Romania’s e-commerce market is estimated at around EUR 7 billion (approximately RON 34.5 billion), with a growth rate above the European Union (EU) average, and more than 40% of the country’s online trade comes from cross-border sales, according to a specialist analysis published on Friday.
„The Romanian e-commerce sector has evolved from a rapidly expanding domestic market into one of the most dynamic export-oriented ecosystems in Central and Eastern Europe. With an estimated value of approximately EUR 7 billion (RON 34.5 billion) in 2024, and an annual growth rate above the EU average, Romania today ranks among the most promising European e-commerce hubs. Yet the real story unfolds beyond the country’s borders. Over 40% of Romania’s online trade already comes from cross-border sales, compared with around 30% in Poland and 35% in Hungary. This shift marks a structural transformation: local companies no longer sell only to Romanian consumers they become exporters of digital products and services across the continent. But international expansion brings a new level of complexity. This is where the added value of specialised fintechs comes in, providing the infrastructure needed to support cross-border growth,” a press release from fintech firm Ebury sent to AGERPRES shows.
According to the cited source, Romanian retailers entering new markets face a complex network of financial and regulatory barriers, including currency volatility directly affecting profit margins, fragmented payment systems and delays in settlements across different jurisdictions, complex supplier networks requiring multi-currency payments and transaction reconciliation, and limited access to local banking infrastructure, particularly in non-euro markets.
„These challenges are not unique to Romania they appear in any emerging e-commerce market attempting international expansion. The difference is how quickly local players can adapt and professionalise their financial operations. In this context, Ebury provides companies with multi-currency accounts, international payments, and foreign exchange risk management tools all integrated into a single digital platform. Practically, the fintech allows online merchants to focus on growth rather than currency risk, turning a vulnerability into a source of stability and predictability,” the specialists maintain.
They consider that the next stage of development for Romanian e-commerce will depend on companies’ ability to integrate into global value chains, not just as sellers, but as financially connected participants.
As the European market becomes increasingly integrated and regulations evolve, including the PSD3 Directive and the instant payments regulation, the distinction between local and cross-border commerce will gradually disappear.
„The winners of this transition will be those who combine digital reach with financial efficiency a field where fintech infrastructure plays a decisive role. Cross-border online trade is no longer just a retail story it is a story about financial systems, about how technology, liquidity, and risk management redefine competitiveness. For Romania, the opportunity is clear: leveraging digital talent, logistics networks, and entrepreneurial spirit supported by fintech tools that make global expansion not just a possibility, but a sustainable growth strategy,” the release further mentions.
Ebury is a global fintech company, founded in 2009, providing services such as cross-border payments and collections, foreign exchange (FX) risk management, and business lending. AGERPRES
