Speakers on Day 1 of the Balkan eCommerce Summit 2025 brought together cutting-edge ideas in email automation, affiliate marketing, branding, conversion optimization, app strategy, and the future of digital advertising.
Here’s what every eCommerce brand should take away from this powerhouse lineup.
From automation and AI to performance marketing, brand building, and affiliate innovation – Stage 2 at BES 2025 delivered a masterclass in sustainable digital growth. Here’s what today’s eCommerce leaders and innovators are doing differently – and how you can, too.
Email Automation: Smarter and More Essential
Stefan Chiriacescu from eCommerce Today, whose agency has driven $65M in email revenue, stressed that automated flows (abandoned cart, post-purchase, welcome) generate 70%+ of email revenue. AI now enhances segmentation and A/B testing, but solid fundamentals are key. “AI is a turbocharger, not an engine,” he noted.
Best Practices:
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Prioritize flows over campaigns (e.g., abandoned cart, new subscriber).
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Use AI for segmentation and testing after mastering basics.
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Maintain sender reputation with authentication and list cleaning for 36x–42x ROI.
Apps: Driving Loyalty and Conversions
Apps are now critical for retention, as highlighted by discussions on app-specific strategies. Offering exclusive incentives and seamless UX can transform apps into conversion powerhouses, with pop-ups and emails driving adoption.
Best Practices:
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Provide app-only discounts to boost usage.
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Promote apps via pop-ups and email campaigns.
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Track app KPIs and optimize UX for retention.
Performance Marketing: Meta and Search Synergy
Pawel Panawa shared data showing Meta ads boost branded search volume by 16-63%, with Conversion Lift studies revealing up to 3x more online sales. Combining Meta’s Advantage+ Shopping with search campaigns maximizes impact.
Best Practices:
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Use Meta Conversions API to move beyond last-click attribution.
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Pair Advantage+ Shopping with branded search for higher lift.
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Measure conversion lift, not just CTR, for accurate ROI.
TikTok: A Full-Funnel eCommerce Channel
TikTok CEE positioned TikTok as a performance powerhouse with 241M+ European users. Tools like Smart+ for Catalog Ads lower CPA by up to 36%, while shoppable videos and creator partnerships, as discussed, drive trust and sales.
Best Practices:
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Launch Catalog Ads with Smart+ for cost-efficient performance.
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Combine shoppable videos with creator content to build trust.
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Use TikTok’s Symphony for scalable AI-generated creatives.
Branding: Memory, Trust, and Pricing Power
Atanas Atanasov and Georgi Gavazov from The Other Half argued that branding is more than aesthetics – it’s about emotional resonance across touchpoints. Integrating tone and values into performance ads reduces reliance on discounts.
Best Practices:
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Embed brand tone in ads, product descriptions, and packaging.
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Build emotional connections to enhance trust and pricing power.
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Treat performance ads as storytelling tools for long-term impact.
Affiliate Marketing: Scalable and Risk-Free
Marina Kostkova from CJ & VIVnetworks highlighted affiliate marketing’s evolution, driving 8–14.5% incremental sales for 1,850+ CEE eShops with zero upfront costs. Flexible commissions and real-time dashboards fuel growth.
Best Practices:
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Set dynamic commissions based on customer value and publisher type.
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Use real-time dashboards to optimize campaigns.
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Leverage affiliates for low-risk regional market expansion.
Conversion Optimization: A Scientific Approach
Will Laurenson, host of Customers Who Click, emphasized that conversion rate optimization (CRO) isn’t guesswork. Using the formula Growth = Usability × (Motivation − Anxiety), clarity and trust in checkout flows can double conversions.
Best Practices:
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Enhance clarity, speed, and trust in product and checkout pages.
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Run messaging-focused A/B tests, not just layout changes.
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Use heatmaps to identify and fix conversion bottlenecks.
Stage Aleph Holding Was a Masterclass in Performance, Loyalty, and Long-Term Thinking
Whether you’re building flows, launching ads, scaling with affiliates, or defining your brand – speakers on day 1 showed that the future of eCommerce is layered. Great tech, data, and ads will get you seen. But it’s learning, systems, and brand that will make you last.
Visit balkanecommerce.com to be the first to learn everything about the upcoming edition of the Balkan eCommerce Summit.