Although low-cost international Chinese platforms are becoming increasingly popular among younger buyers and among price-conscious Boomers, most Romanians still prefer local online stores. Nearly 7 out of 10 shoppers from Generation Z and Millennials choose to order from retailers present in Romania, such as eMAG or Fashion Days, according to a national survey conducted by Cargus, one of Romania’s largest courier companies, on a sample of over 1,000 urban residents.
Over 60% of Generation X buyers and more than half of Boomers make the same choice. In total, 63% of Romanians say they prioritize shopping from Romanian-based stores, a preference driven by greater trust in delivery and returns, clearer communication, and a desire to support the local economy.
Safety and control are becoming increasingly important for Romanians who shop online. Six out of ten choose their courier based on how fast the package is delivered. Flexibility also matters – over a third want to be able to change the delivery address. That’s why more than 66% say they prefer local online stores for faster delivery, while 59.7% appreciate the simpler return process. Clear communication with both the seller and the courier (57.6%) and trust in service quality (55.2%) are also common reasons why local retailers are preferred. Only 4% say it doesn’t matter who delivers the package, highlighting that the delivery experience has become a key factor in both purchase decisions and customer loyalty.
When it comes to online shopping preferences, they vary significantly by age. Young people from Generation Z and Millennials place orders more frequently and are particularly drawn to clothing (67.6%), gadgets (48.7%), and personal care products (45.6%). On the other hand, older generations, Gen X and Boomers, tend to focus on practical items such as home appliances (40%), home and garden products (39%), or dietary supplements (34.8%).
„There is a difference both in mindset and lifestyle. Young people frequently look for lifestyle products, are connected to trends, and regularly use mobile apps. Boomers, on the other hand, are pragmatic, they shop less often but with a clear purpose, choosing products that enhance their comfort or health. There’s also a noticeable gap in purchase frequency: nearly 40% of Gen Z and Millennials shop online a few times a month, and 18% place orders at least once a week. In contrast, almost 40% of Boomers shop online only a few times a year, and 13% prefer brick-and-mortar stores exclusively. Digital shopping behaviors clearly differ across generations, and it’s crucial for retailers to understand these patterns in order to tailor their offerings and services accordingly”, explains Belgin Bactali, CEO at Cargus.
Another key reason why Romanians choose to shop online is convenience. Over 77% of respondents say they prefer this option to avoid going to the store. Ranked second is home delivery, mentioned by 61.4%, followed by better prices compared to physical stores (48.4%). For young people, product variety and quick access to discounts and exclusive offers also matter. In contrast, older generations value the simplicity of the ordering process and the comfort of shopping from home. Regardless of age, online shopping is increasingly seen as a practical, efficient solution that fits today’s lifestyle.
The Cargus survey was conducted in April 2025 on a nationally representative sample of 1,038 respondents and offers valuable insight into consumer behavior and expectations related to online deliveries in Romania. Approximately 45.3% of respondents are men, most aged between 18 and 55, and 38.7% have a monthly income below 5,000 lei. Participants represent all generations, from Gen Z to Baby Boomers.