50% of Bulgarians and 55% of Romanians aged 16–74 are expected to have shopped online in 2024
70% of Europeans already purchase from foreign websites

On April 15, 2025, a formal press conference titled “Key Opportunities for Online Retailers and the Launch of the Balkan Business Club” was held at the Bulgarian Telegraph Agency (BTA) in Sofia. The event was organized by Dr. Nikola Ilchev, founder of the Balkan eCommerce Summit, one of the region’s most significant gatherings dedicated to digital commerce.

The event brought together leading experts, institutional representatives, major international companies, and media to discuss the primary opportunities, challenges, and future prospects for e-commerce in the region. A highlight of the conference was the introduction of the Balkan Business Club—a new initiative aimed at uniting businesses across the Balkans into a powerful network through events, a digital platform, and direct connections to accelerate cross-border partnerships.

Dr. Nikola Ilchev also presented the upcoming 2025 edition of the Balkan eCommerce Summit, which will take place on April 29–30 at Arena Sofia. He emphasized the Summit’s role as a bridge for businesses across the region and shared key trends and insights from the previous edition, along with a preview of the international speakers set to appear in 2025.

Mr. Mariyan Stoyanov from the Bulgarian Small and Medium Enterprises Promotion Agency (BSMEPA) highlighted the valuable opportunities that international forums like the Balkan eCommerce Summit create for small and medium-sized enterprises. He introduced the new program, “Successful Together: Grow Your Business Online,” designed to support micro and small companies in building online stores, participating in international trade missions, and accessing digitalization training.

Ms. Milena Ramcheva, CEO of the fulfillment center Metrica, shared that 70% of Europeans now shop from foreign websites, and cross-border e-commerce in Central and Eastern Europe is growing by over 15% annually, expected to reach €24 billion by 2025. According to her, the key to success in the region lies in delivering a localized customer experience, built on fast shipping, local language customer service, and personalized offers.

Ms. Miroslava Staneva, Brand Marketing Manager at eMAG Bulgaria, presented compelling data on the growth of e-commerce in the region. According to the European E-commerce Report 2024, 50% of Bulgarians and 55% of Romanians aged 16–74 are expected to have shopped online in 2024. Online retail penetration is now at 8.3% in Bulgaria, 10% in Romania, and 8.5% in Hungary. Participants at the Balkan eCommerce Summit 2025 will have the opportunity to explore the innovations driving this growth—ranging from the eMAG Marketplace ecosystem with over 56,000 merchants and 1.4 million Genius subscribers, to Fulfillment by eMAG and AI-powered solutions that support cross-border commerce and enhance the customer journey.

Ms. Tsveta Bratanova, Executive Director of GS1 Bulgaria, highlighted the benefits of GS1 global standards for e-commerce participants. These include streamlined catalogs, simplified product listings, increased traffic (with 40% more clicks and 20% higher conversions), and an enhanced customer experience, among others. She also emphasized the upcoming introduction of the Digital Product Passport, which will become mandatory for industrial batteries starting in 2027. GS1 is actively supporting businesses to ensure a smooth transition in compliance with the new EU regulations.

The most anticipated moment of the event was the official launch of the Balkan Business Club, presented by Dr. Nikola Ilchev—a new regional initiative aimed at:

• Connecting businesses across the Balkansthrough in-person events in key cities;
• Providing an online platformfor partnerships, expert access, and direct contacts;
• Delivering real-time publications, newsletters, and market insights.

The project is open to companies from all Balkan countries and is designed to facilitate easier internationalization and foster stronger business connections across the region.

Among the audience were special guests and some of the first members of the newly founded club, who actively posed questions regarding Day 1 and Day 2 of the Balkan eCommerce Summit 2025, the country-specific participation breakdown, and the opportunities the Balkan Business Club offers for both Bulgarian and international entrepreneurs and organizations.

For media inquiries, interviews, or additional information, please contact:
 Adelina Nikolova
 📞 +359 894 725 700
📩 adelina.nikolova@ecommercebg.com
🌐 www.balkanecommerce.com