Balkan eCommerce Summit Strengthens Its International Network at E-commerce Warsaw Expo 2026, Connecting with Leading Technology Providers, Marketplaces, Payment Companies and Digital Commerce Innovators.
On October 23, 2026, Balkan eCommerce Summit continued its international journey with a visit to the 30th edition of E-commerce Warsaw Expo, held at EXPO XXI in Warsaw, Poland.
Representing the Summit was Radostina Hristova, Head of Marketing & PR and Brand Ambassador of Balkan eCommerce Summit, who travelled to Warsaw with a clear mission: to connect personally with international eCommerce businesses, explore potential partnerships, understand the priorities of companies operating in Central Europe, and introduce the opportunities that Southeast Europe and Balkan eCommerce Summit 2027 can offer.
With approximately 3,000 visitors, 100 exhibitors and 40 speakers featured in the event’s programme, E-commerce Warsaw Expo provided a valuable meeting point for companies shaping the future of European digital commerce.
But beyond the exhibition stands, presentations and new technologies, the real value of the visit was found in the conversations.
More Than Networking: Building Bridges Between Central Europe and the Balkans
Throughout the event, Radostina Hristova engaged directly with representatives of companies working across payments, marketplaces, logistics, digital marketing, automation, customer experience and cross-border commerce.
Among the businesses she connected with were Shopify, Elavon, ERLI, LivePrice, Merchantee, TrustMate, Trusted Shops, MTA Digital, Satisfly, inSolutions, eParagony, Rosapack and other companies offering solutions for online merchants and international expansion.
The event also provided opportunities to explore the wider Polish eCommerce ecosystem, including companies such as Klaviyo, ExpertSender, Strix, Sublime Analytics and other technology providers represented at the exhibition.
The objective was not simply to introduce another international conference. It was to establish meaningful business relationships and demonstrate how Balkan eCommerce Summit connects companies with new markets, potential clients, strategic partners and regional decision-makers.
For companies already operating successfully in Poland and Central Europe, the Balkans represent an opportunity to explore additional markets through stronger local connections.
What the Conversations in Warsaw Revealed
Several important themes emerged from the business discussions and the range of solutions presented at the exhibition.
- Cross-border expansion requires local knowledge and trusted partners.
Entering a new market is not only about translating a website or launching advertising campaigns. Businesses need to understand customer expectations, payment preferences, delivery infrastructure, local competition and the relationships that shape each market.
For technology providers and service companies, finding reliable regional partners can be just as important as acquiring new clients.
- Payment solutions and customer trust remain central to eCommerce growth.
Companies such as Elavon, TrustMate, Trusted Shops and eParagony represent different parts of the customer journey, from completing transactions to building credibility and simplifying digital commerce operations.
Their presence highlighted how payment infrastructure, reputation management and customer confidence contribute to stronger online businesses.
- Automation, personalization and data are becoming essential competitive advantages.
Solutions presented by companies including LivePrice, ExpertSender and other marketing technology providers demonstrated the importance of smarter pricing, customer segmentation, marketing automation and data-driven decision-making.
As competition increases, merchants need more than traffic. They need technology that helps them improve conversion, retention and profitability.
- Marketplaces and logistics are accelerating international opportunities.
Marketplace platforms such as ERLI and logistics providers operating across European markets reflect another important development: online businesses increasingly need solutions that allow them to reach customers beyond their domestic markets.
For companies considering Southeast Europe, understanding the region’s fragmented but interconnected markets is a critical part of building an effective expansion strategy.
- Business relationships remain irreplaceable, even in an increasingly automated industry.
Perhaps the most important conclusion from Warsaw was also the most human one.
While artificial intelligence, automation and digital platforms continue to transform eCommerce, personal relationships remain essential for building trust, exploring partnerships and making international business decisions.
Technology can accelerate business growth. Relationships make that growth possible.
A Personal Perspective from Warsaw
For Radostina Hristova, whose work combines international marketing, public relations, influencer marketing and business community development, the Warsaw visit was another opportunity to understand the people and businesses behind Europe’s growing digital commerce ecosystem.
“What I value most about international eCommerce events is the opportunity to speak directly with the people behind the companies. In Warsaw, I met professionals representing different parts of the industry, from payments and marketplaces to marketing technology, logistics and customer experience.
These conversations are important because they help us understand what companies need, what challenges they face and where new opportunities for cooperation can emerge.
My mission in Warsaw was to introduce Balkan eCommerce Summit not simply as an event in Sofia, but as a gateway to business relationships across Southeast Europe. I want more international companies to discover the potential of our region, meet the right people and see the Balkans as a place where they can build real business.
One thing becomes clearer with every international event I attend: technology connects systems, but people connect markets.”
– Radostina Hristova, Head of Marketing & PR, Balkan eCommerce Summit
Why Poland Matters to the Balkan eCommerce Community
Poland is an important part of the Central European eCommerce ecosystem, with an established network of online retailers, technology companies, marketplaces, payment providers and specialized service businesses.
For Balkan eCommerce Summit, building stronger relationships with Polish companies is a natural step in expanding the event’s international reach.
The opportunities extend in both directions.
Polish businesses can discover new partners, merchants and growth opportunities in Southeast Europe, while companies from the Balkans can benefit from the experience, technologies and expertise developed in more established European eCommerce markets.
Creating these connections is one of the central ambitions of Balkan eCommerce Summit.
What Comes Next: Balkan eCommerce Summit 2027, Cross-Border First
The next edition of Balkan eCommerce Summit will take place on April 20-21, 2027, at Inter Expo Center in Sofia, Bulgaria, bringing together the international eCommerce community under the theme:
CROSS-BORDER FIRST.
Following the success of the 2026 edition, which attracted more than 3,200 registered participants from 35 countries and featured 78 international speakers, the Summit is preparing to expand its role as a regional platform for business growth.
The 2027 edition will focus on creating stronger connections between businesses from Bulgaria, Romania, Greece, Hungary, Croatia and the wider international eCommerce community.
Visitors can look forward to:
- International business networking connecting merchants, technology providers, agencies, investors and industry decision-makers.
- Cross-border growth opportunities and practical insights into entering and developing new markets.
- A new Merchant Programme designed to create additional opportunities for online retailers to participate and connect. Sign up here
- An international exhibition area showcasing solutions across payments, logistics, marketplaces, marketing, technology and digital commerce.
- Expert-led discussions and business insights addressing the challenges and opportunities shaping the future of eCommerce.
- New partnerships and direct business connections that can continue well beyond the two days of the event.
The Summit’s international activity will also continue throughout the year, with networking initiatives and business meetings in different European markets, strengthening the connections that lead to Sofia in April.
Warsaw Was One Conversation. Sofia Will Bring the Region Together.
The visit to E-commerce Warsaw Expo 2026 was another step in Balkan eCommerce Summit’s mission to build a connected international business community.
Every conversation with a technology provider, marketplace, payment company, logistics business or digital agency creates an opportunity for future collaboration.
And every new international connection helps bring Southeast Europe’s eCommerce ecosystem closer to the wider European market.
To the companies and professionals we met in Warsaw: the conversation does not end here.
We invite you to continue it in Sofia.
Whether you are looking to enter new markets, meet online retailers, present your technology, establish distribution partnerships or explore the business potential of Southeast Europe, Balkan eCommerce Summit 2027 is where those connections can begin.
Join us on April 20-21, 2027, at Inter Expo Center, Sofia.
One region. Multiple markets. Unlimited connections.
Cross-Border First.
Discover Balkan eCommerce Summit 2027: balkanecommerce.com