The Evolution Of E-Commerce In Romania (2016-2024): A Longitudinal Analysis In The Context Of The European Market

We live in a world where technology is becoming part of everyday life, and the digitalization of business has become the norm rather than the exception. Technological advancement and digitalization have become integral components of global economic development, shaping business operations, consumer behavior, and international trade. The expectation that businesses operate at least somewhat online has become business as usual, and electronic commerce (e-commerce) has emerged as a central element of this transformation, representing a significant and continuously expanding share of retail sales in Europe. Romania exemplifies this trend, having experienced accelerated e-commerce growth driven by increased internet penetration, mobile adoption, improvements in logistics, growing consumer demand, and shifting purchasing habits, particularly during and after the COVID-19 pandemic.This paper provides a longitudinal analysis of the Romanian e-commerce market between 2016 and 2024 using secondary data from multiple national and European sources. It examines market size evolution, compound annual growth rates, digital adoption patterns, and structural changes in consumer behavior. The study also positions Romania's trajectory within wider European trends, highlighting both areas of convergence and persistent gaps in business digitalization and e-shopper penetration. The results show a clear and sustained expansion of the e-commerce sector over the analyzed period, reflecting broader digital transformation processes. Overall, the findings suggest that Romania is transitioning from an emerging market toward a more consolidated and competitive digital economy, with promising opportunities for continued development alongside ongoing structural challenges.