablet to exceed the one on PC, for the first time in the history of Romanian online trade,” Axinia said.

“In terms of sales, we forecast that 30% of all orders will come from mobile devices in the coming year,” he added.

In 2014, over 30% of eMag’s visitors came from mobile devices, double compared to the year before.

Over 85% of the users who order online using phones and tablets are aged between 18 and 44, most of them placing the orders in the morning, between 06:00 and 12:00, according to eMAG. The main products ordered online via mobile devices are toys for kids & baby (15.6%), small household appliances (9.7%), mobile phones (8.6%), books (6.4%) and personal care products (5.7%).

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