Over 15,500 Marketplace Sellers Took Orders on Black Friday; One in Three Items Bought on eMAG Came from Sellers

More than 15,500 sellers on the eMAG Marketplace who received Black Friday orders sold over 1.4 million products, a 40% increase compared with last year. Approximately one in three products ordered by eMAG customers on Black Friday came from Marketplace sellers, and nearly three in four orders placed with sellers were from Genius customers.

Fast sell-outs and effective pre-event promotion

The first promotional offer to run out of its Black Friday stock sold out within 4 minutes of the event start. Within the first 20 minutes, other offers including frying pans, air purifiers, coffee beans and wine also sold out. Announcing products ahead of the event proved decisive: items revealed during the week before Black Friday sold in one day as much as they typically would in a month.

“Black Friday arată cel mai clar cât contează pregătirea. Sellerii care au venit cu stoc suficient, cu prețuri bune și cu produsele anunțate din timp au văzut rezultatele din primele minute, iar pentru mulți dintre ei o singură zi a adus vânzări cât o lună întreagă. Tot mai mulți folosesc programele pe care le-am construit pentru ei: Fulfilment by eMAG, care le preia logistica, eMAG Ads, care le aduce vizibilitate, și Mira, care le răspunde și le analizează vânzările la orice oră”, said Stejara Pircan, Senior VP eMAG România, Bulgaria și Ungaria.

Fulfilment by eMAG accounted for a quarter of sales in the first hour

Nearly one third of sellers' Black Friday sales were processed through Fulfilment by eMAG, with sales via this service up more than 60% year-on-year. Over a quarter of those sales took place in the first hour of the campaign. Robot vacuum cleaners were the top sellers by value among the items that sold out, occupying the first three positions. Small appliances doubled their sales and contributed over a quarter of Fulfilment by eMAG revenues. Two out of three parcels were ordered for pickup at a locker.

eMAG Ads delivered 9 lei in sales per 1 leu spent

Ads run through eMAG Ads generated 46% more clicks for sellers on Black Friday, and promoted offers achieved a conversion rate 55% higher than non-promoted listings. The return on ad spend (ROAS) was 9: every leu sellers invested in advertising returned 9 lei in sales.

Mira handled seller requests in 89 seconds on average

More than 1,000 sellers reviewed their Black Friday sales directly within conversations with Mira, the virtual assistant. During the day, Mira responded to all seller-initiated conversations and resolved over one third of them autonomously, typically in just 89 seconds. Conversations routed to live chat reached a support team colleague in under two minutes. Over half of queries about prices, discounts and product inclusion in the campaign were resolved by Mira, and 8 out of 10 satisfaction ratings were 4 or 5 (out of 5).

Categories with the largest year-on-year increases among sellers

Compared with last year’s Black Friday, the categories that showed the biggest growth in seller offerings were listed in this order:

Large appliances

Detergents and cleaning products

Coffee

Air purifiers

Tires

About eMAG

eMAG operates a marketplace that connects sellers and customers and offers programs to support sellers, including Fulfilment by eMAG for logistics, eMAG Ads for visibility, and Mira, a virtual assistant that analyzes sales and responds to seller inquiries.