Freshful By eMag

Freshful by eMAG is an online-only supermarket operating in Romania, established in 2020 as a dedicated grocery brand within eMAG Retail, part of the wider eMAG e-commerce group. Headquartered in Bucharest, it is widely described as the first fully online hypermarket in Romania.

The company built its model around a purpose-built, automated warehouse and its own cold-storage infrastructure, enabling fast, scheduled home delivery across its service area. eMAG invested more than five million euros in technology, operations and cold storage to launch the service.

Freshful offers a broad grocery assortment covering fresh fruit and vegetables, meat and dairy, packaged food, beverages, frozen products, household goods and personal care, replicating the range of a large physical hypermarket in a digital format.

Fresh produce is a particular focus: the company reported delivering around 3.5 million kilograms of fruit and vegetables in 2024, a large share of it sourced from Romania. It operates a dedicated refrigerated delivery fleet to preserve the cold chain to customers' doors.

The business has scaled quickly, reaching roughly one in seven households in Bucharest during 2024 and reporting turnover of about 72 million euros for that year, reinforcing its position on Romania's online retail market.

This scale and logistics capability make Freshful an attractive partner for food and beverage manufacturers seeking a fast-growing online distribution channel in Romania's grocery market.