Overview
eMAG is the largest online retailer and marketplace in Romania, and a leading one in Bulgaria and Hungary. It sells electronics, home, fashion, beauty, toys, sports, groceries and much more, both directly and through more than 60,000 marketplace sellers. For a brand that wants to reach Central and Eastern Europe, eMAG is the most important marketplace in the region.
Who is behind eMAG
eMAG was founded in Romania in 2001 and is owned by Prosus, the global technology investor that is part of the Naspers group. In 2025 the eMAG Group had turnover of RON 11.1 billion. In Romania, the platform generated sales of RON 10.6 billion, up 3.9%, and eMAG.ro passed one billion visits during the year. Customers bought an average of 19 products each in 2025, and more than 300,000 new customers joined Genius, eMAG's subscription service, which now has 1.5 million users in Romania.
The eMAG Marketplace
eMAG Marketplace had more than 64,000 sellers in 2024, with more than 28 million offers in Romania, 15 million in Bulgaria and 17 million in Hungary. More than 10,000 Romanian sellers also sold cross-border to Bulgaria and Hungary. eMAG uses AI to translate listings automatically, which makes it easier for sellers to expand across its three markets.
Tools for sellers
- Fulfilment by eMAG, where eMAG handles storage, picking, packing, delivery, customer service and returns, including cross-border delivery from Romania to Bulgaria and Hungary.
- Genius, eMAG's subscription with free and fast delivery, which eligible products can join.
- easybox, eMAG's network of thousands of parcel lockers.
- eMAG Ads and platform campaigns to promote products.
How selling on eMAG works
- Local content in Romanian, plus Bulgarian and Hungarian for cross-border sales.
- Correct product data, including EANs, VAT rates and EU product safety information.
- Prices in local currency for each market.
- Integration through the eMAG Marketplace API, the seller portal or a multichannel tool.
Why eMAG matters for brands
eMAG dominates online shopping in Romania and has strong positions in Bulgaria and Hungary. One account and its cross-border tools can open a market of more than 35 million people.
How eBrands looks at eMAG
eBrands sells on eMAG in Romania and works with brands on marketplaces across Europe and North America. If you want to see how eMAG could sit alongside the channels you already use, we are happy to talk it through.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.