Armand Iliescu is a leading voice in Romania’s eCommerce and FinTech sectors, serving as Deputy Editor-in-Chief at Wall-Street.ro and Project Manager of ecomTEAM.ro. With a career dedicated to analyzing industry trends, he has spearheaded projects like FinTech Friday, the Future Banking podcast, and Romania’s first FinTech Map.
Since 2020, he has led ecomTEAM, one of Romania’s top eCommerce conferences, and in 2024, he introduced a dedicated Fashion & Beauty edition, further enhancing its influence in the industry.
In this interview for Balkan eCommerce Summit 2025, Armand shares his insights on the region’s biggest eCommerce opportunities and challenges, the growing influence of Asian platforms, and how storytelling can help businesses stand out in an increasingly competitive market.
What do you think events like the Balkan eCommerce Summit 2025 mean for the future of eCommerce in the Balkans? What led you to accept the role of brand ambassador and what do you hope to bring to the table?
Events like the Balkan eCommerce Summit bring together professionals from various areas of eCommerce. From service providers to representatives of some of the most important players in the industry, the event is a great opportunity to stay up to date with the trends shaping the regional ecommerce landscape.
With your extensive experience in eCommerce through Wall-Street.ro and ecomTEAM, what do you see as the biggest opportunities and challenges for online commerce in the Balkan region over the next five years?
As a business journalist covering eCommerce, my discussions with industry experts reveal that one of the biggest challenges for the sector is the increasing presence of Asian players, who have intensified their efforts in the region.
I like to believe that the biggest challenge can be turned into the biggest opportunity by local players. Asian platforms have convinced a significant number of consumers to shop online, a channel they were not using before. As a result, by offering high-quality services and attention to detail, local players can expand their customer base by capitalizing on consumers who are new to the industry.
What role does storytelling play in helping businesses connect with their audience in a highly competitive online market? Can you give us an example of a success story from your experience?
I believe storytelling plays a crucial role in connecting businesses with their audience. At Wall-street.ro, we specifically created the ecomTEAM Stories project to share the stories behind online stores. One of the businesses that stuck with me due to its unique way of communicating is the very first one we featured in this series-Neakaisa.ro.
Wall-Street.ro and ecomTEAM have covered some of the biggest shifts in eCommerce. In your experience, what is the most impactful story you’ve reported on in the past few years, and why?
Among my favorite materials are those from our ecomTEAM Stories project, where we tell the story behind small and medium-sized Romanian online stores. I like these materials because they capture what it means to be an entrepreneur in such a dynamic industry.
You’ve covered eCommerce developments for years. What was the biggest unexpected shift in the industry that journalists (and businesses) didn’t see coming?
I believe the most unexpected change in the industry has been the shift in approach by Asian players, who have started promoting themselves aggressively in the region. As a result, many local businesses that relied on Chinese suppliers suddenly found themselves competing with much larger players selling the same products at significantly lower prices.
Armand Iliescu’s commitment to covering and shaping the eCommerce industry is evident in his work at Wall-Street.ro and ecomTEAM.ro. Through his journalism and event leadership, he continues to bring together industry experts, highlight emerging trends, and support the growth of online businesses in Romania and beyond.
📅 Don’t miss the opportunity to connect with experts like Armand Iliescu at the Balkan eCommerce Summit 2025. Secure your ticket today and take the next step in growing your online business. Visit balkanecommerce.com for more details!