Doraly takes the step towards online environment after 25 years

Newsroom 25/10/2018 | 16:02

After 25 years in offline, Expo Market Doraly, started out as a family business in 1993, decided to launch doraly.ro online platform.

The commercial park was the first specialized food and non-food complex in Romania and now spreads over a total area of ​​280,000 square meters on both sides of the Bucharest-Urziceni road in Afumati. The 550 manufacturers, importers and distributors, tenants of Expo Market Doraly, sell household items, lighting and electrical, sanitary ware, office equipment, DIY, garden products, tools and tools, furniture, but also food and beverages.

The total turnover of companies operating in Doraly Expo Market’s shopping areas rose to over EUR 780 million in 2017, up 8.5 percent over the previous year. 

Expansion of online business ensures adaptability to the dynamics of consumer needs. A Doraly analysis shows that over 80 percent of internet users prefer to do most of their online shopping, and more than 90 percent of the customers of a physical expo-market buy online.

In addition, 85.9 percent of respondents believe that physical stores must also have digital variants. In terms of shopping, 43 percent of them shop online at least once a month. Such a shopper is under 40 years of age, higher education, over RON 2000 a month and living in a big city.

Most often, they order online electronics and home appliances, gifts, clothing and footwear and household items. The first market with various prices in Romania, doraly.ro was launched at the end of April this year and has already succeeded in contributing to the evolution of online consumer habits. Over the summer, more than a third of the turnover (37 percent) of the platform came from wholesale orders from customers in Bucharest, Timisoara and Vrancea.

”Doraly.ro is an intra-corporate business seated on an atypical model for the e-commerce market. The four quotes listed on each product on the site encourage wholesale online sales and deliver significant customer savings of up to 50 percent on larger orders. Basically, we’ve replicated offline online business on both levels: we now also hire virtual merchants and build digital shelves, ”said Alexandru Rusu, Doraly CEO.

The site now lists 160 merchants who sell a total of 45,000 products distributed in 13 categories, the most representative being electric and DIY (Do It Yourself). Customers who buy from doraly.ro pay a single delivery price and receive a single package, no matter from how many merchants order it.

In addition, they will be able to order more affordable products with a new platform-developed service. Doraly Sharing will allow consumers to pay less for a product based on the number of people participating in the order. This will select a range of products for which multiple buyers can be associated with a single order, each of which will benefit from substantial reductions.

doraly.ro aims to increase and diversify its range of products and rely on electronics, home appliances and IT, as well as on auto-moto or toys in platform development plans.

”We believe it is a very high potential category that is not exploited to the maximum yield on the local market. In addition, we are also looking at the IT & C area, where we have more and more applications, and in parallel we are developing the auto-moto segment, ”says Rusu.

Also by 2020, business representatives estimate that 10 percent of the cumulative offline sales amount, amounting EUR 780 million in 2017, will come from the doraly.ro platform. As far as the commercial park is concerned, Doraly prepares EUR 12 million for the nationwide expansion with another space in Bucharest, but it also analyzes the markets in Cluj and Iasi.

In total, the rentable area will grow by eight thousand square meters, up to a total of 92,000, and the number of pavilions will reach 37.

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