01 May 2025
In 2025, Romania's digital landscape became a tale of contrasts. While consumers are embracing online shopping with enthusiasm, businesses lag in e-commerce adoption. This disparity presents both challenges and opportunities, especially in the realm of cross-border transactions, such as making a money transfer from Romania to Ghana.
Post-pandemic, only 13.9% of Romanian businesses report earning at least 1% of their revenue through e-commerce, a decline from 17.7% in 2020. This indicates a need for businesses to adapt to the digital shift to meet consumer demands.
Contrastingly, consumer engagement in online shopping is robust. In 2024, 72.9% of internet users in Romania made online purchases, with urban areas at 77.1% and rural areas at 67.3%. Popular categories include clothing (78.6%), food delivery (36.4%), and electronics (15.8%).
Comprising 98.3% of the market, small enterprises contribute 41% of e-commerce revenue. Their widespread presence offers a vast potential for digital growth.
Mid-sized firms are experiencing the fastest growth, driven by higher tech adoption and agility in adapting to market changes.
Though only 0.025% of businesses, large corporations account for approximately 33% of e-commerce revenue, highlighting their significant market influence.
Local giants like eMag, Altex, and Dedeman dominate the Romanian e-commerce scene, leveraging strong brand recognition and extensive logistics networks.
International platforms such as Carrefour, Auchan, Temu, AliExpress, Shein, Zalando, and About You have made significant inroads. Notably, Temu and Shein achieved a combined gross merchandise value of approximately €600 million in 2024, with 3.8 million monthly Romanian users between April and October.
The growing Romanian diaspora in Ghana and strengthening business ties have increased the need for efficient money transfer solutions between the two countries.
Traditional bank transfers, payment service providers (PSPs), and digital wallets are commonly used. Services like Paysend and Remitly offer competitive rates and quick transfers to Ghana.
With Romania's accession to the Schengen Area in January 2025, cross-border settlements are expected to become faster. Compliance with EU regulations like the General Product Safety Regulation (GPSR) and mandatory e-invoicing enhances transaction security and transparency.
Starting in January 2025, Romania mandates B2C e-invoicing via the ANAF’s e-Factura platform, aiming to increase cost efficiency and transaction transparency.
The EU's GPSR introduces stricter safety requirements for imports, impacting cross-border sellers and ensuring safer goods for consumers.
Romania's full integration into the Schengen Area removes customs checks, expediting deliveries and bolstering confidence in cross-border payments.
Romania boasts a high internet penetration rate, with 94.6% of households having access to the internet in 2024. Despite this, only 45% of Romanians shop online, indicating a significant opportunity for growth in the e-commerce sector.
Inflation in Romania decreased to 4.9% in March 2025 from 5.0% in February, reflecting a gradual easing of price pressures. Despite inflationary concerns, the average annual budget for online shoppers is projected to increase from €857 to €931 in 2025, suggesting a resilient consumer base willing to spend more online.
In Ghana, mobile money services have become the cornerstone of financial transactions. The country's interoperable mobile money system allows seamless transactions between different telecom service providers, making it easier for recipients to access funds. This widespread adoption of mobile money underscores the importance of integrating such services for remittances from Romania to Ghana.
Collaborate with Ghanaian payment service providers (PSPs) to incorporate local mobile wallets like MTN Mobile Money and Vodafone Cash into your payment options. Implement transparent refund and return policies aligned with EU standards to build consumer confidence.
In today's digital age, leveraging digital wallets and account-to-account (A2A) transfer systems has revolutionized remittance services, offering users faster, more cost-effective, and transparent ways to send money across borders.
Utilize digital wallets and account-to-account (A2A) transfer systems to offer faster and more cost-effective remittance services.
Provide clear information on transaction fees, exchange rates, and compliance requirements to help users make informed decisions.
By streamlining regulatory frameworks, we can pave the way for more efficient and cost-effective transactions, benefiting businesses and individuals alike. Simultaneously, targeted initiatives to expand access to digital financial services will unlock economic opportunities for underserved populations in both nations.
Work towards aligning cross-border payment regulations to facilitate smoother transactions between Romania and Ghana.
Support initiatives that enhance access to digital financial services, particularly in underserved communities.
The evolving landscape of e-commerce and cross-border payments between Romania and Ghana in 2025 presents both challenges and opportunities. While Romanian businesses need to catch up with consumer adoption of online shopping and making transactions such as online money transfer from Romania to Ghana, the integration of efficient remittance channels and compliance with regulatory changes can drive growth. By embracing digital innovations and fostering strategic partnerships, stakeholders can unlock the full potential of this dynamic corridor.
As of 2024, only 13.9% of Romanian businesses report earning at least 1% of their revenue through e-commerce, indicating a need for increased digital adoption.
Despite high internet penetration, only 45% of Romanians shop online, suggesting significant room for growth in consumer e-commerce engagement.
Popular channels include traditional bank transfers, payment service providers (PSPs), and digital wallets, with a growing emphasis on mobile money platforms due to their convenience and speed.
Joining the Schengen Area in January 2025 has streamlined customs procedures, leading to faster cross-border settlements and increased confidence in international transactions.
Key regulatory developments include the mandatory B2C e-invoicing via ANAF’s e-Factura platform and compliance with the EU's General Product Safety Regulation (GPSR), both of which aim to enhance transaction transparency and product safety.
