During an international roundtable discussion held in Nanjing, China, Radostina Hristova, Head of PR & Marketing at Balkan eCommerce Summit, presented why Southeast Europe is increasingly attracting international businesses seeking expansion opportunities across the European market.
The forum brought together representatives from academia, international organizations, and business communities to explore how the Balkans are evolving into one of Europe’s most dynamic digital commerce regions – and why that transformation is becoming increasingly relevant on a global scale.
At the center of the discussion was Southeast Europe’s emerging role as a connector between Europe and Asia, alongside the growing importance of international partnerships in accelerating cross-border trade, innovation, and sustainable long-term growth.
Southeast Europe: A Region Moving Into Focus
During the forum, Balkan eCommerce Summit was presented as one of Southeast Europe’s leading international business platforms, bringing together eCommerce brands, retailers, marketplaces, logistics providers, payment companies, technology vendors, and digital marketing professionals from around the world.
Its latest edition welcomed more than 3,200 participants from over 35 countries, reinforcing the region’s growing importance as a meeting point for commerce, technology, and cross-border business development.
The broader message, however, extended well beyond the forum itself.
With more than 70 million consumers across 12 countries, the Balkans are becoming increasingly attractive for companies looking to scale within Europe. Positioned at the intersection of Europe, Asia, and the Middle East, the region combines strategic access to the European Union with one of the continent’s fastest-growing eCommerce environments.
Regional online commerce is expanding at approximately 20% annually, while total market value is expected to exceed €13 billion in the coming years.
At the same time, online shopping penetration remains below that of many mature European markets – highlighting substantial untapped potential for businesses aiming to establish an early presence and build long-term market positions.
Why Chinese Businesses Are Paying Attention
As Chinese companies continue expanding internationally, Southeast Europe offers a combination that is becoming increasingly difficult to ignore: market potential, improving logistics infrastructure, growing adoption of digital payments, and direct access to the wider European market.
The opportunities extend well beyond market entry. Technology, artificial intelligence, fintech, fulfillment, marketplace development, and supply chain innovation are creating new pathways for collaboration between businesses across China and Southeast Europe.
Rather than approaching the Balkans as separate national markets, more international companies are beginning to view the region as a connected digital commerce ecosystem capable of supporting scalable cross-border growth.
Building the Next Wave of International Partnerships
One of the key themes of the discussion was that the future of digital commerce will increasingly depend on international cooperation.
Closer collaboration between eCommerce organizations, technology providers, logistics companies, payment platforms, educational institutions, and public stakeholders is becoming essential for unlocking new opportunities, accelerating innovation, and supporting digital transformation across markets.
Events such as Balkan eCommerce Summit provide a platform for these conversations – bringing together entrepreneurs, decision-makers, investors, and industry leaders to exchange experience, develop partnerships, and create opportunities that extend beyond regional boundaries.
From Dialogue to Opportunity
Balkan eCommerce Summit’s participation in the international forum in China marks another important step in strengthening global cooperation and positioning Southeast Europe among Europe’s most promising regions for cross-border digital commerce.
The discussion paved the way for future collaboration between Chinese organizations and the Balkan eCommerce ecosystem across trade, logistics, technology, artificial intelligence, digital payments, and innovation.
More importantly, it reflected a broader shift: Southeast Europe is increasingly being recognized not only as one of Europe’s fastest-growing eCommerce regions, but also as a practical gateway connecting Asian business ambitions with opportunities across the European market.
Those conversations will continue at Balkan eCommerce Summit 2027, taking place on 20–21 April 2027 in Sofia, Bulgaria, where business leaders, brands, retailers, marketplaces, technology companies, logistics providers, investors, and innovators from Europe, Asia, and beyond will gather to exchange ideas, build strategic partnerships, and shape the future of cross-border digital commerce.
Early Bird tickets for Balkan eCommerce Summit 2027 are already available. Learn more about the event and secure your Early Bird ticket at: balkanecommerce.com