Borislav Kolibarov is a key player in Bulgarian eCommerce offering website design solutions on a global level. With over a decade of experience and his role as co-founder and managing partner of the agency MarmaLAB, he is an inspiring figure for entrepreneurs in the region. 

In this interview, Borislav shares his vision for industry development, the challenges and opportunities for businesses, and the key role of the consumer in the digital era.

The role of a brand ambassador for the Balkan eCommerce Summit 2025 has a huge responsibility and meaning what inspired you to take it?, In your view, what advantages does this event offer to the Balkan business community?

The truth is, I didn’t hesitate for a moment when I received the invitation to become an ambassador for BES in 2024. I know Nikola well and the events he organizes, and I know they always bring immense value to the entire eCommerce business community. After attending this year’s event, the question was already, ‘Can I be an ambassador for the event again?’ because I saw firsthand how people from over 15 countries create partnerships and launch new businesses.

With more than a decade of experience in eCommerce and as a co-founder of MarmaLAB, what key strategies do you find most effective in helping businesses expand their online presence in the Balkans?

I’m not sure if I can call them strategies, but for me, there’s one fundamental thing that every business in commerce must focus on, and that’s the consumer. Today, the Balkans are an excellent place to develop a business, but we must not forget that each country in the region has its unique consumer behavior, which is the foundation for preparing and implementing a successful and sustainable eCommerce business. It has never been easier and more accessible to sell abroad. My advice to those looking toward Central and Eastern Europe is to visit the countries where they want to sell, learn about the consumer habits, communicate with local businesses, and try to establish contacts with companies that will be their partners at the local level. And, of course, to attend the Balkan eCommerce Summit 2025, where they’ll have the chance to meet many of these people and companies in one place.

Your agency MarmaLAB collaborates with renowned brands such as Petrol, ZORA, and TED BED. Could you share a challenging project and the innovative solutions your team implemented to achieve success?

Every project is a challenge because it must justify the client’s trust. That’s why we always strive to stay ahead in knowledge, ideas, and solutions. One example I can share is the COVID-19 pandemic, when an enormous number of retail businesses transitioned to online sales in an extremely short period. We, I dare say, managed to prepare well by planning for the consequences of these changes and offering new solutions to our clients, which were not a priority in eCommerce until then. 

The feedback we received from brands like ZORA and TED BED was that we did our homework well and helped them scale their eCommerce businesses. 

We were among the first to tell our clients that they should prioritize the quality of their digital assets (websites or online stores) to achieve better user experiences, lower advertising costs, and higher-quality conversions. To this day, our UX audits for conversion optimization help the businesses we work with achieve significantly better results by simply improving their websites.

Let’s get back to the  COVID-19 pandemic. Can you tell us more about how this period impacted your consulting approach, and what lasting changes do you foresee in consumer behavior?

As I mentioned earlier, the needs and conditions for businesses changed dramatically. Consumers began forming new habits. According to NSI data, in 2021, 33% of Bulgarians shopped online. Today, this statistic shows that the number has grown to nearly 50%, which is a significant jump in a relatively short period. As I always say, the consumer is at the center of everything, and their behavior must be a top priority for businesses and for people like me, who consult eCommerce merchants. My prediction is that more and more people will start shopping online. Additionally, consumers will become increasingly demanding. If we are well-prepared to meet their needs, we’ll succeed in this exciting game called eCommerce.

Based on your experience, what are the most common obstacles businesses face when transitioning to eCommerce, and how can they overcome these challenges to compete effectively on a global level?

I definitely see a trend here: too much focus on the product at the expense of solving a problem that consumers have. This often leads to neglecting investment in marketing. A common reason for these fundamental mistakes is that consultations with specialists are undervalued, resulting in lost time and resources. That’s why I advise anyone who wants to beat the competition and scale their eCommerce business to find a good consultant who can help them lay a solid foundation on which to build a successful business.

2024 was the year of implementation of AI and machine learning in digital marketing. How do you see these technologies changing eCommerce strategies, especially in areas like shopping personalization?

AI tools are already revolutionizing the game and opening up many new horizons for businesses. If a business wants to stay competitive, it must adopt and use tools for personalization, creating quality content, customer service, and upselling. Artificial intelligence gives us the chance to do much more in a much shorter time, and it’s crucial to quickly take advantage of its possibilities.

Reflecting on your journey from founding MarmaLAB to today, what advice would you give to ambitious entrepreneurs who want to leave their mark?

Start, but don’t try to do everything yourself or  be perfect. These were the mistakes I made, and they cost me a lot of time. I advise young entrepreneurs to invest in partnerships, outside help, and expert work that will help them avoid wasting the most valuable and irreplaceable resource – time.

Borislav Kolibarov has shown that success in eCommerce is a matter of the right approach, perseverance, and adapting to consumer needs. His advice is invaluable for anyone looking to expand their business and remain competitive in a dynamic market.

Don’t miss the opportunity to be part of the Balkan eCommerce Summit 2025 – the place where innovation, partnerships, and knowledge come together. 

Full Experience tickets are available at a special price of €109 Get your ticket today before the price goes up to €149 on January 30th!

Invest in your future and join leaders and visionaries in eCommerce. Secure your spot today here – success won’t wait!