E-COMMERCE NATIONAL MARKET - STUDY FROM THE PERSPECTIVE OF MANIFESTED DEMAND

Abstract

E-commerce market in Romania recorded the lowest level of development compared to other EU countries, in terms of the intensity of online purchase habit of the population of Romania. Thus, in 2014, only 16.7% of those who used the computer in the range of 16-74 years and 10% of the total population of the same age had made online purchases, compared with 63.3% and 50% respectively - the same indicators at EU level. Still, in Romania there was a rapid increase in the share of those who make online purchases, so in 8 years (2007-2014) this indicator increased by 3 times. Regarding the categories of the population by various characteristics, greater orientation towards online purchases is recorded among individuals with high formal education, youth (under 35), with above-average incomes. In terms of product categories purchased online, the most favorite categories are: clothes, sports goods. This analysis is based mostly on official statistics provided by Eurostat.