Affiliate Marketing

Raluca Radu ( returns at BR’s re:FOCUS on eCommerce, Retail & Logistics

Raluca Radu ( returns at BR’s re:FOCUS on eCommerce, Retail & Logistics
Written by publishing team

Raluca Radu, ANSWEAR Romania Country Director, returns as a speaker at re:FOCUS on eCommerce, Retail & Logistics, 2022 Edition, having also been part of the landmark BR Retail and Logistics Conference in 2021. In anticipation of this year’s first Business Review event, we sat down With Raluca Radu for an exclusive preview of the Romanian e-commerce landscape in 2022.

How did the e-commerce sector develop in Romania in 2021, the second year of the epidemic?

According to estimates provided by GPeC and ARMO, we expect the e-commerce market to exceed the total sales value of 6 billion euros. In terms of periods this year, sales have fluctuated a lot – if the months after the easing of restrictions (May-August) saw a slight decrease in the Internet, the end of the year coincided with an increase in sales and the number of online visitors amid the tightening of restrictions.

How much will e-commerce sales increase in 2021 compared to 2022? Are you expecting a new record this year?

We estimate that online sales growth in 2021 compared to 2020 will be around 15%. It’s not record growth like in 2020, but we can still see the upward trend in e-commerce, which will continue into 2022.

How do you see the development of the retail sector in Romania in 2022, considering two scenarios: continuation (intermittent waves) of the epidemic or its extinction at a certain time this year?

First of all, it is important to note that the Romanian e-commerce market still has a lot of room for growth, and we expect the trend to be bullish regardless of the evolution of the pandemic. This estimate is based on the fact that the rate of e-commerce in total retail in Romania is only about 10% while in more developed markets it is higher than 20%. If the epidemic continues at the same pace, we can expect an increase of at least 20% in 2022.

What do you think about e-commerce trends in Romania in the medium and long term?

In the medium term, we expect e-commerce to reach at least 15% of total retail sales in Romania. We expect the conversion rate to maintain an upward trend (averaging 2% last year) and we expect other sectors such as fashion, home, deco, baby products, cosmetics and beauty products to start growing much more and outpace the electronics and gadgets category.

About Raluca Radu

Raluca Radu is a Senior Director of Digital Marketing and E-Commerce with over 15 years of experience in Digital Strategy, Online Marketing, SEO, PPC, Affiliate Marketing, Conversion Rate Optimization, and Google Analytics. She has held the position of Country Director of Reply Romania since October 2015, where she oversaw the launch and subsequent growth of online fashion store operations and business in Romania.

At its core, Raluca is a passionate digital marketer, dedicated to hacking growth and launching or building businesses and brands in competitive markets. Prior to her current role at Answer, she held several other positions such as Co-Founder at How-to-Web, Country Manager Romania &, Marketing Director at F64, Founder and Head of Digital Marketing at MTH Digital, Co-Organizer for GPeC, one of The most important e-commerce events in Central and Eastern Europe. She graduated from Polythenica University in Bucharest, with a degree in Information Technology Engineering and Computer Science.

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