iSense Solutions measures the Romanian eCommerce market annually, providing a detailed insight into buying behaviors and digital trends. For 2025, the eCommerce market is estimated at
Black Friday 2025 remains a major shopping event in Romania, with around two-thirds of consumers ready to take advantage of the discounts. Purchase intent has increased slightly from last year, from 57% in 2024 to 65% in 2025. The most enthusiastic shoppers are 18-25 year olds (79%) and 36-45 year olds (75%), while over-55s are less engaged in the event.
Online stores are preferred for shopping, with 86% of those who plan to shop choosing digital platforms, compared to 40% who go to physical stores. The most desired products are IT&C, electronics and home appliances (67%), followed by clothing and footwear (56%). Men are more focused on IT&C and home appliances (76%), and these categories have seen an increase since last year, when 58% planned IT&C purchases and 39% clothing and footwear.
The average budget allocated for Black Friday shopping is around 1,800 lei, with men planning to spend more (2,200 lei) than women (1,400 lei). In terms of payment methods, 60% of consumers opt to pay in full out of their own funds (cash or debit card), 32% use a credit card or shopping card and 16% choose to pay in installments, an option more popular among men (21%) and less common for people over 55 (6%).
“Romanians are becoming increasingly sophisticated in the way they shop online. They are looking not only for good prices, but also for a complete experience, from transparent offers to fast and secure delivery. Delivery apps and flexible payment options are part of this transformation, influencing the entire eCommerce ecosystem,” said Andrei Cânda, Managing Partner iSense Solutions.
In parallel, delivery apps are becoming increasingly popular. In 2025, 68% of respondents used such apps, up from 57% in 2024.
Methodology: The survey was conducted online in September 2025 on a sample of 523 urban, internet-using respondents aged 18 years and older. The maximum sampling error is ±4.3% at 95% confidence level.
About iSense Solutions
iSense Solutions – The Modern Consumer Company – uses the most innovative methods to explore and analyze the modern consumer. Founded in 2014, the company offers comprehensive market research services and brings a mix of innovation and efficiency to clients.
More information can be found at www.isensesolutions.ro, www.researchromania.ro, www.sensepanels.com and www.sensecommunities.com.