Romanian cosmetics producer Farmec, online sales up 31% in S1 2019

Business, e-Commerce

Farmec, the biggest Romanian cosmetics producer, continues its development within e-commerce and posted an increase growth of the income generated by its online platform In the first half of the current year, the online sales increased by over 31% compared to the results posted in the same period last year. Moreover, considering the digital strategies to be implemented, Farmec estimates an increase of over 50% of sales by the end of the year.

To be constantly closer to all the categories of consumers and their consumption and buying habits, Farmec continues, besides expanding its stores network, to develop its online platform by identifying and applying strategies to match the expectations within the market. The constant improvement of the offered facilities and services, creation of new attractive promotions and listing new ranges of products were at the base of the increase of sales within the online store, in the first semester of the year. By the end of the year, we plan to introduce new ways of delivery, that would offer to the clients efficient and fast solutions, having the possibility to collect the orders directly from our brand stores or from the lockers available with the partner delivery companies. Omni-channel development is more and more important in the general strategy of the company

Alina Spanu,

Online sales manager Farmec


The monthly average of clients buying from is in a continuous raise, being of over 8,000 clients each month. By the end of the year, Farmec estimates this number will increase by over 20%, same with an average of 7% increase for the shopping basket. At this moment, the average value of the basket is of RON 150.

Most bought online are the following ranges: Gerovital Evolution, Aslavital and Farmec. Biggest increases, of over 50%, were posted this year by the ranges Gerovital Beauty, Gerovital Tratament Expert, Gerovital Men and Gerovital Stop Acnee, all ranges relaunched in modernized versions. In the same time, the luxury ranges like Gerovital Luxury and Gerovital Equilibrium, continue their ascending trend posted during the last few years.

Nufar and Triumf brands, leaders in Grease removal and Kitchen cleaning (Nielsen data) are also gaining ground in e-commerce, posting significant growth compared to last year.

Besides a diversified portfolio, Farmec is offering to the online consumers a series of benefits in order to loyalize them. One of the most appreciated benefits is the presents packaging service, launched in the end of 2018. For any online order for cosmetics, the consumers are receiving also free packaging, transforming the buy into a perfect present for the loved ones.

Another benefit for using the website is the Cadou Farmec giftcard, that can include variable amounts of money and is available for 6 months.

Moreover, to encourage card payments, Farmec created campaign offering free transport to deliver the orders of over RON 59,

In 2020, the company is planning a new stage in the development of the digital platform, by relaunching it in a new format, with new functionalities and as friendly as possible with the consumers.