Some local players read the shift early and took advantage of it. For others, the speed demanded by the market, layered on top of the growing complexity of marketing platforms & rising traffic costs, has accelerated a brutal natural selection.

The Home & Garden category has been and remains one of the most dynamic. We analyzed the traffic and sales generated in Home & Garden over the last 30 months by BusinessLeague.com, across the metrics that matter: 17.9 million clicks, 337,834 sales, €44.7 million GMV, 229 active stores.

As always, the data reveals things that neither intuition nor, often, experience can.

• Mobile generates 87% of traffic, but desktop drives the big volumes. Desktop converts 39% better (2.46% vs. 1.76%) and brings a 28% higher basket value (€161 vs. €126).
• Monday leads in volume (57,619 sales), and the decline from Monday to Saturday is 33%. This is a category dominated by weekdays. Still, Friday has the highest AOV (€134.35).
• Peak hours are 2:00-4:00 PM (peaking at 3:00 PM). Late evening (8:00-11:00 PM) remains strong, but 3:00-7:00 AM is the "dead zone."
• Almost two-thirds (62.8%) of purchases happen within the first hour after the last affiliate click. The decision is made quickly — less than 1% convert after more than 30 days.
• Incentive channels convert 4x better than search. BNPL (Buy Now Pay Later) clearly leads with a 10.08% conversion rate. Review sites record the highest absolute AOV (€326), followed by cashback sites (€184).
• The 5% that matter most. Orders over €500 make up only 5.1% of transactions, but generate a huge share — 35.6% — of total revenue (€16M out of €44.7M).
• At the same time, 84.5% of all orders are single-product purchases.
• When multiple products are bought, two distinct profiles emerge: tool buyers combine equipment with consumables (a chainsaw order has a 1-in-4 chance of including oil or a brush cutter). Furniture buyers combine complementary pieces (beds with mattresses, tables with chairs).
• Color preferences: Gray dominates soft furniture (sofas, beds), white dominates storage (cabinets), and black leads in tables.
• Chainsaws lead in sales volume, followed by beds and brush cutters.

The figures in the report describe what's happening within our ecosystem — across the 229 active Home & Garden stores on BusinessLeague during the analyzed period — not the entire Romanian market.

These are not market share estimates, and they don't claim to be. They're a sample large enough to reveal real, useful patterns, but they remain a sample. That's exactly why we recommend using them as a benchmark and as a starting point for questions, not as an absolute truth about all of online commerce.

We hope this proves useful to as many people as possible. In the coming months, we'll publish similar analyses for other categories. Read the full Home & Garden report at the link below.

------

This piece was translated from Romanian (with AI). Vezi aici postarea initiala in limba română.