How I see the future of e-commerce in Romania

In 2025, Romania's e-commerce market keeps growing and has passed 11% of total retail , a clear sign that online shopping is becoming an ever bigger part of everyday life. At the same time, the economy is going through a challenging period: high inflation, modest growth and rising marketing costs. For me, as a digital marketer with access to and experience in several verticals, including fashion, automotive and services, 2025 is no longer about fast, aggressive sales, but about building solid, sustainable relationships adapted to the reality of the market. In this article I'll tell you what I recommend to brands so they can hold their ground and grow in the long run. Less PPC, more community In 2025, paid advertising is still important, but real, sustainable success in e-commerce comes from building a strong community around the brand. For that, I use an ecosystem of three complementary channels: WhatsApp marketing , email marketing and private groups . WhatsApp marketing WhatsApp is the preferred channel for millions of people for fast, personal communication. Recently launched white-label tools integrate directly with e-commerce platforms via API, offering: Flexible, personalized automations for sending tailored messages (e.g. reminders for products left in the cart, low-stock notifications, exclusive offers); Real-time conversations with customers, for support and personalized recommendations, through human operators, automations or an AI virtual assistant connected to the product feed; Segmented, scalable campaigns, without the limits imposed by other social platforms. This approach pushes open and conversion rates well above the average of other channels, and customers feel they're treated as people, not just numbers. Email marketing Email remains an essential part of the community ecosystem: Send newsletters with relevant, educational content that adds value and builds trust; Offer exclusive access to launches, promotions or events, encouraging a sense of…