Aurel Dragan22/10/2026 | 11:45
eMAG has announced the six-month results for iZi, the first AI shopping assistant developed entirely using local technology. In just half a year since its launch, sales facilitated by iZi have exceeded RON 100 million, and 900,000 people have used the assistant whilst shopping on the platform. One in six customers who visited eMAG during these six months interacted with iZi. For nearly 400,000 of them, the shopping process began directly through iZi, bringing iZi-assisted sales to RON 100 million.
“iZi is part of the investment plans we announced in May, and this is reflected in the figures, demonstrating its usefulness right from the first six months for over 900,000 people who have used it. Unlike a general AI assistant, iZi works with actual stock levels, prices and delivery times, and guides you right through to adding the product to your basket. What’s more, the product retention rate is very good,” said Tudor Manea, CEO of eMAG.
Three out of four questions asked of iZi relate to specific products – for example, their compatibility or how difficult they are to assemble – whilst one in four is a request for advice, such as ‘what should I buy for…’. Users interact with the assistant in natural language, as in an ordinary conversation, using an average of six to seven words per question. When it receives a request for a recommendation, iZi selects and presents between five and seven products that meet the needs expressed.
The peak is in the evening, between 8.00 pm and 11.00 pm, whilst 6% of conversations take place between midnight and 6.00 am. Electronics and IT generated the highest number of conversations, followed by home décor and homeware, motoring and sports, consumables and fashion. Searches included washing machines and tumble dryers, mobile phones, CCTV cameras, all-season tyres, thermostats, air purifiers and air fryers.
Founded in 2001, eMAG is a pioneer in the online retail sector that has expanded into Romania, Hungary and Bulgaria with the aim of helping customers across the region to save time and money. With an ever-expanding range of products made available to customers in partnership with its Marketplace partners, eMAG is the place where anyone can search for and order anything, anytime and anywhere. The platform’s customers in Romania benefit from value-added services, such as the mobile app, fast delivery to easybox, a 30-day returns period, rapid refunds via Instant Money Back, flexible payment options via the eMAG Wallet, and the Genius free delivery subscription above a certain threshold across five e-commerce apps (eMAG, Fashion Days, Freshful, Glovo and Flip). Through eMAG Marketplace, Romanian entrepreneurs selling on the platform have access to a range of programmes and tools that help them scale their businesses across Central and Eastern Europe: Fulfilment by eMAG, Genius easybox, eMAG Ads and the campaigns run on the platform are just a few examples.
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