The research shows that 51% of Romanians believe SMEs will act responsibly and in the best interest of consumers – a higher level of confidence than that expressed for large retailers, NGOs, or public institutions.
The findings suggest that Romanians appreciate SMEs’ customer-centred approach and personalised services, qualities that differentiate them from larger companies. Respondents see smaller businesses as more agile and responsive to customer needs, which helps them maintain loyalty and adapt more easily to changing market conditions.
Among the factors that would encourage consumers to buy more often from SMEs are free delivery (82%), fast delivery (81%), stronger payment security (78%), and better online customer service (76%).
“SMEs are the backbone of Romania’s economy and are trusted by consumers because they are perceived as being closer to their real needs. This trust capital is a competitive advantage that entrepreneurs can build on through investment in secure digital solutions and quality services,” said Elena Ungureanu, Country Manager Romania, Visa.
The study also highlights that trust can be easily lost if payment security is lacking. While Romanians increasingly embrace digital shopping, they expect stronger protection against fraud alongside a smooth payment process. Nearly eight in ten respondents said they would not return to an SME if they experienced fraud, while 78% are more likely to shop online from businesses with enhanced payment security measures. Multiple payment options also play a key role, with 94% of respondents considering a wide range of payment methods essential for a good online store.
When it comes to the responsible use of artificial intelligence (AI), the public remains cautious. Only 11% of Romanians said they trust SMEs to use AI responsibly in their operations, while 30% said they are unsure whom to trust. Payment networks (16%) and financial institutions (15%) currently enjoy the highest confidence levels in this area, pointing to a need for greater transparency and communication from small businesses adopting emerging technologies.
Beyond the findings, the research underscores the importance of trust, security, and adaptability as the main drivers of consumer relationships with small businesses. Visa has been running several initiatives in Romania aimed at supporting SME digitalization and improving access to modern, secure payment solutions, in cooperation with local partners and financial institutions.