{"id":1130,"date":"2016-01-28T13:14:35","date_gmt":"2016-01-28T11:14:35","guid":{"rendered":"http:\/\/www.silkmart.ro\/blog\/?p=1130"},"modified":"2021-01-27T10:35:23","modified_gmt":"2021-01-27T08:35:23","slug":"ecommerce-romania-2015-achizitii-online-in-valoare-de-1-4-miliarde-de-euro","status":"publish","type":"post","link":"https:\/\/www.gomag.ro\/blog\/ecommerce-romania-2015-achizitii-online-in-valoare-de-1-4-miliarde-de-euro\/","title":{"rendered":"Ecommerce Romania 2015: Achizitii Online In Valoare De 1.4 Miliarde De Euro"},"content":{"rendered":"

Si in acest an, reprezentantii GPeC in colaborare cu principalii jucatori de pe piata eCommerce din Romania, au centralizat datele fundamentale ale online-ului romanesc pentru 2015. Potrivit estimarilor acestora, in 2015, romanii au cumparat produse online in valoare de aproximativ <\/span>1.4 miliarde de euro<\/b>, comparativ cu 1.1 miliarde de euro in 2014. Aceasta cifra exclude insa piata de servicii cum ar fi plati de facturi, bilete la spectacole, bilete de avion, hoteluri, sejururi etc.<\/span><\/p>\n

Dar haide sa vedem putin contextul in care a avut loc aceasta crestere a achizitiilor online in Romania. Conform ultimului recensamant, populatia Romaniei este de aproximativ <\/span>19.8 milioane de locuitori<\/b>, putin mai mult decat cifra inregistrata in 2014 -19.7 milioane de locuitori. Dintre acestia, 11 milioane sunt utilizatori activi de internet, rata de penetrare a internetului in tara noastra fiind de 56%.<\/span><\/p>\n

Comparand cifrele cu estimarile din 2014, se observa o crestere atat a utilizatorilor de internet (10 milioane in 2014) cat si a ratei de penetrare (49,6% in 2014).<\/span><\/p>\n

Aproximativ <\/span>13 milioane dintre locuitorii romani au varsta cuprinsa intre 16 si 55 ani<\/b>, ceea ce ii incadreaza in categoria publicului cu putere de cumparare.<\/span><\/p>\n

Drept urmare, in Romania se estimeaza un numar de<\/span> 6.7 milioane de utilizatori care au facut cel putin o achizitie online<\/b> vreodata pe parcursul vietii, dintre care s-au inregistrat 1.4 milioane de cumparatori online prin intermediul unui dispozitiv mobil si 850.000 de cumparatori online prin intermediul unei aplicatii mobile.<\/span><\/p>\n

Daca tot a venit vorba de mobil, 2015 s-a dovedit a fi anul unei ascensiuni spectaculoase a acestui trend. Pe piata online din Romania,<\/span> rata de penetrare Mobile a ajuns acum la 100%<\/b>, cu un procent de 50% rata de penetrare a dispozitivelor de tip smartphone.<\/span><\/p>\n

In total, 50% din traficul inregistrat de marile magazine online din tara a fost generat de dispozitive mobile.<\/span><\/p>\n

Pana in decembrie 2015, in Romania, se estimeaza ca exista aproximativ<\/span> 5000 de magazine online active<\/b> din totalul de 20.000 de website-uri cu functie specifica de \u201cAdauga Cos\u201d. In cadrul acestora, un cumparator online face aproximativ 8.2 achizitii\/an. Din totalul de 5000 de magazine online, un numar de 1374 sunt inrolate in sistemul 3D Secure (potrivit RomCard), comparativ cu 1173, inregistrate in 2014.<\/span><\/p>\n

La fel ca si in 2014,<\/span> cumparatorii online romani prefera in proportie de 90% sa plateasca achizitiile in sistem ramburs<\/b>, la livrare (Cash on Delivery). Restul procentelor se impart la 6-7% plati online cu cardul, preferate in special pentru plata facturilor si alte tipuri de servicii mentionate in primul paragraf, si 3% prin online banking, plati prin SMS etc.<\/span><\/p>\n

Comparativ cu 2014, in acest an s-a inregistrat o <\/span>crestere de 20-25% a platilor online cu carduri Visa<\/b> in magazinele online din Romania. Potrivit oficialilor Visa, valoarea medie a tranzactiilor pe cardurile Visa la magazinele romanesti se situeaza undeva la 40 de euro, in timp ce valoarea medie a tranzactiilor cu card Visa la magazinele din strainatate este mai mare, de 58 de euro.<\/span><\/p>\n

Valoarea totala a tranzactiilor prin card in 2015 este de<\/span> 514 milioane de euro<\/b>, in crestere comparativ cu 337 milioane de euro in 2014. Aceste date au fost furnizate de RomCard si MobilPay astfel: 394 milioane de euro procesate prin RomCard si 120 milioane de euro procesate prin MobilPay.<\/span><\/p>\n

Numarul actual al cardurilor in 3D Secure folosite efectiv pentru tranzactiile online este de <\/span>1.329.919<\/b>, comparativ cu 830.912 in 2014.<\/span><\/p>\n

Piata romaneasca de e-tail in 2015 se situeaza undeva la 1.4 miliarde de euro, cu putin mai mare fata de cifra inregistrata in 2014, de 1.1 miliarde de euro. Din totalul retail-ului, segmentul eCommerce este inca mic dar in crestere fata de anul trecut: intre 4 si 5% comparativ cu 2.2-2.5% in 2014.<\/span><\/p>\n

Dar ce prefera romanii sa cumpere online?<\/b><\/h3>\n

Potrivit datelor existente, cele mai vandute produse online fac parte din nisa<\/span> Electro-It<\/b>, urmate de industria <\/span>Fashion <\/b>(articole de imbracaminte si incaltaminte). Pentru acestea, valorile medii ale tranzactiilor se incadreaza la 680 RON (2015) vs. 800 RON (2014) pentru piata de Electro-It, respectiv 180 RON (2015) vs. 160 RON (2014).<\/span><\/p>\n

Pe locul 3 in topul preferintelor romanilor se afla articolele din nisa <\/span>Home&Deco<\/b>, cu o valoare medie a tranzactiilor de 220 RON (2015) vs. 180 RON (2014). Aceasta este urmata de <\/span>Articole pentru copii<\/b>, industrie situata pe locul 4 in top, cu o valoare medie constanta a tranzactiilor, de aproximativ 210 RON.<\/span><\/p>\n

Conform statisticilor, romanii au tendinta sa cumpere online mai mult in zilele de <\/span>Miercuri <\/b>si <\/span>Joi <\/b>(o informatie valoroasa in strategia de promovare si marketing a oricarei afaceri).<\/span><\/p>\n

In 2015, doar de<\/span> Black Friday<\/b>, romanii au cumparat exclusiv online produse in valoare de <\/span>100 milioane de euro<\/b>, comparativ cu 75 de milioane, inregistrate in 2014. Dupa cum se observa, cumparatorii romani, la fel ca si principalii jucatori de pe piata de eCommerce, au inceput sa aprecieze si sa maximizeze avantajele acestui eveniment, ce marcheaza inceputul sezonului de iarna.<\/span><\/p>\n

Care sunt principalele beneficii cautate de cumparatorii romani?<\/b><\/h3>\n

In primul rand, romanii se asteapta ca<\/span> transportul produselor comandate sa fie gratuit<\/b>, asigurat de catre magazinul online ales. Lipsa acestui beneficiu duce de multe ori la abandonarea cosurilor de produse si a procesului de comanda.<\/span><\/p>\n

In al doilea rand, romanii sunt mari amatori de<\/span> reduceri si promotii<\/b>, un element cheie pentru ca decizia de cumparare sa fie finalizata. Acest fenomen explica si succesul evenimentului de Black Friday, de exemplu.<\/span><\/p>\n

Un alt avantaj cautat de romani se refera la <\/span>asigurarea returului gratuit pentru produsele comandate<\/b>. Psihologia umana ii indeamna sa acorde mai mult credit magazinelor online care le ofera acest beneficiu deoarece (si mai ales daca este vorba de produse fashion, la care rata de eroare poate fi destul de mare), in cazul in care produsul nu li se potriveste sau se intampla vreun eveniment nefericit, prefera sa nu se confrunte cu costuri aditionale.<\/span><\/p>\n

Nu in ultimul rand, romanii isi doresc ca produsele comandate sa le fie <\/span>livrate extrem de rapid<\/b>, preferabil a doua zi. Acest beneficiu le asigura senzatia de recompensa imediata ( isi pot atinge fizic produsele comandate si le pot folosi).<\/span><\/p>\n

Informatiile de mai sus se regasesc si in infograficul eCommerce Romania 2015, realizat de Silkmart pentru GPeC.<\/span><\/p>\n

GPeC este cel mai important eveniment de comert electronic din Romania care a sarbatorit in 2015 primii 10 ani de activitate fructuoasa in industria eCommerce. Acest eveniment asigura un mix fundamental de conferinte, workshop-uri, expo, cursuri intensive si competitie a magazinelor online, in scopul dezvoltarii pietei de eCommerce din Romania.<\/span><\/p>\n

\"infografic<\/p>\n","protected":false},"excerpt":{"rendered":"

Si in acest an, reprezentantii GPeC in colaborare cu principalii jucatori de pe piata eCommerce din Romania, au centralizat datele fundamentale ale online-ului romanesc pentru 2015. Potrivit estimarilor acestora, in 2015, romanii au cumparat produse online in valoare de aproximativ 1.4 miliarde de euro, comparativ cu 1.1 miliarde de euro in 2014. Aceasta cifra exclude […]<\/p>\n","protected":false},"author":1,"featured_media":1127,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","om_disable_all_campaigns":false,"footnotes":"","tve_updated_post":"","tve_custom_css":"","tve_user_custom_css":"","tve_globals":{},"tcb2_ready":1,"tcb_editor_enabled":0,"tve_landing_page":"","_tve_header":"","_tve_footer":""},"categories":[8],"tags":[],"class_list":["post-1130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-infografice"],"yoast_head":"\nInfografic eCommerce Romania 2015<\/title>\n<meta name=\"description\" content=\"Afla ultimele date si cifre din piata romaneasca de eCommerce pentru 2015 intr-un infografic realizat de Silkmart pentru GPeC.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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