Bucharest, 15 July, 2026 – ING Bank Romania and eMAG are launching online order payments via RoPay, a fully digital and free national payment solution that allows eMAG customers to instantly pay for their orders without having to manually enter their card information into the payment form.
“The speed and simplicity of the payment experience are increasingly important to customers, and every extra step in completing a payment makes the process more cumbersome. For the more than 6.77 million customers who can already use RoPay for online shopping, payments are simpler, fee-free, and instant. eMAG is the leader in Romania’s e-commerce industry, and the adoption of the RoPay solution will certainly revolutionize payment behavior and propel this local payment platform to the top of Romanians’ preferences,” says Raluca Țintoiu, Head of Wholesale Banking at ING Bank Romania.
eMAG joins a growing list of merchants that have introduced RoPay payment solutions in partnership with ING Bank. These include companies in the telecommunications, retail, energy, and insurance sectors.
“eMAG is a technology company, and for 25 years, we’ve been using technology to improve every stage of the shopping experience for millions of Romanians. On eMAG, customers already choose to pay by card for more than two-thirds of their orders, which shows just how important a simple, fast, and secure payment experience is. RoPay complements this process with a local, instant, and easy-to-use solution that has the potential to accelerate the adoption of digital payments and support the development of the digital economy in Romania,” said Tudor Manea, CEO of eMAG.
More than 6.77 million Romanians can already use RoPay for e-commerce payments, and more than 8.5 million are enrolled in the RoPay system for transfers based on phone numbers. For them, the RoPay payment solution – regardless of which carrier they use or which bank they’re with – is not only simpler and free, but also much safer, because they no longer have to enter their card information.
“The integration of RoPay into eMAG’s payment flow marks a particularly important step in the adoption of instant digital payments via mobile phone in Romania. For eMAG customers, the RoPay service simplifies the payment process by eliminating the need to manually enter payment details and enabling instant transaction authorization directly from the mobile banking app. Beyond the time saved and ease of use, the main benefit is security, and the fact that the solution is developed locally helps strengthen the national digital infrastructure. This is a moment when we can all contribute to supporting the national instant mobile payment system, RoPay,” said Sabin Carantină, CEO of TRANSFOND.
How do I make a payment?
eMAG customers will have two ways to pay for their orders using RoPay, with no fees or other additional costs:
From a phone. In the eMAG app, customers can pay via RoPay if they have activated the RoPay Alias service (based on their phone number) or they can select their bank to complete the payment through their mobile banking app.
From a desktop or laptop. On the eMAG website, after selecting the option to check out their shopping cart, customers can complete the payment via RoPay.
In this case, they can use RoPay Alias, or a QR code will be displayed that must be scanned using the mobile banking app installed on their phone.
In both cases, the amount, account, and order details are filled in automatically. To complete the transaction, you’ll only need to confirm the payment.
Payment is processed instantly, without the need to save a card or manually enter information such as card details.
About eMAG
Founded in 2001, eMAG is a pioneer in the online retail sector that has expanded into Romania, Hungary, and Bulgaria with the goal of helping customers throughout the region save time and money. With an ever-expanding range of products made available to customers in collaboration with its Marketplace partners, eMAG is the place where anyone can search for and order anything, anytime, anywhere. The platform’s customers in Romania benefit from value-added services, such as the mobile app, fast delivery to easybox, a 30-day return window, fast refunds via Instant Money Back, flexible payment options through the eMAG/MyWallet account, and the Genius free shipping subscription for orders above a certain threshold across five e-commerce apps (eMAG, Wolt, Fashion Days, Freshful, and Flip). Through eMAG Marketplace, Romanian entrepreneurs selling on the platform have access to a range of programs and tools that help them scale their businesses in Central and Eastern Europe: Fulfilment by eMAG, Genius easybox, eMAG Ads, and campaigns run on the platform are just a few examples. For more information about eMAG, visit about.emag.ro.
About ING Bank Romania
ING Bank Romania is part of the ING Group, a global international financial institution, which provides banking services to more than 38 million individual customers, companies or institutions in over 40 countries. Established in 1994, ING Bank Romania is currently a universal bank, offering products and services to all categories of customers – large and small companies, financial institutions, small entrepreneurs and individuals. ING Bank Romania is the only bank with organic growth in the top 10 local banks by assets, without acquisitions of customer portfolios or other banks. ING Bank Romania is a universal bank with over 1.9 million customers in three business segments: individuals, retail, SMEs & Mid-Corporate companies and Wholesale Banking. ING’s mission is to support people to be one step ahead, in life and in business.
About TRANSFOND
TRANSFOND, the administrator and operator of the Automated Clearing House for retail interbank payments, is the main partner of Romania’s financial and banking community in the field of domestic and cross-border payments, both in lei and in euro, making full use of its infrastructure and know-how. Its shareholders include the National Bank of Romania and 16 commercial banks active on the local market. The company has developed benchmark solutions for the financial market and end users, such as RoPay, Instant Payments, and the Beneficiary Name Display Service (SANB). For more information: www.transfond.ro, www.ropay.ro, www.platiinstant.ro.
