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EspañolScaling success in Romania:
Growth strategies with eMAG
The Client
is a manufacturer specialising in Scandinavian-inspired seating, including armchairs, sofas, and corner units. Prior to our collaboration, the brand had already secured a strong foothold in the Polish market, driven by consistent sales through Allegro and their own e-commerce store.
The Challenge
Our initial audit revealed several critical barriers that were preventing the brand from effectively scaling on eMAG:
- Optimisation gaps: Listings were largely unstructured, lacking both essential product variants and high-intent keywords in titles. This severely limited search visibility and reduced the brand’s overall appeal.
- Poor market penetration: Despite the brand’s Polish success, its presence on eMAG Romania was negligible, making it nearly impossible to reach the local customer base.
- Underrepresented branding: The brand’s identity was missing from product descriptions and visuals, which hindered the ability to build authority and consumer trust in a new territory.
- Limited product range: A restricted portfolio on the platform was stifling growth and failing to capture the full breadth of customer demand.
- Operational hurdles: The account required a professional overhaul, from courier integrations and return protocols to the fine-tuning of shipping costs and delivery lead times.
The objective
Our primary goals for this collaboration were:
- To build a strong brand presence in the rapidly growing Romanian market via eMAG.
- To maximise product reach across the widest possible consumer base.
The Solution
Comprehensive audit
We kicked off the partnership with a comprehensive audit of the existing account. Our goal was to refine the backend infrastructure, ensuring all operational settings were primed for the Romanian market. This included:
Courier account integration,
Shipping cost structures,
Delivery lead-time optimisation,
Returns management,
Category ungating.
Strategic growth analysis
Beyond the technical setup, we performed a deep dive into the factors limiting the brand’s performance. We focused on:
- Addressing unstructured listings (lack of variants),
- Identifying missing high-intent keywords for titles,
- Improving brand storytelling within the listings,
- Strategy for portfolio expansion.
Product listing and launch
Our first priority was a complete overhaul of the product catalog. We didn’t just upload data; we crafted listings with high-intent keywords and persuasive, crystal-clear descriptions designed to remove any friction from the buying process. A key part of this was implementing proper product variants. By grouping items, we improved visibility and allowed customers to browse colour options from a single page, significantly increasing the conversion rate.
Driving traffic: eMAG Ads
To generate immediate momentum, we launched targeted eMAG Ads. Instead of a “scattergun” approach, we focused on specific product groups, allowing for surgical precision in budget management. Launched in January 2023, these campaigns delivered an almost instant ROI. They have since become a cornerstone of the brand’s revenue stream, consistently accounting for 32% of total turnover.
eMAG Ads optimisation
Maintaining peak cost-efficiency is central to our management style. We keep a close eye on ACOS and TACOS, ensuring that advertising remains a profitable engine for growth rather than an overhead cost. Since launch, we have maintained an exceptionally lean average ACOS of 5.38% – an elite result given the competitive landscape of the Romanian furniture market.
Maintaining peak cost-efficiency is central to our management style. We keep a close eye on ACOS and TACOS, ensuring that advertising remains a profitable engine for growth rather than an overhead cost. Since launch, we have maintained an exceptionally lean average ACOS of 5.38% – an elite result given the competitive landscape of the Romanian furniture market.
Leveraging seasonal events
Tapping into eMAG’s cyclical promotions was another vital pillar of our strategy. By proactively enrolling products in monthly sales events, we consistently drove double-digit growth. This culminated in a massive Black Friday success, where sales surged by several hundred percent, proving the scalability of the brand under our management.
The Results
Following the launch of our collaboration and the strategic rollout, the account entered a sustained growth cycle. Over two years of partnership, the account generated nearly 2 million RON in revenue and processed over 1,500 orders.
Campaign efficiency
Our advertising activities remained strictly within the agreed budget throughout the partnership. We achieved a highly efficient average ACOS of 5.38% , ensuring that sales growth was paired with strong profitability.
Future Roadmap
- Scaling sales in Romania by further expanding the product portfolio, maintaining an active presence in promotional campaigns, and optimising eMAG Ads.
- Multi-channel expansion onto other European platforms, including Amazon.de, Kaufland.de, Pigu.lt, Home24.de, and XXXLutz.de.
...and we’re just getting started!
Our partnership with Family Meble continues to thrive. We constantly adapt and optimise every element of the sales strategy to stay ahead of the evolving conditions on the eMAG marketplace. In addition, we are already developing the brand’s presence on several other international platforms. We believe in our clients’ products, and we take pride in consistently driving their sales growth. Thank you for your continued trust.
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