## 1 Introduction  
Romania is at the forefront of the digital economies in Central and Eastern Europe (CEE), masterfully reflected in the vibrant echo of its e-commerce market, in a continuous process of evolution. Since the onset of the coronavirus pandemic (COVID-19), there has been an impressive acceleration of expansion in the e-commerce sector. As consumers have enthusiastically embraced the option of purchasing various products and services online, virtual sales by Romanian businesses have experienced a rapid rise, culminating in a distinct peak in the first year of the pandemic [1]. At the same time, there has been a significant increase in the proportion of businesses operating via the internet, particularly in areas such as restaurants, which have focused their efforts on online channels and delivery services [2]. However, even though the presence of e-commerce in the revenue structure remains considerable for companies operating online, sources of vulnerability such as the level of living costs, galloping inflation, and rising prices hover as a latent threat to market stability as Romanians seek to optimize their spending [3]. In the context of Southeast Europe, the Romanian e-commerce market is emerging as an increasingly influential player, showing a growth dynamic that far exceeds the global average, registering an annual rate of 16.6% [4]. Projected prospects indicate an estimated total value of \(\upxi 10\) billion by 2025, which underlines the huge potential of this economic branch. According to data provided by the eBook E-Commerce Growth Strategies, it is estimated that by that year around 54% of the country's population will be using e-commerce services [5]. The report also points out that the revenues generated by the Romanian e-commerce market will reach \(\upxi 7\) billion by 2023 and will approach the \(\upxi 12\) billion mark by 2027. These projections underline the significant role this sector will play in the Romanian economy in the coming years. In the local e-commerce market, more than 100 online shops are handling a considerable volume of daily orders, registering over 1000 transactions [6]. However, significant growth is expected over the next few years, estimated at around five times, driven by the various digital transformation trends that will shape the local e-commerce landscape. This projection is fueled in particular by the proliferation of marketplaces, the growth of cross-border sales and the advancement of automation in e-commerce, all of which are embedded in a framework that also integrates elements of artificial intelligence [7]. This phenomenon not only enriches the user experience through optimized product presentation, but also reinforces the analysis in this area, as found in the e-commerce sector reports produced by specialized agencies. With all of the favorable conditions for rapid growth, the Romanian e-commerce market is expected to record annual growth rates exceeding the global average of 10%. The expansion of internet access in almost all regions of the country, together with modern technology infrastructure and the simplification of the online shopping process, is leading to a steady increase in the number of Romanians opting for online shopping [8], including in rural areas, gradually abandoning purchases in physical stores. According to the data in the eBook E-Commerce Growth Strategies (Limitless Agency), in 2022, the average revenue generated by each e-commerce user in Romania was over \(\upxi 484\), and this is expected to increase to almost \(\upxi 900\) per user by 2027 [5, 9]. Thus, in the coming years, Romania is expected to become a benchmark on the regional e-commerce map. According to the same data, the number of e-commerce users is expected to grow to 10.6 million by 2025, representing about 54% of the country's total population, and to over 11 million users by 2027. Currently, only 45% of Romanians shop online, despite an internet penetration rate of over 90%.