By Operator One Editorial — 2 September 2026
Key takeaways
- eMAG Marketplace is live for third-party sellers in exactly three countries, Romania, Hungary and Bulgaria, and one platform reaches all three, but legal documents must be signed for each platform separately plus a courier transport contract.
- eMAG publishes only a commission range of 7% to 25% by category and states the detailed fee grid is shown in the contract before you sign it; no per-category grid exists on any eMAG-owned page as of September 2026.
- eMAG pays sellers twice a month: orders completed between the 1st and the 15th are paid on the 17th, and orders from the 16th to month end are paid on the 3rd, or the first working day after.
- Fulfilment by eMAG gives 30 days of free storage per replenishment and a per-unit processing fee that eMAG itself quotes at two different starting points, 3.99 RON on its taxes page and 3.40 RON on its FBE page.
- Romania's SGR deposit system has been in force since 30 November 2023 and charges 0.50 RON per non-reusable beverage container of 0.1 to 3 litres, metal cans included, and online-only sellers must still register and charge it separately from the product price.
- Hungary's MOHU REpont deposit system started on 1 January 2024 with a 50 HUF redemption fee per single-use unit, while Bulgaria has no operational deposit-return system as of September 2026.
What eMAG is, and who actually operates it
eMAG Marketplace is operated by Dante International S.A., registered office 148 Virtutii Road, District 6, Bucharest, Trade Register number J2002000372404, Unique Registration Code RO14399840. That is eMAG's own rendering of its legal identity, taken from its seller notice on packaging and packaging waste. On 14 July 2026 the European Commission received notification that Naspers Limited would acquire sole control of Dante International, Case M.12496 (Official Journal C/2026/3947, 21 July 2026), and the Commission cleared the acquisition on 7 August 2026. If you are contracting with eMAG, the counterparty is a Romanian joint-stock company, not a software vendor.
Scale, from the Prosus FY25 eMAG impact report: more than 120 million visits per month, more than 9 million active customers, more than 6.7 million app installations, more than 5,000 lockers, and GMV over EUR 2 billion, a figure the report marks as valid for 2023. The same report sets out an expansion timeline running 2011, 2012, 2013, 2014, 2021, 2022 and 2023. The European Union's Official Journal describes eMAG as "a retailer and also intermediates the selling of electronics, cosmetics, pet shop products, and other products in Romania and with other operations in Bulgaria and Hungary".
Two things follow. First, eMAG is a hybrid: it retails first-party and it hosts third parties, so you are competing with your venue. Second, the three-country footprint is the whole proposition. eMAG Marketplace is not live for third-party sellers in Poland. Its Polish-facing product is eMAG Courier Poland, a collection service for existing eMAG Marketplace sellers who hold a pick-up point in Poland, taking non-oversized goods (maximum girth 300 cm, maximum weight 31.5 kg) from a Polish warehouse into the Romanian, Hungarian and Bulgarian platforms. Poland is a shipping origin, not a selling destination.
Access model: curated, and signed three times
eMAG Marketplace is curated. You cannot self-register and go live the same afternoon. Registration runs through a six-step onboarding form behind OAuth at marketplace.emag.ro/onboarding, and eMAG requires an Excel product list at registration covering a maximum of five categories. eMAG states that this list is used to check your category selection, so the list is not paperwork, it is the substance of the assessment. Supporting documents must be uploaded as PDF, JPG, JPEG or PNG, at a maximum of 2 MB per document.
On company form, eMAG's Romanian page says "All legal forms of companies are accepted: SRL, SA, and PFA". There is no equivalent statement about non-Romanian entities on that page. eMAG does nevertheless onboard foreign companies: it publishes a dedicated guide called "Steps for registration of non-resident companies in Romania for VAT purposes" and features non-Romanian sellers, including Polish sellers, in its own materials. So the honest answer is that foreign entities are accepted in practice while the published eligibility text is written for Romanian company forms.
The trap for brands planning a single European rollout is this: one platform is not one onboarding. eMAG requires legal documents to be signed for each platform separately, Romania, Hungary and Bulgaria, and additionally a courier transport contract. Sellers not using eMAG's own fulfilment contract couriers themselves, and expansion into Bulgaria and Hungary requires a transport contract with at least one integrated courier, which picks up from a Romanian warehouse and delivers into the other two markets. Budget for three sets of signatures and a logistics contract, not one click-through.
eMAG does not publish a list of rejection criteria or an approval service level. We are not going to invent one. What is documented is the check it does run, category fit against your submitted product list, and the fact that commercial terms are disclosed at contract stage rather than before it.
Fees, commission and payouts
Here is the part most guides get wrong. eMAG does not publish a per-category commission grid anywhere on its own properties. It publishes a range and a promise: "The commission varies between 7 and 25%, depending on the category" and "You can see the fee grid detailed in the contract before you sign it". The identical 7% to 25% range appears on the Bulgarian and Hungarian seller FAQs with no country-specific grid attached. Any published table claiming "eMAG electronics 7%, home 8%" is an integrator's reconstruction, not eMAG's disclosure. Treat your own category rate as a negotiation output, not an input.
| Item | What eMAG publishes | Notes |
|---|---|---|
| Commission range | 7% to 25%, depending on category | Same range published on the RO, BG and HU seller FAQs |
| Per-category commission grid | Not published publicly | Set per category and disclosed in the contract before signature |
| Commission across countries | "Your commissions remain the same regardless of the country" | Applies across Romania, Hungary and Bulgaria |
| Commission base | Charged on sales, and also on the delivery fee where products are home-delivered | Delivery revenue is not commission-free |
| Sign-up, subscription, listing, account management, customer support | 0 cost on all five | "You only pay commissions for what you sell" |
| easybox locker delivery | No shipping fee and no commission on locker deliveries | Material, given eMAG reports 54% of orders are destined for easybox |
| Genius contribution | 2 RON + VAT per completed Genius order handed to the courier, since 13 September 2023 | Not charged on returns; itemised in the payout breakdown |
| FBE storage | Free for the first 30 days of each replenishment, then a fee depending on the age of the stock | No published minimum inventory requirement and no published FBE subscription charge either way |
| FBE processing | "starting at 3.99 RON" (taxes page) and "start from 3.40 RON per unit" (FBE page) | eMAG publishes two different starting figures; the full schedule sits only in a downloadable simulator last published as FBE-Calculator_01Sept_2023.xlsx |
| Payouts | Twice monthly: 1st to 15th paid on the 17th; 16th to month end paid on the 3rd, or the first working day after | Commission is deducted automatically before payout |
| Sources: eMAG Marketplace "Taxes and commissions", the "Grow your business" FAQ and the FBE page, all retrieved 2 September 2026. Figures are as published by eMAG on that date. | ||
Two operational notes. Cross-Border converts your prices into the local currency and eMAG states "Your profit will be deposited in the local currency", so plan for three currency legs. And campaign participation has floors: at least a 5% discount from CMMP 30 (3% for Fashion and Sport) or a minimum 50 RON absolute reduction, with category-specific thresholds for voucher campaigns.
Fulfilment by eMAG and the locker network
Fulfilment by eMAG (FBE) is the reason most brands take eMAG seriously. eMAG describes FBE as giving access to over 240,000 square metres, "the largest warehouse in Southeast Europe", backed by more than EUR 43 million of eMAG investment. It also says "Store all your products in one warehouse, we will deliver orders in 3 countries: Romania, Bulgaria, Hungary". eMAG does not name warehouse locations, so whether it operates physical FBE facilities inside Hungary and Bulgaria is not publicly established as of September 2026. That matters for VAT, and we come back to it below.
The locker network is the differentiator: 4,300 easybox lockers in Romania, 540 in Hungary and 60 in Bulgaria, with 54% of orders destined for easybox. Because eMAG charges no shipping fee and no commission on locker deliveries, the channel mix has a direct margin effect that most fee models miss.
FBE activation is a four-step gate, not a toggle: raise the activation request in Message Center, sign the FBE annex, wait for approval, then submit a goods-reception request. Build that into your launch timeline.
Returns, Genius and Account Health
Under FBE, eMAG collects returns from customers. Unsealed products are the exception: eMAG notifies you and the seller must collect those from the eMAG warehouse. If you sell high-value or hygiene-sensitive goods, that is a real reverse-logistics obligation inside Romania.
eMAG's Genius easybox programme offers customers an extended 60-day return option. Sellers join by signing the Genius Addendum, after which all eligible easybox products receive the Genius label, with a per-product opt-out via "Deactivate Genius Property". Genius customers with a saved card are refunded as soon as the courier collects the parcel from the easybox. Eligibility requires an active seller account, an Account Health status of "Good" or "Needs improvement", and at least one active locker-eligible product. eMAG adds a footnote that "the criterion does not apply if the seller has been active on the Marketplace for less than 3 months", without marking which of the three criteria it waives. We report the footnote as published rather than guess at its scope. eMAG's standard consumer return window for marketplace-seller products could not be read from its own pages, so we make no comparison here.
Returns are also scored. eMAG runs four return-specific Account Health KPIs: return completion rate, return incident rate, returns service level, and product return rate. Account Health is not decorative, it gates Genius eligibility.
Listings, language and integration
eMAG provides free translations into Romanian, Hungarian and Bulgarian, and runs Customer Care in all three languages. That removes the usual localisation blocker. There is one sharp edge: disabling automatic export gives translated products different IDs and breaks price and stock synchronisation. Leave automatic export on unless you are prepared to run three independent catalogues.
For integration, eMAG runs a REST-style Marketplace API; the current published version is v4.5.1, valid from 02.03.2026. On the parent import page eMAG states "You can integrate products through API for Romania, Bulgaria and Hungary". Alternatives are XLS import and product feeds. eMAG also maintains a Service Providers Network (SPN) directory of third parties to help sellers "grow your business in Romania, Bulgaria, and Hungary, comply with each country's fiscal and legal requirements, and protect your business". The directory's categories are Account Management, Advertising Management, Brand Protection, Corporate benefits, Integrators, Product documentation and Tax and Compliance, filterable by service country and provider language.
The compliance stack: VAT, e-invoicing, DAC7
Romania's standard VAT rate became 21% and the reduced rate 11% with effect from 1 August 2025. eMAG confirmed the change on its own seller platform, said it would update the rates automatically, and took emag.ro and the Marketplace platform offline for several hours from 23:30 on the night of 31 July into 1 August 2025 to make the transition.
eMAG's cross-border VAT guidance points sellers at the EUR 10,000 EU distance-sales threshold and the One Stop Shop, not at a local threshold. That is correct for goods you ship from your own Member State. It is not the whole picture if you use FBE. Because FBE holds stock in an eMAG warehouse, storing goods in a Member State creates a local VAT registration obligation in that state which OSS does not cover. This is EU VAT law, not an eMAG statement, and eMAG does not make that claim on its cross-border page. eMAG does publish a seller guide, "Steps for registration of non-resident companies in Romania for VAT purposes", whose public teaser covers determining the registration obligation and obtaining a digital signature to access the ANAF platform; the full article sits behind a seller account.
Two further Romanian obligations. The RO e-Factura B2B mandate has applied since 1 July 2024, the SPV XML is the only document with fiscal value, and it applies to Romanian-established taxpayers whether or not they are VAT-registered. Separately, eMAG reports seller identity and transaction data to ANAF under DAC7 (Directive (EU) 2021/514, transposed by OG 16/2023), and requires extra profile fields to do so. There is also "timbrul verde", the green stamp, which surfaces as a separate field in eMAG's Marketplace product documentation and is defined by OUG 5/2015 on WEEE, articles 28 to 32. If you sell electricals, that field is not optional metadata.
EPR by country: Romania SGR, Hungary MOHU, Bulgaria
Romania's SGR deposit-return system entered into force on 30 November 2023 under HG 1074/2021 and is administered by RetuRO S.A., set up by producer and retailer associations, with the state joining later via the environment ministry. The deposit is 50 bani (0.50 RON) per container and applies to non-reusable primary packaging of glass, plastic or metal with volumes between 0.1 litre and 3 litres inclusive, used for beer, beer mixes, alcoholic drink mixes, cider, other fermented drinks, juices, nectars, soft drinks, mineral and drinking waters of any kind, wines and spirits. Metal beverage cans in that volume band are in scope. Outside scope are jars, milk packaging, tinned food, drinking cups, pouches, bag-in-box and any packaging that cannot hold its shape once emptied.
The trap for online sellers is the assumption that SGR is a bricks-and-mortar problem. It is not. Online-only merchants need not organise physical return points, but they must register in SGR and must charge the 50 bani deposit separately from the product price. From 30 November 2023 producers and importers must mark SGR packaging with a representative symbol and a national EAN barcode per the SGR administrator's specifications, a requirement eMAG restates in its own seller article. Unmarked packaging could be placed on the market until 31 December 2023, and stock held on 30 November 2023 remained sellable until 30 June 2024. SGR registration is a legal obligation for producers and importers, and RetuRO publishes lists of producers with active, suspended and terminated contracts, so your status is public.
Hungary runs two overlapping regimes. Packaging EPR sits inside a 35-year state waste-management concession granted from 1 July 2023 to a single concessionaire, won by MOHU MOL Hulladekgazdalkodasi Zrt. Producers must apply for registration with the national waste management authority before starting activity with a circular product, then file quarterly quantity data to that authority by the 20th of the month following each quarter. MOHU receives those quantities from the authority rather than from the producer, issues the quarterly producer-responsibility fee invoice at the rates set in the ministerial decree, and the producer pays within 15 days of receiving it. Note the direction of travel: the quarterly report goes to the authority, not to MOHU. Separately, producers must register on the MOHU Partner Portal at oss.mohu.hu as packaging EPR producers, a requirement running since 1 April 2023, register each product, send physical samples to MOHU and to reverse-vending-machine manufacturers for audit, and mark packaging per the statutory manual. From 1 July 2024 only registered products may be placed on the market.
Hungary's deposit system, MOHU REpont, launched on 1 January 2024. Government Decree 450/2023 (X. 4.) brings metal, plastic and glass drink packaging of 0.1 to 3 litres into scope and excludes milk and milk-based drink products. Section 3(1) sets a redemption fee of 50 HUF per unit for single-use mandatory-deposit products; for reusable ones the producer sets the amount. Producers placing fewer than 5,000 units on the market in the preceding year fall outside the mandatory scheme. DRS producers pay MOHU three charges: a quarterly service fee, a connection fee spread over five years, and the redemption fee, due monthly by the last day of the following month, at levels set by the Minister.
Bulgaria is the simpler of the three, for now. Bulgaria has no operational deposit-return system as of September 2026. On 30 April 2026 the Ministry of Environment and Water published a draft Law amending and supplementing the Waste Management Act to introduce one, aligned with Directive (EU) 2019/904, and the ministry's own account gives no start date. Bulgarian packaging EPR runs under the Waste Management Act, which introduced the extended producer responsibility principle and obliges producers and importers of packaged goods placed on the Bulgarian market to collect, recycle and recover a set percentage of the packaging waste their products generate. ECOPACK Bulgaria, a joint-stock company created in 2004 by 18 Bulgarian and international companies, is one of the recovery organisations that discharge these obligations for members. The full current list of recovery organisations and the fee levels are not confirmed here from a Ministry source, so verify both before you appoint. One more thing changed: Bulgaria adopted the euro on 1 January 2026 at a fixed conversion rate of 1.95583 lev per euro, set by Council Regulation (EU) 2025/1409 following Council Decision (EU) 2025/1407 of 8 July 2025. eMAG's seller pages still quoted some Bulgarian charges in BGN as of September 2026, so read those figures carefully.
Across all three markets, the Packaging and Packaging Waste Regulation, Regulation (EU) 2025/40, applies from 12 August 2026. eMAG's own notice states that "producer" includes distance sellers whether or not they are EU-established, that you must register in each Member State's producer register, meet EPR obligations, and may need an authorised representative. eMAG adds that it cannot yet verify PPWR compliance because the registers and reconciliation interfaces are not operational, so for now it requires only a Self-Certification Declaration, and warns that non-compliance may lead to delisting or suspension. If those terms are unfamiliar, our compliance glossary defines them, and our marketplace directory shows where the same obligations recur.
Frequently asked questions
Can one account sell on eMAG in Romania, Hungary and Bulgaria?
Yes. eMAG runs one platform across all three countries and states that your commissions remain the same regardless of the country. But onboarding is not a single signature: eMAG requires legal documents to be signed for each of the three platforms separately, plus a transport contract with at least one integrated courier if you are not using Fulfilment by eMAG.
What commission does eMAG charge?
eMAG publishes only a range: commission varies between 7% and 25% depending on category, and eMAG states the detailed fee grid is shown in the contract before you sign it. No per-category commission grid exists on any eMAG-owned page as of September 2026, and the same 7% to 25% range appears on the Bulgarian and Hungarian seller FAQs.
When does eMAG pay sellers?
eMAG pays twice a month. Orders completed between the 1st and the 15th are paid on the 17th, or the first working day after. Orders completed from the 16th to the end of the month are paid on the 3rd, or the first working day after. eMAG deducts its commission automatically from your sales before payout.
Can a non-Romanian company sell on eMAG?
Yes, in practice. eMAG's onboarding page states that all legal forms of companies are accepted (SRL, SA and PFA) with no equivalent statement about foreign entities, but eMAG publishes a dedicated guide on registering non-resident companies in Romania for VAT purposes and features non-Romanian sellers in its own materials, so foreign companies are onboarded.
Does Fulfilment by eMAG create a Romanian VAT registration obligation?
Almost certainly yes. FBE holds your stock in an eMAG warehouse, and storing goods in a Member State creates a local VAT registration obligation there that the One Stop Shop does not cover. The EUR 10,000 EU distance-selling threshold that eMAG's cross-border guidance points to covers sales shipped from your own country, not stock you hold abroad.
Does the Romanian SGR deposit apply to beverage cans?
Yes. Romania's SGR deposit of 0.50 RON applies to non-reusable primary packaging of glass, plastic or metal holding 0.1 to 3 litres of beer, cider, juices, soft drinks, waters, wines and spirits. Metal beverage cans in that volume band are squarely in scope. Tinned food, jars, milk packaging, drinking cups, pouches and bag-in-box are outside it.
Is eMAG Marketplace live in Poland?
No. eMAG Marketplace is not live for third-party sellers in Poland; its seller platform covers Romania, Hungary and Bulgaria only. eMAG's Polish-facing product is eMAG Courier Poland, a collection service for existing eMAG sellers holding a pick-up point in Poland, taking goods up to 300 cm girth and 31.5 kg into the three live markets.
What does Hungary's MOHU registration require?
Hungarian producers must register on the MOHU Partner Portal at oss.mohu.hu as packaging EPR producers, a requirement running since 1 April 2023, register each product, send physical samples to MOHU and to reverse-vending-machine manufacturers for audit, and mark packaging per the statutory manual. From 1 July 2024 only registered products may be placed on the Hungarian market.
Where Operator One fits
Selling on a marketplace without being the seller is a fiction. Every EU marketplace is a legal venue, not a software product, and eMAG proves it: three sets of signed legal documents, a courier contract, a Romanian VAT registration the moment stock sits in an FBE warehouse, e-Factura, DAC7 reporting, SGR registration and 50 bani deposit collection in Romania, MOHU registration and product-level audit in Hungary, packaging EPR in Bulgaria, and a PPWR self-certification on top. Operator One takes that on directly: we become the legal seller of record on eMAG, hold the entity and the VAT registrations, and can act as your GPSR Responsible Person in the EU. You keep the brand, the pricing and the catalogue. Read how the model works on our Merchant of Record page, or contact us with your category and we will tell you plainly whether eMAG is worth the compliance load for your products.
Sources: eMAG Marketplace, Taxes and commissions; eMAG Marketplace, Grow your business FAQ; eMAG Marketplace, Fulfilment by eMAG; eMAG Marketplace, Genius easybox; eMAG, Information notice regarding packaging and packaging waste (PPWR); eMAG Marketplace API documentation v4.5.1; RetuRO SGR, information for producers; MOHU REpont, information for producers; Bulgarian Ministry of Environment and Water on a deposit system; Official Journal C/2026/3947, prior notification of Case M.12496 NASPERS / EMAG; Council Regulation (EU) 2025/1409 on the euro conversion rate for Bulgaria; Prosus FY25 eMAG Impact Report. All eMAG pages retrieved 2 September 2026.