EU Commission Approves Naspers' Full Takeover of Romania's eMAG

The European Commission has given the green light, under the EU Merger Regulation, for Naspers Limited of South Africa to acquire sole control of Dante International S.A., the operator of Romania's e‑commerce platform eMAG. The transaction was examined through the Commission's simplified merger review and was found not to raise competition concerns because the parties do not operate in the same or vertically related markets, limiting any impact on market structure.

The deal follows businessman Iulian Stanciu's June 11 announcement that he is selling his entire stake in the eMAG Group to Prosus, ending a 14‑year partnership with the Naspers‑Prosus group that began 17 years after Naspers first took over eMAG. With the acquisition, eMAG will continue its aggressive investment plan, budgeting 1.2 billion lei for the current fiscal year to expand technology, logistics and financial services.

The approval removes regulatory uncertainty, allowing the new sole owner to pursue further capitalisation and growth of eMAG’s retail, marketplace and ancillary services across the region.