E-commerce with online payments via Romcard, the main payment gateway in Romania, increased by 38% in 2012, to Euro 220M and 4.1M transactions. From this, PayU processed transactions with a total value of Euro 176.4M.
2012 was the year during which e-commerce intensified its growing rhythm. If, in 2009, the online payments volume increased by 75% compared to previous year, the increase was of 24% in 2011, with the same trend registered in number of transactions. In 2012, compared to previous year, the e-commerce had a good evolution, of +38% reported to the total value and of 51% reported to the number of transactions
Sales & Marketing Manager PayU Romania.
When it comes of transactions average value, it decreased by 8%, from Euro 58 to Euro 53, according to Romcard.
Transactions dynamics in 2012 was interesting. The decrease of the average buy is due mainly to the increase by 60% of transactions made in RON that have, as it is normal, a smaller value. This shows, mainly, a diversification of the products offer and a positive evolution of the main market segments. In the same time, there was also an increase in the adoption degree for the online payments among consumers. We see this trend maintaining also this year and we estimate, by the end of it, a volume of Euro 286M, corresponding to over 5M transactions
General Manager RomCard.
PayU registered transactions also show a diversification process and, in the same time, a market consolidation. This way, the number of new clients that integrated PayU payments solutions increased by 92% compared to 2011, with the activity domains varying from telecom operators to insurances, investment funds, NGOs, auto accessories fashion and others.
To be able to support the increased registered in 2012, PayU invested in developing its team, that increaased by 35%, with new positions being created for software development, commercial and merchants support departments. For 2013, the company aims to consolidate its team and to optimize its internal processes.
The best evolution in number of transactions were registered by PayU in domains like fashion (+ 486%), donations (+111%), services (+54%) and flowers (+51%).
In term of medium order value, Romanians are willing to spend big when it comes of touristic packages and plane tickets (RON 809), software (RON 744), IT&C (RON 541), toys (RON 340), donations (RON 334) and fashion (RON 240).
According to PayU, the market will be influenced in 2013 by 3 main factors: new important players entering on the market, consolidation for active merchants businesses and diversification of payments methods.