Dorin Boerescu, CEO of 2Performant, is a visionary leader in the Balkan eCommerce landscape. With a career defined by innovation, strategic growth, and cross-border collaboration, Dorin is poised to shape the future of the industry. As a Brand Ambassador for the Balkan eCommerce Summit 2025, he shares his insights on leveraging technology, building customer loyalty, and unlocking the untapped potential of the Balkan eCommerce ecosystem.

What motivated you to become a Brand Ambassador for the Balkan eCommerce Summit 2025, and how do you see this role impacting the event and your journey?

When Nikola Ilchev asked me to be an ambassador, the answer was obvious. What he’s done for Bulgarian eCommerce is phenomenal, especially in connecting it with Romanian players. It’s exactly the kind of collaboration this region needs.

For me, this role is personal. With 2Performant recently acquiring Profitshare Bulgaria and rolling out plans to grow aggressively in both Romania and Bulgaria, this is more than just an event – it’s an opportunity to make a real impact. Through BusinessLeague.com, we’re building the infrastructure for eShops in both countries to expand across borders and thrive. This isn’t just about selling products; it’s about shaping the future of eCommerce in the Balkans.

What innovative approaches have you found most effective for building and maintaining a loyal online customer base?

Let’s face it – retention isn’t just about discounts and newsletters anymore. It’s about creating an experience that customers actually enjoy. That’s where gamification comes in.

Loyalty programs that feel like a game, rewards that make people smile, and interactions that aren’t boring – that’s how you turn a customer into a fan. In markets like the Balkans, where people are hungry for innovation, gamification isn’t just cool; it’s a must-have. The big players are already turning shopping into an adventure, and it’s something we should all be thinking about.

How can eCommerce businesses in the Balkans leverage affiliate marketing to reach wider audiences and boost sales?

Affiliate marketing is a no-brainer for eCommerce. It’s like having the best marketers in the region working for you. The challenge? Finding them. The solution? BusinessLeague.com.

We built BusinessLeague to connect eShops with top affiliates from Romania, Bulgaria, and beyond. It’s not just about more traffic; it’s about smarter traffic – reaching the right people at the right time. For businesses looking to go cross-border, this is the game-changer. Why guess what works when you can partner with experts who already know?

Which emerging technologies do you think will have the most profound impact on eCommerce in the Balkans, and why?

AI is the future, but here’s the thing: it’s not just about having cool tech – it’s about using it to stay ahead. In eCommerce, that means spotting trends before they even happen. It’s what we’ve been doing at 2Performant since setting up our Business Intelligence team in 2017. The result? A competitive edge that keeps us in front.

For entrepreneurs, combining AI insights with tools like Looker Studio Pro isn’t optional – it’s survival. Those who dive into the data will own the market. Those who don’t? Well, they’ll be left behind.

What strategies would you recommend for businesses to effectively utilize data analytics to enhance their marketing efforts?

Data isn’t just numbers on a screen. It’s the story of your customers. The first step is listening – integrate every touchpoint into a single dashboard. Know who your customers are, what they want, and when they want it.

Then, use that story to create magic. Personalization isn’t a buzzword; it’s how you show your customers you actually care. Predict what they’ll need next and deliver it before they even ask. And don’t just analyze – act. Test, tweak, and improve every single day.

What is your vision for the future of eCommerce in the Balkans, and how do you see your role contributing to this evolution?

The Balkans are ready for something big. This isn’t just about local markets anymore – it’s about a connected ecosystem where Romanian and Bulgarian eShops can easily expand and compete globally. That’s the vision.

With BusinessLeague.com, we’re giving businesses the tools and partnerships they need to grow beyond borders. And with the Profitshare acquisition, we’re doubling down on building the best affiliate marketing networks in both countries. This isn’t just evolution – it’s a revolution. And I’m excited to be a part of it.

Join the Future of eCommerce at the Balkan eCommerce Summit 2025

Dorin Boerescu’s vision for collaboration, innovation, and growth encapsulates the transformative potential of eCommerce in the Balkans. Leaders like him are driving the region toward new heights, offering inspiration and actionable insights for entrepreneurs.

📅 Don’t miss your chance to be part of this movement! Secure your tickets today and connect with visionaries like Dorin at the Balkan eCommerce Summit 2025. Visit balkanecommerce.com for more details.