Exploring the urban geography of online grocery shopping in Romania: trends and transformations

Abstract

The rapid rise of digital platforms is reshaping how urban residents access and consume food, marking a significant shift from traditional grocery shopping to online retail experiences. In Romania, this transformation is particularly evident in the Bucharest Region, where online grocery services are projected to generate over $599 million in revenue by the end of 2025. This study examines how digital grocery platforms mediate consumer experiences, shape food choices, and engage with sustainability in an increasingly platformized food landscape. Drawing on a content analysis of 380 user-generated social media reviews, our research uncovers two key themes. First, ‘shopping with an app’ presents delivery experiences, consumer trust, loyalty, and peer recommendations. Second, ‘monetary values and quality-of-benefits’ describe food preferences that are guided by external product cues such as price, brand, and packaging. This research contributes to the understanding of consumer behaviour in a digital marketplace, specifically how user-generated content and the app experience influence purchasing decisions and perceptions of value. Beyond these patterns, the study also examines how sustainability is integrated into the digital grocery experience, highlighting practices such as eco-friendly packaging and local sourcing. By tracing the shift from physical carts to digital clicks, this research offers insights into the evolving relationship between technology, consumption, and sustainability in urban Romania, contributing to broader debates on digital foodscapes and responsible consumption.