evomag takes marketplace to nearly 25% of sales and accelerates international expansion through already established platforms. First in Austria and than in Germany, next month.

„Through this strategy, evomag aims to increase the share of external sales, reduce its dependence on the pace of the local market and build a stronger regional position, at a time when rapid access to new markets can make the difference between stagnation and sustained growth.” – the company explained.

evomag is accelerating its international expansion and announces its listing on the Kaufland marketplace in Austria, while its listing on the Kaufland marketplace in Germany is scheduled for next month. At the same time, evomag is also analysing other European markets where the development of online commerce can support faster growth outside Romania.

The international expansion strategy comes at a time when the local eCommerce market offers less room for growth than in previous years. In this context, evomag aims to strengthen its regional presence and increase its exposure in external markets through already established platforms, which can provide faster access to demand and a clear commercial framework for testing the competitiveness of its offer.

The company’s results already confirm the growing weight of this channel in the business. In 2025, marketplace sales generated nearly 25% of evomag’s total sales. For 2026, the company estimates at least 30% growth in sales generated through this segment, driven by geographic expansion and the consolidation of its presence in external markets.

At present, evomag has 9 active marketplace presences in Romania and abroad (eMAG in Romania, Bulgaria and Hungary, Skroutz in Greece, Trendyol in Romania, Greece and Bulgaria, TEMU in Romania, and Kaufland in Austria). These presences already form a regional commercial network that the company intends to expand gradually, depending on the dynamics of each market and on its ability to support from Romania the volumes and operational requirements generated by each platform.

Kaufland Austria marks a new stage in external expansion
„For evomag, the listing on the Kaufland marketplace in Austria has particular relevance due to the size of the market and the platform’s positioning in the company’s development strategy in the German-speaking area.” – according to the press release.

„Germany is the next natural step in this buildout, while the company is also following in parallel other markets in Central and Eastern Europe, such as Slovenia, Slovakia, the Czech Republic, Croatia and Poland, where the pace of growth in online commerce and the structure of the market can create concrete opportunities for the development of a regional business.” – the company said.

“Expansion into external marketplaces is one of the directions through which we want to grow more outside Romania and build a stronger regional business. Such a move, however, requires much more than a presence on a platform. We are talking about technical integration, logistics, taxation, the adaptation of internal flows and a good understanding of the competition in each market. In addition, results do not appear immediately. You need time to understand how consumers react, which categories perform, where the offer needs to be adjusted and how quickly you can become competitive. After the first year, things
settle more clearly and the market begins to give you more credit. That is why we treat each new listing as a real investment in the company’s international development, with precise commercial objectives and careful execution, from integration to delivery”, says Mihai Pătrașcu, CEO of evomag.

Expansion through marketplaces involves substantial investment
For evomag, listing in a new marketplace involves costs of between EUR 30,000 and EUR 50,000, depending on the size of the platform, the complexity of the integration, the logistics requirements, the courier-related specifics and the tax infrastructure in each country. Each new market adds an additional level of complexity and requires the company to adapt its commercial and operational processes to a different context, without losing speed, competitiveness and control over delivery.

The international expansion strategy is also supported by the general trend across Europe. According to the latest Eurostat data, 78% of internet users in the European Union made online purchases in 2025, while approximately half of European companies that sell online use marketplace in their commercial strategy. For regional retailers such as evomag, this context confirms that expansion through already established platforms can become an important growth lever, as long as entry into a new market is backed by investment, adaptation and operational consistency.

_______________

evomag is one of the most important companies in Romania’s eCommerce industry. The online store sells tens of thousands of products in IT&C, home appliances, sport & fitness (including scooters and scooter accessories), as well as home and garden products. evomag.ro is visited daily by more than 60,000 people. evomag was founded by Mihai Pătrașcu, who continues to serve as Chief Executive Officer.