What the eMAG Buy Button is and how to win it

On eMAG, several sellers can sell exactly the same product on the same page. The customer sees only one seller in the add to cart button, though. That spot is called the Buy Button and most orders depend on it.

What the Buy Button is

When you list a product that already exists on eMAG, your offer attaches to its page. Only one offer appears in the button. The others are shown under other offers, and few customers get that far.

This means you can have the same product at a similar price and still sell very little if someone else holds the button.

What eMAG says about how it's awarded

eMAG doesn't publish a formula. Its glossary for sellers says the Buy Button is based on an algorithm made of a group of indices, such as the performance indicators of account health. The system uses it to rank sellers against each other.

One indicator is named explicitly. It is tracked parcel coverage, the share of completed orders with an AWB generated from the eMAG Marketplace platform in the previous month. eMAG states clearly that this indicator is part of the algorithm that decides the Buy Button.

The source is the eMAG Marketplace glossary (in Romanian).

What you can control

• Account health. The performance indicators are shown on the main page of your seller account. Check them every week and fix the weakest one first.
• AWBs from the platform. Generate AWBs from the eMAG Marketplace platform. Orders with an AWB created separately with the courier don't count toward tracked parcel coverage.
• Stock. When you run out of stock, your offer can't be bought and orders go to another seller. Keep stock up to date, especially during campaigns.
• Delivery time. You set the delivery time in your offer. Pick one you always meet. A short delivery time you don't keep brings late orders and unhappy customers.
• Price. It's what customers compare most easily between offers. eMAG doesn't say how much it weighs in the algorithm. Don't drop below profit just to try for the button. Check what you keep in the profit calculator first.
• Seller rating. Customers rate you after orders. A good rating helps a customer choose your offer even when it sits under other offers.

How to see who holds the button

On the product page, the seller in the button is shown next to the add to cart button. Other sellers' offers are on the same page, under other offers.

A seller's store page won't help here. It lists every product where they have an active offer, including those where someone else holds the button.

To see a competitor's Buy Button share across all their products, Spy Seller shows the percentage right in their profile, next to estimated revenue and the categories they rely on.

Common mistakes

• Cutting the price again and again to get the button and ending up selling without profit.
• Generating AWBs outside the platform and losing tracked parcel coverage.
• Running out of stock during campaigns, exactly when most orders come in.
• Looking at a competitor's store and assuming they sell on every listed product.

In short

The Buy Button decides who gets the order when several sellers have the same product. eMAG awards it through an algorithm based on account performance indicators, and tracked parcel coverage is one of them. Keep your account healthy, generate AWBs from the platform, keep stock available and choose a price that leaves you a profit.

To see what competitors sell and how well it goes for them, read how to find out how much a competitor sells on eMAG.

Frequently asked questions

What is the Buy Button on eMAG?

It is the offer shown in the add to cart button when several sellers have the same product. Most orders go to the seller in the button.

How is the Buy Button awarded on eMAG?

Through an algorithm that compares sellers by a group of indices, such as the performance indicators of account health. One of them is tracked parcel coverage from the previous month.

Do you win the Buy Button just with the lowest price?

No. eMAG says the algorithm uses the account's performance indicators. Price matters to the customer, but it isn't the only criterion.