Multinational electronic media group Naspers takes over 70% of major Romanian online retailer eMag, as announced in a notification to eMag partners, obtained by eMag, a 500-employee company which had a business figure of 145 mln euro in 2011 end expects 180 mln euro in business for 2012, confirmed the deal in a press release later on Monday.

According to the press release, which presents eMag as the biggest e-commerce company in Romania and Eastern Europe, Naspers will hold 70% of the company, with the rest retained by shareholders Iulian Stanciu (21.6%) and Radu Apostolescu (8.4%).

The release says Naspers invests in eMag considering the company's position in the regional retail market and that the group eyes to use the local company's know how for expansion at regional level.

Local Shareholders Iulian Stanciu and Radu Apostolescu will be General Manager and Development Manager respectively.

eMag will expand on the main markets of Eastern Europe with a first step already made this year with the entry on the Bulgarian market, the release says.

The deal - the value of which was not disclosed officially - will become effective once Romania's Competition Council gives its approval.

In Romania, Naspers - a group with major operations in Asia, South America, Africa, Russia and Central Europe - also controls PayU online payment platform and online platforms,,