Operating in a fast-changing e-commerce market, eMAG is accelerating investments in technology and artificial intelligence to remain competitive and support sellers across the region.

“We operate in a market that has changed significantly, in an e-commerce sector that is constantly evolving — one that we have helped shape over the years. We invested heavily in increasing e-commerce adoption in Romania, but the sector has also entered a transformation. We now have players entering the market from outside Romania and even outside the European Union, which has reshaped the industry and the rules of the game,” said Irina Pencea, General Manager, eMAG Romania, Bulgaria, Hungary, during the Future Retail & FMCG Forum organized by The Diplomat-Bucharest.

Key statements:

• When many players enter the market and invest heavily, marketing costs on digital platforms rise. Everyone has felt this pressure, whether in e-commerce or not. The constant and significant 20–30% increase in costs in recent years has affected all businesses, making it much harder for smaller players to cope.
• eMAG offers a sales platform that allows companies to reach seven million annual customers across Romania, Hungary, and Bulgaria. Sellers can access these markets easily and at competitive costs, as product promotion happens close to the moment of purchase. At the same time, the company provides logistics services that help partners scale quickly without major upfront investments.
• The marketplace model is a strategic direction that eMAG continues to expand and strengthen.
• In artificial intelligence, the company has been experimenting with and implementing machine learning solutions for nearly ten years. Predictive algorithms have helped optimize costs across deliveries, product listings, and other operational areas that are less visible to customers.
• For 2026, eMAG plans to invest RON 163 million in AI. The funds will mainly support data preparation and processing — critical foundations for scaling AI solutions across a business of eMAG’s size, both in terms of customers and partners.
• Data quality and accuracy are essential for developing AI tools. eMAG relies on local developers and data scientists in Romania and takes pride in building its AI capabilities domestically.
• Investments cover several areas, including marketing, but also operational efficiency. Algorithms help warehouse staff pick, pack, and process orders faster, significantly reducing handling time and costs.
• Search algorithms play a key role in understanding customer intent. The company recently introduced visual search, which has seen strong adoption, especially in categories where products are difficult to describe in words.
• Adapting to customer needs is where AI brings the most value. Recommendation engines already drive a large share of sales, using customers’ purchase history to personalize offers.
• eMAG is also testing a new AI-powered shopping agent, developed in Romania with local technology, which is expected to be a first for the market.