The e-commerce market in the Republic of Moldova is in a dynamic stage of development, with a higher growth rate than more mature markets in the region. The later adoption of e-commerce has allowed the direct integration of modern technologies, generating a visible competitive advantage.
During the event, iute Moldova highlighted the role of digital financial solutions in the development of online commerce, positioning BNPL (Buy Now, Pay Later) as a strategic tool for increasing conversions and average order value.
Sergiu Sobuleac
Sergiu Sobuleac, CEO of iute Moldova, participated in the panel State of the E-Commerce market in the Republic of Moldova and Romania: figures, trends and opportunities, where he presented the market evolution and the concrete impact of BNPL solutions on the merchants’ performance. “E-commerce is growing at an accelerated pace year after year. Our priority is to sustain this momentum with solutions that facilitate the buying process. With BNPL, consumers can immediately access the products they want, with payment in fixed installments, transparent and often at zero cost – simple and fast. For merchants, this means access to more customers, more completed orders, and full collection, with credit risks being assumed by iute.”
During its nearly 18 years in business, iute Moldova has served more than 600,000 customers. Today, the company has a portfolio of over 80,000 active customers and a network of more than 1,000 commercial partners with over 1,500 points of sale. The ecosystem covers a wide range of sectors, from home appliances and furniture to healthcare, fashion, automotive and IT. Whatever the category, the customer benefit remains the same: immediate access to essential products and services through a digital solution built on speed, transparency and control.
Internal data confirms the accelerated market dynamics. The total volume of online purchases processed through the iute Moldova ecosystem in 2025 reached RON 1 billion, of which 12% are BNPL transactions. Currently, the installment payment solution is deployed by over 120 online merchants, which together generate over 1,200 transactions per month.
The results for the merchant partners are measurable: the conversion rate and average cart value increase by about 20%, and during periods of joint promotional campaigns, the increase exceeds 42% – with partner offers being promoted to over 50,000 active Myiute app users.
According to internal statistics, over 80% of installment payment transactions are interest-free, commission-free and without hidden costs – a significant advantage for consumers. At the same time, process automation has greatly improved the shopping experience: for many customers, applications are automatically approved and contracts are digitally signed without human intervention – thanks to advanced scoring technology, direct technical integration with merchants and Myiute’s capabilities.
The event’s agenda covered key topics for the industry, from the use of AI agents to automate processes and optimize conversions, to cross-border logistics and compliance in the European market. The event provided an applied perspective on the evolution of the market in Moldova and Romania, highlighting growth opportunities and the role of partnerships in scaling businesses.
About iute Moldova
iute Moldova is part of Iute Group, a fintech founded in 2008 in Estonia, specializing in consumer loans, payment services, banking and insurance products. The Group is active in Albania, Bulgaria, Republic of Moldova and North Macedonia, financing its activities through equity, deposits and bonds traded on the regulated markets of the Frankfurt and Nasdaq Baltic exchanges.
