eMAG
Generalemag.ro
The dominant general marketplace in Romania.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇷🇴 Central & Eastern Europe · Last checked November 2026
Marketplaces in Romania: where to sell in 2026, and what it takes
The marketplaces that matter in Romania are eMAG, Altex and Flanco. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (Packaging, WEEE and batteries through producer organisations) and customer service in Romanian. SAWA can open Romania on request. As Merchant of Record, we sell in our name, so you skip the local registrations.
Romania at a glance
Romania: the short version
Romania is eMAG country: it also runs Fashion Days and sells into Bulgaria and Hungary. A Romanian launch is largely an eMAG launch.
| Language | Romanian |
|---|---|
| Currency | Romanian leu (RON) |
| Standard VAT rate | 21% |
| Lead marketplaces | eMAG |
| EPR | Packaging, WEEE and batteries through producer organisations |
| SAWA | On request |
The marketplaces
The marketplaces that matter in Romania
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
Altex
Electronicsaltex.ro
Electronics marketplace.
Good fit if your range is electronics, appliances or accessories.
Flanco
Electronicsflanco.ro
Electronics.
Good fit if your range is electronics, appliances or accessories.
Fashion Days
Fashionfashiondays.ro
Fashion, eMAG group.
Good fit if you sell fashion, shoes or accessories and want a fashion-first audience.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| Elefantelefant.ro | Books & media | Books and general |
| Notinonotino.ro | Beauty & health | Beauty |
| OLXolx.ro | Classifieds & auctions | Classifieds |
| Okaziiokazii.ro | Classifieds & auctions | Auctions |
Competitive context: Temu / AliExpress also sell to shoppers in Romania. They are not a route to market for a brand, but they set price expectations.
Rules before revenue
VAT, EPR and compliance in Romania
Selling abroad is simple, until the rules start. This is what applies in Romania. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 21% standard rate
Holding stock in Romania, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the Romania rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Romania applies the EU producer responsibility rules for packaging, electronics (WEEE) and batteries. A seller that places goods on the market registers with a national scheme or producer responsibility organisation and reports volumes. The details differ per country and change often, so we confirm the current requirements for Romania when you ask us about it.
Language and labelling
Listings, instructions and safety information in Romanian. Under the GPSR (General Product Safety Regulation) the listing also needs the details of a responsible person in the EU.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in Romania expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in Romania?
By category
- General: eMAG
- Electronics: Altex and Flanco
- Fashion: Fashion Days
- Beauty & health: Notino
- Books & media: Elefant
By brand stage
A new brand in Romania starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in Romania with SAWA
Want to sell in Romania without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We open Romania on request.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Romania: your questions
What is the biggest marketplace in Romania?
eMAG is the dominant marketplace in Romania. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In Romania the language of the listing is Romanian.
Can I sell on eMAG from outside Romania?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Romania VAT number to sell to consumers there?
If you hold stock in Romania, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the Romania rate of 21% applies. SAWA registers and remits in its own name.
What is EPR in Romania?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Romania applies the EU producer responsibility rules for packaging, electronics (WEEE) and batteries. A seller that places goods on the market registers with a national scheme or producer responsibility organisation and reports volumes. The details differ per country and change often, so we confirm the current requirements for Romania when you ask us about it.
How does SAWA sell in Romania?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
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