eMAG started its activity in 2001 as an online store of computing systems and office products, being founded by Radu Apostolescu, Dan Teodosescu and Bogdan Vlad. In 2009 , 51% of the company's shares were bought by Asesoft Distribution, and Iulian Stanciu became the general director of eMAG. In June 2014 , the last of the company's founders, Radu Apostolescu, gave up his shares, namely 8.4% of eMAG shares, which were taken over by Iulian Stanciu and the Naspers group. Thus Iulian Stanciu owns 25.8% of eMAG, and the Naspers group 74.2%. In 2013, eMAG took over the digital marketing agency Conversion Marketing.
In 2015, eMAG acquired Fashion Days, an online fashion platform, thus expanding its product offering in the area of clothing. In March 2021, Iulian Stanciu retires from the position of CEO, being replaced by Tudor Manea, the former general manager.
