eMAG in 2025 - AI, funding and cross-border. How is the marketplace changing and what does this mean for sellers from Poland?

In recent years, eMAG has grown into one of the key e-commerce platforms in Central and Eastern Europe. It is no longer just a „Romanian marketplace”, but an entire sales ecosystem spanning Romania, Bulgaria and Hungary, with its own logistics, marketing campaigns and a growing customer and seller base. From 2024/2025, the pace of change has clearly accelerated. eMAG is investing in artificial intelligence, new tools for sellers and financing programmes. For companies in Poland, this signals that eMAG is becoming a viable expansion direction - alongside Allegro, Amazon, Kaufland or TEMU. In this article, we summarise the most important novelties announced by eMAG in 2025 and show what this means in practice for sellers in the CEE region - including Poland.

eMAG - where does it operate and what is its position in the region?

Today, eMAG is the largest e-commerce platform in Romania and a major player in Bulgaria and Hungary. The marketplace brings together hundreds of thousands of offers in categories ranging from electronics and home to DIY, fashion and FMCG. According to the group, eMAG ended the 2024/2025 financial year with approximately 12% of revenue growth at the group level and 17% of growth in Romania alone. In parallel, further investments in excess of 1.2bn lei were announced - including in technology, logistics and AI. This shows that eMAG is not a niche platform, but a mature market that will become increasingly important for brands from Poland looking to sell in the CEE region.

Development direction: AI, funding and support cross-border

During the Sellers’ Day 2025 event, eMAG announced several key projects:

• Project Mira - AI virtual assistant in the retailer's panel, available 24/7.
• eMAG Capital - seller financing programme with up to 125,000 lei (approx. PLN 110,000) available.
• A new generation of marketing tools and campaigns for retailers.
• Cross-border support for local producers as part of the „Deschide România, Bulgaria și Ungaria” initiative.

In parallel, the company is investing in a shopping assistant for end-customers - a separate AI project, financed with a budget of around 163 million lei (approximately PLN 140 million), to be launched in 2026. In practice, this means that eMAG develops both ends of the chain:

• on the buyer side - intelligent search and recommendations,
• on the retailer side - tools to facilitate day-to-day work and business development.

Project Mira - virtual assistant in the retailer's panel

Project Mira is a new AI-based virtual assistant, available directly in the eMAG Marketplace dashboard. Its job is to answer sellers' questions and support them in their work on the platform - 24 hours a day, seven days a week. From eMAG's announcement, it appears that Mira has:

• operate contextually - understand what screen the vendor is working on and what type of support they need,
• assist in areas such as Marketplace rules, account settings, campaigns, offers,
• if necessary, switch the call to human contact (support) when the case goes beyond standard scenarios.

For new vendors - including companies from Poland - this means shorter investigation times of „what and where to click” and fewer barriers to entry, especially at the beginning.

eMAG Capital - sales development financing of up to 125,000 lei

The second pillar of change is eMAG Capital - a funding programme for entrepreneurs selling on the platform.

Under eMAG Capital, dealers in Romania can obtain financing of up to 125 000 lei (approx. PLN 110 000). The process takes place in 100% online and repayment is linked to the level of sales achieved in the Marketplace. The first 100 sellers receive funds with a promotional interest rate of 5.99%.

Although the programme is currently mainly aimed at Romanian companies, the development itself is worth noting:

• The marketplace is not just a place to list offers,
• becomes source of funding - e.g. for purchasing stock ahead of campaigns or entering new markets,
• Funding is firmly integrated with real sales performance on the platform.

For brands planning a long-term presence on eMAG, this is a potential advantage - especially during periods of high demand for capital (Black Friday, festive season, themed campaigns).

AI on the customer side: a shopping assistant and an investment of 163 million lei

In addition to tools for sellers, eMAG is also developing AI on the end customer side. According to a press release, the company is investing approx. 163 million lei (approximately PLN 140 million) in a new shopping assistant and AI functions to support the search and shopping process.

From the seller's point of view, this means:

• an increasing proportion of marketplace traffic will be driven by recommendation algorithms,
• well-prepared offers (titles, descriptions, parameters, images) will be offered to customers more often by the purchasing assistant,
• Incorrect categories, lack of attributes or poor images can really limit a product's visibility.

In other words - the quality of the product data becomes crucial, not just the „nice price”.

Cross-border: one platform, several markets

As part of Sellers’ Day 2025, eMAG also strongly emphasises the importance of cross-border sales. The „Deschide România, Bulgaria și Ungaria” initiative is designed to support local entrepreneurs to export to the entire region using a single platform.

The key for Polish companies is that:

• eMAG thinks regionally, not just one country,
• Once well prepared, a product catalogue can work in several CEE markets in the future,
• the growing importance of logistics and fulfilment models in this ecosystem.

In practice - eMAG can be a channel for you to enter the Balkans and parts of Central and Eastern Europe without building a separate shop in each market.

What does all this mean for Polish retailers?

If you already operate on Allegro, Amazon, Kaufland or TEMU, eMAG is a natural next step for expansion. Key findings:

1. The pace of change is accelerating
   Marketplaces in our region are aggressively investing in AI, logistics and campaigns. Waiting „until everything stabilises” could mean starting from a worse position in 1-2 years.
2. Product data is becoming a competitive advantage
   Customer and seller-side AI assistants require correct, well-structured data. Titles, descriptions, parameters, images and prices must be prepared for eMAG requirements - not necessarily 1:1 copied from Allegro.
3. Advertising is part of the standard, not an add-on
   New campaign tools and marketplace eMAG promotions will increasingly influence what the customer sees in the results list. Without a sensibly planned advertising strategy, it will be difficult to build sales scale.
4. Funding and development support are getting closer to the vendor
   Programmes like eMAG Capital show that the platform wants to be a „growth partner” and not just a place to list. It's worth being in this ecosystem before the competition for your categories gets very dense.
5. Cross-border will become the norm
   Selling to just one market is no longer sufficient. eMAG is built to ultimately facilitate sales to several countries from one location.

How can btop.co.uk help with your entry into eMAG?

Entering eMAG is a combination of formal, technical and strategic requirements. In practice, you need to take care of, among other things:

• an analysis of the potential of the category and competition on eMAG (whether the margin „after commissions and advertising” makes sense),
• to correctly complete the registration, verification and account configuration process,
• preparation of the product feed in the eMAG logic - with the relevant categories, parameters and data structure,
• tailoring pricing and promotional strategy to the realities of the Romanian, Bulgarian and Hungarian customer,
• Designing and running marketplace campaigns (including in terms of ROAS and advertising cost share),
• ongoing optimisation - responding to changes in algorithms, new AI features and special campaigns (e.g. Black Friday, themed campaigns).

As a marketplace agency that works with a wide range of platforms on a daily basis, we help you through the process step by step - from the sales concept to implementation to the ongoing management of your offer and advertising. If you are considering entering eMAG or want to better exploit the potential of this marketplace, you can get in touch with us - we can help you plan your strategy and take care of the rest operationally.

Author of the blog: Kacper Pawlak
Date of publication: 28.11.2025r.