{"id":25429,"date":"2023-04-12T14:18:07","date_gmt":"2023-04-12T14:18:07","guid":{"rendered":"https:\/\/www.themarkers.ro\/?p=25429"},"modified":"2023-04-12T14:18:46","modified_gmt":"2023-04-12T14:18:46","slug":"raport-gpec-e-commerce-romania-2022-cumparaturi-online-in-valoare-de-63-miliarde-de-euro-in-crestere-usoara-fata-de-2021","status":"publish","type":"post","link":"https:\/\/www.themarkers.ro\/en\/raport-gpec-e-commerce-romania-2022-cumparaturi-online-in-valoare-de-63-miliarde-de-euro-in-crestere-usoara-fata-de-2021\/","title":{"rendered":"Raport GPeC E-Commerce Rom\u00e2nia 2022: Cump\u0103r\u0103turi online \u00een valoare de 6,3 miliarde de euro, \u00een cre\u0219tere u\u0219oar\u0103 fa\u021b\u0103 de 2021."},"content":{"rendered":"<p>Numeroase schimb\u0103ri au fost \u00eenregistrate \u00een comportamentul de consum al rom\u00e2nilor \u00een ultima perioad\u0103, iar acest lucru este vizibil inclusiv \u00een cifrele rezultate in piata de e-commerce in anul ce a trecut.<\/p>\n\n\n\n<p>Conform GpeC, sectorul e-commerce rom\u00e2nesc a \u00eenregistrat o modificare ascendent\u0103 \u00een ultimii ani, una accentuata in special de anii pandemiei, Totusi, anul 2022 a \u00eenregistrat un prag de 6,3 miliarde de euro, \u00een foarte u\u0219oar\u0103 cre\u0219tere fa\u021b\u0103 de pragul de 6,2 miliarde \u00eenregistrat \u00een anul precedent.<\/p>\n\n\n\n<p>Este bine cunoscut faptul c\u0103 ridicarea restric\u021biilor din martie 2021 a fost unul dintre factorii majori ce au provocat aceste schimb\u0103ri, \u00eens\u0103 \u00een ce fel le-a influen\u021bat?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00cen primul \u0219i primul r\u00e2nd, dac\u0103 \u00een perioada pandemiei consumatorii rom\u00e2ni erau tenta\u021bi s\u0103 investeasc\u0103 \u00een bunuri de folosin\u021b\u0103 \u00eendelungat\u0103 asemenea electronicelor \u0219i electrocasnicelor, odat\u0103 ce restric\u021biile au fost \u00eendep\u0103rtate, ace\u0219tia \u0219i-au \u00eendreptat aten\u021bia c\u0103tre produsele specifice activit\u0103\u021bilor outdoor (Fashion, Beauty, Lifestyle, etc).<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00cen al doilea r\u00e2nd, s-a \u00eenregistrat o cre\u0219tere a num\u0103rului de tranzac\u021bii online, la fel ca \u00een cazul num\u0103rului cump\u0103r\u0103torilor. Acest lucru indic\u0103 faptul c\u0103 din ce \u00een ce mai mul\u021bi rom\u00e2ni au mizat pe economia de timp \u0219i bani, profit\u00e2nd at\u00e2t diversitatea produselor \u00een mediul online, c\u00e2t \u0219i avantajele infinite ale comer\u021bului electronic.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><u>Date statistice din sectorul e-commerce rom\u00e2nesc \u00een 2022<\/u><\/strong><\/h3>\n\n\n\n<p>Mai departe am expus c\u00e2teva dintre cele mai importante concluzii \u00een vederea schimb\u0103rilor de comportament al consumatorilor rom\u00e2ni \u00een sectorul de e-commerce:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>66% din utilizatorii de internet din Rom\u00e2nia au plasat cel pu\u021bin o comand\u0103 online \u00een 2022.<\/strong><\/li><\/ul>\n\n\n\n<p>Potrivit Eurostat, cele mai importante 3 categorii de produse \u0219i servicii comandate online \u00een 2022 la nivel European au fost:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00cembr\u0103c\u0103minte \u0219i \u00eenc\u0103l\u021b\u0103minte (inclusiv accesorii \u0219i articole sportive) \u2013 42%<\/li><li>Livr\u0103ri de la restaurante, fast food sau servicii de catering \u2013 19%<\/li><li>Beauty (cosmetice, wellness) \u2013 17%<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Valoarea medie a tranzac\u021biilor a crescut pe desktop, \u00een Rom\u00e2nia.<\/strong><\/li><\/ul>\n\n\n\n<p>Dac\u0103 \u00een anul 2021 pentru rom\u00e2ni valoarea medie a co\u0219ului de cump\u0103r\u0103turi efectuate de pe desktop a fost de 66,67 euro, \u00een anul 2022 aceasta a fost de 70,75 de euro.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Telefonul mobil &#8211; principalul instrument pentru cump\u0103r\u0103turi online, at\u00e2t ca valoare c\u00e2t \u0219i ca num\u0103r de tranzac\u021bii<\/strong><\/li><\/ul>\n\n\n\n<p>76,7% din totalul tranzac\u021biilor au fost f\u0103cute de pe mobil, \u00een cre\u0219tere de la 69,8% c\u00e2t s-a \u00eenregistrat \u00een 2021.&nbsp;<\/p>\n\n\n\n<p>De asemenea, cele mai multe tranzac\u021bii de pe mobil au loc \u00een intervalul orar 20:00 \u2013 22:00, p\u0103str\u00e2ndu-se trendul din 2021, \u00een timp ce pe desktop cele mai multe v\u00e2nz\u0103ri se fac \u00eentre orele 11:00 \u0219i 15:00.&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u00cen al doilea r\u00e2nd, din punct de vedere valoric, mobilul dep\u0103\u0219e\u0219te desktop-ul. Raportul arat\u0103 c\u0103 68,3% din valoarea total\u0103 a tranzac\u021biilor provine din achizi\u021biile efectuate de pe telefonul mobil, \u00een timp ce doar 31,7% provine din cele efectuate de pe desktop.&nbsp;<\/p>\n\n\n\n<p>Astfel, procentul tranzac\u021biilor de pe telefonul mobil a crescut fa\u021b\u0103 de anul 2021, c\u00e2nd avea valoarea de 61,7%.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Principalele criterii \u00een vederea select\u0103rii unui magazin online<\/strong><\/li><\/ul>\n\n\n\n<p>Consumatorii rom\u00e2ni aleg magazinele de la care cump\u0103r\u0103 \u00een principal \u00een func\u021bie de:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Pre\u021b<\/li><li>Varietatea op\u021biunilor<\/li><li>User Experience<\/li><li>Timpul de livrare c\u00e2t mai scurt<\/li><li>U\u0219urin\u021ba procesului de returnare<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Review-urile au devenit din ce \u00een ce mai importante \u00een decizia de cump\u0103rare<\/strong><\/li><\/ul>\n\n\n\n<p>54% din totalul responden\u021bilor se orienteaz\u0103 \u00een func\u021bie de review-urile<strong> <\/strong>la adresa magazinului online vizitat.<\/p>\n\n\n\n<p>Ace\u0219tia sunt interesa\u021bi s\u0103 afle:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Dac\u0103 produsele au fost la calitatea cerut\u0103 \u2013 64%<\/li><li>C\u00e2t de reale par s\u0103 fie review-urile \u2013 43%<\/li><li>R\u0103spunsurile magazinului la opiniile negative \u2013 40%<\/li><li>Note c\u00e2t mai mari pentru magazinul online de la care urmeaz\u0103 s\u0103 cumpere \u2013 33%<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><u>6 trend-uri \u0219i recomand\u0103ri pentru 2023 \u0219i viitorul apropiat<\/u><\/strong><\/h3>\n\n\n\n<p>A\u0219adar, \u00een urma concluziilor expuse, care sunt principalele trend-uri \u00een comer\u021bul online identificate de GpeC pentru anul 2023 \u0219i cum pot acestea s\u0103 fie de folos magazinele online \u00een vederea cre\u0219terii v\u00e2nz\u0103rilor?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Diversificarea ofertei<\/strong><\/li><\/ul>\n\n\n\n<p>Potrivit oficialilor eMAG, exist\u0103 aprox. 15 milioane de produse unice \u00een oferta magazinelor online din Rom\u00e2nia, \u00een timp ce \u00een Germania sunt peste 100 de milioane.<\/p>\n\n\n\n<p>Acest lucru reflect\u0103 faptul c\u0103 exist\u0103 o mul\u021bime de produse care nu sunt \u00eenc\u0103 disponibile pe pia\u021ba din Rom\u00e2nia, dar ar putea fi aduse de c\u0103tre magazinele online \u0219i ar prezenta un interes crescut pentru consumatori.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Dezvoltarea propriei comunit\u0103\u021bi \u00een jurul brand-ului<\/strong><\/li><\/ul>\n\n\n\n<p>Este esen\u021bial ca magazinele online s\u0103 dezvolte programe de loializare a clien\u021bilor existen\u021bi \u0219i s\u0103 se axeze pe cre\u0219terea gradului de recuren\u021b\u0103 \u00een locul achizi\u021biei de trafic nou, precum \u0219i \u00eencrederea \u00een produsele \u0219i serviciile oferite de magazinul online.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>V\u00e2nzarea \u00een marketplace-uri<\/strong><\/li><\/ul>\n\n\n\n<p>\u00cenc\u0103 o modalitate de cre\u0219tere a v\u00e2nz\u0103rilor magazinelor online este extinderea de la v\u00e2nzarea de pe propriul website, spre v\u00e2nzarea \u00een marketplace-uri (na\u021bionale \u0219i interna\u021bionale).<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>V\u00e2nzarea cross-border<\/strong><\/li><\/ul>\n\n\n\n<p>32% din consumatorii europeni cump\u0103r\u0103 de la magazine online din afara grani\u021belor \u021b\u0103rii de origine. Este recomandat pentru magazinele online care vor s\u0103 scaleze business-ul s\u0103 \u00eenceap\u0103 s\u0103 v\u00e2nd\u0103 \u00een afara Rom\u00e2niei fie prin intermediul platformelor de tip marketplace, fie prin localizarea propriului website \u00een alte \u021b\u0103ri.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Livrarea la lockere<\/strong><\/li><\/ul>\n\n\n\n<p>Pentru mul\u021bi clien\u021bi este mai u\u0219or s\u0103 \u00ee\u0219i ridice coletul de la locker-ul din apropiere, \u00een drum spre cas\u0103 sau spre birou, la ora la care programul \u00eei permite. &nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Buy Now, Pay Later<\/strong><\/li><\/ul>\n\n\n\n<p>Creditarea online este tot mai cerut\u0103 de consumatorul final, mai ales \u00een contextul economic pe care \u00eel travers\u0103m.<\/p>\n\n\n\n<p>Ratele de conversie cresc \u00een cazul magazinelor online care ofer\u0103 op\u021biuni de plat\u0103 prin credit sau \u00een rate, drept urmare integrarea cu servicii de tip Buy Now, Pay Later sunt importante \u00een acest moment.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><u>Despre Raportul GPeC<\/u><\/strong><\/h3>\n\n\n\n<p>Pentru descoperirea cifrelor de actualitate detaliate, raportul complet con\u021bine informa\u021bii legate de evolu\u021bia principalilor indicatori precum \u0219i o serie de concluzii \u0219i recomand\u0103ri \u0219i este complet gratuit, disponibil abona\u021bilor la Newsletterul GPeC.<\/p>\n\n\n\n<p>\u00cen cazul \u00een care nu sunte\u021bi abonat\/\u0103 te po\u021bi abona <strong><a href=\"https:\/\/www.gpec.ro\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">aici<\/a><\/strong>.<\/p>\n\n\n\n<p>Raportul poate fi preluat \u0219i publicat doar cu men\u021bionarea sursei: <strong>GPeC \u0219i link c\u0103tre<\/strong><a href=\"https:\/\/www.gpec.ro\/\"><strong> <\/strong><\/a><strong><a href=\"https:\/\/www.gpec.ro\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.gpec.ro\/<\/a><\/strong><\/p>\n\n\n\n<p>Sursele cifrelor \u0219i estim\u0103rilor de pia\u021b\u0103 publicate \u00een acest raport sunt (\u00een ordine alfabetic\u0103): 2Performant, ARMO, Brand Finance, eMAG, Euromonitor, Eurostat, Global Data, GPeC, INS, iSense Solutions, McKinsey, PayU, Semrush, Statista. Copyright: GPeC Martie 2023 &nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Contact pres\u0103:<\/strong><\/p>\n\n\n\n<p>Ioana Anescu \u2013 Growth Marketing Manager, <a href=\"mailto:ioana.anescu@gpec.ro\">ioana.anescu@gpec.ro<\/a><\/p>\n\n\n\n<p>Andrei Radu \u2013 CEO &amp; Founder GpeC, <a href=\"mailto:andrei.radu@gpec.ro\">andrei.radu@gpec.ro<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><a id=\"_msocom_1\"><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Numeroase schimb\u0103ri au fost \u00eenregistrate \u00een comportamentul de consum al rom\u00e2nilor \u00een ultima perioad\u0103, iar acest lucru este vizibil inclusiv \u00een cifrele rezultate in piata de e-commerce in anul ce a trecut. Conform GpeC, sectorul e-commerce rom\u00e2nesc a \u00eenregistrat o modificare ascendent\u0103 \u00een ultimii ani, una accentuata in special de anii pandemiei, Totusi, anul 2022 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":25430,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-25429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Raport GPeC E-Commerce Rom\u00e2nia 2022: Cump\u0103r\u0103turi online \u00een valoare de 6,3 miliarde de euro, \u00een cre\u0219tere u\u0219oar\u0103 fa\u021b\u0103 de 2021<\/title>\n<meta name=\"description\" content=\"Numeroase schimb\u0103ri au fost \u00eenregistrate \u00een comportamentul de 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