Marcel Majsan is a visionary leader in Croatia’s eCommerce sector and the driving force behind the eCommerce Hrvatska Association, which he founded in 2015. With a background in journalism and a strong foundation in sales and marketing, Marcel has dedicated his career to advancing online commerce in the region. As President of the eCommerce Hrvatska Association, he has played a pivotal role in uniting over 600 members, including more than 300 webshops, to foster collaboration, provide education, and inspire innovation in the digital marketplace.
Under Marcel’s leadership, eCommerce Hrvatska Association has not only supported local businesses in optimizing their online sales but has also championed cross-border eCommerce expansion. Through initiatives such as the annual CRO Commerce conference and his podcast series, Marcel has established himself as a thought leader in the industry.
In this interview, Marcel Majsan delves into the key challenges and opportunities within the Balkan eCommerce market, highlights the innovative strategies that have shaped Croatia’s digital landscape, and shares practical advice for entrepreneurs aiming to thrive in this dynamic environment.
As the founder of Croatia’s first and only eCommerce association dedicated to empowering online businesses, what inspired you to take on the role of Brand Ambassador for the Balkan eCommerce Summit 2025? In your view, how can this collaboration further support and elevate businesses across the region, and what impact do you hope to achieve through your involvement?
As a conference organiser myself, I find Balkan eCommerce Summit to be one of the best European events for eComm professionals, as it brings together thought leaders and innovators from across the region, facilitating discussions that can lead to practical solutions and strategies for overcoming common challenges. By working together, we can strengthen the eCommerce ecosystem in the Balkans. Also, this cooperation enables me to achieve my own main goal, which is helping Croatian merchants to find new friends and partners in the eCommerce community.
Online spending in Croatia has doubled over the past five years, with significant growth during the pandemic. How have Croatian businesses adapted to this, and what key improvements have you observed in their strategies and operations? Additionally, have you noticed any notable trends or shifts in behavior among both customers and sellers during this period?
We’ve observed significant trends such as an increase in mobile shopping, with growing appreciation for webshops that have strong trust signals (trustmark, reviews, social followers, etc.). As we certified over 200 webshops, we noticed that most of the domestic merchants have good reviews, and the best of them improve customer interaction via direct channels of communication like SMS, WhatsApp, and Viber.
Cross-border selling offers immense opportunities for Balkan businesses but comes with challenges like differing regulations and logistical complexities. Based on your experience, what are the critical success factors for businesses looking to scale internationally? Could you highlight a specific business from the Balkans that has navigated these challenges successfully?
For Balkan businesses looking to scale internationally, several critical success factors play a vital role. Firstly, understanding and complying with local regulations is essential to avoid legal pitfalls. Additionally, businesses must invest in technology to streamline operations and ensure secure transactions. Establishing robust logistics partnerships is also crucial for efficient shipping and fulfillment. Lastly, companies should tailor their marketing strategies to resonate with local cultures and consumer preferences.
One of the best examples is tvornicasnova.hr, which creates personalized stories for kids. They started in 2012, and motivated with over 98% positive reviews, they expanded to many foreign markets (Germany, Austria, Poland, Serbia…), while continually investing in new technologies.
Cash on Delivery still accounts for over 50% of online purchases in the region. What strategies would you recommend for merchants to build trust and encourage customers to shift toward digital payment methods?
To encourage customers to shift from Cash on Delivery (CoD) to digital payment methods, merchants can implement several effective strategies like having special incentives for customers who choose digital payment options. Showcasing security badges and using reputable payment gateways can help reassure customers that their financial information is protected, thereby fostering trust in digital payment methods. Also, social proof can significantly influence potential customers’ decisions, so I would advise collecting as many reviews as possible. Finally, I believe that foreign webshops entering local markets will also help increase trust in online shopping and digital payments.
Can you share a success story where a business implemented your association’s strategies and achieved measurable growth or operational improvements? What lessons from this case could be applied to other businesses in the region?
Although we analyse and help over 100 local webshops every year, one notable success story is that of “Lumer Shop”, a small Croatian Print on Demand company that previously struggled with online presence and sales. They reached out to eCommerce Hrvatska for guidance on improving their eCommerce strategy, and we helped them automate a lot of their communication, but also to increase trust with our review system, which helped them generate over 2,000 reviews in less than 2 years.
Drawing from your extensive experience in eCommerce, what key advice would you give to aspiring online retailers in the Balkans? Are there specific strategies or lessons that are particularly relevant in navigating today’s competitive and rapidly changing market environment?
Invest time in understanding the local market dynamics and customer expectations. Use surveys, focus groups, and analytics to gather insights that can guide your product selection and marketing approach. Build a user-friendly website, collect and show customer reviews, have great customer support, and offer as many payment options as possible. But the most important thing to understand is that the eCommerce landscape is constantly evolving, so it’s essential to stay updated with the latest trends, technologies, and best practices. Attend webinars, workshops, and industry events. Watch what your competitors are doing, have mentors, and always work on improving your webshop. We can help you achieve all that if you join eCommerce Hrvatska Association, which has more than 600 company members selling online in Croatia.
Closing Thoughts
Marcel Majsan’s dedication to fostering ecommerce growth in Croatia and the Balkan region is evident in his work with the eCommerce Hrvatska Association. His practical insights, commitment to education, and advocacy for collaboration continue to shape the future of online commerce.
📅 Don’t miss the opportunity to connect with leaders like Marcel at the Balkan eCommerce Summit 2025. Secure your tickets today and take the next step in advancing your ecommerce journey. Visit balkanecommerce.com for more details.