Trade: Survey: 67% of Romanians choose the online stores based on price

Product price is the most important criterion for 2 out of 3 Romanians when choosing an online store, ranking significantly higher than discounts (54%), delivery cost (42%) and delivery time (27%), according to a national survey conducted by Cargus, a local courier company, based on responses from over 1,000 urban residents. The most price-sensitive are younger generations, Gen Z and Millennials, with more than 70% of respondents in these categories stating they choose online stores based on price.   Although low-cost Chinese platforms such as Temu or AliExpress are gaining popularity, 63% of Romanians still prefer local online shops such aseMAG, Altex, Flanco, or Fashion Days, citing shorter delivery times, clearer and faster return policies, and guarantees aligned with European legislation. At the same time, one in four consumers say they do not have a preferred platform and choose based on the best value for money, indicating that purchase decisions are driven more by offers than by brand loyalty.   The fact that only 15% of respondents to the survey consider reviews or the option of free returns – and just 1% are influenced by recommendations from friends or influencers – highlights a clear focus on tangible factors in the purchasing process. The buying decision is driven primarily by price, discounts, and delivery costs, with consumers paying close attention to total expenditure rather than just the product’s price, and showing less interest in external opinions or post-purchase benefits.   More than a third of respondents (36%) shop online several times a month, with this figure rising to nearly 39% among Generation Z and Millennials. An additional 16% shop online at least once a week, with a slightly higher proportion among these younger generations (18%). Only 2.5% of Romanians shop online daily, and 10% do so twice a week, suggesting that very frequent shopping is more the exception than the rule. In contrast, nearly 40% of Baby Boomers shop online only a few times a year, while 13% say they don’t shop online at all, preferring physical stores instead.   The results indicate that the frequency of online shopping declines with age and that digital consumption behaviors vary significantly between generations. ”The data clearly show that the frequency of online shopping decreases with age, as younger people seek fast delivery and tend to choose local stores they trust. At the same time, we are seeing rapid growth in Chinese platforms, driven by attractive prices, particularly among the more mature generations”, explains Belgin Bactali, CEO of Cargus.   According to the survey, only 1.8% of respondents choose established international marketplaces such as Amazon or eBay, while Chinese platforms are preferred by 8% of consumers. This share rises to 13% among Baby Boomers, indicating a higher price sensitivity within this generation.   The most popular categories for online shopping in Romania are clothing, gadgets, and home products. Clothing and footwear top the list, selected by 55.2% of respondents, with higher interest among Gen Z (58.5%) and Millennials (57%).   Appliances and gadgets rank second, preferred by 54.7% of respondents. This category is especially popular among the more mature generations, Gen X and Boomers, indicating a tendency to invest in technology and practical home equipment. Home and garden products are chosen by 36% of respondents, with interest slightly increasing with age (up to 42% among Boomers).   Food products, beverages, supplements, and beauty items are ordered less frequently, but they remain relevant for specific consumer segments. Personal care products, for example, are preferred by nearly 30% of young people from Gen Z and Millennials, while toys and children’s items are chosen by almost 18% of young parents. Books and educational products appeal toover 22% of younger respondents, and dietary supplements see a rise in interest to 17% among Baby Boomers.   The survey was conducted in April 2025 on a nationally representative sample of 1,038 respondents and provides relevant insights into consumer behavior and expectations regarding online deliveries in Romania. Approximately 45.3% of respondents are men, most aged between 18 and 55, and 38.7% report a monthly income of less than 5,000 lei. Respondents represent all generations, from Gen Z to Baby Boomers.