Non-EU Online Sales Could Cost Romania 1.78 Billion Lei, Study Finds

Romania risks losing approximately 1.78 billion lei in GDP contribution and over 4,600 jobs by the end of 2026 if no measures are taken to ensure fair competition in the e-commerce market. A study by the Bucharest Academy of Economic Studies (ASE) highlights the significant economic impact of accelerated expansion by non-EU online platforms.

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The ASE study confirms what the local industry has been signaling for a long time: not all online commerce growth automatically means economic development for Romania.

The research indicates that sales from non-EU companies to Romanian consumers reached at least 4.4 billion lei in 2025, based solely on VAT collected through the Import One Stop Shop (IOSS) system. The actual value could be higher, as it doesn't encompass all import and sales methods used by these platforms. Data from the Romanian Online Stores Association (ARMO) shows a roughly 20% increase in orders placed by Romanians with non-EU merchants in 2026 compared to the previous year.

Authors of the study argue that transactions with non-EU platforms do not translate into equivalent local economic benefits. Products are typically manufactured outside the EU and delivered directly to Romanian consumers, unlike sales from local or European merchants. Romanian e-commerce companies, in contrast, contribute to job creation, tax payments, and the development of the local service ecosystem. In 2024, Romanian e-commerce generated nearly 16,000 direct jobs, the analysis found.

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When the transaction value leaves the European Union, and Romania is left with infrastructure pressure and unbalanced competition, the local economy loses.

"The ASE study confirms what the local industry has been signaling for a long time: not all online commerce growth automatically means economic development for Romania," said Cristian Pelivan, ARMO director. "When the transaction value leaves the European Union, and Romania is left with infrastructure pressure and unbalanced competition, the local economy loses. We are not asking for privileges for Romanian companies, but for equal rules for everyone selling to Romanian consumers." Pelivan added that Romanian firms face additional costs for taxation, product safety, consumer protection, and environmental obligations, which some non-EU merchants do not adhere to.

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We are not asking for privileges for Romanian companies, but for equal rules for everyone selling to Romanian consumers.