How to start selling on eMAG (Romania, Bulgaria, Hungary) from Shopify

If you run a Shopify store and want reach into three of the largest Central and Eastern European markets at once, eMAG Marketplace is a strong candidate. One platform covers Romania, Bulgaria and Hungary, the pricing is commission-only (no monthly subscription), and eMAG is the largest e-commerce retailer in Romania. This guide walks through who can sell, how eMAG's catalogue works, the fees, fulfilment, and exactly where Feedyio fits: it generates the correctly formatted product feed that you connect inside eMAG's seller portal. Account setup, creating offers and handling orders all happen on eMAG's side, not in Feedyio.

What eMAG Marketplace is

eMAG runs marketplaces in Romania, Bulgaria and Hungary from one platform. eMAG reports more than 9 million active customers and over 22.8 million listed products, and it is the leading e-commerce retailer in Romania. Through its cross-border programme, an offer you publish can be made available in the neighbouring markets with automatic translation into Hungarian and Bulgarian, currency conversion, and a unified commission structure. In practice that means you manage one catalogue and reach buyers in all three countries.

Who can sell - and the path for foreign merchants

eMAG Marketplace is for businesses, not private individuals: you need a registered legal entity and a business bank account. Registration is free, with a 6-step onboarding flow, and eMAG describes its model as "pay as you sell" - no onboarding, subscription or account fees.

If your company is not registered in Romania, Bulgaria or Hungary, check eMAG's current rules before you commit. Direct-seller eligibility for foreign merchants is not clearly spelled out publicly, and the route eMAG documents for sellers based elsewhere is its Cross-Border programme, where couriers collect orders from a warehouse in Romania. Treat the cross-border path as the documented option for non-local sellers and confirm the specifics with eMAG for your country.

Registration and documents

You register and complete onboarding in eMAG's seller portal. Have your company registration details, tax information and a bank account ready, and expect eMAG to verify your legal entity before you can publish offers. None of this happens in Feedyio - account creation and verification are entirely on eMAG's side. Feedyio comes in afterwards, once you are ready to load your catalogue.

Listing: EAN matching vs. new products

eMAG's catalogue is keyed on the product identifier, and there are two ways an offer reaches a product:

• Attach to an existing product - if the product already lives in eMAG's catalogue, you match to it using its part_number_key (or the ean) and supply only your offer data: price, stock and condition.
• Create a new product - if the product is not yet in the catalogue, you send the full product data with a valid ean (a real barcode) and omit part_number_key so eMAG creates the product.

The two fields are mutually exclusive: part_number_key attaches to something that exists, while a standalone ean creates something new. eMAG supports loading the catalogue via API and feeds (with manual Excel import available during onboarding), and it syncs categories, VAT, stock and price across all three markets. For a Shopify merchant, the work is mapping your products, barcodes and categories into the shape eMAG expects - and that mapping is what a feed tool produces. The actual offer creation, category attributes and product approvals are reviewed and managed inside eMAG's portal.

Commission-only fees

eMAG charges commission on sales only, typically in the range of 7% to 25% depending on category. There are no monthly, subscription or sign-up fees, and payouts are made twice a month. Because the rate varies by category, check the current commission for the categories you sell before you price your offers. Confirm the exact figures on eMAG's taxes-and-commissions page, since bands can change.

Fulfilment by eMAG (FBE) and cross-border logistics

You can ship orders yourself, or use Fulfilment by eMAG (FBE), where eMAG handles storage, picking, packing, delivery and returns from a single stock pool that serves all three countries. FBE is pay-as-you-go, and storage is free for the first 30 days per replenishment. For sellers based outside the local markets, the Cross-Border programme has couriers collect orders from a Romanian warehouse address. Whichever you choose, orders and fulfilment are tracked and managed in eMAG's portal - Feedyio does not handle order sync.

Connecting Shopify to eMAG

There is no confirmed native eMAG channel for Shopify, so you can't simply install an app and click "connect". What you need is a way to turn your Shopify catalogue into the feed eMAG reads - correct identifiers, category mapping, prices and stock - and to keep that feed current as inventory moves. Exporting CSVs by hand is slow and goes stale the moment a price changes. This is the gap Feedyio fills, and it's worth being precise about the boundary: Feedyio produces the feed; you connect or upload it inside eMAG, where offers are created and orders are handled.

How Feedyio helps

Feedyio is a Shopify app that generates a correctly structured eMAG product feed from your Shopify catalogue - mapping your products to the fields eMAG expects, carrying the EANs eMAG matches on, and keeping price and stock up to date so the feed stays accurate without manual exports. You then connect that feed in eMAG's seller portal, where the marketplace handles offer creation, category review and orders. If you're also weighing other regional marketplaces, the same approach covers your full product feeds setup, and our guides on selling on Kaufland and selling on Allegro cover the other CEE options.

Ready to generate your eMAG feed from Shopify and connect it in your eMAG account? Try Feedyio free on the Shopify App Store.