The research indicates that 51% of Romanians believe that SMEs will do the right thing and act in the interest of consumers. This percentage is higher than the trust levels recorded for large retailers, NGOs, or public institutions.

Elena Ungureanu, Country Manager Romania at Visa, said: “SMEs are the backbone of the Romanian economy and enjoy consumer trust precisely because they are perceived as being closer to their real needs. This trust capital represents a competitive advantage that entrepreneurs can leverage by investing in secure digital solutions and quality services. At Visa, we want to support SMEs in meeting these expectations and strengthening their important role in society.”

Key factors that would encourage consumers to buy more frequently from SMEs include free delivery (82%), fast delivery (81%), enhanced payment security measures (78%), and better online customer relationship services (76%).

However, this high level of trust can be rapidly lost without adequate payment security measures. The study reveals that 79% of respondents would not return to an SME if they had been victims of fraud. 

Furthermore, 78% are more willing to buy online from SMEs that implement enhanced payment security measures, such as reducing fraud risk. 

Making a wider range of payment options available is also essential, with 94% of Romanian respondents considering a good online shop to be one that offers varied payment methods.