{"id":380,"date":"2019-12-06T11:43:25","date_gmt":"2019-12-06T11:43:25","guid":{"rendered":"https:\/\/www.thc.ro\/blog\/?p=380"},"modified":"2024-03-26T08:26:12","modified_gmt":"2024-03-26T08:26:12","slug":"e-commerce-2019-evolutia-comertului-online-in-romania","status":"publish","type":"post","link":"https:\/\/www.thc.ro\/blog\/e-commerce-2019-evolutia-comertului-online-in-romania\/","title":{"rendered":"E-commerce 2019. Evolu\u0163ia comer\u0163ului \u015fi magazinelor online din Rom\u00e2nia"},"content":{"rendered":"\n<p>Chiar dac\u0103 majoritatea rom\u00e2nilor prefer\u0103 \u00eenc\u0103 shoppingul clasic, pia\u0163a de E-commerce a \u00eenregistrat \u00een ultimii ani o evolu\u0163ie rapid\u0103, fiind din ce \u00een ce mai discutat\u0103 \u015fi analizat\u0103.<\/p>\n\n\n\n<p>De cur\u00e2nd, cei de la GPeC au publicat un studiu despre magazinele online din Rom\u00e2nia. Potrivit acestuia, \u00een 2019, <strong>56% dintre rom\u00e2ni au f\u0103cut cel pu\u021bin o achizi\u021bie online.<\/strong><br><\/p>\n\n\n\n<p>De la an la an, num\u0103rul celor care fac cump\u0103r\u0103turi online cre\u0219te, astfel c\u0103, \u00een 2019, cu 10% mai mul\u021bi rom\u00e2ni au achizi\u021bionat produse online comparativ cu 2018 \u0219i cu 27% mai mul\u0163i dec\u00e2t \u00een 2017. Singura constant\u0103 \u00een ultimii trei ani r\u0103m\u00e2ne num\u0103rul magazinelor online vizitate anual de un rom\u00e2n, \u015fi anume 9.<br><\/p>\n\n\n\n<p>Un alt trend cresc\u0103tor \u00eel reprezint\u0103 plata cu cardul pentru cump\u0103r\u0103turile online. Num\u0103rul persoanelor care pl\u0103tesc cu cardul a crescut cu 11% fa\u021b\u0103 de 2018.<\/p>\n\n\n\n<p>Haide s\u0103 vedem \u00een continuare care au fost v\u00e2nz\u0103rile generate de comer\u0163ul online \u00een ultimii ani, ce anume achizi\u0163ioneaz\u0103 rom\u00e2nii \u015fi de ce prefer\u0103 s\u0103 cumpere online.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00cen 2018, rom\u00e2nii au cheltuit \u00een medie 9,86 milioane euro\/zi<\/strong><\/h2>\n\n\n\n<p>Potrivit studiului publicat de aceea\u015fi companie la \u00eenceputul acestui an, \u00een 2018 rom\u00e2nii au f\u0103cut <strong>cump\u0103r\u0103turi online \u00een valoare de peste 3,5 miliarde de euro<\/strong>, cu 30% mai mult dec\u00e2t \u00een 2017, c\u00e2nd s-au \u00eenregistrat 2,8 miliarde de euro.<\/p>\n\n\n\n<p><em>\u201eCre\u0219terea de aproape 30 de procente este una dintre cele mai mari din Europa pentru al doilea an consecutiv, fapt care demonstreaz\u0103 poten\u021bialul uria\u0219 al pie\u021bei rom\u00e2ne\u0219ti de e-commerce. Dac\u0103 facem o medie, rom\u00e2nii au cheltuit pentru cump\u0103r\u0103turi online aproape 10 milioane de euro \u00een fiecare zi din 2018, \u00een cre\u0219tere semnificativ\u0103 fa\u021b\u0103 de 7,67 milioane de euro \u2013 media zilnic\u0103 \u00eenregistrat\u0103 \u00een 2017\u201d<\/em>. <strong>Andrei Radu, CEO &amp; Founder GPeC.<\/strong><br><\/p>\n\n\n\n<p>Cele 3,5 miliarde de euro reprezint\u0103 doar sumele provenite din e-tail (retail electronic), adic\u0103 produsele fizice cump\u0103rate online. Nu sunt incluse serviciile, biletele de avion, vacan\u021bele \u0219i c\u0103l\u0103toriile, rezerv\u0103rile hoteliere, biletele la spectacole sau la diferite evenimente, ebook-uri etc. Dac\u0103 ar fi fost incluse \u0219i acestea, valoarea total\u0103 a achizi\u021biilor online ar cre\u0219te considerabil.<\/p>\n\n\n\n<p>Potrivit estim\u0103rilor GPeC \u0219i ARMO (Asocia\u021bia Rom\u00e2n\u0103 a Magazinelor Online), <strong>pia\u021ba rom\u00e2neasc\u0103 de e-commerce va dep\u0103\u0219i probabil pragul de 5 miliarde de euro \u00een 2020.<\/strong><br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"922\" height=\"1024\" src=\"https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactie-922x1024.png\" alt=\"\" class=\"wp-image-368\" srcset=\"https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactie-922x1024.png 922w, https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactie-922x1024-270x300.png 270w, https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactie-922x1024-768x853.png 768w\" sizes=\"auto, (max-width: 922px) 100vw, 922px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>E-commerce-ul &#8211; 8% din totalul pie\u021bei de retail<\/strong><\/h2>\n\n\n\n<p>\u00centreaga pia\u021b\u0103 de retail din Rom\u00e2nia este estimat\u0103 la aprox. 45 de miliarde de euro, ceea ce \u00eenseamn\u0103 c\u0103 pia\u021ba de e-commerce (3,5+ miliarde euro) reprezint\u0103 aprox. 8% din retail, \u00een cre\u0219tere semnificativ\u0103 fa\u021b\u0103 de 5,6% \u00een 2017 \u0219i aprox. 4% \u00een 2016. Procentul este mai mic comparativ cu \u021b\u0103rile dezvoltate, dar arat\u0103 poten\u021bialul uria\u0219 de cre\u0219tere al pie\u021bei rom\u00e2ne\u0219ti de comer\u021b electronic \u00een urm\u0103torii ani.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Comportamentului cump\u0103r\u0103torului online<\/strong><\/h2>\n\n\n\n<p>\u00cen 2018, rom\u00e2nii au cheltuit, \u00een medie,<strong> 243 de lei la o cump\u0103r\u0103tur\u0103 online f\u0103cut\u0103 de pe Desktop \u0219i 210 lei pentru o achizi\u021bie f\u0103cut\u0103 de pe telefonul mobil.<\/strong><\/p>\n\n\n\n<p>Rom\u00e2nii folosesc tot mai mult telefonul mobil pentru a naviga pe internet, aprox. 80% din traficul \u00eenregistrat de principalele magazine online fiind generat de dispozitivele mobile, \u00een cre\u0219tere cu 10% comparativ cu 2017 \u0219i cu 30% fa\u021b\u0103 de 2016.<br><\/p>\n\n\n\n<p>Potrivit ultimului raport al Institutului Na\u021bional de Statistic\u0103 (INS), 86% dintre utilizatorii de internet se conecteaz\u0103 online de pe telefonul mobil, iar statisticile ANCOM arat\u0103 c\u0103 num\u0103rul de conexiuni de internet mobil a crescut considerabil de la 16,6 milioane \u00een 2017 la 19,3 milioane \u00een 2018. Per ansamblu, 72,4% din gospod\u0103riile din Rom\u00e2nia au acces la internet \u00een 2018, potrivit datelor INS, adic\u0103 cu aprox. 4% mai mult dec\u00e2t \u00een 2017.<br><\/p>\n\n\n\n<p>At\u00e2t \u00een mediul urban, dar mai ales \u00een mediul rural, utilizatorii se conecteaz\u0103 la internet de pe telefonul mobil, a\u0219adar magazinele online trebuie s\u0103 \u00ee\u0219i optimizeze website-urile pentru Mobile pentru a nu pierde poten\u021biali clien\u021bi.<br><\/p>\n\n\n\n<p>Totu\u0219i, rata de conversie de pe dispozitivele mobile este \u00eenc\u0103 la jum\u0103tate fa\u0163\u0103 de rata de conversie \u00eenregistrat\u0103 pe desktop \u00een cazul majorit\u0103\u021bii magazinelor online. Acest lucru \u00eenseamn\u0103 c\u0103 rom\u00e2nii prefer\u0103 s\u0103 foloseasc\u0103 telefonul mobil pentru a c\u0103uta informa\u021bii despre produse, dar aleg s\u0103 finalizeze tranzac\u021bia de la computer, unde au monitoare mai mari. Excep\u0163ie fac magazinele online consacrate \u0219i cele care au aplica\u021bie mobil\u0103 dedicat\u0103, unde rata de conversie dep\u0103\u0219e\u0219te deja desktop-ul.<br><\/p>\n\n\n\n<p>Afl\u0103 care sunt <a href=\"https:\/\/www.thc.ro\/blog\/cele-mai-vizitate-pagini-de-internet-ro\/\">Cele mai vizitate pagini de internet din Rom\u00e2nia<\/a><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>De ce aleg rom\u00e2nii s\u0103 fac\u0103 cump\u0103r\u0103turi online?<\/strong><\/h2>\n\n\n\n<p>Cei care aleg s\u0103 cumpere de pe internet identific\u0103 drept principale beneficii ale comer\u021bului electronic urm\u0103toarele (\u00een aceast\u0103 ordine):<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>economia de timp;<\/li><li>compararea facil\u0103 a produselor;<\/li><li>oferta mult mai bogat\u0103 de produse dec\u00e2t \u00een offline;<\/li><li>pre\u021burile mai mici dec\u00e2t \u00een comer\u021bul tradi\u021bional;<\/li><li>comoditatea shopping-ului online.<\/li><\/ul>\n\n\n\n<p>Ca \u0219i \u00een anii trecu\u0163i, cump\u0103r\u0103torii aleg s\u0103 cumpere de la magazinele online cu notorietate, care au pre\u021buri c\u00e2t mai mici \u0219i timpi de livrare c\u00e2t mai scur\u021bi, ace\u0219tia fiind principalii factori \u00een luarea deciziei de cump\u0103rare.<br><\/p>\n\n\n\n<p>\u00cen plus, clien\u021bii magazinelor online sunt dispu\u0219i s\u0103 cumpere mai des dac\u0103:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>magazinele online ar publica c\u00e2t mai vizibil pre\u021bul final al produselor \u0219i toate taxele sau eventualele costuri adi\u021bionale;<\/li><li>magazinele online \u0219i-ar respecta \u00eentocmai termenele de livrare \u0219i promisiunile f\u0103cute clien\u021bilor;<\/li><li>magazinele online ar publica informa\u021bii \u00een timp real despre stocul produselor promovate pe site.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ce cump\u0103r\u0103turi online fac rom\u00e2nii?<\/strong><\/h2>\n\n\n\n<p>Potrivit studiului GPeC \u0219i iSense Solutions, principalele categorii de produse v\u00e2ndute online \u00een 2018 au fost, \u00een ordine (\u00een func\u021bie de frecven\u021ba de cump\u0103rare):<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>produsele din gama <strong>Electro-IT&amp;C<\/strong> (ex.: PC \u0219i componente PC, notebooks, tablete, telefoane mobile, electronice \u0219i electrocasnice etc.);<\/li><li>produsele de tip <strong>Fashion &amp; Beauty<\/strong> (\u00eembr\u0103c\u0103minte, \u00eenc\u0103l\u021b\u0103minte, accesorii, cosmetice, parfumuri, ceasuri etc.);<\/li><li>biletele de <strong>avion \u0219i serviciile turistice<\/strong> (Travel);<\/li><li>produsele pentru <strong>cas\u0103 \u0219i decora\u021biuni<\/strong>;<\/li><li>c\u0103r\u021bile;<\/li><li>cadourile \u0219i florile;<\/li><li>biletele la spectacole \u0219i concerte;<\/li><li>produsele din categoria Auto &amp; Moto (inclusiv poli\u021bele RCA)<\/li><li>produsele destinate copiilor (de la juc\u0103rii p\u00e2n\u0103 la articole pentru copii de tip: c\u0103rucioare, vestimenta\u021bie, consumabile etc.).<\/li><\/ul>\n\n\n\n<p><a href=\"https:\/\/www.thc.ro\/blog\/totul-despre-crearea-unui-magazin-online\/\">Afl\u0103 tot ce trebuie s\u0103 \u015ftii despre crearea unui magazin online<\/a><br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"870\" height=\"1024\" src=\"https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactii-categorii-870x1024.png\" alt=\"\" class=\"wp-image-381\" srcset=\"https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactii-categorii-870x1024.png 870w, https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactii-categorii-870x1024-255x300.png 255w, https:\/\/www.thc.ro\/blog\/wp-content\/uploads\/gpec-raport-piata-ecommerce-romania-2018-valoare-medie-tranzactii-categorii-870x1024-768x904.png 768w\" sizes=\"auto, (max-width: 870px) 100vw, 870px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Valoarea medie a co\u015fului de cump\u0103r\u0103turi<\/strong><\/h2>\n\n\n\n<p>O consecint\u0103 important\u0103 m\u0103ririi salariilor din ultimii ani este cre\u015fterea consumului. Astfel, valoarea medie a unei tranzac\u021bii a crescut. Chiar \u015fi \u00een cazul \u00een care aceasta s-a diminuat, a crescut num\u0103rul de comenzi, ceea ce a dus la o <strong>cre\u0219tere general\u0103 cu aproape 30% a \u00eentregii pie\u021be de e-commerce.<\/strong><br><\/p>\n\n\n\n<p>Potrivit 2Performant, pe segmentul Electro-IT&amp;C, valoarea co\u0219ului mediu \u00een 2018 a fost de 876 de lei (\u00een aceea\u0219i tendin\u021b\u0103 cu anul 2017), dar peste anul 2016, c\u00e2nd valoarea medie a comenzii era de 669 lei.<br><\/p>\n\n\n\n<p>Cre\u0219teri semnificative ale valorii co\u0219ului mediu s-au \u00eenregistrat pe categoriile Home &amp; Garden, de la 480 lei \u00een 2017 la 624 lei \u00een 2018, \u0219i \u00een cazul magazinelor online cu articole pentru copii, de la aprox. 200 lei \u00een 2017 la 275 lei \u00een 2018.<br><\/p>\n\n\n\n<p>\u00cen cazul produselor cosmetice \u0219i de \u00eengrijire personal\u0103 din categoria Beauty, valoarea medie a tranzac\u021biei a fost de 213 lei, \u00een timp ce produsele din categoria Auto &amp; Moto s-au v\u00e2ndut, \u00een medie, cu 430 lei.<br><\/p>\n\n\n\n<p>Pentru categoria Pet Shop, valoarea co\u0219ului mediu a fost de 203 lei. Rom\u00e2nii au cheltuit cel mai pu\u021bin \u00een cazul produselor destinate adul\u021bilor, unde valoarea medie a tranzac\u021biei a fost de 178 lei.<br><\/p>\n\n\n\n<p>Printre pu\u021binele categorii care au \u00eenregistrat o diminuare a valorii co\u0219ului mediu se num\u0103r\u0103 Fashion, de la 275 lei \u00een 2017 la 222 lei \u00een 2018, dar num\u0103rul de tranzac\u021bii a crescut semnificativ, verticala de Fashion fiind \u00een prezent cea de a doua mare categorie de produse v\u00e2ndute online, dup\u0103 Electro-IT&amp;C. De altfel, reprezentan\u021bii marilor magazine online din Rom\u00e2nia sunt de p\u0103rere c\u0103 <strong>segmentul de Fashion va deveni cea mai v\u00e2ndut\u0103 categorie de produse \u00een urm\u0103torii ani detron\u00e2nd Electro-IT&amp;C<\/strong> \u0219i fiind una din verticalele cu poten\u021bial uria\u0219 de cre\u0219tere.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>De ce unii rom\u00e2ni nu au \u00eencredere s\u0103 fac\u0103 cump\u0103r\u0103turi online?<\/strong><\/h2>\n\n\n\n<p>Ne\u00eencrederea c\u0103 produsele din cadrul magazinelor online corespund \u00eentocmai realit\u0103\u021bii este \u00eentr-o u\u0219oar\u0103 sc\u0103dere, 65% \u00een 2018 comparativ cu 68% \u00een 2017.\u00a0<\/p>\n\n\n\n<p>Principalele motive pentru care unele persoane nu fac cump\u0103r\u0103turi online:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Imposibilitatea de a vedea, testa \u0219i proba produsele: 58% \u00een 2018 comparativ cu 53% \u00een 2017 (\u00een cre\u0219tere)<\/li><li>Ne\u00eencrederea \u00een magazinele online \/ Teama de a nu fi fraudat: 46% \u00een 2018 comparativ cu 51% \u00een 2017 (\u00een sc\u0103dere)<\/li><li>Plata taxelor de transport \u00een plus fa\u021b\u0103 de pre\u021bul produsului: 33% \u00een 2018 comparativ cu 30% \u00een 2017 (\u00eentr-o u\u0219oar\u0103 cre\u0219tere).<\/li><\/ul>\n\n\n\n<p><strong>Cele mai importante dou\u0103 argumente care i-ar convinge pe non-cump\u0103r\u0103tori s\u0103 fac\u0103 pasul spre achizi\u021biile online sunt<\/strong>:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Pre\u021burile produselor s\u0103 fie mai mici dec\u00e2t \u00een magazinele clasice: 65% \u00een 2018 vs. 54% \u00een 2017 (\u00een cre\u0219tere semnificativ\u0103);<\/li><li>Livrarea c\u00e2t mai rapid\u0103 a produselor: 38% \u00een 2018 vs. 27% \u00een 2017 (\u00een cre\u0219tere semnificativ\u0103).<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Evolu\u0163ia num\u0103rului magazinelor online<\/strong><\/h2>\n\n\n\n<p><strong>Num\u0103rului magazinelor online s-a dublat \u00een 2018<\/strong>, de la aprox. 7.000+ \u00een 2017 la peste 15.000 \u00een 2018. Cre\u0219terea este spectaculoas\u0103 dac\u0103 lu\u0103m \u00een calcul \u0219i faptul c\u0103 \u00een 2016 erau aprox. 5.000 de magazine online.<br><\/p>\n\n\n\n<p>O bun\u0103 parte din comercian\u021bii online \u00ee\u0219i \u00eencep afacerea direct \u00een Marketplace-uri, f\u0103r\u0103 a avea neap\u0103rat un website propriu). De asemenea, potrivit ultimelor cercet\u0103ri, exist\u0103 deja aprox. 35.000 de website-uri pe domenii .RO care au func\u021bie de \u201eadaug\u0103 \u00een co\u0219\u201d, a\u0219adar pot fi considerate magazine online, dar traficul mic \u00eenregistrat de acestea le fac nesemnificative \u00een peisajul e-commerce autohton. Astfel, doar cei 15.000 de comercian\u021bi online sunt suficient de relevan\u021bi din punct de vedere trafic \u0219i comenzi pentru a putea fi lua\u021bi \u00een calcul.<br><\/p>\n\n\n\n<p>A\u015fadar, pia\u021ba de e-commerce din Rom\u00e2nia s-a dezvoltat semnificativ \u00een ultimii ani, ceea ce \u00eenseamn\u0103 c\u0103 rom\u00e2nii sunt tot mai deschi\u015fi pentru cump\u0103r\u0103turile online. Mai mult, Rom\u00e2nia a devansat alte t\u0103ri, precum Grecia, Italia, Croa\u0163ia sau Bulgaria, devenind o pia\u0163\u0103 tot mai intereant\u0103 pentru investitotii str\u0103ini care \u00ee\u015fi deschid magazine online .RO.&nbsp;<\/p>\n\n\n\n<p>Speciali\u015ftii din domeniu afirm\u0103 c\u0103 acum este cel mai bun moment pentru a porni o afecere online, deoarece pia\u0163a este \u00eenc\u0103 permisiv\u0103 \u015fi se a\u015fteapt\u0103 o cre\u015ftere rapid\u0103 \u015fi \u00een urm\u0103torii ani.<br><\/p>\n\n\n\n<p><strong>Ai nevoie de construc\u0163ia unui magazin online, perfect optimizat pentru v\u00e2nz\u0103ri?<\/strong><\/p>\n\n\n\n<p>Descoper\u0103 planurile noastre sau consult\u0103-te cu specialistul nostru.<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Piata de e-commerce a inregistrat o evolutia rapida in ultimii ani. Afla cat, ce anume si de ce cumpara romanii din magazinele online!<\/p>\n","protected":false},"author":3,"featured_media":383,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[47],"tags":[85,83,84,82,80,81],"class_list":["post-380","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-utile","tag-achizitii-online","tag-comert-electronic","tag-comert-online","tag-cumparaturi-online","tag-e-commerce","tag-magazin-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>E-commerce 2019. 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