eMAG and Altex are the two largest online sales channels for consumer goods in Romania. For a brand that manufactures outside Romania, getting there takes four things: an EU importer, compliant products, listings in Romanian and logistics that keep up with marketplace delivery times. This guide goes through each one.

1. The two channels

eMAG Marketplace lets one seller account reach customers in Romania, Hungary and Bulgaria through eMAG's cross-border programme. Sellers have access to eMAG's advertising tools, its locker network and optional fulfilment by eMAG.

Altex is Romania's largest electronics and IT retailer. It runs its own marketplace for categories complementary to electro-IT, such as toys, sport, home and deco, DIY and children's products. Sellers are vetted, and Altex applies one commission structure across categories.

The two platforms are competitors and set their own commercial terms, which change over time. Always check the current conditions in each platform's seller centre before you commit stock.

2. Compliance before the first listing

  • EU importer. The goods have to be imported into the EU by an EU-established company. That company is responsible for customs, import VAT and product conformity.
  • GPSR responsible person. Since 13 December 2024, consumer products sold in the EU need a responsible person established in the EU: the manufacturer, its authorised representative, the importer or, in some cases, a fulfilment provider. Marketplaces ask for the manufacturer and the responsible person on each listing and remove listings without them.
  • CE marking and sector rules wherever EU harmonised legislation applies, for example electronics, toys or machinery.
  • Romanian-language information. Labels, instructions for use and safety warnings must be available in Romanian for products sold to Romanian consumers.
  • Producer responsibility. Packaging, electrical and electronic equipment and batteries placed on the Romanian market come with registration and reporting obligations.
  • Invoicing. Romanian-registered sellers issue invoices through the national RO e-Factura system.

3. Listings that sell

A marketplace listing is judged by its search ranking and its conversion rate. In practice this comes down to:

  • titles and attributes in natural Romanian, matched to the category template;
  • a valid EAN/GTIN for each variant and correct category mapping;
  • photos on a white background plus lifestyle images, and dimensions and weight that match the parcel;
  • prices that account for the commission, delivery and returns. Consumers in the EU have a 14-day right of withdrawal for online purchases;
  • stock and prices kept in sync automatically through the marketplace API, so the listing never shows something that is out of stock.

4. Logistics

Most of our clients' goods arrive by sea in containers through the Port of Constanța, by road from Europe and Turkey, or by air for urgent and high-value items. After customs clearance the goods are stored in Romania, labelled and packed for parcel delivery. Fast, predictable delivery is one of the main factors in marketplace ranking, so stock should be in the country before the listing goes live.

5. Three ways to work with us

  1. Distribution. We buy your goods, import them and resell them on eMAG, Altex and in retail chains under our own seller accounts.
  2. Importer and seller of record. You keep ownership of the brand and pricing strategy. We act as EU importer and responsible person and run the listings.
  3. Managed account. You already have a Romanian entity. We provide the IT integration, product content, marketing and logistics.

In all three models we handle the information technology, marketing and distribution channels, which are the parts that usually stop foreign brands from scaling in Romania.

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Sources

This guide is general information, not legal or tax advice. Rules change. Check the official sources or ask us about your specific case.