Google Confidential and Proprietary

The e-commerce market in Romania

Google Confidential and Proprietary

The NOW

Romania is online

How often do you go online? Do you go online every day?

%

Especially consumers under 34 years old are online often.

The Connected Consumer Survey 2014-2015

The Romanian e-commerce market is growing

offline purchasesonline purchases

E-commerce growth in Romania ($ million)

+ 12.5% YoY

E-commerce share ($ million)

Online retail counts for a small share of the total retail, but it is growing fast.

GPeC Official Report of Romanian E-commerce Market in 2014 www.gpec.roeNet online research May-August 2014

2.2-2.5%

Top online categories in this market

IT&C

Home & decoFashion

Romanians love to buy electronics, clothes and decorations for home.

GPeC Official Report of Romanian E-commerce Market in 2014 www.gpec.ro

Google Internal Data

Queries evolution for the 3 main online categories in Romania

Online preferred payment & delivery methods

Card

payments 15%

Bank Transfer25-30%Cash on delivery

50-55%Online

payments6%

Romanians prefer to have delivered home their online purchases and to pay cash on delivery.

EuroMonitor 2014, thePayers.com,

There was a 70% increase in home deliveries from online purchases in the first 3 months of 2015.

Fastius Currier 2015, www.wall-street.ro

The Romanian online consumer is multi-device

The most used devices

1.9 devices per person (increase of

19% from 2013)

Romanians are connected and have more screens than ever.

The Connected Consumer Survey 2014-2015

23% 46%

60%

His path to purchase is more complex than ever

76% of consumers research online prior to purchase.

14% research only online.

Internet role in purchasing stages

Online sources used

The Connected Consumer Survey 2014-2015Smartphones are becoming the new research assistants. Research is the most important step online.

The path to purchase - on mobile

Smartphone role in purchasing stages &

activities

Smartphones are becoming the new research assistants.

19% of consumers research on smartphones

prior purchase and 6% used mobiles for their most recent purchase.

More than 100% increase in queries for apparel, home & garden or general merchandise compared to 2014.

The Connected Consumer Survey 2014-2015Google Internal Data

Today’s offline sales can be triggered by an online stimulus

Smart marketers allocate budgets based on the total sales each dollar drives on all touchpoints.

TotalSales

Sales viaCall-Centers

OnlineSales

OfflineSales

76%

29% 47%

Online research

Online purchase

Offline purchase

In Romania:

A lot of the consumers conduct pre-purchase online research and buy

offline.The Connected Consumer Survey 2014-2015

What matters in the consumer journey, online

Consider cross-device

behavior!

Consider Lifetime Value

Start from first interaction!

Move beyond the conversion!

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Display

Direct

Email

Paid Search

Remarketing

TimeInteractions – Actions – Decisions

First interaction

Organic

Brand

Diversified marketing

efforts

Google Internal Data

Google Confidential and Proprietary

The TOMORROW

Digital will inherit the Earth

Digital will inherit the Earth

Digital will inherit the Earth

The next big platform is...

The next big platform is...

...the subscription model still strives but only if high quality together with freemium content

...native digital ads - read, watch and listen

...ad blocking - improvement of quality - user experience and choice

...TV? - netflix, hulu, apple tv, youtube - convenience - we can watch anything on any device at any time

Money follow eyeballs

Thank you!

emoraru@google.com