Trade: Study: 3 in 4 Romanians who shop online are influenced by social media

  In an increasingly digital and competitive economy, urban Romanians are refining their online shopping habits. The “Online Shopping Habits 2025” study conducted by United Media Services offers a detailed snapshot of the connected consumer—one who seeks autonomy in the decision-making process, is influenced by social media content, but still remains loyal to price logic. Beyond frequency and preferences, the data reveals a shift in mindset: today’s buyers no longer act solely on impulse, but instead plan, compare, and actively filter information.    In 2025, online shopping is no longer an occasional behavior—it has become a routine: 51% of study respondents made online purchases in the past week. This frequency points to the normalization of digital commerce, especially in mid-value categories.   “We found that half of online shoppers make weekly purchases, primarily in the beauty and personal care categories. Brand discovery starts on shopping platforms, brand websites, search engines, and through recommendations—although this varies by category. Romanians remain strongly influenced by pricing, the desire to quickly find what they need, and to complete the purchase just as fast. However, we are pleased to see user experience increasingly being factored into decision-making,” said Anca Bacaianu, Head of Strategy and Research at United Media Services.   Social media plays a central role in online shopping behavior: 3 in 4 Romanians have researched or purchased a product after seeing it on platforms such as Facebook (69% of respondents), followed by Instagram (45%), TikTok (40%), YouTube (33%), and—at a significant distance—Pinterest (7%) and LinkedIn (4%).   Consumers typically prefer to conduct product research independently. The most important criteria are whether the product meets their needs (54%), fits their personal style (34%), aligns with a lifestyle they aspire to (21%), and repeated exposure to posts (20%). While most prefer self-guided research and don’t rely on influencers, influencers still play a relevant role in categories such as beauty, home & garden, and electronics—where visual inspiration is key.   One of the most interesting behaviors observed in the study is how Romanians use wishlists as a planning tool. These are no longer just spontaneous “nice-to-haves” but part of a purchasing strategy: 83% of respondents saved products to a wishlist in the past month, and 54% did so in the past week. The motivations are clear—waiting for discounts (56%), comparing options (34%), and managing the budget until payday (25%)—all indicators of a more calculated purchase decision.   Romanians are showing less patience and sending a clear message to online retailers: the importance of a user experience that is seamless, fast, and appealing. 3 in 5 online shoppers abandoned at least one purchase in the past month, mainly due to cheaper alternatives (43%), high delivery costs (36%), or long delivery times (24%). Other reasons include being required to create an account, unclear return policies, or a checkout process that is too lengthy or complicated.   At the same time, Chinese platforms are gaining ground in the preferences of Romanian consumers, especially in categories such as clothing and low-cost items. In the past three months, 61% of respondents made at least one purchase from a Chinese e-commerce platform, driven primarily by affordable prices (74%) and a wide product variety. These platforms are becoming a viable option in price-sensitive segments, without diminishing the relevance of local platforms, which remain preferred in categories where trust and user experience are essential.   Methodology    The study was conducted via online interviews by United Media Services between April 23–25, 2023, among active Romanian consumers aged 18–55, who had made at least one online purchase in the past three months and live in urban areas. The objective was to explore how consumers use online shopping platforms.