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Trade: Romanians want to buy online but final purchase decision is made after visiting physical store
Customers prefer simple, online buying interactions, but in the purchase process presence in a physical store has greater impact in the final decision of choosing products, consider representatives of the retail market in Romania.
Raul Filip, supply manager at Altex Romania said that the customer's experience in a physical store has a greater impact in the final decision of buying a product.
“The digital segment or digital component refers especially to the first steps of the buying process – information, documentation, offer study. The physical one has a greater impact on final decisions of choosing the product, through the support or experience with products in physical stores,” Filip said.
A recent analysis made by KeysFin & RetailZoom estimated a retail market value of over 108 billion lei in Romania in 2022, on the rise b7y 11.7% against 2020.
According to Retail/Zoom monitoring, LKA type shops sales recorded a value increase of 11.6% in 2022 vs, 2021, a level under the average inflation value, an aspect also found in the slight sales decrease of sales per piece – minus 1.6%, compared to 2021.
Even though sales performance in local trade was inferior to international trade in Romania for 2022 (+17.2% versus 2021), local networks consolidate their retail positions with a proximity profile specific only in the top of products in purchase baskets and through the local or regional type.