How romanians shop online in 2026: International marketplaces are growing, while AI starts reshaping the online shopping experience

Romania’s e-commerce market continues to evolve rapidly in 2026, as consumers become more focused on digital experiences, more open to automation, and increasingly interested in platforms that offer variety, competitive pricing, and greater control throughout the online shopping journey.

A Cargus study conducted among more than 1,000 urban respondents shows that nearly 30% of Romanians intend to shop online through international platforms this year. At the same time, marketplaces and AI-powered tools are beginning to play an increasingly important role in how consumers discover, compare, and purchase products online.

Learn more about Romanian consumer trends in e-commerce.

Marketplaces become the main online shopping channel

For an increasing number of consumers, marketplaces have become the center of the online shopping experience. According to the study, 61% of Romanians consider these platforms their primary online shopping channel.

Fast access to price comparisons, promotions, reviews, and an extended range of local and international products makes marketplaces a natural choice for consumers using e-commerce platforms.

In addition:

• nearly one quarter of Romanians frequently use platforms bringing together multiple brands;
• 60.2% shop almost exclusively or primarily from online stores they already trust;
• nearly 30% say they will shop from international marketplaces in 2026.

As available choices continue to grow, consumers are no longer selecting individual products alone; they increasingly choose complete ecosystems that deliver simple, predictable, and more efficient online shopping experiences.

Artificial intelligence starts Influencing the online shopping experience

AI is no longer viewed only as a technology of the future. For many consumers, artificial intelligence can become a practical tool that simplifies the online purchasing process.

Romanians are increasingly open to AI-based functionalities:

• 45.3% would like AI to automatically compare offers and recommend more suitable options;
• 30.4% believe technology could help identify suspicious or potentially fraudulent offers.

However, AI adoption remains pragmatic: consumers appreciate automation when it saves time and provides greater control over the shopping experience without completely replacing human interaction.

In sensitive situations — such as modifying paid orders, complaints, or payments — users still prefer direct contact and personalized support.

Generation Z is driving change in E-commerce

Differences between generations are becoming increasingly visible, and Generation Z consumers appear to adopt both international marketplaces and new e-commerce technologies faster than other groups.

Study findings show that:

• nearly 66% of Gen Z respondents say marketplaces are their primary online shopping channel;
• over 31% frequently use platforms that bring together multiple brands;
• nearly 63% would like AI-driven recommendations and product comparisons;
• nearly 23% say they feel more comfortable than last year interacting with automated courier services.

This consumer category is also the most open to exploring new alternatives, whether related to products, platforms or digital experiences.

Delivery and digital experience increasingly influence online purchase decisions

As competition among online platforms intensifies, delivery experience is becoming an essential factor in the online purchasing process.

According to the study:

• nearly 72% of respondents say delivery influences their decision to shop online at least as much as — or even more than — last year;
• 57% state that their experience with courier services influences trust in the brands they order from;
• over 86% consider real-time parcel tracking information and automatic notifications important.

Control, transparency and quick access to delivery information have become standard expectations for online shoppers.

At the same time, free delivery continues to influence online shopping behavior:

• 37.7% of Romanians add extra products to their carts to reach the free shipping threshold;
• 22.6% choose products they believe they will use later;
• over 15% add items that do not represent an immediate need.

The overall experience matters more than the product

The study findings confirm an important shift: consumers no longer choose only products or attractive prices — they increasingly prioritize complete digital experiences and smoother online shopping journeys.

In this context, companies are rapidly investing in digital services, automation and self-service solutions that provide greater autonomy and faster access to information.

Cargus recently invested in an omnichannel platform with AI-based functionalities and extended self-service capabilities, designed to address growing consumer expectations around speed, control, and real-time delivery visibility.

As Belgin Bactali, CEO of Cargus, highlights, competitive differentiation is no longer driven only by the offer itself, but increasingly by a company’s ability to build coherent, efficient, and trustworthy digital experiences.

The Cargus study was conducted between February 12–27, 2026, among a sample of 1,013 respondents aged over 18, predominantly from urban areas, using the CAWI (Computer Assisted Web Interviewing) methodology through the iVox Research platform.