“This transaction is a launchpad for our regional future and European expansion. With eMAG by our side, we are accelerating the development of a scalable and meritocratic affiliate marketing ecosystem and investing in our ability to compete globally in a rapidly growing industry,” said Dorin Boerescu, the president of the Board of Directors 2Performant.
eMAG is a party to this agreement, acting as guarantor of the sellers’ obligations. This strategic acquisition marks a significant milestone in 2Performant’s growth on the Romanian and Bulgarian markets and paves the way for regional expansion in Central and Eastern Europe.
“We are confident that this transaction serves the best interests of both parties and reflects our trust in 2Performant’s potential, as well as in their direction toward international expansion,” Tudor Manea, Group CEO of eMAG, said.
The contract was previously approved by the Board of Directors of 2Performant through Decision No. 2 dated April 30, 2025, and was signed subject to the approval of the Extraordinary General Meeting of Shareholders of 2Performant.
The completion of the transaction is conditional upon the fulfillment of several requirements, including the approval of the transaction by the Extraordinary General Meeting of Shareholders of 2Performant, and the sellers obtaining consent from certain counterparties to the agreements that will be transferred to 2Performant, among others.
The transaction price is RON 4,52 million, of which RON 2,37 million will be paid in cash by 2Performant at the time of the transaction’s completion. The receivable representing the remaining amount of RON 2,15 million was assigned by Conversion Marketing S.R.L. and Conversion Marketing E.O.O.D. to eMAG and will not be paid in cash. Instead, it will be settled through the issuance of 1,000,000 new shares by 2Performant to eMAG, no later than six months from the completion date of the transaction, at a conversion (settlement) price of RON2.15 per share. Through this transaction, eMAG will join the 2Performant shareholder structure as a minority shareholder. The share capital increase will be carried out without the trading of pre-emption rights, with further details about the operation to be made public soon.
(English version by Loredana Fratila-Cristescu)