E-COMMERCE IN ROMANIA: OPPORTUNITIES AND CHALLENGES IN THE EUROPEAN UNION MARKET

The e-commerce industry in Romania is undergoing rapid transformation, becoming an integral component of the nation's economic landscape and positioning itself within the broader European Union digital market. Driven by increasing internet access, widespread mobile device usage, and enhanced digital infrastructure, Romania is emerging as a key player in Europe's expanding digital economy. However, the sector faces significant challenges, including logistical obstacles, fierce competition from well-established Western European markets, and concerns regarding consumer trust. This paper explores both the opportunities and obstacles Romania encounters as its e-commerce industry integrates into the EU's competitive digital landscape. Through an analysis of market trends, infrastructure developments, and policy implications, the study provides insights into Romania's potential to strengthen its position in the EU market while addressing the pressing challenges that could impact its growth trajectory.