ROMANIA: FMCG gets only 6% of online commerce market | Progresiv

Fast moving consumer goods online trade is still a segment with low penetration among Romanian households, 6.4% - shows data gathered by GfK Consumer Panel Services for the first half of 2015, provided by research company GfK. The percentage is very small compared to the penetration of hypermarkets (77%), supermarkets (70%), discounterd (67%) and traditional stores (98%).

The good news for e-commerce is the fact that the average value of an acquisition is approximately two times higher than the average of offline commerce. Thus, if we consider the budget allocated to FMCG categories, a household spend online, on average, 51 lei / purchase, an amount not far from the average shopping basket of the hypermarket (61 lei / visit). Also in comparison, the average shopping basket value in the supermarket is 29 lei, 37 lei in a discoumt store and 17 lei in a traditional store - according to the research from GfK Consumer Panel Services.

Discounted articles represent 40% of the online shopping cart and among the main FMCG categories purchased in online stores are included products for children, prepared food (like pizza slices), cosmetics, coffee and pet food.