Key Takeaways:
Almost half of Romanian respondents (49.7%) made 1-3 online purchases in the last month.
The majority are dissatisfied with the delivery time (34.7%).
Chinese platforms like Temu (45.4%) and Shein (18.38%) dominate cross-border shopping habits.
40.9% of respondents shop from laptops or desktops, with a significant portion using mobile devices (34.01% via apps).
Most respondents spent between 301 and 1,000 lei in the last month on online shopping.
Preferred delivery method: home delivery (50.3%), and most pay with bank cards (65.2%).
Trend:
Cross-border eCommerce growth: Chinese platforms are becoming dominant in Romanian cross-border shopping. Consumers are increasingly comfortable with purchasing from international online retailers.
Mobile Shopping: An increasing number of consumers use mobile apps for online shopping, a growing trend driven by convenience.
Faster Delivery Expectations: Delivery speed remains a critical issue, and consumers are increasingly expecting faster delivery and efficient return policies.
Consumer Motivation:
Price Sensitivity: Consumers are price-driven, especially when shopping from international platforms, with 34.7% focusing on lower prices.
Convenience: Many prefer home delivery (50.3%), showing that ease of access plays a crucial role in decision-making.
Trust in Payment Methods: The prevalence of card payments (65.2%) indicates a high trust in online payment security.
What is Driving the Trend:
Low-Cost International Platforms: Chinese eCommerce platforms offer lower prices and broad product availability, making them highly attractive.
Digital Transformation: Increasing mobile and internet access is driving more consumers to shop online.
Social Media Influence: 58.4% of respondents use social media to inform their purchase decisions, reflecting its growing influence on consumer behavior.
Who are the People Referred to in the Article:
Demographics: The study refers to adult internet users in Romania, from various socioeconomic backgrounds, representing a cross-section of the population.
Age: Likely skewed towards younger, tech-savvy consumers but inclusive of a wide range of age groups due to broad internet penetration.
Description of Consumers' Product or Service:
Consumers shop for a variety of products, from clothing (via platforms like Shein) to household items, reflecting a broad spectrum of online retail.
Cross-border shopping for affordable goods is a key behavior.
Conclusions:
Implications for Brands: Brands need to optimize delivery times, enhance mobile shopping experiences, and provide competitive pricing to meet consumer demands.
Implications for Society: The rise of cross-border eCommerce may impact local retailers, encouraging them to innovate in pricing and delivery models. Social media continues to shape purchasing habits, reinforcing its importance in marketing.
Implications for Consumers: Shoppers are becoming more accustomed to international purchases, influenced by price and convenience. However, they expect higher standards of service, especially regarding delivery and returns.
Implications for the Future:
Faster Delivery Services: Companies that can meet consumer expectations for fast, reliable delivery will have a competitive advantage.
Growing Mobile and Cross-Border Commerce: The increase in mobile shopping and cross-border purchases is likely to continue as platforms like Temu and Shein gain traction globally.
Consumer Trend:
Price-Conscious Shopping: Consumers prioritize cost savings, especially when purchasing from international platforms.
Consumer Sub-Trend:
Mobile Commerce: Increasing preference for shopping via mobile apps or directly from mobile websites.
Big Social Trend:
Globalization of eCommerce: The ease of cross-border shopping is fostering a more interconnected global marketplace. Consumers are no longer restricted by geography when seeking affordable products.
Worldwide Social Trend:
Influence of Social Media on Shopping: Globally, social media is playing an essential role in consumer purchasing decisions, driving awareness, and influencing trends. This trend is seen in Romania, as 58.4% of shoppers use social media to inform their purchases.
Conclusions and Recommendations:
For Brands: Invest in fast and reliable delivery systems, provide seamless mobile shopping experiences, and ensure competitive pricing, especially when competing with international platforms. Use social media marketing to engage consumers.
For Society: eCommerce growth can spur competition among local and international businesses, encouraging innovation. Cross-border purchases might challenge domestic retailers, pushing them to improve services.
For Consumers: They will benefit from more competitive pricing and enhanced shopping experiences as both local and international eCommerce platforms evolve. However, they must remain vigilant about service quality, especially for delivery and returns.
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