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The peak season for eCommerce activity in Romania started earlier this year, according to an analysis by Packeta Romania, a global digital platform for online commerce. The highest order volume was recorded on November 12, more than one month earlier than the 2024 peak, which was reached on December 16. The processed volume exceeded last year’s level by over 70%, setting a new record for this period.
Romania is entering the peak season earlier as a result of intensified European cross-border flows at the beginning of November. Commercial campaigns in Western European markets are starting increasingly earlier, accelerating import volumes well before the local Black Friday.
The analysis indicates that this level is likely to be surpassed in the coming period due to extended Black Friday campaigns across European markets, prolonged promotions run by local retailers, and the intensification of holiday shopping.
Romania remains a dominant destination market for international deliveries within the Packeta network, with approximately 95% of shipments originating from other European countries. Germany, Poland, and the Czech Republic are markets with a long tradition in online shopping and extensive year-end commercial campaigns.
These markets generate high volumes toward Romania beginning in early November, driven by successive promotions ahead of Christmas.
The majority of orders placed by Romanians abroad come from the Fashion category, products purchased via international marketplaces, and Health & Beauty items. Preference structures remain stable and mirror trends observed in mature European markets.
Fashion products account for nearly half of imported volumes, followed by general merchandise such as small products, accessories, household items, and lifestyle products, as well as Health & Beauty items.
Romanian consumer behavior during the peak season
Order flows during November–December are driven by two distinct waves: one generated by local and international Black Friday campaigns starting in early November, followed the pre-holiday wave driven by Romanian retailer promotions and Christmas purchases.
Cash-on-delivery payments remain at approximately 51% of total orders, with an increase of about 5% in the value of orders paid upon delivery, driven by interest in premium products and consolidated orders.
Preference for flexible deliveries continues to increase. In major cities, over 60% of customers choose delivery to pick-up points or lockers, due to 24/7 access and predictability. This behavior allows for more efficient use of logistics infrastructure and reduces pressure during peak activity days.
“Early volume growth reflects a clear change in how orders circulate within international networks. We are seeing faster intensification of flows from the European markets we consistently serve, alongside increased pressure on regional hubs in early November compared to previous years. Romania continues to hold a substantial share within cross-border networks, which is directly reflected in the high volume of imports. In this context, operational capacity and the calibration of sorting and distribution processes become essential for maintaining delivery stability. We focus on efficiently absorbing peaks and continuously adapting flows so that the November–December period runs without major fluctuations for customers”, says Alexandr Jeleascov, Managing Director at Packeta Romania.