Stejara Pircan, VP Electronics & Consumables, eMAG

Romanian e-commerce leader sees customer engagement through technology-driven omnichannel

The pandemic drove consumers online

WE BELIEVE THAT THE TRENDS THAT STARTED DURING THE PANDEMIC ARE HERE TO STAY AND THE ACCELERATED DIGITISATION PROCESS WILL BRING LONG-TERM BENEFITS TO EVERYONE.

The last year marked a shift in consumers’ habits and represented the beginning of the digital transformation. Everyone had to go digital and make a quantum leap towards digital adoption and omnichannel. Working from home and online schooling have led to the adoption of online shopping even for categories such as home & garden or furniture or even perishable goods for which, traditionally, people would go to stores for. We asked Stejara Pircan, Vice President of eMAG to tell us more.

The period proved that online shopping is safe, simple and fast and knows no barriers. Technology has played a key role in this period of time allowing companies to better meet their customers’ needs and we believe that future growth will be driven by customer engagement through personalized technology-based experiences.

At eMAG we came to support our customers with new services and expanded our range of products. We launched Genius, our premium service with free delivery, and delivery services platform tazz by eMAG expanded its services from food delivery to fast delivery for almost anything. At the same time, we have expanded our last mile delivery network easybox to be as close as possible to customers amid increasing adoption, including in Hungary.
We also continued our expansion of showrooms in Romania and in the region – in Hungary and Bulgaria.

How does eMAG use AI?

As we are a technology company, we use AI and provided customers with new tools to support them throughout their journey such as video content, digital assistants and live chat in order to help them in their journey. We also launched the first loan 100% digital allowing customers fast and easy access to the desired products. We believe that the trends that started during the pandemic are here to stay and the accelerated digitisation process will bring long-term benefits to everyone.

What’s next for eMAG?

In the next three years, eMAG group will strengthen its presence in the region through investments totalling over €160 million in both Hungary and Bulgaria and is considering to open new markets as well. In both countries, eMAG established physical presence while in Hungary it expanded its last mile delivery network easybox. Sameday, the courier company part of eMAG Group, stepped outside Romania and also became operational in Hungary this year.

As technology will lead the path to growth, eMAG will invest more than €91.2m for developing technology that will be used in all the countries where it is present.

With every initiative and investments, we aim at solving our clients’ needs and expectations and we are really excited by the opportunities.