CEE Marketplace Snapshot
67,000+ sellers and 75M+ product listings analyzed across eMAG, Trendyol, and Skroutz
eMAG Marketplace
eMAG (Dante International) is the largest e-commerce platform in Southeast Europe. It operates 3 separate marketplaces with independent vendor bases: emag.ro (Romania), emag.hu (Hungary), and emag.bg (Bulgaria). Each country runs independently — a seller wanting to operate in all three must register and maintain separate presences.
Per-Country Breakdown
| Country | Seller Accounts | Product Listings |
|---|---|---|
| Romania (emag.ro) | 36,268 | 22.2M |
| Hungary (emag.hu) | 21,120 | 14.8M |
| Bulgaria (emag.bg) | 21,226 | 13.9M |
Cross-Country Presence
| Presence | Companies | Share |
|---|---|---|
| Romania only | 18,056 | 41.9% |
| Hungary only | 2,673 | 6.2% |
| Bulgaria only | 3,256 | 7.5% |
| RO + HU only | 1,392 | 3.2% |
| RO + BG only | 933 | 2.2% |
| HU + BG only | 1,544 | 3.6% |
| All 3 countries | 15,245 | 35.3% |
Over a third of all sellers (15,245 companies) operate in all three countries simultaneously.
Seller Origins
| Country of Origin | Sellers | Share |
|---|---|---|
| Romania | 24,366 | 56.5% |
| China | 4,795 | 11.1% |
| Bulgaria | 3,917 | 9.1% |
| Poland | 2,886 | 6.7% |
| Hungary | 2,605 | 6.0% |
| UK | 908 | 2.1% |
| France | 509 | 1.2% |
| Greece | 409 | 0.9% |
| Germany | 306 | 0.7% |
| Other (20+ countries) | ~445 | ~1.0% |
| Unclassified | 1,906 | 4.4% |
Chinese Seller Profile
4,795 Chinese companies sell on eMAG — the second-largest origin group. They're characteristically small: median 52 products per seller (vs 25 overall median). Identifiable by qq.com/163.com email addresses, Shenzhen/Guangzhou addresses, and Citibank IBANs. Total footprint: ~593K product listings.
The Power Law
| Segment | Sellers | % of Sellers | Products | % of Products |
|---|---|---|---|---|
| 1-5 products | 11,342 | 26.3% | ~34K | 0.1% |
| 6-100 products | ~16,500 | 38.2% | ~530K | 1.0% |
| 101-10K products | ~14,700 | 34.1% | ~9.6M | 18.3% |
| 10K+ products | 564 | 1.3% | 40.8M | 77.9% |
1.3% of sellers (564 companies) account for 78% of all product listings.
Median: 25 products | Mean: 1,181 | Top 1% threshold: 13,235+
Top 5 Sellers
| Company | Origin | Total Products | Markets |
|---|---|---|---|
| BEST CASE EN-GROS | Romania | 2.8M | RO+HU+BG |
| CRI-FLO CAR DELIVERY | Romania | 1.8M | RO only |
| EXTRASTORE | Poland | 1.1M | RO+HU+BG |
| VICEVERSA SOLUTIONS | Romania | 1.0M | RO+HU+BG |
| YLKRS AUTOMOTIVE | Romania | 1.0M | RO+HU+BG |
Trendyol Romania
Trendyol (Alibaba Group) is Turkey's largest e-commerce platform, expanding aggressively into SE Europe via a single global domain with locale prefixes. It runs 5 confirmed storefronts: Turkey, Romania, Bulgaria, Greece, Azerbaijan.
This data covers only sellers active on Trendyol's Romanian storefront. Trendyol's full Turkish domestic marketplace has hundreds of thousands of additional sellers not included here.
The Turkish-Romanian Split
| Origin | Sellers | Share |
|---|---|---|
| Turkey | ~9,100 | 50% |
| Romania | ~8,850 | 48% |
| Poland | 74 | 0.4% |
| Germany | 18 | 0.1% |
| Other | ~50 | 0.3% |
| Unknown | 207 | 1.1% |
Top Seller Cities
Turkish Side
Romanian Side
Cross-Border Storefront Presence
| Combination | Sellers | Share |
|---|---|---|
| All 5 countries (AZ+BG+GR+RO+TR) | 8,825 | 48.1% |
| RO only | 6,768 | 36.9% |
| BG+GR+RO | 1,934 | 10.5% |
| BG+GR+RO+TR | 281 | 1.5% |
| Other combinations | 528 | 2.9% |
48% of sellers operate in all 5 Trendyol countries — primarily Turkish companies. 37% sell only in Romania — primarily local Romanian companies.
Skroutz Romania
Skroutz is Greece's dominant price-comparison and marketplace platform, recently expanded to Romania (skroutz.ro). Unlike pure marketplaces, Skroutz originated as a price comparison engine with independent shops — and has since added marketplace fulfillment. The seller base is predominantly Greek companies operating in Romania.
Catalog Size — More Listings Per Shop
Skroutz shops list significantly more products than eMAG sellers:
Order Volume
| Orders/Week | Shops |
|---|---|
| 1,000+ | 22 |
| 500+ | 51 |
| 200+ | 110 |
| 100+ | 310 |
| 50+ | 1,046 |
| 10+ | 2,549 |
260 shops process 200+ orders per week
Cross-Platform Insights
The Big Finding — eMAG x Trendyol Overlap
By matching Romanian tax IDs (CUI) between the two platforms:
| Count | Share of Trendyol RO sellers | |
|---|---|---|
| Romanian sellers on Trendyol | 8,679 | 100% |
| Also on eMAG | 5,462 | 62.9% |
| Trendyol only | 3,217 | 37.1% |
The 5,462 dual-platform sellers account for: 16.9M eMAG products (33% of eMAG's total catalog) and 2.8M Trendyol products (42% of Trendyol RO's catalog)
Three Different Ecosystems
eMAG — "The Long Tail"
- 43,146 companies from 25+ countries
- 26% of sellers have 1-5 products
- 1.3% of sellers hold 78% of all products
- Romania 56% + China 11% + Poland 7%
Trendyol — "The Turkish Bridge"
- 18,336 sellers active in Romania
- Almost exactly half Turkish, half Romanian
- 48% operate across all 5 Trendyol countries
- Connects Turkish manufacturing to SEE consumers
Skroutz — "The Quality Shops"
- 5,600 established Greek retailers
- Median 784 products (30x eMAG's median)
- 55% on platform 5+ years
- 260 shops with 200+ orders/week
Who Sells Where — The Geographic Separation
Each marketplace brings its own geographic seller ecosystem into Romania with almost zero overlap between them:
Size Comparison
| Metric | eMAG | Trendyol | Skroutz |
|---|---|---|---|
| Total sellers | 43,146 | 18,336* | 5,600 |
| Total products | 51.0M | 6.7M | 18.0M |
| Median products/seller | 25 | ~50 | 784 |
| Micro-sellers (1-10 products) | 26.3% | 14.1% | 3.4% |
| Large sellers (10K+) | 1.3% | 0.8% | 5.8% |
*Trendyol figure covers only sellers active on the Romanian storefront.
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