Romanian SMEs seek growth while prioritizing stability

Romanian small and medium-sized enterprises are combining strong growth ambitions with a preference for stability, according to Mastercard’s Dreamonomics study, reported on November 3, 2026.

The study found that 75% of Romanian SMEs intend to increase revenue over the next five years, while 72% aim to attract new customers. When selecting their three most important business objectives, respondents most frequently cited increasing revenue (47%) and attracting new customers (45%). The findings were consistent with patterns across France, the Netherlands, Romania and the United Kingdom.

Growth does not mean risk at any cost

The appetite for expansion is tempered by a strong preference for predictability. Two-thirds of Romanian SMEs (66%) prioritize stability and predictability over rapid growth associated with greater risk and uncertainty. More than six in ten (63%) also prefer deeper relationships with existing customers, even if that means accepting a smaller customer base.

For 63% of respondents, success means building a business that supports their health, relationships and personal life, while 53% want their business or work to have a positive impact. These preferences suggest that growth ambitions are paired with retention, resilience and personal sustainability rather than expansion alone.

Mastercard Romania and Croatia General Manager Cosmin Vladimirescu said the results showed that Romanian entrepreneurs want to grow “but not at any cost.” His framing was that Mastercard’s role is to provide infrastructure and solutions that simplify operations and help businesses grow with greater confidence.

Tool adoption signals unmet digital demand

Romanian SMEs currently use an average of four digital business tools, and 88% are interested in adopting additional tools. Interoperability is a leading stated need: 81% consider it essential that the tools they use work together, the highest proportion among the four markets studied. That preference points to demand for integrated solutions, although the study does not establish purchases or specific suppliers.

Expansion beyond existing locations also has support, with 38% of Romanian SMEs wanting to expand into new locations, again the highest proportion in the four-country comparison.

Cyber risk remains under-addressed

The clearest gap between stated concerns and current behavior is cybersecurity. Although 55% of Romanian SMEs regard protecting their business against cyber threats as a major priority, only 28% currently use cybersecurity tools such as antivirus software and firewalls. The figures identify a potential need for protective products, but they do not confirm orders, planned spending or near-term procurement.

Mastercard supports Romanian SMEs through its Business Bonus program, which provides access to preferential rates for tools and services related to business management and development, including productivity, e-commerce, cybersecurity and business travel. The reviewed reporting does not disclose participant numbers, redemption rates or spending under the program.

The next test is conversion, not intent

The study measures intentions rather than realized revenue, customer acquisition or tool adoption. Its findings therefore establish broad demand priorities, not near-term commercial conversion. Future disclosure of SME revenue performance, customer growth, digital-tool usage, cybersecurity adoption or Business Bonus participation would provide more direct evidence of whether these ambitions are being realized.

Industry and product implications