Studiu despre piata de e-commerce din Romania la nivelul 2013-2014 realizat de eNet Internet Research and Consulting cu sprijinul GPeC

1. E-commerce research among Romanian web stores
Research study on year 2013 and 2014
1
September 2014.

2. ©2014 eNET Internetkutató Kft. Minden jog fenntartva! 2
Table of contents
1.Introductionpage 3
2.eNET Supply Side Survey page 5
Operation and sales activities of the web shopspage 7
Future expectations page 15
Payment and delivery methods page 20
The role of mobile platform page 28
Online platforms, price comparison sites and another marketing toolspage 34

3. 3
Introduction
eNET online research, May-August 2014

4. ©2014 eNET Internetkutató Kft. All rights reserved.
TurnoverinRomaniane-commerce(inmillionEUR)
4
77
206
272
441
473
527
647
794
929
1046
1145
0
200
400
600
800
1 000
1 200
1 400
2006
2007
2008
2009
2010
2011
2012
2013*
2014*
2015*
2016*
*-2013-2016dataareestimations.
BasedonthePriceWaterhouseCoopersresearchthereisamassiveandconstantgrowthinRomaniane- commerce.Basedontheirnumbers(includingnotonlyproductsofwebshopsbutservices,too)theturnoverinthissectorwasEUR647millionbutthereisanoptimisticestimationofanalmostdoubledturnoverfor2016.) PWC –YmensTeamnet2012

5. 5
Supply Side SurveyInvestigation of Romanian web shops dealing with online retail
eNET online research, May-August 2014

6. 6
ThisresearchsummaryintroducessomeoftheeNETonlinesurveyresearchresults.Mostoftheresultsfocusontheyear2013.
eNETisaHungarianresearchandconsultingcompany.OneofeNET'sresearchfieldise-commerce,thefirmhasbeenrunningonlinesurveysinHungaryonthetopicsince2001.ThisyearthefirsttimewelaunchedourfirstonlinesurveyresearchonRomaniane- commercemarketforwebshops.
Aim of the research:investigation of Romanian companies dealing with online retail.
Subject of the research:investigation of web shops dealing with online retail and having a Romanian language website
Methodology:Online (html-based) survey. Surveys were sent to 4930 web shops. The total sample covers the data of 177 respondents.
Research timing:May –August 2014
Our partner in the research is Naspers OCS Hungary Kft. Naspers is the owner of the Romanian price comparison siteCompari.ro. Another local partner is GPeC–the Gala PremiilorE-Commerce.
Details of the 2014 year supply side survey research

7. 7
Operation and sales activitiesof the webshop

8. ©2014 eNET Internetkutató Kft. All rights reserved. 8
Web store characteristics
53%
47%
Do you have traditional, offline sales activity?
Yes
No
1%
1%
1%
1%
2%
2%
1%
6%
11%
14%
10%
25%
25%
1%
When did you open the online sales platform of your web store?
1998
1999
2002
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Half of the web shops in the sample was opened since 2012. Almost half of the web shops has offline activities, too –internet is not the only sales platform for them.
The average conversion rate of the web stores is 11.2%. This rate is lower (8.8%) among only online shops than among shops with both online and offline activities (13.9%).

9. ©2014 eNET Internetkutató Kft. All rights reserved. 9
Web store characteristics: size matters?
21%
28%
36%
6%
8%
Number of employees working for the web shop
1 person
2 persons
3-5 persons
6-10 persons
More than 10 persons
3%
64%
11%
8%
3%
2%
4%
1%
1%
1%
1%
Number of stores / branches / business units in Romania
0
1
2
3
4
5
7
9
12
20
50
Average number of employees: 3.94
Among only online shops: 3.79
Among shops with online and offline activities: 4.06
Average number
of units: 2.58
Among only online shops: 1.37
Among shops with online and offline activities: 3.49
The web shops in our sample are quite small, 64% of them have only one business unit.
Half of them hasonly 1 or 2 employees, another third has 3-5 employees.

10. ©2014 eNET Internetkutató Kft. All rights reserved.
Online sales data –number of purchases
10
974
1 670
2 310
0
500
1 000
1 500
2 000
2 500
2013
2014 (expected)
2015 (expected)
Number of online purchases (orders)
Almostallrespondentsexpectariseinthenumberofpurchases.2014expectationsare71%higherthanin2013andfor2015theyareevenmoreoptimistic:comparedto2013datatheexpectationsareon263%.

11. ©2014 eNET Internetkutató Kft. All rights reserved.
Sales data –net income (in 1000 RON)
11
893 853
1 431 440
0
200 000
400 000
600 000
800 000
1 000 000
1 200 000
1 400 000
1 600 000
How much was the net income of your total (traditional + online) sales activates in 2013?
What kind of amount do you expect for 2014 from all salesactivities?
Net income from total sales activities (online+offline)
Companiesdealingwithtraditional(offline)salesactivities,tooexpecta60%riseintotalsalesnumbersfor2014comparedtothepreviousyear.

12. ©2014 eNET Internetkutató Kft. All rights reserved. 12
Productcategory
Products inthecategory
Food for the family, alcoholic drinks, coffee, tobacco
Food for the family for not-prompt consumption, alcoholic beverages, coffee, tobacco products, e-cigarette
Food and drink orders for one meal (gastro)
Food and drinks for prompt consumption
Health, wellness and sports
Bio food, food supplements, vitamins, medicines, pharma products, medical tools, sporting goods, exercise and fitness tools, accessories for outdoor activities and hobbies, special sport clothes (not for street wear)
Beauty products and cosmetics
Cosmetics and personal care items, perfumes
Fashion, clothing, baby products, jewelry, watches and accessories
Textiles, clothes, shoes, leather goods, bags, general sporting clothes (for street wear, too), products for babies and theirmothers, baby clothes, watches, jewelries and accessories
Drug store and household supplies
Non-durable consumer goods, cleaning and washing supplies but no medicines
Household appliances, brown and white goods
Household durables, major and small home appliances
Household electronics
Television, radio, tape recorder, video player, CD-player, DVD-player Blu-ray-player, hi-fi system, music players, cameras, camcorders, video games, PC and console games
IT products
Computers and accessories, software (not downloadable)
Mobile phone
Mobile phones and accessories
Home décor and furniture, home improvement and building, DIY and garden
Furniture, home decoration products, furnishing, lamps and lighting; metal and sanitary ware, wallpaper, house building and improvement materials and tools, hardware, paint; DIY tools and materials, small gardening tools
Books, newspapers, magazines
Printed books, newspapers and magazines
Gifts, toys and games
Toys, games, gifts and flowers
Office products, school supplies
Office products, office furniture, school products and supplies, official forms and documents
Pet food and supplies
Pet food and products for pet care
Audiovisual products (music, film, CD, DVD)
Films, music, CD, DVD, tape, videotape, record, audiobook
Downloadable content (voice, music, video, software)
Downloadable content for the customers’ devices (not containing stream and cloud services): videos, music, voices, picture, software, e-books
Automotive products
New and second-hand vehicles, car and motor accessories
Other products
Other articles and products
Details of product categorizations used by eNET

13. ©2014 eNET Internetkutató Kft. All rights reserved. 13
Product category
% in the sample*
Average number of transactions
Home décor and furniture, home improvement and building, DIY and garden
28
851
Beauty products and cosmetics
19
149
Fashion, clothing, baby products, jewelry, watches and accessories
19
468
Health, wellness and sports
17
1060
Gifts, toys and games
16
1056
Automotive products
14
294
Household appliances, brown and white goods
12
5
Household electronics
9
(nodata)
Food for the family, alcoholic drinks, coffee, tobacco
6
50
Drug store and household supplies
6
300
IT products
6
3
Office products, school supplies
4
250
Audiovisual products (music, film, CD, DVD)
4
200
IT products specialized on laptop, notebooks and netbooks
3
(nodata)
IT products specialized on tablets
3
(nodata)
Mobile phone
3
(nodata)
Mobile phone specialized on smartphones and PDAs
3
(nodata)
Pet food and supplies
1
50
Other products
17
754
Product categories
* One web shop can trade more than one product category, therefore the sum of the percentages are higher than 100%.

14. 14
Summary
Most of the web shops in our sample are small ones, two-thirds of them have only one business unit in Romania and half of them has not more than 2 employees and did not have an online activity before 2012. 47% of them have offline sales, too.
The average yearly number of purchases did not exceed 1000 orders but for the next years there is an expectation of an increase in transactions numbers: for 2014 they anticipate a 71% rise in that, and for 2015 a 163% growth compared to 2013.
The average conversion rate of the web stores is 11,2% that is lower among only online shops.
The most common marketed product categories in our sample are:
Homedécorandfurniture,homeimprovementandbuilding,DIYandgarden(28%)
Beautyproductsandcosmetics(19%)
Fashion,clothing,babyproducts,jewelry,watchesandaccessories(19%)
Health,wellnessandsports(17%)
Gifts,toysandgames(16%)
Automotiveproducts(14%)

15. 15
Future expectations

16. ©2014 eNET Internetkutató Kft. All rights reserved.
Future expectations of Romanian web shops1.
16
WhilethereisanexpectationofagrowthinthenumberofRomanianinternetusersandonlineshoppersandalsointhenumberofpurchases,thistendencyismoremoderateintheincreaseofonlinetransactionsvalueinthenext3-4years.
3%
3%
3%
4%
3%
3%
4%
4%
16%
4%
4%
30%
37%
36%
40%
27%
40%
54%
48%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The number of Romanian internet users will significantly rise in thenext few years.
The number of Romanian online shoppers will significantly rise in thenext few years.
The number of online transactions in Romania will significantly rise inthe next few years.
The purchase value of online transactions will significantly rise in thenext few years.
Completely disagree
Rather disagree
Neither-nor
Rather agree
Completely agree

17. ©2014 eNET Internetkutató Kft. All rights reserved.
Future expectations of Romanian web shops2.
17
Webshopsexpecttheriseofdeliverybycouriercompaniesinthenext3-4yearsthatisamoreconvenientwayofgettingtheorderedgoodsforthecustomers.However,theincreaseofonlinetransactionspaidonlineisnotsomuchanticipated,onlyhalfoftherespondentsagreedonthat.
9%
1%
10%
4%
18%
1%
22%
16%
36%
9%
30%
25%
12%
31%
24%
34%
25%
57%
13%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pickup of online orders in stores will be more typical.
Delivery of online orders via courier companies will be more typical.
The payment of online orders will be arranged rather via cash.
The payment of online orders will be arranged rather via e-moneythrough the internet.
Completely disagree
Rather disagree
Neither-nor
Rather agree
Completely agree

18. ©2014 eNET Internetkutató Kft. All rights reserved.
Future expectations of Romanian web shops 3.
18
Webshopsthinkthatthenumberofsmartphoneuserswillsignificantlyriseintheforthcoming3-4years.
Thereisamassiveexpectationoftheappearanceofnewplayersonthee-commercemarket,alsofromforeigncountries.
3%
4%
5%
3%
1%
5%
9%
10%
29%
33%
39%
26%
52%
45%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The number of Romanian smartphone users will significantly rise inthe next few years.
The number of competitors in the market of web stores’ products will significantly rise in the next few years.
We expect some significant international players to enter theRomanian market of the web stores.
Completely disagree
Rather disagree
Neither-nor
Rather agree
Completely agree

19. 19
Summary
Whilemostofthewebshopsanticipatethesignificantgrowthofinternetusers(77%)andsmartphoneusers(85%)andonlineshoppers(90%)inthefollowing3-4years,thereisanexpectationofhighercompetition,too.84%oftherespondentsagreedthatthenumberofwebshopswillbesignificantlyhigherand61%thinksthatinternationalplayerswillentertheRomanianecommerceretailmarketinthenextyears.
83%agreesthatthenumberoftransactionswillbehigherbutonly61%thinksthatthevalueofpurchaseswillgrow,too.
Theyalsoexpectachangeincommondeliverymethods:88%agreesthatdeliveryviacourierserviceswillbemoretypical.Wecannotseesimilartendenciesifwelookatthepaymentmethods:although53%thinksthatonlinepaymentwillbemorecommonbutstilltherearemorerespondentswhoexpectthecashpayment’spopularitythanrespondentswhodenyit.

20. 20
Payment and delivery methods

21. ©2014 eNET Internetkutató Kft. All rights reserved. 21
94%
79%
52%
48%
24%
24%
0%
3%
0%
20%
40%
60%
80%
100%
Cash on delivery service (via own employee, postal or courier service)
Payment by bank transfer
Online payment with bank card
Cash payment at the store or at a partner
Bank card payment at the store or at a partner
Payment via online operator (e.g. Payu, PayPal)
Payment via mobile provider service (e.g. MasterCard PayPass, Visa PayWave)
Other
Available payment methods among web shops
OneofthemostsignificantproblemofRomaniane-commerceisthehighproportionofdealspaidbycashondeliveryservice.94%ofwebstoresgivesthisoptiontoitscustomers,meanwhilebanktransferasapaymentoptionisgrantedby79%ofthem.Cashpaymentatthestore(orpartner)andpaymentwithbankcardisalsopopular,wehavefoundthispaymentmethodamonghalfofe-traders.
Averagenumberofavailablepaymentmethods:3.34

22. ©2014 eNET Internetkutató Kft. All rights reserved.
97%
80%
60%
29%
11%
31%
0%
91%
78%
44%
69%
38%
16%
0%
0%
20%
40%
60%
80%
100%
Cash on delivery service (via own employee, postal or courier service)
Payment by bank transfer
Online payment with bank card
Cash payment at the store or at a partner
Bank card payment at the store or at a partner
Payment via online operator (e.g. Payu, PayPal)
Payment via mobile provider service (e.g. MasterCard PayPass, Visa PayWave)
Only online activities
Online+offline sales activities
Available payment methods among web shops
22
Two-thirdsofthewebshopshavinganofflineactivity,toogivethelocalcashpaymentasanoptionthatismuchalowerproportionamongwebshopsonlywithonlineactivity.But60%ofonlyonlineshopsprovidebankcardpaymentonlinetotheircustomers.
* Felvásárlás miatt a GTR-re vonatkozó adatokat is tartalmazza a DPD értéke.
Average number of available payment methods: 3.34
Among only online shops: 3.09
Among shops with online and offline activities: 3.63

23. ©2014 eNET Internetkutató Kft. All rights reserved.
Available delivery methods among web shops
23
96%
57%
37%
27%
18%
6%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Delivery via courierservice
Personal pickup at thestore
Own employee delivers
Traditional postaldelivery
Personal pickup at apartner
Via internet (for non- material goods)
Other
DeliveryviacourierserviceisthemostcommondeliverymethodamongRomanianwebshops–itisavailableinalmosteachofthem.Personalpickupatthestoreisalsoapopularoption,morethanhalfoftheshopsprovideitfortheircustomers.
Averagenumberofavailabledeliverymethods:2.45

24. ©2014 eNET Internetkutató Kft. All rights reserved.
Available delivery methods among web shops
24
Itisnotasurprisethatpersonalpickupatstoreasadeliveryoptionismorepopularamongwebshopshavingtraditionalsalesactivities,too.Theselateronesprovidemoredeliveryoptionsfortheirclients.
97%
75%
44%
25%
25%
6%
0%
94%
40%
31%
29%
11%
6%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Delivery via courier service
Personal pickup at the store
Own employee delivers
Traditional postal delivery
Personal pickup at a partner
Via internet (for non- material goods)
Other
Online+offline sales activities
Only online activities
Average number of available delivery methods: 2.45
Among only online shops: 2.19
Among shops with online and offline activities: 2.72

25. ©2014 eNET Internetkutató Kft. All rights reserved.
Available courier services among web shops
25
56%
42%
27%
19%
14%
13%
13%
9%
3%
3%
3%
2%
2%
2%
2%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ThemostpopularcourierserviceamongwebshopsinRomaniaisFanCourier–theirserviceisavailableinmorethanhalfofthewebstoresinsample.UrgentCourierisalsosignificantplayerwith:theydeliverforthecustomersof42%oftheshopsandoneinfourwebshopsusesPostaRomaniaasacouriercompanyfordelivery.
Averagenumberofavailablecourierservices:2.19

26. ©2014 eNET Internetkutató Kft. All rights reserved.
Available courier services among web shops
26
InaveragetherearemorethantwocourierservicesavailableamongRomanianwebshops.Thosedealerswhohaveofflinesalesactivities,tooaremorelikelytohavemorecouriercompaniesthanonlyonlineshops.PostaRomaniaismorepopularamongonlyonlinewebshopsthanamongtraderswithtraditionalandonlinesales.
61%
48%
23%
16%
19%
19%
10%
6%
6%
0%
3%
3%
3%
52%
36%
30%
21%
9%
6%
15%
0%
0%
3%
0%
0%
24%
0%
10%
20%
30%
40%
50%
60%
70%
Fan Courier
Urgent Courier
Posta Romana
Cargus
GLS
NemoExpress
TNT
DPD
Sprint Courier
DHL
Dragon Star
OTTO Courier
Other
Online+offline sales activities
Only online activities
Average number of available courier services: 2.19
Among only online shops: 2.15
Among shops with online and offline activities: 2.23

27. 27
Summary
CashondeliveryserviceisthemostcommonpaymentmethodamongRomanianwebshops.94%ofthesamplegivesthisoptiontocustomersand48%allowscashpaymentatthestoreoratapickuppartner.Onlinepaymentviabanktransferisavailablein79%oftheinvestigatedstoresand52%givesthebankcardpaymentoption.
Theaveragenumberofavailablepaymentmethods:3.34
DeliveryviacourierserviceisthemostcommondeliverymethodamongRomanianwebshops–itisavailablein96%ofthembut37%triestoarrangeitviaownemployers,too.Personalpickupatthestoreisalsoapopularoption,57%providesitfortheircustomers.
Theaveragenumberofavailabledeliverymethods:2.45
FanCourieristhemostoftenhiredcourierservicecompany:in56%ofwebshopswheredeliveryhappensviacouriercompanies,FanCourierisavailable.ThesamenumberforUrgentCourieris42%. PostaRomanaisthethirdmostcommonoption(27%).
Theaveragenumberofavailablecourierservices:2.19

28. 28
The role of mobile platform

29. ©2014 eNET Internetkutató Kft. All rights reserved.
Mobile phone optimization
29
37%
43%
39%
50%
40%
45%
13%
17%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online+offline sales activities
Only online activities
Total
Yes
No but we plan to have one in 2014
No and we don’t have plans for that
4in10webshopshaveanoptimizedsiteformobiledevicesandanother45%planstodeveloponein2014.
Amongwebshopswithoutofflineactivitytheproportionofalreadyoptimizedsitesisabithigher.

30. ©2014 eNET Internetkutató Kft. All rights reserved.
Smartphone applications among web shops
30
2%
13%
7%
34%
28%
31%
64%
60%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online+offline salesactivities
Only online activities
Total
Yes
No but we plan to have one in 2014
No and we don’t have plans for that
Smartphoneapplicationisnotsopopular,almosttwo-thirdsoftherespondentssaidtheydonotplantodevelopanapp.Thosewhohaveorplantohaveonein2014preferAndroidbutiOSisalsoasignificantplatform.
79%
55%
32%
5%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Android
iOS (iPhone)
WindowsPhone
Blackberry
Symbian(Nokia)

31. ©2014 eNET Internetkutató Kft. All rights reserved.
Proportion of mobile platform in sales
31
27%
16%
20%
27%
24%
22%
27%
20%
21%
0%
10%
20%
30%
40%
50%
Total number of web store visitors coming from mobileplatforms
Total number of online shoppers coming from mobileplatforms
Turnover from online purchases coming from mobileplatforms
Online+offline sales activities
Only online activities
Total
Withtheexpansionofe-commerceandmobileinternetpenetrationtheproportionofwebshoptrafficfrommobiledevicesisbecomingmoreandmoreimportant.Ourrespondentssaidthat16-21%oftheirtrafficcomesfrommobiledevices.

32. ©2014 eNET Internetkutató Kft. All rights reserved.
Expected proportion of sales on mobile platforms for 2015
32
28%
26%
29%
35%
28%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Number of online transactions/purchases on mobile platforms (in 2015)
Net income from online purchases (in 2015)
Online+offline sales activities
Only online activities
Total
Bothinthenumberoftransactionsandinthenetincomethereisanexpectedgrowth:inthenumberoftransactionswecanseearisefrom20%(2013)to28%(2015).Theincreaseisevenhigherifwecompareturnoverexpectationsonlyfrommobileplatforms,itwas21%in2013anddealerexpecta31%proportionfor2015.

33. 33
Summary
E-traderretailersexpectahighersmartphonepenetrationthatenhancestheimportanceofmobileplatformine- commerce.Thewebshoptrafficfrommobiledevicesisbecomingmoreandmoreimportant,16-21%ofthetrafficofwebstoresinoursamplefrommobiledevices:27%oftheirvisitors,20%oftheirshoppersand21%oftheirturnovercomesfrommobilephones.
Bothinthenumberoftransactionsandinthenetincomethereisanexpectedgrowthfrommobileplatformsforthefollowingyears.
Therearetwopopularwaystofacilitatemobilee-commerce:websiteoptimizationformobiledevicesanddevelopmentofownapplications.Thislaterisnotsoimportantforsmallwebshopsbutmobileoptimizationisquitecrucialintheemergingcompetition.
39%ofthewebshopsinthesamplealreadyhasanoptimizedsiteformobiledevicesandanother45%planstodeveloponein2014.
Developingasmartphoneapplicationisnotsopopularandisnotanoptionforeverye-trader,62%doesnotplantohaveanownsmartphoneapp.Thosewhohave(7%)orplantohave(31%)anownsmartphoneapplicationin2014preferAndroid(79%)becauseitisthemostcommonsmartphoneoperationsystembutiOS(iPhone)55%andWindowsPhone32%arealsosignificantmobileoperationplatformsforthem.

34. 34
Online platforms, price comparison sites and another marketing tools

35. ©2014 eNET Internetkutató Kft. All rights reserved.
Different online platforms for web shops
35
85%
67%
67%
65%
18%
12%
9%
5%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
We run an ownweb store with anown homepage(own domain)
We are present onsearch sites (e.g. Google)
We are present onprice-comparisonsites
We are present onsocial networkingsites (e.g. Facebook, Twitter)
We run an ownweb store under arented online shopplatform
We sell via auctionportals
We sell via onlinemarketplaces andweb plazas
We have businessvia coupon sites
Other onlineplatform
Havinganownwebsiteforthewebshopisthemostcommonwayofrunninganecommerceactivityand85%ofwebstoresusethisoption.Only18%oftherespondentssaidthattheyrentawebstoreunderanonlineshopplatform.Two-thirdsofthewebshopsusesocialnetworkingsitesandGoogleforitsserviceandthesameproportionispresentonpricecomparisonsites.

36. ©2014 eNET Internetkutató Kft. All rights reserved.
Different online platforms for web shops
36
Companieshavingonlyonlinesalesactivitiesaremorelikelytorentawebshopthantodevelopanownone,26%rentsawebstoreunderanonlineshopplatform.Theyaremorelikelytojointoapricecomparisonsite,toothanshopswithbothtraditionalandonlinesales.
91%
63%
66%
69%
9%
13%
6%
3%
3%
79%
71%
68%
62%
26%
12%
12%
6%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
We run an own webstore with an ownhomepage (owndomain)
We are present onprice-comparison sites
We are present onsearch sites (e.g. Google)
We are present onsocial networking sites(e.g. Facebook, Twitter)
We run an own webstore under a rentedonline shop platform
We sell via auctionportals
We sell via onlinemarketplaces and webplazas
We have business viacoupon sites
Other online platform
Online+offline sales activities
Only online activities

37. ©2014 eNET Internetkutató Kft. All rights reserved.
Presence on price comparison sites
37
84%
61%
39%
30%
27%
25%
16%
14%
11%
9%
9%
5%
5%
2%
0%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shopmania.roandCompari.roarethemostpopularpricecomparisonsitesinoursample,theyseemtobethetwomajorplayersinthissector.

38. ©2014 eNET Internetkutató Kft. All rights reserved.
The role of price comparison sites
38
Although46%saidthatShopmania.rogeneratesthemostvisitorsbutinthenumberofcustomerswecan’tseedifferencebetweenCompari.roandShopmania.ro.Furthermore,ifweinvestigatetheturnoverCompari.roismoreeffective.
8%
5%
9%
5%
3%
3%
3%
5%
36%
37%
41%
3%
5%
3%
5%
3%
46%
37%
38%
3%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Which price comparison site generates the most visitors?
Which price comparison site generates the most customers?
Which price comparison site generates the biggest turnover?
Allshops.ro
Bizoo.ro
Cauti.ro
Compari.ro
Okazii.ro
Price.ro
Shopmania.ro
Other

39. ©2014 eNET Internetkutató Kft. All rights reserved.
Advertising rates of price comparison sites
39
Compari.roandShopmania.roarethemostoftenusedpricecomparisonsitesbut27%ofthewebshopsperceivedthemasexpensive(expensiveorratherexpensive).
68%
51%
54%
66%
61%
80%
14%
75%
72%
42%
73%
27%
9%
84%
84%
69%
96%
3%
16%
19%
3%
9%
7%
10%
11%
13%
3%
10%
17%
22%
3%
3%
13%
12%
14%
16%
9%
15%
10%
29%
4%
6%
6%
13%
29%
20%
9%
9%
9%
0%
9%
8%
8%
3%
12%
21%
7%
6%
9%
12%
24%
3%
3%
9%
4%
3%
3%
9%
10%
12%
5%
17%
6%
11%
9%
3%
3%
17%
4%
3%
27%
3%
10%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Allshops.ro
Bizoo.ro
Cauti.ro
Clubafaceri.ro
Compara.ro
Compara-pret.ro
Compari.ro
Cumparaturi.ro
Kaboo.ro
Okazii.ro
Practicmagazin.ro
Price.ro
Shopmania.ro
Shopping-experts.ro
Shoprider.ro
Smartbuy.ro
Other
We have no experience
Cheap
Rather cheap
Neither-nor
Rather expensive
Expensive

40. ©2014 eNET Internetkutató Kft. All rights reserved.
Effectiveness of different price comparison sites
40
Compari.roandShopmania.roareconsideredasmoreeffectivetoolsforsalesamongpricecomparisonsitesbytheRomanianwebshopretailers.
61%
53%
58%
75%
67%
84%
21%
86%
79%
46%
77%
41%
4%
83%
83%
68%
88%
6%
15%
14%
3%
7%
3%
2%
7%
7%
3%
5%
4%
3%
7%
6%
27%
21%
14%
19%
23%
10%
9%
3%
10%
20%
16%
16%
18%
10%
7%
19%
13%
9%
8%
3%
21%
3%
3%
14%
6%
24%
31%
3%
6%
6%
6%
3%
3%
26%
6%
5%
24%
3%
3%
21%
11%
8%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Allshops.ro
Bizoo.ro
Cauti.ro
Clubafaceri.ro
Compara.ro
Compara-pret.ro
Compari.ro
Cumparaturi.ro
Kaboo.ro
Okazii.ro
Practicmagazin.ro
Price.ro
Shopmania.ro
Shopping-experts.ro
Shoprider.ro
Smartbuy.ro
Other
We have no experience
Not effective at all
Rather not effective
Neither-nor
Rather effective
Very effective

41. ©2014 eNET Internetkutató Kft. All rights reserved.
Effectiveness of the different online marketing tools
41
WebshopsthinkthatSEOisthemosteffectivemarketingtoolfortheirbusinessgoals.Joiningtoapricecomparisonsiteisthesecondmosteffectivemarketingtoolforwebshopsbutpaidadvertisements(PPC) andpresenceonsocialnetworkingsitesarealsoconsideredaseffective.
20%
5%
3%
14%
8%
38%
38%
9%
66%
9%
2%
6%
15%
12%
26%
20%
15%
9%
29%
6%
21%
32%
26%
12%
12%
9%
9%
21%
20%
24%
17%
17%
17%
12%
17%
6%
11%
21%
26%
11%
17%
3%
9%
17%
3%
11%
47%
20%
12%
21%
5%
9%
33%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sending newsletters
Search Engine Optimization (SEO)
Paid advertisements (e.g. Google AdWords, ETARGET)
Banner ads (web banner click-through advertisements)
Presence and advertising on social networking sites (e.g. Facebook)
Using e-coupons and joining coupon sites
Affiliate program (joining partner sites)
Presence on price comparison sites
Other marketing tool
We have no experience in this field
Not effective at all
Rather not effective
Neither-nor
Rather effective
Very effective

42. ©2014 eNET Internetkutató Kft. All rights reserved.
Usage of different online marketing tools
42
PresenceonthePPCmarket,socialnetworkingsitesandhavingSEOeffortsseemtobeimportantforRomanianwebshopsbutpresenceonpricecomparisonsitesisthemostcommonmarketingtoolusedbythem.
32%
9%
23%
32%
14%
65%
59%
14%
75%
26%
21%
18%
26%
15%
18%
15%
9%
8%
20%
18%
14%
21%
15%
9%
17%
12%
11%
8%
23%
14%
9%
15%
5%
2%
15%
14%
29%
32%
12%
41%
3%
8%
50%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sending newsletters
Search Engine Optimization (SEO)
Paid advertisements (e.g. Google AdWords, ETARGET)
Banner ads (web banner click-through advertisements)
Presence and advertising on social networking sites (e.g. Facebook)
Using e-coupons and joining coupon sites
Affiliate program (joining partner sites)
Presence on price comparison sites
Other marketing tool
We don’t use it at all
Not often
Neither often nor rarely
Often
We use it continuously

43. 43
Summary
85%ofthewebshopsinthesamplehaveanowndevelopedwebsiteand18%alsousetheoptiontorentastoreunderanexistingonlineplatform.65-67%areactiveonsearchsitesandsocialnetworkingsitesandonpricecomparisonsites,too.71%oftheonlyonlinewebshopsusestheservicesofpricecomparisonsites
Shopmania.roandCompari.roarethemostpopularandmosteffectivepricecomparisonsitesforthewebshopsinoursample.46%saidthatShopmania.rogeneratesthemostvisitorsbutinthenumberofcustomersthereisnodifferencebetweenCompari.roandShopmania.ro.Furthermore,Compari.roismoreeffectiveincaseofturnover.
Thereareotherwaystoincreasethetrafficofthewebshops.Whilejoiningtocouponsitesandaffiliateprogramsarenotpopular–andarenotconsideredaseffectivemarketingtools–thepresenceonsocialnetworkingsitesisquitegeneral(56%usesitoftenorpermanently),evenifitisnotaseffectiveasPPCadsandsearchengineoptimization.SEOisconsideredasthemosteffectiveonlinemarketingtool(68%saiditiseffective)butitisdifficulttomanageinahighlycompetitiveenvironmentandrequiresalotofwork,sopaidadscanhelptoincreasethewebshop’straffic.Classicbanneradsaregoingtolosetheirformerimportance.

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