Selling on eMAG Romania from Bulgaria: your store, couriers and VAT

In short: a company in Bulgaria can sell to Romania in two ways that work well together: list the catalog on eMAG.ro, Romania's largest marketplace, and run a Romanian-language store with prices in lei. Parcels go from Bulgaria with DPD Bulgaria (Speedy) or Sameday, or from stock in Romania with Romanian couriers. Above €10,000 a year in EU distance sales, you charge Romanian VAT of 21%.

This guide is for foreign founders with a Bulgarian company, expats running a store from Sofia, Ruse or Varna, and Bulgarian brands with Romanian visitors already in their analytics. It shows how each part is set up in CloudCart, the Bulgarian ecommerce platform. Confirm the tax rules for your company with your accountant.

How do you sell online in Romania from Bulgaria?

You sell online in Romania from Bulgaria through a marketplace, through your own Romanian store, or through both. Inside the EU there are no customs between the two countries, so the work is in the channel, the language, the currency, the courier and VAT.

Model	How it works	Best for	What you give up
eMAG.ro only	Your products appear on eMAG Romania; orders and customers stay in eMAG	Testing demand with products that have barcodes and brands	Commission on each sale, eMAG's rules, no customer list of your own
Own Romanian store	A store in Romanian with prices in lei, your domain and your couriers	Brands with repeat customers and their own margin	You bring the traffic yourself: Google, Meta, email
Both	One catalog in CloudCart feeds eMAG.ro and the Romanian store	Sellers who already know which products sell in Romania	Two sets of orders to process: eMAG's and yours

A practical order is eMAG.ro first for reach, then the Romanian store once you know which products sell. The same thinking for all EU markets is in the guide to cross-border ecommerce in the EU.

How do you sell on eMAG Romania as a Bulgarian company?

To sell on eMAG Romania you need an eMAG.ro seller account, which is a separate contract from eMAG.bg, and a product catalog that meets eMAG's data requirements. eMAG runs one marketplace per country, so an account on eMAG.bg does not list your products on eMAG.ro.

1. Open the eMAG.ro seller account. Apply on eMAG Romania's marketplace portal and check which company documents eMAG asks from a seller registered outside Romania. Commission and fees are set in your seller contract.
2. Prepare the catalog. eMAG rejects products without its required data, such as an EAN barcode, a brand for certain categories or safety documents. Fill these in CloudCart first, because the feed sends what the product has.
3. Connect eMAG Sync. In CloudCart, the eMAG Sync app sends your catalog to eMAG as a product feed. The connection is set up together with the CloudCart team once your eMAG contract is active; write to support@cloudcart.com.

What the eMAG Sync feed does, according to how the integration works today:

• Refresh every 4 hours. A price or stock change in CloudCart reaches eMAG within up to 4 hours.
• One listing per variant. Each variant goes out as its own row with its SKU, barcode, price, stock and weight, and its name carries the variant values, such as "T-shirt, Red, M".
• Prices without VAT. The feed always sends prices excluding VAT, also for stores that show prices with VAT, and it sends the discounted price when a discount is active.
• Up to 4 images per product and a fixed handling time of 2 days.
• Orders stay on eMAG. A sale on eMAG does not reduce stock in CloudCart, so reconcile stock in the seller portal or keep a buffer on fast sellers.

Important: if you sell on eMAG.bg already, eMAG.ro is a second account and a second setup, with product titles and descriptions in Romanian.

CloudCart also connects OLX, with an account for olx.ro.

Which couriers deliver to Romania from Bulgaria?

From a warehouse in Bulgaria, CloudCart stores ship to Romania with DPD Bulgaria (Speedy) or with Sameday under a cross-border contract. With stock in Romania, the Romanian couriers DPD Romania, Sameday, FAN Courier and Cargus deliver inside Romania.

Speedy is part of DPD, and in CloudCart its integration is called DPD Bulgaria. It covers Bulgaria and Romania with one contract, to an address, a DPD office or a locker, so your first Romanian orders need no new courier. The Romanian courier integrations work only inside Romania, so they make sense once part of your stock sits in a Romanian warehouse.

Courier in CloudCart	Ships from	Delivery options	Good to know
DPD Bulgaria (Speedy)	Bulgaria, to Bulgaria and Romania	Address, office, locker	Amounts for a Romanian address are converted to RON on each quote
Sameday	Bulgaria or Romania, one country per contract	Address, office and pickup points, easybox lockers	A Romania-to-Bulgaria or Bulgaria-to-Romania route quotes if your contract covers it
DPD Romania	Romania, inside Romania	Address and DPD pickup points	Quotes in RON, DPD's own PDF waybill in A4 or A6
FAN Courier	Romania, inside Romania	Address, office, locker	Needs a client ID besides the API username and password
Cargus	Romania, inside Romania	Door-to-door delivery	Simplest setup: username and password

Sameday's easybox is a locker network where the customer picks a specific locker at checkout; a locker takes parcels up to 20 kg, and CloudCart offers it only when the cart fits a compartment. All five couriers support cash on delivery, and the order's amount to collect is synced through the integration.

Each integration needs API credentials from the courier, which differ from your website login. The Bulgarian side of delivery, with Econt, Speedy and BOX NOW, is compared in the guide to couriers in Bulgaria.

Stock in Romania without your own warehouse

Frisbo is a Romanian fulfillment company (3PL) that stores your stock and picks, packs and ships your orders. In CloudCart, the Frisbo app sends each order to Frisbo automatically when it is created or when it is paid, depending on your setting, and Frisbo chooses the courier. Stock counts do not flow back from Frisbo into CloudCart, so plan a regular stock check. When outsourcing pays off is in the guide to fulfillment and warehousing for an online store.

Which payment methods do Romanian customers expect?

A store for Romania needs cash on delivery (ramburs in Romanian) and card payments in lei, with Apple Pay and Google Pay on mobile. Cash on delivery is supported by every courier above, and card payments in lei come from CloudCart Pay or from a Romanian card gateway.

Payment option in CloudCart	What it adds for Romania
Cash on delivery	With DPD Bulgaria, Sameday, DPD Romania, FAN Courier and Cargus; the shipping cost recalculates when the customer switches between cash on delivery and card
CloudCart Pay	Visa, Mastercard, Apple Pay and Google Pay, also for payments in RON, 0% transaction fee through Dec 31, 2026
EuPlătesc	A Romanian card gateway that always charges in RON; orders in another currency are converted to RON before the customer pays
Netopia (MobilPay)	A Romanian card gateway in RON, on Netopia's payment page

EuPlătesc and Netopia each need their own merchant contract, while CloudCart Pay is built into the checkout without a separate bank agreement. The trade-off between cash and card for parcels that cross a border is in cash on delivery or card payment.

Which VAT do you charge on sales to Romania?

A Bulgarian company charges Bulgarian VAT on sales to Romanian consumers until its EU distance sales pass €10,000 a year, and Romanian VAT after that. The €10,000 (excluding VAT) is one total for all EU countries together, counted over the current and the previous calendar year (European Commission, VAT One Stop Shop).

Romania's standard VAT rate is 21% and its single reduced rate is 11%. Both have applied since 1 August 2025, when Law 141/2025 raised the standard rate from 19% and replaced the 5% and 9% rates (ANAF, VAT rate changes, in Romanian). The EU's table of rates confirms 21% and 11% for Romania (Your Europe, VAT rates).

Example: a product at €100 excluding VAT costs a Romanian consumer €120 with Bulgarian VAT of 20% and €121 with Romanian VAT of 21%, so decide early which rate your prices in lei carry.

1. Add up your EU distance sales for this year and last year, excluding VAT, Bulgarian customers and B2B sales to companies with a valid EU VAT number.
2. Decide before you reach €10,000. You may also charge Romanian VAT from the first sale.
3. Register for OSS with the NRA. The One Stop Shop (OSS) lets a Bulgarian company declare and pay Romanian VAT through one quarterly return with the NRA, the National Revenue Agency, which has applied since 1 July 2021. The other option is a VAT registration in Romania.
4. Set the Romanian rate in the store, so each Romanian order carries 21% or 11% from the date you switch.
5. Keep the evidence of where each customer is, such as the delivery address, for the quarterly OSS return.

In CloudCart, VAT by country is a VAT rule on a geo zone for Romania, with the One Stop Shop switch on; the platform then charges a Romanian consumer the Romanian rate. A VAT number checked in VIES, the EU's VAT number validation system, takes VAT off a B2B order. The full OSS walkthrough is in OSS VAT for cross-border EU sales.

How do invoices and e-Factura work for sales to Romania?

A Bulgarian company invoices Romanian customers from its own invoicing, the way it invoices in Bulgaria, while a company registered in Romania works with RO e-Factura, the Romanian electronic invoicing system. Reporting invoices to consumers (B2C) in RO e-Factura has been mandatory since 1 January 2025, after B2B invoices in 2024 (Romanian Ministry of Finance, RO e-Factura, in Romanian). Which documents your company must report depends on where it is established and registered for VAT, so settle this with an accountant who knows Romanian rules.

• Bulgarian company, shipping from Bulgaria. Invoices come from the order in CloudCart with your numbering and are emailed to the customer; above €10,000 they carry Romanian VAT.
• Romanian company or Romanian invoicing. The SmartBill app connects SmartBill, the Romanian invoicing software, to the store. SmartBill then issues the invoices and sends them to RO e-Factura at the moment they are issued.

How SmartBill works in CloudCart, step by step:

1. Connect the account in Apps → SmartBill → Settings with the SmartBill email, API token and CIF, the Romanian tax identification code. One store works with one CIF.
2. Choose the document series for invoices or proformas, and the document language, Romanian or English.
3. Turn on automatic invoices and pick the moment: new order, paid, completed or fulfilled.
4. Let cash on delivery close itself. When a cash on delivery order becomes paid, SmartBill adds a payment document that refers to the invoice.
5. Set the store currency to RON if your invoices must be in lei, because CloudCart passes the order's currency to SmartBill without converting it.

Important: SmartBill is a paid SmartBill subscription, and only one invoicing provider is active in a store at a time. The invoicing page lists SmartBill, FGO and Számlázz.hu as the providers that keep their own numbering.

How do you build a Romanian version of your store?

A Romanian version of a CloudCart store is a separate store in Romanian with its own currency in lei, prices, couriers, payment methods and domain, built from your main store with the Multilang app. The catalog stays in one place, and Stores Sync keeps stock equal between the stores by SKU or barcode.

Multilang copies the products, machine-translates up to 9 fields per product, sets prices with a multiplier you choose and adds hreflang tags, so Google shows Romanian searchers the Romanian store. Copying and AI translation are included in CC Master (€249/month billed annually, excluding VAT, on the pricing page); the full setup is in the guide to the multilingual online store.

• Check the translation by hand in the checkout, the delivery and returns terms and the emails.
• Price in lei with round endings, such as 149.90 lei, rather than a raw conversion from euro.
• Publish the 14-day withdrawal right in Romanian. An EU consumer may withdraw within 14 days of delivery, and you refund within 14 days of being told (Your Europe, returns).

The model with one catalog and a store per country is on the multistore page.

How to launch sales in Romania: step by step

The quickest route is to test eMAG.ro and a small Romanian store at the same time, with couriers and VAT ready before the first order.

1. Pick the first products by data: items with an EAN barcode, steady stock and a price that still leaves margin after eMAG's commission and delivery to Romania.
2. Settle VAT with your accountant: Bulgarian VAT under €10,000 a year, or OSS with the NRA and the Romanian 21% rate now.
3. Open the eMAG.ro seller account and ask support@cloudcart.com to set up eMAG Sync once the contract is active.
4. Create the Romanian store with Multilang, in lei, and check the machine translation of the top 20 products by hand.
5. Connect the courier: DPD Bulgaria for parcels from Bulgaria, or Sameday, FAN Courier, Cargus or DPD Romania when you hold stock in Romania. Set default product weights so live rates are right.
6. Add payments: cash on delivery and CloudCart Pay first, then a Romanian gateway if you open a Romanian company.
7. Place a test order end to end: checkout in lei, payment, waybill, invoice, a return and a refund. Then start ads in Romanian.

Questions about the eMAG connection, Romanian couriers or VAT rules in your store can go to support@cloudcart.com.

Frequently asked questions