How to Sell Online in Romania: A Practical Guide for E-commerce Businesses
From company registration to consumer rights and VAT, here is what you need to know to launch a compliant and successful online shop in Romania.
Illustration: AI-generated image
Romania’s e-commerce market has grown steadily in recent years, offering significant opportunities for both local and international sellers. Setting up an online shop requires careful attention to legal, tax, and consumer protection rules. This guide covers the essential steps to help you start selling online in Romania with confidence.
Choosing the right legal structure
Before launching your online store, you need a legal entity. The most common option for small businesses is a limited liability company (SRL), which offers limited liability and simpler administration. Sole traders (PFA) are also possible, but they carry unlimited personal liability. Foreign companies can register a branch or subsidiary if they plan a physical presence, though many start by selling remotely from abroad.
Registering for VAT and the OSS scheme
If your e-commerce business sells goods to consumers in the EU, you will likely need to register for VAT. Romania’s standard VAT rate is 19%. For intra-EU distance sales, the One Stop Shop (OSS) scheme allows you to declare and pay VAT in one EU member state, simplifying compliance for cross-border sales. If your annual cross-border sales exceed €10,000, you must register for OSS or appoint a tax representative.
Consumer protection and distance selling rules
Romanian consumer law, aligned with EU directives, grants buyers strong rights in online transactions. Key obligations include:
- Right of withdrawal: Consumers can cancel an order within 14 days of receiving goods without giving a reason. You must provide a standard withdrawal form and refund within 14 days.
- Pre-contractual information: Your website must clearly display product details, total price including taxes and delivery, payment and delivery methods, and your contact information.
- Delivery timelines: You must deliver within 30 days unless otherwise agreed. If you cannot, you must inform the customer and offer a refund.
- Conformity and guarantees: Products must match the description and be fit for purpose. You are liable for any lack of conformity for at least two years.
Payment methods popular in Romania
Romanian consumers commonly use card payments, bank transfers, and cash on delivery. Digital wallets and mobile payment apps are gaining ground. Offering popular local options can increase conversion. Ensure your payment processor is PCI DSS compliant and that your checkout is secure.
Delivery and logistics
Romania has a well-developed courier network, with national companies providing next-day delivery in most urban areas. For smaller sellers, partnering with a courier aggregator or using a fulfilment service can reduce costs. Clearly communicate shipping fees and delivery times at checkout. Free delivery thresholds are common marketing strategies.
Data protection and GDPR
Online businesses must comply with GDPR when processing customer data. This includes having a clear privacy policy, obtaining consent for marketing communications, and ensuring secure storage of personal information. Appointing a data protection officer is not always required but may be advisable.
Marketing your online shop
To attract customers, focus on search engine optimisation (SEO), social media presence, and email marketing. Romanian buyers are active on Facebook and Instagram; paid ads can be effective if targeted. Consider offering local customer support in Romanian to build trust.
By following these steps and staying updated with legal changes, you can build a successful e-commerce business in Romania. Always consult a local accountant or lawyer for advice tailored to your specific situation.
