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Business-To-Consumer E-Commerce In Romania – Evolution And Trends

Author

Listed:
  • Mihaela ŞTIR

    (Alexandru Ioan Cuza University of Iași, Romania)

Abstract

E-commerce in Romania is a growing market that leads to a new buying behaviour. The purpose of this study is to investigate how business-to-consumer e-commerce (B2C) evolved over the past three years (2016 - 2018) in terms of value, number of acquisitions and number of online stores. We also want to understand how the preferences of Romanian consumers changed and to explore how trends like mobile commerce, voice search or social shopping are adopted by online stores in Romania. We analysed data from 2016 to 2018 and the results show that in three years the value of e-commerce increased by 94% and the number of online purchases increased from 8.4 buys per year in 2016 to 9 buys per year in 2018.

Suggested Citation

  • Mihaela ŞTIR, 2019. "Business-To-Consumer E-Commerce In Romania – Evolution And Trends," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 14, pages 127-134, December.
    • Handle: RePEc:cmj:networ:y:2019:i:14:p:127-134
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    E-commerce; Consumer behaviour; Mobile commerce; Social shopping; Omnichannel strategies;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms

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