eMAG Marketplace Agency
Romania’s e-commerce leader, also present in Bulgaria and Hungary. You enter CEE through the eMAG Cross-Border programme.
Author: Artur Rompca · co-founder of Commercraft, more than 10 years in e-commerce · updated: June 2026
Let's talk about the CEE markets
Tell us what you sell and where you already run. We will come back with a view on whether eMAG fits your catalogue, and what the first quarter would look like.
eMAG is the e-commerce leader in Romania, also operating in Bulgaria and Hungary, with a 3P marketplace available from one platform through the Cross-Border programme. For you, it’s a convenient entry into the growing markets of Central and Eastern Europe: eMAG provides free translation of descriptions and 24/7 customer service in the local languages, and you pay only a commission on sales. We help register and configure the account, prepare the feed and content, set up cross-border logistics, and run sales and eMAG Ads campaigns.
Countries where the platform is active: Romania, Bulgaria, Hungary.
- VAT21%
- e-commerce share of retail6.2% (2023)
- shopping onlinelow
- logisticsSameday, FAN Courier, Cargus
- VAT20%
- e-commerce share of retail5-10% (2024)
- shopping online57%
- logisticsEcont, Speedy, Sameday
- VAT27%
- e-commerce share of retail9.6% (2022)
- shopping online79%
- logisticsPacketa/Foxpost, GLS, MPL
Sources: VAT rates - Tax Foundation 2026; share of online shoppers - Eurostat; e-commerce share of retail - national and industry data (year in brackets). Return rates aren't measured officially in the EU and methodologies differ; on average around 20% of orders, higher in fashion. Indicative data as of June 2026.
What we do on eMAG
Account registration and setup
We create and configure your eMAG seller account, complete the company data and advise on the accepted legal forms. We guide you through category selection and account settings so your CEE launch is fast and error-free. The Cross-Border account is opened in Romania first and then extended to Bulgaria and Hungary.
Product feed
We build the product feed to eMAG's requirements: attributes, variants, EAN codes and categorisation. We organise the data so offers are complete, searchable and ready to publish in Romania, Bulgaria and Hungary. We can also prepare A+ content that strengthens the product page.
Translation and localisation
We use eMAG's free translations and look after the quality of descriptions in the local languages. We localise content and parameters so product pages are clear and appealing to customers on each of the three markets.
Logistics (FBE)
We set up the cross-border logistics: goods collected from a warehouse in Romania reach Bulgaria and Hungary through integrated couriers. We also advise on the Fulfillment by eMAG (FBE) model and returns handling. And we support shipping in the FBM model, straight from Poland to the customer, which is often profitable without using fulfilment at all.
eMAG Ads
We run eMAG Ads campaigns that raise the visibility of your offers and speed up sales. We plan budgets and optimise bids so the advertising actually appears in results. We also enter your offers into eMAG's campaigns and programmes (including Genius), which add further sales.
Account management and optimisation
We can also run the account day to day: monitoring sales, prices and quality metrics, responding to change, and optimising your offers and campaigns. Our focus is growing eMAG's share of your revenue.
How we run your eMAG account
Fit check
We map your catalogue against eMAG's categories and commission bands. At commission reaching 25%, not every range holds up, and we say so before registration rather than after.
Registration
The Cross-Border account opens in Romania first, then extends to Bulgaria and Hungary. We complete the company data and flag the accepted legal forms.
Feed and content
Attributes, variants, EAN codes and categorisation, prepared to eMAG's requirements.
Logistics
We agree the model: shipping from Poland under FBM, or a warehouse in Romania with FBE. Size, margin and return rate decide.
Running the channel
Prices, offers, campaigns and quality metrics, with a monthly report.
eMAG Ads campaigns
eMAG Ads is priced per click, and the usual mistake is budget spread evenly across the catalogue. Budget should follow the offers that carry margin.
Commission on eMAG runs from 7% to 25% depending on category. In the upper bands it is the commission, not the click price, that decides whether advertising works at all.
Alongside your own campaigns sit the platform’s programmes, Genius among them. We enrol your offers there, because they add sales outside advertising.
Who this is for
eMAG is rarely a first marketplace. In practice it starts to make sense once another channel runs steadily and you have volume that carries a second region. The fit is usually good when:
Your catalogue sits in categories with moderate commission and workable margin after shipping.
The range is large enough that attributes and variants cannot be maintained by hand.
Shipping from your existing warehouse is predictable, or a Romanian warehouse is an option.
You want controlled brand presence across the region.
If you only want to test a handful of SKUs, you do not need an agency for that. Come back when the test shows the region carries.
Why the CEE markets
9m+
active eMAG customers
across Romania, Bulgaria and Hungary
€2bn+
regional GMV
2023 figure
7-25%
commission on sales
no subscription or listing fees
Source: eMAG Marketplace, Cross-Border programme page (active customers in Romania, Bulgaria and Hungary, regional GMV for 2023), read on 10 October 2026.
Reach across CEE
The region of Romania, Bulgaria and Hungary has more than 36 million residents, over 9 million active eMAG customers and more than 120 million visits a month. source: eMAG
A fast-growing market
The region's GMV passed 2 billion euros (2023), making it one of the fastest-growing e-commerce markets in Europe. source: eMAG
Commission only
The seller pays only a commission on sales (7-25% depending on category), with no listing fees, subscription or account management charges. source: eMAG
What an eMAG marketplace agency costs
On our side, running one marketplace starts at €900 net a month plus 2% of the revenue we manage, assuming up to 100 new SKUs a month that we adapt for the marketplace and publish, or at €1,600 a month with no commission. The product data is prepared once and then works across every channel.
We bill in four models: a flat fee, a flat fee plus a commission on revenue, commission only, or rising tiers. Which one fits depends on how mature the channel is, more than on the size of the company.
We set the scope and the rate after the review. The advertising budget always stays with you and is settled directly with the platform. We take no commission on the ad budget and no fees for the number of listed offers.
The catch on eMAG is the commission. Depending on the category it runs from 7 to 25 per cent, and in the upper categories it decides whether the channel pays at all.
Work through your own case in the ROI calculator.
Frequently asked questions
No, the Cross-Border programme is built for foreign sellers. We flag the accepted legal forms before registration starts.
No, the account opens in Romania and extends later. In practice it makes sense to begin with Romania and add the other two once the first market carries.
eMAG provides free translations. We check their quality and correct them wherever parameters or trade terms do not land.
Both work, and the choice comes down to size, margin and return rate. For small, light items shipping from your existing warehouse usually carries further than a local one.
Commission only, from 7% to 25% depending on category. There is no subscription and no listing fee (source: eMAG).
Registration and verification usually take a few weeks, after which the pace depends on the quality of the product feed.
Yes, although on an account with an incomplete feed we would advise against it.
Handling depends on the logistics model. We set the process up with you and advise on Fulfilment by eMAG once volume justifies it.
No. Instead of a yearly retainer independent of results, we agree a two-month notice period.
No, on neither. Listing, content and marketing are included in the cost of the engagement.
About the author
Artur Rompca – co-founder of Commercraft. More than 10 years in e-commerce, including sales leadership at LPP/Reserved (26 markets) and Alpinus Group. He looks at marketplaces from both sides of the table, operator and seller. LinkedIn · updated: June 2026
Want to enter the CEE markets?
Calculate the potential channel ROI yourself
Enter your revenue, margin, commission and shipping cost. The calculator shows the margin after commission, the month the channel breaks even and how running it with your own team compares with a managed service. Figures in euros, no sign-up.
