How Romanians Shop Online in 2026: Between Price Pressure and the Need for Control

Online shopping behavior in Romania is visibly evolving in 2026, driven by pressure on household budgets and an economic context perceived as unstable. A new Cargus survey shows that purchase decisions are becoming increasingly calculated, with consumers focusing not only on price, but also on trust, predictability and the delivery experience.

Price remains the main decision factor

For most Romanians, price continues to be the dominant criterion in online purchases:

• 2 out of 3 Romanians (66%) abandon a purchase if the product is considered too expensive 
• 74.2% say that value for money is the most important factor 
• over 60% actively track prices and promotions 

At the same time, behaviors related to delivery costs are becoming increasingly relevant:
nearly 38% of consumers add extra items to their cart to reach the free shipping threshold, even if those items are not an immediate priority.

This type of behavior is also closely linked to how delivery options are structured, with consumers adjusting their decisions based on cost thresholds and available alternatives, such as home delivery or proximity pickup points like SHIP & GO.

Product trust matters more than ever

Beyond price, trust in the product and its quality becomes essential at the final stage of the purchase:

• 36.7% abandon a purchase if they are not confident enough in the product 
• 35.9% have concerns about quality or durability 
• 31.3% postpone purchases due to the economic context 

These insights clearly show a shift: consumers are no longer buying impulsively, but are seeking safety and real value.

Generation Z: more price-sensitive, but more experience-driven

Young consumers from Generation Z stand out with slightly different behavior:

• 74.3% abandon a purchase due to price (above the general average) 
• 42.9% would accept higher delivery costs for a service perceived as secure 
• nearly 46% add products to their cart to qualify for free delivery 

For this segment, the delivery experience is becoming increasingly important in the decision-making process.

In this context, transparency in the delivery process and access to real-time information, available through tools such as the Cargus Mobile App, are becoming essential factors in building trust.

What “value” means for consumers

Romanians are no longer looking for the lowest price, but for the best value for money:

• 64.1% associate value with product quality 
• 46.5% with usefulness and relevance to a real need 
• 34.4% with safety and low risk 
• only 13% believe value means the lowest price 

This shift indicates a maturing consumer behavior in the Romanian ecommerce market.

Eco and local products: moderate but pragmatic interest

Willingness to pay more for eco or organic products remains limited:

• over 62% would not pay a higher price for such products 
• only around 14% would accept an additional cost 

On the other hand, local products are chosen mainly for practical reasons:

• supporting the local economy (22%) 
• perceived as healthier (19%) 
• better quality (13.5%) 

At the same time, consumers are adopting more responsible behaviors:

• 53% try to reduce food waste 
• over 47% shop more carefully, buying only what they need 

Brand loyalty is declining

Economic pressure is strongly influencing the relationship with brands:

• nearly 72% would switch brands for better value for money 
• 58.5% would choose a similar but cheaper product 
• only 17.5% remain loyal to brands even if they are more expensive 

At the same time, tolerance for negative experiences is decreasing:
nearly 60% of Romanians are less willing to “forgive” a brand’s mistakes.

Delivery plays an increasingly important role in the shopping experience

Delivery is no longer just a final step, but a key element of the overall customer experience:

• 72% say the delivery experience influences their purchase decision 
• nearly 57% state that courier services influence their trust in a brand 

Consumers expect control and transparency:

• over 86% consider real-time tracking information important 
• 67.7% accept a delivery timeframe of 1–3 days 

At the same time, cost remains critical:

• 49.8% would not accept higher delivery costs 
• 30.5% would accept this compromise only in certain situations 

In this context, choosing the right delivery partner becomes a key component of the overall shopping experience. Modern courier services must offer not only speed, but also flexibility, transparency, and control, through multiple delivery options, real-time tracking, and easy access to extensive out-of-home networks.

This is why the services provided by Cargus are designed to meet these expectations and support the evolving needs of today’s consumers.

Conclusion: more calculated consumers, higher expectations

“Romanians have become much more attentive to how they manage each online purchase and to the real value they receive. Price remains important, but the final decision is increasingly influenced by trust in the product, the brand, and the delivery experience. The difference is no longer made only by the offer, but by the ability to deliver a coherent, transparent, and predictable experience,” says Belgin Bactali, CEO of Cargus.

For ecommerce and courier companies, these changes confirm the importance of investing in delivery experience, transparency, and flexible options for consumers.

Methodology

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