Presentation held by Dorin Boerescu at GPec, November 2015.

1. Romanian online buying
habits
Black Friday 2015 vs Black Friday 2014

2. Total Sales Black Friday weekend
2014 2015
# transactions 29.644 42.392
sales value (RON, VAT included) 9.289.825 15.624.825
average sale (RON, VAT included) 313 369
Source: 2Parale.ro data

3. 29,644
42,392
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2014 2015
# transactions
Source: 2Parale.ro data

4. 9,289,825
15,624,825
2014 2015
sales value (RON, VAT included)
Source: 2Parale.ro data

5. 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
0 5 10 15 20 25
# sales/hour Jan - Oct 2015
Source: 2Parale.ro data

6. 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
0 5 10 15 20 25
# sales/hour BF 2015
Source: 2Parale.ro data

7. Average sales value (RON, VAT included)
2015 network fashion it&c children products cosmetics
jan 193 173 639 222 157
feb 194 164 802 232 141
mar 207 175 918 253 139
apr 201 166 864 295 159
may 199 173 743 298 161
jun 199 175 816 278 187
jul 189 176 786 300 170
aug 193 185 730 285 187
sept 192 194 874 244 176
oct 202 222 849 265 216
Source: 2Parale.ro data

8. BF 2015 AdWords insights
• Searches for iPhone6 vs. iPhone 5 – 162%
• Searches for “rochii de seara” - twice than “rochii mireasa”
• Bigger budgets for BF – 35% to 150%
• Fashion CPC – lower – 1,4 RON vs 1,7 RON (2014)
• IT&C CPC – bigger – 2,2 RON vs 1,7 RON (2014)
Source: 2Parale.ro data

9. Trivia
• Biggest sale in 2Parale network – 17.000 lei (VAT included)
• Sales from 2Parale vs overall BF sales – from 5% to 40%
Source: 2Parale.ro data

10. Thank you
• Dorin.boerescu@2performant.com
• Linkedin.com/in/boerescu
• www.2parale.ro
• www.2performant.com