Shenzhen, China | October 28, 2026
Balkan Summit has taken its first step into the Chinese market, bringing European eCommerce opportunities closer to Chinese businesses through its first Cross-Border Networking event outside the Balkans and Europe. Held on October 28 in Shenzhen, the event introduced the Balkan eCommerce Summit to an audience of 400+ Chinese businesses, opening new opportunities for international partnerships and market expansion.
Organized by Balkan eCommerce Summit, DIGITAL Cross-border Service and the Bao’an Cross-Border E-Commerce Association, the gathering took place at Lehu Center in Shenzhen under the theme Enterprise Brands Going Global – Deepening Business in Europe. The initiative aimed to connect Chinese sellers and manufacturers with European marketplaces, purchasing resources and business opportunities.
The event invited participants to explore how to enter European markets, identify suitable sales channels and better understand the practical requirements of cross-border operations, including logistics, compliance and local services.
Connecting Chinese Businesses with European Market Opportunities
The Shenzhen gathering focused on helping Chinese businesses navigate the European eCommerce landscape through direct conversations, platform introductions and business matchmaking opportunities.
With participation from representatives connected to leading European marketplaces and retail platforms, the event offered insights into potential sales channels, purchasing opportunities and the steps required to develop a presence in Europe.
The program featured presentations involving eMAG, OTTO, Fruugo, Falabella, SHEIN and Wayfair, alongside discussions around European market entry, sourcing opportunities, localization and cross-border business development.
From consumer electronics to textile supply chains, the gathering welcomed businesses with different products, ambitions and partnership needs, creating a setting for practical discussions and potential business connections.
Bringing Bulgarian Businesses to the Conversation
The event also welcomed Bulgarian business representatives Milcho Vasilkov, Dimitar Tankov, Marius Ivanov, Alexandar Alexiew and Beti Osmanova, representing S4AMZ, Ardes, Dilon and KAMOTEXTIL. Their participation brought perspectives from different business sectors, creating opportunities to explore potential partnerships, distribution channels and business development between Bulgaria and China.
Beti Osmanova, Brand Ambassador of Balkan eCommerce Summit and founder of Balkan-China Hub for Business and Innovation, also contributed to strengthening connections between the two business communities and supporting opportunities for collaboration.
Together, the participating Bulgarian representatives helped introduce the Balkan eCommerce ecosystem to Chinese businesses and foster conversations around international expansion and long-term cooperation.
Nikola Ilchev, PhD Presents Opportunities for Chinese Brands in Europe
As part of the event program, Nikola Ilchev, PhD, Founder of Balkan eCommerce Summit, spoke about opportunities for Chinese brands looking to expand into Europe, introducing the European eCommerce landscape and the potential of its marketplace channels.
His presentation addressed the importance of understanding the European market ecosystem and identifying suitable platforms and business opportunities when planning international expansion.
The session supported the event’s broader objective of helping Chinese sellers and manufacturers move beyond exploring market opportunities and towards identifying practical next steps, relevant partners and potential routes into Europe.
Through the introduction of Balkan eCommerce Summit, Chinese businesses were also invited to explore opportunities to connect with the Southeast European eCommerce community and participate in the Summit’s 2027 edition.
A First Step Towards a Stronger Balkan-China Business Bridge
For Balkan Summit, the Shenzhen event marks the beginning of a new chapter in its international development. While the platform has established a growing network across the Balkans and Europe, this initiative opens a new direction for connecting Southeast European businesses with opportunities in China.
The team will carefully evaluate the results of the gathering and the interest generated among participating companies. With an optimistic outlook, Balkan Summit is considering expanding the initiative to additional Chinese cities next year, reaching an even wider audience of businesses interested in European markets.
This approach is part of the broader vision behind “Cross-Border First” – encouraging businesses to think internationally from day one and build partnerships that support sustainable growth.
The Road to Balkan eCommerce Summit 2027
The connections initiated in Shenzhen also create opportunities for Chinese businesses to engage with Balkan eCommerce Summit 2027, taking place on April 20-21, 2027, at Inter Expo Center in Sofia, Bulgaria.
Under the theme “Cross-Border First,” the Summit will bring together merchants, brands, marketplaces, logistics providers, technology companies and industry leaders from Southeast Europe and international markets.
Through its growing international network, year-round activities and new cross-border initiatives, Balkan eCommerce Summit continues to create opportunities for businesses looking to discover new markets, develop partnerships and expand beyond their home countries.
Balkan Summit extends its gratitude to DIGITAL Cross-border Service, the Bao’an Cross-Border E-Commerce Association, all participating companies and guests for their collaboration and warm reception in Shenzhen.
The bridge between the Balkans and China is being built one connection at a time.
Discover more about Balkan eCommerce Summit 2027 and the Merchant Program at balkanecommerce.com/merchant-pass/