---
type: "Article"
title: "Romanian e-commerce: a guide to selling on eMAG and other marketplaces"
description: "How to sell in Romania on eMAG and other marketplaces - market profile, entry requirements, costs and an expansion strategy for cross-border sellers."
resource: "https://harta.agency/en/romanian-e-commerce-marketplace-selling-guide/"
tags: ["baza-wiedzy", "emag"]
lang: "en"
status: "stable"
generated:
  by: "process:harta-okf/1.0"
  at: "2026-08-19T15:28:09+00:00"
verified:
  - by: "human:m.gawanowski@harta.agency"
    at: "2026-08-19"
sources:
  - resource: "https://harta.agency/en/romanian-e-commerce-marketplace-selling-guide/"
    last_modified: "2026-08-19"
stale_after: "2027-08-19"
---

# Streszczenie
How to sell in Romania on eMAG and other marketplaces - market profile, entry requirements, costs and an expansion strategy for cross-border sellers.

# Treść
Discover the potential of the Romanian e-commerce market and learn how to **sell effectively on Romania's largest marketplaces**. A practical guide for businesses planning expansion into the fast-growing Romanian market.

![Map of Romania - a guide to Romanian e-commerce harta.agency](https://harta.agency/wp-content/uploads/2025/10/przewodnik.jpg)

### Table of contents
Below you will find detailed information about the Romanian e-commerce market and practical tips on selling on marketplace platforms.

1. [Features of the Romanian e-commerce market](#charakterystyka-rynku)
2. [eMAG - the undisputed market leader](#emag-lider)
3. [Other key marketplace platforms in Romania](#inne-platformy)
4. [Marketing strategies for the Romanian market](#strategie-marketingowe)
5. [Payments and logistics in Romania](#platnosci-logistyka)
6. [Legal and tax aspects of selling in Romania](#aspekty-prawne)
7. [Summary](#podsumowanie)

### Features of the Romanian e-commerce market
The Romanian e-commerce market is growing fast and offers huge opportunities for foreign sellers. With a population of almost 19 million and rising internet penetration, Romania is becoming **an attractive expansion target for EU companies.**

#### Statistics and growth dynamics
The Romanian e-commerce market exceeded 6.5 billion euro in 2023, growing 15% year on year. Online shopping penetration currently stands at **65% among internet users**, and the average basket value hovers around 50-60 euro. That trajectory held: in 2025 the Romanian e-commerce market was worth roughly **8 billion US dollars** and was still growing at a double-digit pace (ECDB estimates). Within it, eMAG alone accounted for online revenue of about 3.4 billion US dollars, with emag.ro responsible for roughly 2.4 billion - which is why a market-entry plan for Romania is in practice a plan for eMAG. The fastest-growing categories are: **electronics, fashion, cosmetics and home goods.**

#### Shopping behaviour of Romanian consumers

- Cash on delivery remains the most popular method (**65% of transactions**)
- Growing trust in online card payments (30% of transactions)
- Free delivery weighs heavily on purchase decisions
- Price sensitivity and hunting for promotions
- Loyalty to **trusted marketplace platforms**
- A preference for **local suppliers** with fast delivery

### eMAG - the undisputed market leader
eMAG is the absolute giant of Romanian e-commerce, controlling over 30% of the online sales market. The platform draws more than 10 million unique visitors a month, which makes it **an ideal entry point to the Romanian market.**

![emag.ro logo marketplace harta agency](https://harta.agency/wp-content/uploads/2025/10/fashiondays-2.jpg)

#### Market position and platform reach
eMAG operates not only in Romania, but also in Hungary and Bulgaria, giving access to a wide pool of consumers across the region. The platform offers over 4 million products in 20 main categories, from electronics to groceries. In 2023 eMAG posted revenue of over 2 billion euro, and the number of active sellers on the platform passed 40,000. The marketplace generates over 60% of the platform's total turnover.

#### Business model and terms of cooperation

- Sales commission: 5-25% depending on the product category
- No listing fees
- The option to use the **Fulfillment by eMAG** programme
- Access to analytics and marketing tools
- Support with promotional campaigns and **Black Friday**
- The option of cross-border selling within eMAG Marketplace
- Numerous promotional campaigns ( no extra commission )
- eMAG ADS, which lets you ramp up sales quickly

#### Registration process and seller requirements
Registering on eMAG Marketplace requires a company registered in the EU and a VAT number. Verification usually takes 3-5 business days and covers a check of the company documents and the product offer. The required documents are: an extract from the commercial register, a VAT certificate, bank account details in euro or RON, and a product list with prices. eMAG offers **dedicated support** for **new sellers** during the first 3 months of cooperation.

### Other key marketplace platforms in Romania
Besides eMAG, the Romanian market offers several other significant marketplace platforms worth considering in an expansion strategy. Each of them has its own character and target group.

#### Altex.ro

- A strong position on the Romanian market, an extensive network of brick-and-mortar stores and an online platform.​
- A comprehensive range of electronics, home appliances, TV and audio, phones, computers and other categories.​
- A simple, intuitive online shopping system, with the option of in-store pickup and fast delivery.​
- A mobile app with easy access to offers, promotions and order tracking.​
- Popular with customers thanks to good service quality and attractive pricing.

![altex logo marketplace agency](https://harta.agency/wp-content/uploads/2025/10/altex.jpg)

#### Trendyol.ro - a marketplace with significant potential

- One of the largest e-commerce platforms in Romania, a fast-growing user base and very wide marketing reach.​
- A growth strategy built on influencer marketing
- A B2C and marketplace model: you can sell both as a company and as a smaller seller, with support for the expansion of brands and local businesses.​
- An easy start and quick integration - an intuitive seller panel and onboarding that can take under a week.​
- Extensive promotional and marketing tools (campaigns, coupons, your own promotions) plus access to advanced analytics tools.​
- Its own logistics centre in Romania - fast, cheap and reliable deliveries plus simplified returns and customer service.​
- Offers matched to shopping trends (fashion, electronics, home, beauty and others), numerous promotions, daily deals, a large number of new products every week.​

![trendyol logo sales support harta](https://harta.agency/wp-content/uploads/2025/10/trendyol.jpg)

#### Fashiondays.ro

- Specialises in fashion and accessories, with a wide choice of brands and fashion trends.
- Focused on attractive promotions, sales and seasonal new arrivals.
- A friendly shopping interface with simple navigation and many product filtering options.
- Fast delivery and hassle-free returns.
- A focus on building customer relationships through loyalty programmes and personalised offers

![fashiondays logo marketplace harta agency](https://harta.agency/wp-content/uploads/2025/10/fashiondays.jpg)

### Marketing strategies for the Romanian market
Effective marketing in Romania requires an understanding of local cultural specifics and consumer preferences. The key to success is combining **content localisation with proven reach channels.**

#### Localising content and communication
A professional translation of product descriptions into Romanian is the absolute baseline. Romanian consumers value detailed technical descriptions, specifications and user manuals in their native language. It is also worth adapting your marketing communication to local holidays and traditions. Mărțișor (1 March), Dragobete (24 February) or local religious holidays are excellent occasions for promotional campaigns.

#### Effective promotional and discount campaigns

- Black Friday in Romania lasts a whole week and generates 15% of annual turnover
- A points-based loyalty programme increases retention by 30%
- Product bundles are very popular
- Volume discounts effectively raise the average basket value
- Flash sales between 12:00 and 14:00 generate high conversion
- **[Read more about promotional campaigns](https://harta.agency/kampanie-promocyjne-i-voucherowe-na-emag/)**

### Payments and logistics in Romania
Romania's payment and logistics infrastructure has its own specifics, which you have to take into account when planning your sales. Understanding local preferences is key to optimising conversion and customer satisfaction.

#### Preferred payment methods
Cash on delivery (Ramburs) still dominates the Romanian market, accounting for 65% of all e-commerce transactions. This calls for proper cash flow management and working with courier companies that offer a COD service. Card payments are steadily gaining popularity, especially among younger consumers. Popular payment processors are PayU, MobilPay and Netopia. Online instalments through TBI Credit or Cetelem are increasingly chosen for more expensive purchases.

#### Logistics solutions and delivery options

- easybox/Sameday - the leader on the Romanian market, thanks to its close cooperation with eMAG
- Cargus - competitive prices for larger volumes
- Fan Courier - a proven and well-liked courier, with its own parcel lockers
- DPD and GLS - popular options for international shipments

#### Handling returns and complaints
Romanian law gives consumers 14 days to return goods without giving a reason. **The Genius programme on eMAG extends the return window to as much as 60 days**. Extending the return window to 30 days for all customers is standard practice. Efficient complaint handling in Romanian has a significant impact on ratings and reviews. It is worth considering outsourcing customer service to a local partner or hiring a Romanian-speaking employee.

### Legal and tax aspects of selling in Romania
Selling on Romanian marketplaces requires knowledge of local tax and legal rules. Although Romania is an EU member, there are specific regulations you have to comply with.

#### VAT and tax obligations
**The standard VAT rate in Romania is 21%**, with a reduced rate of 11% for selected categories. Up to 10 000 EUR of cross-border B2C sales in the EU, VAT can be settled in your home country, and above that threshold you need to use the OSS (One Stop Shop) procedure, which simplifies tax settlement when selling to various EU countries.

#### Consumer protection rules

- Mandatory information in Romanian on the seller's site
- A clear returns and complaints policy compliant with EU law
- A minimum 2-year warranty on new products
- Displaying prices including VAT as standard
- Company contact details available to consumers
- Compliance with RODO (GDPR) rules in their Romanian version

### Summary
The Romanian e-commerce market is today one of the fastest-growing segments of online trade in Central and Eastern Europe. A value exceeding 6.5 billion euro, double-digit year-on-year growth and a rising number of online shoppers make Romania an exceptionally attractive expansion direction for EU companies. The key player remains **eMAG**, which dominates over 30% of the market and gives sellers wide reach, access to millions of customers and an extensive logistics and marketing infrastructure. Alongside it, it is worth considering a presence on platforms such as **Altex**, **Trendyol** or **Fashiondays**, which let you reach specific target groups. Success on the Romanian market, however, requires **content localisation**, **tailored communication** and **an understanding of the shopping habits** of local consumers - including the popularity of cash on delivery and high price sensitivity. Just as important is getting to know local logistics solutions and legal and tax requirements, including OSS settlements and GDPR compliance. Romania is a market full of potential - for brands that can combine **a local approach with a professional online sales strategy**, it can become a real engine of export growth in the region. **Planning to enter a new category on eMAG?** Check the competition, prices and demand first: read [how to assess a category's potential before entering](https://harta.agency/jak-ocenic-potencjal-kategorii-na-emag/), or order an [eMAG market analysis](https://harta.agency/emag/analiza-rynku-emag/) - a TOP 20-100 product report with a strategic recommendation.

# Kategorie
- Baza wiedzy
- eMAG

# Źródło
https://harta.agency/en/romanian-e-commerce-marketplace-selling-guide/