Gemius study: Romanian online shopper is likely male, living in urban areas and buying at least once a month

e-Commerce, Studies

Andrei Tescan, Digital Marketing Consultant Gemius, presented, during EcomTeam conference in Brasov, a study about the clients of e-shops in Romania. According to Gemius data, over 4.5M Romanian internet users – half of the total Romanian internet population – are visiting e-commerce websites, with 55% make and 45% women

gemius ecomteam 1

E-commerce websites are visited most often by internet users living in urban areas (68%). around 20% of them are customers and buy at least once a month. On the other hand, only 32% from visits in e-shops are made by users from rural areas and only 4.5% of them are frequent buyers. The experience in using the internet is also influencing the buying decision, with 31% of those that use internet for more than 5 years buying online at least once a month.

On categories of online stores, Gemius analyzed fashion, travel, home & deco and IT&C sites and found out that 42% of those visiting online clothes, shoes and accesories e-stores aren’t visiting other e-commerce websites, while 32% of those that enter on IT-C e-shops do not check other categories. Also, fashion, travel, home&deco e-stores have the audience formed mostly from women, while men represent 56% of IT&C websites’ clients

gemius ecomteam 2

The clients of online fashion stores are women that use internet and social networks on daily basis, use internet for more than 5 years, don’t have children younger than 14 and don’t use to pay with the ard. On the other hand, the typical user of an online ITC store is male, aged 30-55 y.o., that uses the internet on daily basis and most often looks online for personal development information.