Strategic €1 million acquisition creates CEE affiliate marketing powerhouse, unlocking new growth opportunities across the region
Leading affiliate marketing platform, 2Performant (BVB:2P), today announced it has acquired ProfitShare Romania and Bulgaria, the affiliate marketing business previously operated by eMAG Group in the Central and Eastern European (CEE) region. The acquisition, valued at approximately €1 million, is a deliberate market disruption that unites two former competitors and creates a regional force ready to challenge the established global players.
The strategic deal is structured as approximately half in cash and half in 2Performant stock, executed through a capital increase. It’s one of the few tech acquisitions on Romania’s capital markets to leverage this approach, showcasing 2Performant’s willingness to break conventional M&A molds.
“This is more than an acquisition. It’s the moment two rival paths merge into a shared vision for the future of e-commerce and marketing,” said Dorin Boerescu, CEO of 2Performant. “With ProfitShare on board, we’re turning the Romanian affiliate market into a regional springboard, and we’re just getting started.”
The acquisition is a bold move that provides 2Performant with immediate access to eMAG’s extensive product catalog and marketplace, which Boerescu describes as “infinite shelves” for marketers. It represents a significant leap forward in platform content, product diversity, and international potential for 2Performant.
Strategic Benefits
This isn’t consolidation for consolidation’s sake. The deal delivers multiple strategic advantages:
- Market Consolidation: Unifies two leading competitors in Romania and Bulgaria
- Unprecedented Affiliate Opportunities: Marketers gain instant access to thousands of new products to promote across previously unavailable categories and brands
- Real-Time Performance Analytics: Marketers get access to BusinessLeague.com’s advanced performance tracking that traditional networks can’t match—revealing insights that directly boost earning potential
- Gamified Marketing Experience: The “real-life championship” model from 2Performant’s latest platform, BusinessLeague, transforms traditional affiliate marketing into a competitive, engaging ecosystem with immediate rewards
“While others talk about innovation, we’re actually delivering it. Our users – both advertisers and affiliates – get immediate access to more products, more opportunities, and more scale. No waiting, no compromises,” Boerescu added. “Meanwhile, our stakeholders benefit from a stronger, more defensible market position and a clear path to regional dominance.”
Integration and Future Plans
In the immediate term, 2Performant will focus on seamless integration while unleashing the full potential of eMAG’s ecosystem. Long-term, 2Performant plans to scale its BusinessLeague.com model across CEE, enter new markets like Hungary and Greece, and prepare for a potential move to the main market of the Bucharest Stock Exchange.
The company also recently launched a new Affiliate Manager program as part of their revolutionary gamified affiliate marketing platform, BusinessLeague, that promises to upend the industry norm of fixed prices with an innovative and automated performance-based compensation approach.
Expected outcomes include increased revenue per client, deeper market penetration in Romania and Bulgaria, stronger cross-border capabilities, and greater platform liquidity. The acquisition positions 2Performant to grow faster, more profitably, and with a more scalable infrastructure.
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