GEOPOST STUDY: Romanian E-shoppers, Concerned About Price and Flexible Delivery Options
In 2023, the behavior of Romanian e-shoppers aligned with European trends, characterized by a focus on better prices, the simplicity of online purchases, predictability, and flexibility in delivery, as well as return options. These factors largely explain the growing preference for OOH (Out of Home) deliveries and the expansion of C2C platforms, signaling a dynamic shift in Romanian e-shoppers’ behavior (a trend already observed in Europe) and the widespread use of social networks. The E-shopper Barometer 2023, released by DPD Romania, based on a robust methodology including over 24,000 interviews conducted in 22 countries by Geopost experts, provides detailed insights into the Romanian e-commerce market. Reports for Romania and Europe can be accessed here: https://www.dpd.com/ro/en/about-company/responsibility/e-shoppers/
More than half of Romanian e-shoppers (54%) are responsible for 90% of last year’s online purchases. Specifically, these regular e-shoppers made an average of 14.7 online purchases in 2023. In the last month, they received an average of 4.2 parcels.
According to the Geopost study, the majority of regular Romanian e-shoppers prefer to make online purchases to save time (81%, EU average 76%) or to avoid the stress of shopping in stores (71%, EU 66%). They prefer free delivery (36%, EU 41%) and detailed product descriptions (25%, EU 23%). Interestingly, unlike other EU e-shoppers, quite a few Romanians still prefer to pay cash on delivery (21%), which is less significant in the rest of the EU (7%).
„The E-shopper Barometer is once again this year a true guide to an industry that is maturing and constantly evolving. For Romanian e-shoppers, an important motivation for e-commerce is related to price, including preferences for offers and discounts, as well as for free or inexpensive delivery options. This is one of the important explanations, alongside those regarding flexibility, for the increasing preference for OOH deliveries. Another important trend is the preference for C2C commerce, with significant reasons including price, as well as the need for sellers to free up space and generate additional income,” said Nadia Talpa, Chief Commercial Officer, DPD Romania.
Price-sensitive. For 65% of Romanian e-shoppers, like the rest of Europeans, shopping online primarily means saving money. More specifically, 80% always look for the best deals (EU 69%), 65% search for discounts (EU 53%), and for 70%, price is the most important factor in making purchasing decisions (EU 62%). Less than half of them (49%, EU 39%) are willing to pay more for sustainable products.
Choosing an online store. When shopping online, Romanian e-shoppers choose trusted websites (56%, EU average 58%), rely on recommendations from friends or relatives (40%, EU 34%), or respond to paid advertisements on social media (33%, EU 20%).
Top popular categories. Fashion (63%, EU 58%), Beauty/Health Care (60%, EU 48%), and Footwear (57%, EU 51%) remain the top purchases made by Romanian e-shoppers in 2023. They are followed by Medications (43%, EU 33%), which saw an 8% increase compared to 2021 levels (the highest among product categories purchased online in Romania), Books (41%, EU 44%), and Decorations (34%, EU 29%). The largest decrease in preferences among Romanian e-shoppers was recorded in Electronics (33%, EU 28%), with -6% compared to 2022 and -11% compared to 2021, and Jewelry (-5%), a category that, with 31%, falls out of the Top 10.
C2C platforms. Already accounting for 38% of monthly online purchases (EU 44%), C2C commerce is growing in Romania; in fact, 31% of Romanian e-shoppers admit to having made purchases of second-hand products recently (EU 35%). The data shows that 61% of Romanian e-shoppers (EU 72%) are already present in this market either as buyers or sellers. Most of them are buyers only (52%, EU 58%), while only 29% of Romanian e-shoppers (EU 46%) sell products through C2C platforms. The main reasons Romanians use C2C commerce are financial (61%, EU 65%) or because they find products from small producers there (30%, EU 25%), and to sell items they no longer use (55%, EU 58%), to free up space (54%, EU 64%), or to make extra money (42%, EU 41%). Regarding the profile of e-shoppers who sell products on C2C platforms, most are married women (52%, EU 56%), with an average age of 37.9 years (EU 40.5 years), living in urban areas (84%, EU 86%).
Returns. Romanians return items less than they did two years ago, with only 11% of Romanian e-shoppers having returned the last product purchased online, 8 percentage points fewer than in 2021. The European average in this regard is 14%. One possible explanation is that only 52% (EU 55%) consider the return process to be simple and easy, whereas in 2021, responses indicated a percentage of 65% in this regard. Nonetheless, in line with other Europeans, Romanians want returns to be free (20%, EU 27%). Most prefer to call the courier to their home (53%, EU 23%), to points such as DPD offices (18%, EU 34%), or lockers (15%, EU 20%).
Foreign. Romanians are among the Europeans who make the most online purchases from abroad (70% of them have bought from abroad at least once; EU average, 58%), due to better offers (63%, EU 52%) or because they find products not available locally (43%, EU 53%) and are offered more transparent delivery and return options (21%, EU 17%). When shopping from abroad, they prefer European websites (77%, EU 73%); online stores from neighboring countries are preferred by only 15% of them (EU 45%). The top countries include China (51%, EU 48%), Germany (36%, EU 28%), and the United Kingdom (26%, EU 24%).
OOH deliveries. Last year, Romanian e-shoppers, like Europeans, preferred home deliveries (79%, EU 76%), but there was a growing preference for OOH deliveries: lockers (31%, 10 percentage points more than in 2021 and 6 percentage points above preferences expressed in 2022), post offices (25%, EU 23%), or delivery points like DPD Office (25%, EU 54%). If we were to create a profile of Romanian e-shoppers who prefer OOH deliveries, most are married women (53%, EU 56%), with an average age of 41.4 years (EU 41.2 years), living in urban areas (94%, EU 86%), with below-average income (60%, EU 54%), who started shopping online 2-5 years ago (39%, EU 22%).
Social media. Romanian e-shoppers are among the most active in Europe on social networks, with 90% of those with an account on a social network using it for at least one e-commerce-related purpose (the EU average is only 70%). Among them, 68% make direct purchases from social media (EU 48%), 41% find shopping inspiration on social media (EU 28%), and another 41% obtain information related to e-shopping (EU 26%).
About DPD Romania
DPD Romania, a courier company, is part of Geopost, a European leader in road deliveries, and has been active in the local market since 2008. It has over 2,200 employees (including franchises) and delivers over 25 million parcels annually. DPD Romania offers the best international delivery solutions, with access to a network of over 100,000 collection points in 23 European countries, and carries out an extensive program to support Romanian online stores wishing to expand regionally, offering them a service with reduced transit times and the possibility of cash on delivery in local currency. Locally, the company offers flexible options for managing deliveries, with access to a network of over 750 fixed parcel collection and delivery points.
