Acquisition is getting more expensive. Customers are getting less patient. And in a region as price-sensitive and competitive as the Balkans, discounts alone are no longer enough to build loyalty.
Bogdan Shkarupa works at the intersection of what retailers want and what they can realistically execute. His focus is on a simple, often misunderstood truth: retention does not require “enterprise-level” teams or budgets anymore – it requires the right data foundation, the right automation, and the willingness to start.
In this interview, Bogdan explains why many retailers still feel “not ready” for data-driven omnichannel retention, where AI is already creating real value today, and what practical change Balkan merchants should make immediately after the Balkan eCommerce Summit.
From your perspective, what is the biggest retention challenge retailers in the Balkan region are facing today?
The biggest challenge is a lack of knowledge and expertise to use AI and automation tools for customer retention.
The Balkans is the fastest growing eCommerce market in Europe and there are many local innovative retailers who are looking for new solutions. At the same time, while speaking to retailers we often hear: “we are not ready.”
There is still a perception that data-driven omnichannel marketing is complex and expensive.
I do not believe it is true any longer. I would even argue that retailers do not need to have deep expertise in-house to implement data-driven marketing. Technology and support is now available- from the first steps of integration to launching retention communications that generate real revenue.
In short: it is much easier than people think.
Why do you think many businesses still underestimate customer retention compared to acquisition, despite rising costs?
I do not think that businesses necessarily underestimate customer retention. If you ask any retailer whether they want existing customers to keep coming back, you will hear an overwhelming “YES.”
However, customer retention requires much more care and effort. In a way it is easier (although much more expensive too) to get new customers. You send a promo or discount to a large enough population and you get some business in.
Retention is different. You need to know your customer. Customers do not become loyal to you just because you send discounts. Everyone does it.
You need to build connections with your customers – and that can look complex because you need to:
- Have all customer data in one place
- Quickly, often in real time, understand it
- Communicate with your customers in a personalised way
So although businesses recognise the importance of retaining customers, they often lack understanding of how this can be implemented without too much effort and costs on their side.
AI and automation are becoming mainstream in eCommerce. Where do you see real value being created – and where do you see unrealistic expectations?
There are three areas where AI and automation generate real value in customer retention right now:
- Getting customer data in one place and creating a single digital profile for each customer
- Real-time personalisation using data signals from customers
- Reaching customers on any channel in real time
At the same time, I believe current expectations that generative AI will replace marketers completely are unrealistic in the near future.
AI can remove friction and speed up execution. But the strategy – what you stand for, what you want customers to feel, and what you want them to do – still needs human clarity.
As a Brand Ambassador of the Balkan eCommerce Summit, what convinced you to support the event, and what kind of conversations do you believe the region needs more of?
The beauty of the Balkans market is its openness to innovation and new solutions. Young innovative regional retailers are at the front line of innovation.
This is why I am here.
The region needs more conversations that are practical, not theoretical – conversations about how mid-sized and small retailers can adopt modern retention methods without feeling like they need a Silicon Valley budget or an army of analysts.
If you could give one practical piece of advice to retailers attending the Summit, what should they start doing differently tomorrow?
Most regional retailers are mid size or small. For them, using AI and automation for customer retention might seem complex and unachievable.
This perception stops many businesses from engaging in the conversation about adoption of new solutions. I believe this perception should be changed.
Retailers should engage in the conversation – and learn that data-driven marketing is accessible for them too.
If you leave the Summit with one action, let it be this: stop waiting until you feel “ready.” Start building your customer data foundation now, and the retention wins will follow.
Do you want to turn retention into a predictable revenue engine – without building an oversized team? Then get your tickets for the Balkan eCommerce Summit 2026 and make sure to talk to Bogdan Shkarupa about how AI, automation, and a single customer view can help you win the next phase of Balkan eCommerce growth.