eComm Pulse – How Romanian Consumers Navigate Digital Convenience

Description

This syndicated study tracks the evolution of eCommerce in Romania, highlighting how macroeconomic pressure, digital acceleration, and shifting expectations reshape online shopping behavior. Based on a longitudinal quantitative study, it captures how consumers balance convenience, price sensitivity, and increasing reliance on mobile, delivery platforms, and emerging technologies like AI.

What the study covers:

• The growth of eCommerce in a context of rising inflation and shifting purchasing power
• The normalization of frequent online shopping, with mobile as the dominant channel
• The expansion of delivery platforms as a convenience-driven habit, not just a need
• The role of promotions (e.g., Black Friday) in triggering planned and impulse purchases
• Early adoption of AI in shopping journeys, with emerging but still limited impact on conversion
• Key friction points in online shopping: delivery costs, returns, and trust in products

Study Methodology & Sample Specifications

Methodology: Quantitative online study, conducted annually (2017–2025) on urban internet users
Sample: ~500 respondents/year, Romania urban, 18+
Fieldwork: 2025