Price stands out as the most important factor when Romanians shop online, far outweighing discounts, delivery costs, or delivery speed, according to a recent national survey by courier company Cargus.
The study found that 67% of respondents choose their online stores primarily based on product price. Discounts matter to 54%, delivery fees to 42%, and delivery time to just 27%. Younger shoppers are especially price-conscious. Among Generation Z and Millennials, over 70% say price is their main criterion when picking where to buy online.
Despite the growing appeal of low-cost Chinese platforms like Temu and AliExpress, 63% of Romanians still prefer domestic retailers such as eMAG, Altex, Flanco, and Fashion Days. The main reasons include shorter delivery times, clearer return policies, and consumer protections aligned with European standards.
Interestingly, brand loyalty seems to take a back seat, as one in four consumers selects platforms based on the best deal rather than sticking to favorites. Moreover, only 15% consider customer reviews or free returns important, and just 1% are influenced by recommendations from friends or social media influencers.
Shopping habits vary widely across age groups
Over a third of Romanians shop online several times monthly, a figure rising to nearly 39% for younger generations. About 16% shop at least weekly, but daily online purchases remain rare, accounting for just 2.5%. Baby Boomers shop less frequently, with 40% purchasing online only a few times per year and 13% avoiding online shopping altogether.
Only 1.8% of respondents prefer international giants like Amazon or eBay, while 8% opt for Chinese marketplaces — a figure that rises to 13% among Baby Boomers, indicating high price sensitivity in that group.
Clothing and footwear top the list of online purchases (55.2%), followed closely by appliances and gadgets (54.7%), which are especially popular with older generations. Home and garden products account for 36%, with interest growing among Baby Boomers.
Less frequently bought online are food, beverages, supplements, and beauty products, though these remain important for specific segments like young parents or health-conscious older adults.
* The Cargus survey was conducted in April 2025 with a representative sample of 1,038 urban Romanians, spanning ages 18 to 55 and including all generations from Gen Z to Baby Boomers.
