E-commerce expansion is a major driver for the industrial & logistics market in Romania

Romania is already emerging as a benchmark logistics hub in Central and Eastern Europe, due to its strategic position and competitive costs. Key areas for the expansion of this sector include Bucharest - Ilfov, Timisoara, Cluj - Napoca or Brasov, cities with developed infrastructure and easy access to major transport corridors. 

E-commerce Among the Largest Logistics Space Occupiers

The largest e-commerce players operate industrial & logistics spaces of approximately 1 million sq. m, encompassing both leased projects and owner-occupied facilities, having a share of ~10% in the national stock. As such, e-commerce companies are among the top 5 largest occupiers of logistics spaces in Romania. 

The e-commerce growth also influences the costs associated with logistics and construction. Labor costs in the logistics sector are relatively competitive compared with other European countries, which represents a significant advantage for investors. When it comes to rental costs, they can reach up more than €4.5/ sq. m/ month, depending on location and facilities. 

Damian Kolata, Head of Industrial & Logistics/ E-Commerce CEE, I&L EMEA Operating Board Member Cushman & Wakefield:

"The future of online commerce in Romania is extremely promising. As the country continues to integrate into the European Union's digital market, the e-commerce sector offers numerous opportunities for businesses willing to innovate and adapt to the changing landscape. Companies active in logistics, technology and retail will benefit from the expansion of the digital market, provided they proactively address the existing challenges and build consumer trust. I firmly believe this will generate significant opportunities for the real estate market in Romania." 

Romania's e-commerce market reached a value of €7.7 billion in 2024 and is forecasted to have a compound annual growth rate of 7.5% by 2029. 

Ștefan Surcel, Head of Industrial Agency Cushman & Wakefield Echinox:

"Romania is becoming a strategic hub for regional distribution and investors are increasingly interested in this rapidly expanding market. Romania is among the European countries with the fastest-growing online commerce, a phenomenon which creates an acute need for modern logistics infrastructure. Retailers and e-commerce operators are expanding their distribution networks to meet consumer demand and improve delivery times." 

The pandemic accelerated the transition to online commerce, with many businesses moving their activities in the digital environment. For example, in 2024, the number of online shoppers increased significantly, reaching 10.2 million people, representing 55% of internet users in Romania. 

It is estimated that Romania's e-commerce market will generate €47.8 billion between 2025 and 2029 the projected fastest-growing categories include grocery, home appliances, beauty, auto & moto and hobbies. 

New Trends: Cross-Border Expansion, Marketplaces, and the Second-Hand Boom

Online marketplace platforms, such as eMag, play a major role in the online sales growth by attracting a increasing number of traders. The development of this market segment, especially due to the rapid expansion of Chinese operators, will impact European retail, both in online and physical stores. At the same time, these companies generate significant demands for the logistics market, with the volumes of products they handle requiring tens of thousands of square meters of space. 

A significant growth opportunity in the digital market relates to the low number of companies which sell online in Romania, their share being of almost 50% vs. the EU average, despite the fact that the country can boast an internet penetration rate of 94% and more than 50% of the population is doing online shopping. 

The expansion of cross-border commerce, especially in the context of joining the Schengen area, will stimulate demand for logistics locations near the border, particularly in Western and Southern Romania, in cities such as Arad, Timisoara, Giurgiu and the larger Bucharest metropolitan area. 

Another trend shaping the local market, following the broader developments in Europe, pertains to the sales of second-hand products, which are gaining ground in Romania. Available data shows that more than half of Romanians buy second-hand clothing, not only to save money, but also due to the increasing awareness of the overall environmental impact.