Romania has become one of Eastern Europe’s most dynamic markets, attracting increasing attention from international investors and businesses. We spoke with Nikola Ilchev, the founder behind the Balkan eCommerce Summit and an entrepreneur with extensive experience in the region, to understand what makes Romania stand out and what opportunities lie ahead.

Economic Growth and Market Dynamics

Romania’s economic trajectory has been impressive in recent years. According to Ilchev, „Romania represents one of the fastest-growing economies in the European Union, with a robust GDP growth rate that consistently outperforms many Western European countries.”

He emphasizes the importance of the country’s strategic position: „Romania serves as a gateway between Western Europe and emerging Eastern markets. Its EU membership combined with competitive labor costs creates a unique value proposition for businesses looking to expand their operations.”

Key Sectors Driving Growth

When asked about the most promising sectors, Ilchev highlights several key areas:



Technology and IT Services: „Romania has developed into a significant tech hub, with Bucharest and Cluj-Napoca becoming hotspots for software development and IT outsourcing. The country produces highly skilled engineers at competitive rates compared to Western Europe.”

Manufacturing and Automotive: „The automotive sector has seen substantial investment, with major international manufacturers establishing production facilities. The combination of skilled workforce and proximity to European markets makes Romania an attractive manufacturing base.”

Renewable Energy: „There’s tremendous potential in renewable energy, particularly wind and solar. Romania has set ambitious targets for green energy transition, creating opportunities for investors in this space.”



Investment Climate and Business Environment

Ilchev acknowledges both the opportunities and challenges: „While Romania offers significant advantages in terms of cost efficiency and market access, investors need to navigate certain bureaucratic complexities. However, recent reforms have been aimed at improving the business environment and reducing red tape.”

He adds, „The Romanian government has introduced various incentives for foreign investment, including tax breaks and EU-funded support programs. These measures have helped attract substantial FDI flows into the country.”

Consumer Market Potential

The domestic consumer market is another area of interest. „Romania has a population of approximately 19 million with growing purchasing power. The middle class is expanding, driving demand for consumer goods, services, and digital products,” Ilchev notes.

„E-commerce has seen explosive growth, accelerated by the pandemic. Romanian consumers are increasingly comfortable with online shopping and digital payments, creating opportunities for retail and fintech companies.”

Infrastructure Development

Infrastructure remains a critical focus area. „Romania is investing heavily in infrastructure development, supported by EU funds. Improvements in transportation networks, digital infrastructure, and energy systems are essential for sustaining economic growth,” Ilchev explains.

Challenges and Considerations

No market analysis would be complete without addressing challenges. Ilchev is candid about areas that require attention: „Brain drain remains a concern, with many skilled professionals emigrating to Western Europe for higher salaries. Retaining talent is crucial for long-term competitiveness.”

He also mentions, „Corruption and institutional weaknesses have been historical issues, though progress has been made. Investors should conduct thorough due diligence and work with local partners who understand the regulatory landscape.”

Future Outlook

Looking ahead, Ilchev remains optimistic about Romania’s prospects: „The fundamentals are strong. With continued reforms, infrastructure investment, and focus on innovation, Romania is well-positioned to become an increasingly important player in the European economy.”

„For businesses considering expansion into Eastern Europe, Romania offers a compelling combination of market size, growth potential, and strategic advantages. It’s a market that deserves serious consideration,” he concludes.

What to Expect at Balkan eCommerce Summit 2026

Romania’s emergence as a dynamic market in Eastern Europe presents numerous opportunities across various sectors. From technology and manufacturing to consumer goods and renewable energy, the country offers a unique blend of advantages for international investors and businesses. While challenges remain, the overall trajectory points toward continued growth and increased integration with the broader European economy.

As Nikola Ilchev’s insights demonstrate, success in the Romanian market requires understanding both its potential and its complexities. With the right strategy and local knowledge, Romania can serve as a valuable gateway for businesses looking to expand their presence in Eastern Europe and beyond.

Nikola’s insights on Romania and the broader Eastern European market will be part of a larger conversation at Balkan eCommerce Summit 2026, taking place April 28-29 in Sofia.

„This region is at an inflection point,” Nikola explains. „We’re seeing unprecedented growth in digital adoption, logistics infrastructure, and consumer purchasing power. But we’re also seeing Western businesses make costly mistakes because they treat these markets as monolithic or simply apply Western playbooks without adaptation.”

The summit brings together:

  • International brands successfully operating in the region
  • Local champions who’ve built market-leading positions
  • Investors tracking opportunities in Eastern European tech and commerce
  • Logistics and payments providers solving regional challenges

„Whether you’re considering market entry, looking to scale existing operations, or trying to understand where the next wave of growth is coming from, this is where you’ll find the people who’ve actually done it,” Nikola notes.

Join the Conversation

For businesses evaluating Romania and Eastern Europe as expansion targets, or investors seeking to understand the region’s potential, Nikola’s perspective offers rare ground-level insight combined with strategic vision.

The conversation goes beyond macro trends and economic indicators to address practical questions: How do you build distribution networks in markets with fragmented infrastructure? What payment methods do consumers actually prefer? How do you navigate regulatory environments that are still evolving? What talent strategies work when competing with Western European salaries?

„These are the questions that determine success or failure,” Nikola emphasizes. „And they’re the questions we’ll be addressing at the summit, with speakers who have real operational experience, not just theories.”

Learn more and secure your place at balkanecommerce.com. Join Nikola Ilchev and a community of eCommerce leaders shaping the future of digital commerce in one of Europe’s most dynamic regions.

Sustin Portal Management si antreprenoriatul romanesc