One in six customers who visited eMAG during the six months of 2026 interacted with iZi and for some 400,000 of them, the shopping process began directly through iZi.
“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.
The eMAG platform generated sales of RON10.6 billion in Romania in 2025, up 3.9% year-over-year, and the number of orders rose by 9.1% to over 87 million, according to company data published by Ziarul Financiar (ZF) daily in May 2026.