DESK RESEARCH

Kerastase
System Professional
E-commerce market
System Professional
Digital channels in Romania

• Facebook – 149k followers

• 16 posts on Instagram using the hashtag
#systemprofessionalromania
• Communication on social media is not constant –
last post on Facebook was made on 30 May 2022
• Very low Facebook post engagement (max 10
organic reactions)
• There is no dedicated media budget to sponsor
content
E-commerce market in Romania
Consumer behaviour in Romania

• E-commerce shopping evolution in Romania*

• 77% e-commerce shopping evolution average in the EU
Consumer behaviour in Romania in 2023

• 50 % of the women who shop online are

aged between 18-34 *
• The percentage drops as the age
increases*
Consumer behaviour by region in Romania in 2023

• Most of the women who shop

online live in big cities with up
to 250,000 inhabitants.*
Consumer behaviour in Romania in 2023
• For 68% of the consumers the utmost
important and sesitive criterion in the
online shopping purchase decision is
PRICE. *
• For 67% of the consumers accounts the
discounts and Black Friday campaigns*
• 80% if the consumers are looking for
bargains*
• The EU average is of 69%*
• 91% of consumers are doing their online
research (reviews, they evaluate the social
media presence and check what influencers
or celebrities they appreciate are endorsing
the product) before a purchase decision **
 

Consumer behaviour in Romania in 2023

• 64% of the consumers are

interested in the personal care
industry*
• When it comes to personal care
products, consumers want to
solve their problems with as
few products as possible or, if
Personal care Fashion Shoes possible, even with one product
**
• “Caution” is defining for 2023
when it comes to consumers’
purchase behaviour**
• Consumers will try to achieve
the maximum quality both
when it comes to purchasing
Medication Electronics products and services. **
 Global e-commerce tendencies
• In 2023 on-line shopping for goods and services will reach $10 trillion globally
• 34% of global digital consumers aged 15-29 say they purchase an item or an online service at
least once a week
• 47% of consumers are looking for personalized experiences. Improved online personalization can
help retailers to keep their customers online.
• technological advances will push brands to create a multi-sensory digital experience. 31% of
consumers say they would like to see how their clothes might look and 29% said they have used a
beauty app for a virtual makeover. The data showed that virtual reality and smartphone-optimized
video content enhances the emotions associated with in-person activities.
• Consumers struggle with the rising cost of living (inflation currently stands at around 6.4%
globally ). Furthermore, in 2022, Euromonitor International's Voice of the Digital Consumer
survey revealed that 60% of respondents shared their email addresses in exchange for a reward,
offer or free experience.
E-commerce market evolution in Romania 2013-2017
 E-commerce market in Romania
Beauty, health, personal & household care revenue market evolution 2017 -2027
E-commerce market in Romania
 E-commerce market in Romania
• “Thus, according to Limitless Agency data, the most purchased products (in 2022) were
from the IT&C, fashion, car, home & garden, books & bookstore, jewelry, food, and beauty
categories. Growing in 2022 were the fields of fashion, beauty, grocery, HoReCa, home &
deco and IT&C, according to the estimates of VTEX representatives. … Customer buying
behaviour: less impulse shopping*
• “Romania, the third digital economy in the EEC and the second e-commerce
market (after Poland). The digital economy of these ten EEC countries was 124 billion
euros in 2021, with digital commerce accounting for 68 billion euros, IT&C for 49 billion
euros, and offline spending for digital products at 8 billion euros. On the other hand, the
digital economy of these ten countries could reach 330 billion euros by 2030, as digital
commerce - the main growth driver so far - is set to continue growing, and the launch of
new digital businesses and the digitalization of the public sector could accelerate growth in
the IT&C segment.”**
 E-commerce market in Romania
• Romania is the 43rd largest market for eCommerce with a predicted revenue of
US$6,751.4 million by 2023, placing it ahead of Ireland.
• Revenue is expected to show a compound annual growth rate (CAGR 2023-2027)
of 13.2%, resulting in a projected market volume of US$11,077.7 million by 2027.
With an expected increase of 28.3% in 2023, the Romanian eCommerce market
contributed to the worldwide growth rate of 17.0% in 2023. Like in Romania,
global eCommerce sales are expected to increase over the next years.
• Five markets are considered by ecommerceDB within the Romanian eCommerce
market. Fashion is the largest market and accounts for 46.0% of the Romanian
eCommerce revenue. It is followed by Food & Personal Care with 18.9%,
Electronics & Media with 15.2%, Toys, Hobby & DIY with 10.2%, and Furniture &
Appliances with the remaining 9.8%.