Romania’s 2Performant [BSE:2P], a leading affiliate marketing company listed on the Bucharest Stock Exchange, has announced the acquisition of the Profitshare business line from Conversion Marketing Romania and Conversion Marketing Bulgaria. The transaction, valued at 4.52 million lei (approximately 896,989 euros), marks a significant step in 2Performant’s regional growth strategy.
The acquisition involves an initial cash payment of 2.37 million lei upon closing, with the remaining amount to be settled through the issuance of 1,000,000 new shares priced at 2.15 lei each, to be allocated to Dante International no later than six months after the transaction is finalized. This move will make Dante International, the parent company of the eMAG e-commerce platform and a major retail player in the region, a minority shareholder in 2Performant.
“This transaction is more than market consolidation — it is a launchpad for our regional future and European expansion. With eMAG alongside us, we accelerate the creation of a scalable, meritocratic affiliate-marketing ecosystem and invest in the capacity to compete globally in a rapidly growing industry” said Dorin Boerescu, President of the 2Performant Board.
Tudor Manea, CEO of Dante International, expressed confidence in the partnership, stating, “We are sure that this transaction serves the best interests of both parties. We believe in 2Performant’s ambition to expand internationally and are delighted to become partners at this pivotal stage.”
Founded in 2010, 2Performant connects online marketing specialists with digital retailers through a cost-per-sale model, offering scalable performance marketing solutions. The company has been listed on the AeRO market of the Bucharest Stock Exchange since December 2020.
This acquisition prepares 2Performant for further expansion into new international markets such as Hungary and Greece, reinforcing its position as a key player in the regional digital marketing ecosystem. The transaction remains subject to shareholder approval and the fulfillment of certain contractual conditions, including consents from third parties to agreements being transferred as part of the deal.
The Central and Eastern European affiliate-marketing sector is increasingly competitive, with major players such as Awin (European leader), Impact, Tradedoubler, Dognet, Amazon Associates (global leader), and VIVnetworks (acquired by Publicis Groupe in November 2022 and integrated into CJ Affiliate)
2Performant at a Glance
Year founded: 2010 Headquarters: Bucharest, Romania Industry: Affiliate Marketing / Performance Marketing Employees: 75 Revenue: $3.8 million as of October 2024 Market Capitalisation: RON 22.2 million (~€4.5 million) as of April 2025 Stock Listing: Bucharest Stock Exchange (Symbol: 2P)
