Around 8 in 10 Romanians are more price-conscious when shopping online in 2026, Cargus survey shows

Romanian consumers are becoming more cautious about their spending habits as economic uncertainty continues to influence household budgets. According to a national survey conducted by Cargus, around 8 in 10 Romanians say they are paying more attention to prices when shopping online in 2026, while nearly 58% say they plan to give up certain non-essential products.

The study, conducted on a sample of more than 1,000 urban respondents, shows that 58.2% of Romanians expect their household’s monthly shopping expenses to increase this year, highlighting growing pressure on personal budgets.

As a result, Romanian consumers are becoming more careful with their purchases and are increasingly looking for ways to optimise their spending while continuing to shop online.

Younger generations feel the impact of rising costs the most

The increase in living costs is felt most strongly among younger consumers. More than 82% of respondents under the age of 30 (Generation Z) expect their monthly shopping expenses to rise.

This compares with an average of around 60% among Millennials and Generation X, while almost half of Baby Boomers anticipate higher household expenses.

These expectations are already influencing purchasing behaviour. According to the survey:

• 71% of respondents say they have become more cautious with online shopping expenses compared with 2025
• nearly 78% say they pay closer attention to prices
• many consumers are actively searching for strategies to optimise their spending when shopping online

Consumers are giving up non-essential products and looking for promotions

Budget pressure is directly influencing the way Romanians build their online shopping baskets.

According to the Cargus survey:

• 57.8% of respondents say they will give up certain non-essential products
• 49.9% plan to buy discounted products more frequently
• 40.6% say they will shop less often but more carefully
• around 25% say they will try to control impulse purchases more effectively
• 17.2% plan to postpone major purchases

Consumers are also reallocating their budgets across product categories.

More than 54% of respondents say they will reduce spending on technology products and household appliances, while nearly 39% will allocate less money to clothing, footwear and accessories.

Budget reductions are also expected for:

• hobby-related products (26.9%)
• beauty products (24.4%)
• streaming service subscriptions (21.8%)

By contrast, certain categories are becoming priorities. Four in ten Romanians say they will allocate more money to basic food products, while almost 40% plan to spend more on hygiene and health products, suggesting that in an uncertain economic environment consumers focus more on essential goods.

“Data shows that Romanians are more concerned than ever about how they manage their money and the purchases they make. In times of uncertainty, people do not give up online shopping, but become more selective and more deliberate in their purchasing decisions, while also paying much closer attention to the balance between price, utility and the timing of the purchase. In this context, the shopping and delivery experience must remain simple, flexible and predictable, giving people greater control over their online purchasing decisions,” says Belgin Bactali, CEO of Cargus.

Online shopping remains important but does not dominate household budgets

Despite the continued growth of ecommerce, online shopping still represents a relatively small share of total purchases for many Romanian consumers.

Almost half of respondents say that less than 25% of their purchases will be made online in 2026.

This proportion is higher among older generations:

• Baby Boomers – 63.6%
• Generation X – 49.6%

who use online shopping channels less frequently compared with younger consumers.At the same time, around a quarter of Romanians estimate that between 25% and 50% of their purchases will be made online, a trend that is more visible among younger generations.

Marketplaces remain the preferred online shopping platforms

Online marketplaces continue to dominate Romanian consumers’ preferences.

According to the survey, 61% of respondents prefer marketplaces, particularly Millennials and Generation Z.

At the same time:

• nearly 30% of Romanians say they use international platforms such as Amazon, Temu or AliExpress
• around a quarter shop from multi-brand platforms such as Fashion Days or Zalando

Consumer loyalty also remains an important factor. Almost 46.4% of respondents say they mainly purchase from the same online stores, while 13.8% buy almost exclusively from the same platforms. Another 30.9% distribute their purchases across several online stores.

Promotions and loyalty programmes are becoming more important

Promotions and loyalty programmes are playing an increasingly important role in online purchasing decisions.

The most appreciated retailer benefits in 2026 are:

• discounts for future purchases – 55.2%
• special offers for loyal customers – 51.2%
• cashback or reward points for future purchases – 39%
• free delivery or free returns – 36.4%

Delivery costs also remain a key factor in consumers’ decisions.

When a minimum threshold for free delivery is available:

• 22.6% add products they plan to use later in order to reach the threshold
• 20.5% postpone their order until they have enough items to qualify for free delivery
• 15.1% admit they add additional products even if they do not initially need them, simply to avoid delivery costs

Despite these behavioural adjustments, the online shopping experience is still mainly associated with two dominant emotions: comfort (36.8%) and caution (36.6%). This suggests that online shopping remains a convenient option, but purchasing decisions are becoming increasingly deliberate.

About the survey

The Cargus survey was conducted between 12 and 27 February 2026 on a sample of 1,013 respondents aged over 18, predominantly from urban areas.

The research used the CAWI (Computer Assisted Web Interviewing) method via the iVox Research platform.

The age groups analysed in the study include:

• Generation Z: 18–29 years
• Millennials: 30–45 years
• Generation X: 46–61 years
• Baby Boomers: 62–80 years

The results provide a relevant overview of how Romanian consumers are adjusting their online shopping behaviour in an economic environment characterised by caution and increasing pressure on household budgets.