Cross-Border First: The Man Behind the Balkan eCommerce Summit on Growth, AI, and What's Next

This year’s Balkan eCommerce Summit 2026, held on April 28–29 in Sofia, once again confirmed its status as the leading platform in the Balkan region. The event offered participants a unique opportunity to gain practical knowledge, explore new markets, and establish valuable business connections. The eCommerce Association-Georgia presents an exclusive interview with the summit’s founder, Nikola Ilchev.

Looking back at the Balkan eCommerce Summit 2026, how would you evaluate the event's overall success?

"This year, we welcomed more than 3,200 attendees from 35 countries. For us, this was not a surprise, but rather the expected outcome considering the enormous effort we invested in building and communicating the vision of the Summit. I’m especially happy that the feedback from both partners and attendees has been overwhelmingly positive. We are already receiving emails and calls from companies willing to secure their participation and sponsorship positions for 2027."

What were the key highlights or standout moments from this year’s summit?

"There were many memorable moments throughout the event, but a few truly stood out. The opening of the Summit and the energy across all four stages created an incredible atmosphere from the very beginning. The cross-border stage attracted exceptional interest, especially from companies looking to expand across the Balkan region. Another major highlight was the Balkan Party, which brought together more than 1,200 guests and showcased the unique spirit and culture of the region. We also introduced a VIP Zone for the first time, which turned out to be a huge success and received fantastic feedback from attendees and partners alike."

To what extent did the event meet its goal of fostering cross-border partnerships in the Balkan eCommerce ecosystem?

"I can confidently say that this goal was fully achieved. One of the core missions of the Summit is to connect businesses from different Balkan markets and encourage them to think regionally rather than locally. During the event, we saw countless meetings between merchants, service providers, marketplaces, logistics companies, and payment solutions from across the region. Many attendees shared that they had already started conversations for future partnerships even before the Summit officially began, thanks to the networking platform and mobile application."

What kind of feedback have you received from participants, particularly regarding the quality of speakers and sessions?

"We received highly positive feedback for all speakers and their sessions. The highest level of interest was generated by presentations from representatives of international brands such as LEGO, Visa, FedEx, Meta, TikTok, and Microsoft. Of course, one of our four stages attracted the most attention as it focused entirely on cross-border topics and included dedicated presentations for the individual Balkan markets. In addition, we extended the value of the content beyond the stages through the Balkan eCommerce Summit Magazine, which captures key insights, trends, and expert perspectives from the event, turning it into a long-term resource for the entire eCommerce community."

Which topics or trends generated the most interest among attendees (e.g., AI, marketplaces, cross-border expansion)?

"The number one topic this year was definitely AI solutions for eCommerce and digital marketing. Businesses are actively searching for ways to automate processes, improve customer experience, and increase efficiency through AI tools. The second major topic was cross-border expansion, especially discussions around logistics, localisation, payments, optimisation, and strategies for entering new markets successfully. These trends were also strongly reflected in our regional State of eCommerce survey, which covers key Balkan markets and provides data-driven insights into how businesses are approaching growth, AI adoption, and cross-border expansion."

From your perspective, what are the most important current trends shaping the eCommerce industry in the Balkans?

"Cross-border commerce is undoubtedly the leading trend in the region. From the presentations and conversations I had with many companies, it is clear that we are entering an era where businesses think “cross-border first” when building their digital presence. Companies are no longer focused only on their domestic market but are actively exploring opportunities across neighbouring countries and the wider European market."

How effective were the networking opportunities in facilitating meaningful business connections?

"Based on the feedback we received, the most effective networking tool was the mobile application we provided to every attendee. It was used by more than 53% of all participants and created thousands of networking opportunities even before the event officially started. In addition, the expo area, VIP Zone, networking breaks, and the Balkan Party all contributed to creating a highly interactive and business-oriented atmosphere."

Were there any unexpected challenges during the organization or execution of the event, and how were they addressed?

"Events of this scale always come with unexpected challenges, whether related to ticketing systems, sound, electricity, or other technical aspects. Fortunately, this year we experienced very few serious issues, and the ones that appeared were handled quickly and efficiently. I’m extremely thankful to my team and all subcontracting companies involved in the organization for their professionalism and fast reactions throughout the event."

How did this year’s summit differ from previous editions in terms of scale, content, or audience engagement?

"We are constantly introducing new ideas in order to keep the experience fresh and engaging for our audience. This year, we welcomed around 30% more visitors and featured nearly 40% more presentations and speakers compared to the previous edition. I can also confidently say that the communication and registration strategy we use helps us attract a highly relevant audience with exceptionally strong engagement throughout the entire event."

Based on participant feedback, what improvements or changes are you considering for future editions?

"We are considering expanding the open networking areas where people can gather and communicate more naturally. We are also discussing the idea of creating a dedicated “Office Zone” where attendees can work comfortably between meetings, almost as if they were in their own office. Another concept we would like to develop further is the creation of country pavilions and themed areas that would better represent the different Balkan markets and encourage even more regional collaboration. All of these ideas will be further developed for the next edition of the Balkan eCommerce Summit, which will take place on April 20–21, 2027, at the Inter Expo Center in Sofia."