The change also prompted a rush of last-minute real estate transactions as buyers tried to benefit from the former, lower VAT rates.

"Romanians are some of the most careful shoppers in Europe. They research thoroughly, check price lists, and look for the best deals," said Cătălin Pațachia, Country Manager at Shopfully.

Retailers have had to quickly update their systems to comply with the new rates, a technically complex task that was executed without major issues. The challenge now lies in navigating increased operational costs while consumers become more sensitive to price changes.

A study by Shopfully suggests the VAT increase could reduce monthly budgets for non-essential purchases by 5-7%, making consumers more focused on promotions and personalized offers.

While the short-term impact is one of pressure, the change presents an opportunity for retailers to adopt smarter strategies.

This includes using intelligent pricing, enhancing operational efficiency through digital tools, and maintaining transparent communication with customers to build trust.