How to Sell on eMAG from Poland: Onboarding, Fees, VAT

eMAG is the largest marketplace in Central and Eastern Europe — Romania, Hungary and Bulgaria in a single panel. We explain how to enter it from a Polish company: from registration and EAN codes, through translations and commissions, to logistics and VAT settlement.

How to sell on eMAG from Poland — the key facts to start with

eMAG is the largest marketplace platform in Central and Eastern Europe. From a single seller account you reach three markets: Romania (emag.ro), Hungary (emag.hu) and Bulgaria (emag.bg). Good news for a Polish seller: you can register using your Polish company’s details and ship goods directly from a warehouse in Poland — you don’t need to set up a company or a warehouse abroad to get started.

How to sell on eMAG from Poland in a nutshell: you set up an account using your company details, pass document verification, upload listings with mandatory EAN/GTIN codes, translate your descriptions into the local language (the platform offers free machine translation), set up logistics (your own courier, eMAG Courier Poland or an FBE warehouse) and settle VAT — up to the EUR 10,000 threshold of sales to EU consumers you settle it in Poland, above that through the OSS scheme. The sales commission is roughly 7–25% depending on the category, with no listing fees and no subscription.

Below we break each of these steps down to the basics — concretely, no fluff.

Why eMAG, and how the RO, BG and HU markets differ

eMAG is sometimes called “the Romanian Allegro/Amazon.” Romania is by far the largest of the three markets; Hungary and Bulgaria are smaller but still worth attention — especially since you serve them from the same account and the same listings. For a Polish seller this is the shortest path to expanding abroad: one panel instead of three separate integrations.

The key advantage is lower competition and a higher price level than in the saturated Polish market. Prices in Romania or Hungary tend to be higher than in Poland, which gives you room to fit the commission and logistics cost into the final price while still staying competitive. It’s a good direction if the fight for margin on Allegro is already wearing you down. If you’re only just shaping your multi-platform strategy, start with our piece on multichannel selling — where to start, and treat eMAG as one of the next channels — much like Kaufland Global Marketplace.

Keep the local differences in mind: a different currency on each market (RON, HUF, BGN), different VAT rates, different shopping habits (easybox parcel lockers are very popular on eMAG) and the need to handle customer service in the local language or at least in English.

Registering a seller account step by step

Registration runs through the “Start selling” form and covers several stages: company details, bank details, document upload, category selection, operational data and finalization. eMAG accepts various legal forms, including foreign ones — a Polish limited liability company (sp. z o.o.) or a sole proprietorship (JDG) are perfectly fine.

Before you sit down to register, prepare a full set of documents. This is the most common point where the process drags on.

You upload documents as PDF or image (JPG/PNG). After successful verification you get access to the seller panel. It’s worth setting payouts in PLN right away if you don’t want to maintain foreign-currency accounts — eMAG settles with sellers twice a month, deducting the commission from the amount transferred.

EAN/GTIN codes — you can’t create a listing without them

This is a trap that surprises sellers used to Allegro. On eMAG an EAN/GTIN code is practically mandatory — without a unique code it’s very hard to list a product at all. eMAG works in a catalog model: a single “product card” gathers listings from many sellers, and the system matches your listing to an existing card precisely by the EAN code.

In practice this means two things. First, if you sell branded products, you’ll most likely “attach” to an existing card and compete for the featured offer (the equivalent of the Buy Box). Second, if you have your own products or products without codes, you need to buy pools of EAN codes from the official GS1 organization — making up numbers yourself will end in your listing being rejected and duplicate problems. Get your EAN database in order before you start uploading listings in bulk; it saves hours of fixes.

Translations and listing localization

eMAG provides free automatic translations of listings into Romanian, Hungarian and Bulgarian, so at the start you don’t have to invest in a translator. That’s convenient, but treat machine translation as a starting point, not the final version.

• The title and key attributes should be checked manually — they determine the match to the product card and your visibility in eMAG’s search engine.
• Technical parameters and units (sizes, plugs, voltage, size charts) should be adapted to the local market.
• Customer service and returns — prepare ready-made reply templates in English or the local language; response speed affects your account rating.
• Product compliance (GPSR) — since 2024/2025, selling to EU consumers requires, among other things, indicating a responsible party in the EU and appropriate safety markings. Verify this for your category at the source.

Commissions and fees — what you’ll really pay

eMAG’s cost model is simple: PLN 0 to create a listing, PLN 0 subscription, PLN 0 to maintain the account. You pay only a sales commission — and only when a transaction actually goes through. The commission depends on the category and roughly falls in the 7–25% range. The exact rate for your products is stated in the contract and in the panel — treat the values below as indicative and verify them before you calculate your margin.

On top of the commission come logistics costs (see below) and, optionally, eMAG Ads advertising if you want to speed up your start. eMAG periodically runs promotions for new sellers — e.g. a commission halved for the first few months and advertising credit. Such offers are time-limited (one such campaign ran until March 31, 2026), so check the current terms directly on the registration page before you build your calculation on them.

Comparing commissions across platforms makes it easier to decide which channels to focus on — take a look at our overview of marketplace integrators in Poland if you plan to run eMAG alongside Allegro and Amazon from one place.

Logistics: how to ship from Poland

You have three order-fulfillment models. This is probably the most important operational decision when entering eMAG.

1. eMAG Courier Poland — shipping from a Polish warehouse

This solution is built exactly for your scenario: the eMAG courier picks up parcels directly from your warehouse in Poland and delivers them to the customer in Romania, Hungary or Bulgaria — including the easybox parcel-locker network. It handles non-oversized parcels (roughly up to 31.5 kg and 300 cm in girth). Note: once activated, eMAG Courier becomes mandatory for non-oversized parcels — you can’t issue your own waybills at the same time; to use another courier, you first have to disable the service.

The rates above are indicative (net) and change — verify the current price list in the seller panel.

2. FBE — Fulfilment by eMAG

You send a stock of goods to an eMAG warehouse, and the platform handles storage, packing and delivery (a model similar to Amazon FBA). The order-handling fee starts at roughly approx. 3.40–3.99 RON per item, and storage is often free for the first approx. 30 days after delivery. The tax catch: storing goods in Romania means an obligation to register for VAT in Romania and rules out settling these sales through OSS.

3. Your own courier

You can handle shipping with your own courier company, as long as you don’t have eMAG Courier active for the parcel in question. This makes sense for oversized items or when you’ve negotiated good cross-border rates.

When selling on eMAG alongside Allegro or your own store, the absolute priority is to make sure the same unit doesn’t sell twice on two platforms. This is where real-time stock synchronization between channels helps — it’s the most common cause of overselling when entering another marketplace. Setting up a single, consistent multichannel panel (Nimo, currently in the works, is meant to be one such tool) simplifies this task, but the synchronization mechanism itself is worth implementing regardless of the provider you choose.

Taxes: VAT, the EUR 10,000 threshold and the OSS scheme

This is the part where a costly mistake is easiest to make — take it seriously and consult your accountant. Below is the logic in broad strokes (as of 2026; verify at the source).

If you ship goods from Poland to a consumer in Romania, this is an intra-Community distance sale of goods (WSTO). As long as your total B2C sales to all EU countries don’t exceed EUR 10,000 per year, you can settle it in Poland at the Polish VAT rate (23%). Once you cross the threshold, you have to apply the local VAT rate of the consumer’s country, and the most convenient way is to settle through the VAT OSS scheme (registration via the VIU-R form, quarterly returns to the relevant tax office). OSS lets you declare VAT for all EU countries in one place, without registering in each of them separately.

Note: Romania raised its standard VAT from 19% to 21% on August 1, 2025 and consolidated its reduced rates to 11% — older guides may still quote the outdated 19%. Hungary has the highest VAT in the EU (27%), which, given the large HU market, has a real impact on your final price.

The exception is the FBE model: when you keep goods in a warehouse in Romania, sales from that warehouse are a local supply — OSS is then not enough, you need a Romanian VAT registration. The question of issuing invoices and the upcoming KSeF in the context of foreign sales is covered in a separate post: KSeF 2026 for e-commerce sellers.

Listing visibility: the product card, ratings and eMAG Ads

Simply creating a listing is only the beginning. On eMAG, sales are driven above all by the featured offer on the product card — the equivalent of the Buy Box. When several sellers stand behind one card (one EAN), the algorithm promotes the offer that best combines price, availability, delivery speed and cost, and account reputation. That’s why easybox logistics and short shipping times translate into real turnover, rather than being just a convenience for the customer.

The second pillar is account health. eMAG measures, among other things, the order-cancellation rate, on-time shipping, the number of returns and customer ratings. Poor metrics lower the visibility of your offers and, in extreme cases, lead to restrictions on your account. That’s why, before you launch a broad campaign, set realistic fulfillment times and keep your stock in line with reality — empty shelves “on paper” are a straight road to cancellations and penalties.

The third element is paid promotion. eMAG Ads works in an auction model (sponsored products in results and on cards) and can be essential to break through in competitive categories at the start, before you build a sales history and reviews. Plan your advertising budget as a separate line in your margin calculation — alongside commission and logistics — and test on a narrow group of products rather than promoting your whole catalog at once. Just as with the real cost of Allegro commissions, the true cost of selling on eMAG is the sum of commission, logistics and advertising — calculate it before you set your prices.

Checklist: 8 steps before your first shipment

1. Check that you have a valid EU VAT number and a full set of company documents (KRS/CEIDG, IBAN).
2. Organize your product database with EAN/GTIN codes; buy any missing ones from GS1.
3. Register a seller account and pass verification; set your payout currency.
4. Check the indicative commission for your categories (7–25%) and calculate your margin including logistics.
5. Upload your listings; refine titles and attributes after machine translation.
6. Choose a logistics model (eMAG Courier Poland / FBE / your own courier).
7. Determine your VAT settlement: the EUR 10,000 threshold, OSS, and with FBE — registration in Romania.
8. Turn on stock synchronization to avoid overselling across channels.

Frequently asked questions

Can I sell on eMAG as a Polish company without registering in Romania?

Yes. eMAG accepts foreign companies, including Polish companies and sole proprietorships (JDG). By shipping from a warehouse in Poland and settling VAT in Poland (up to the EUR 10,000 threshold) or through OSS, you don’t have to register for VAT in Romania. The obligation to register in Romania only arises once you start storing goods in Romania, e.g. in the FBE model.

Are EAN codes mandatory on eMAG?

In practice, yes. eMAG works as a catalog and matches offers by the EAN/GTIN code, so without a unique code it’s very hard to list a product. For your own products, buy pools of codes from GS1 — don’t generate numbers yourself.

How much is the commission on eMAG?

Roughly 7–25% depending on the category, with no listing fees and no subscription. Electronics tends to be closer to the lower end, while categories such as home and garden or toys are closer to 18–20%. Check the exact rate in your contract and panel, as it gets updated from time to time.

How do I ship orders from Poland on eMAG?

The simplest way is via eMAG Courier Poland — the courier picks up parcels from your warehouse in Poland and delivers to Romania, Hungary and Bulgaria, including easybox parcel lockers (roughly 72–144 h depending on the country). Alternatives are your own courier or an FBE warehouse. Remember that once enabled, eMAG Courier becomes mandatory for non-oversized parcels.

When do I have to switch to VAT OSS?

Once you exceed EUR 10,000 in total B2C distance sales to all EU countries in a given year. Above the threshold you apply the local VAT rate of the customer’s country (e.g. Romania 21%) and settle it collectively through OSS. Below the threshold you can settle your sales in Poland. Confirm the details with your accountant.