In a digital world optimised for clicks, conversions, and funnels, it is easy to forget why people go online in the first place: to explore, to connect, and to feel something real. Rusan Trendafilov, Co‑Founder and CTO/COO of Peekabl, is building precisely for that space – the space before the transaction.
Peekabl is an AI‑enabled platform that lets people discover the world through live, human‑to‑human digital experiences. Instead of scrolling past another feed, you connect directly to a local host, in real time, and experience a place together. It is part entertainment, part discovery, part reminder that there are still real people behind every screen.
With a background spanning large‑scale banking infrastructure in Europe, national digital systems in Africa, and multiple startup operations, Rusan brings a rare mix of deep technical expertise and a strong belief that technology should connect people, not distance them. As a Brand Ambassador for the Balkan eCommerce Summit, he offers a fresh perspective on where attention is moving next – and what eCommerce professionals can learn from experiences that put people, places, and stories at the center.
Rusan, tell us a bit about yourself and your journey so far.
I’m the Co‑Founder and CTO/COO of Peekabl. My background is in large‑scale digital systems, project management, and digital transformation – from banking infrastructure in Europe to national digital platforms in Africa.
Working on those projects taught me how to design systems that millions of people use every day, often without thinking about them. Over time, though, I became more interested not just in the systems themselves, but in how technology connects people across distances. Peekabl is a natural extension of that curiosity – what happens when you use powerful infrastructure not for automation alone, but to enable real‑time human experiences?
You’ve worked on critical government systems. How did that lead to Peekabl?
Working on national systems teaches you one thing very clearly: technology only works when people trust it and understand it.
If a citizen does not trust a digital ID system, they will not use it. If a government portal feels too complex, it becomes a barrier instead of a bridge. With Peekabl, we started from the same idea – using technology to remove barriers, not add complexity.
This time, the barrier was distance itself. We asked: how can we make it possible for someone in one part of the world to “be present” in another, without flights, planning, or filters – and without needing to understand the technology running in the background? Peekabl is our answer to that question.
How do you describe Peekabl to someone hearing about it for the first time?
Peekabl lets you explore the world live, through real people.
You are not just watching a video. You connect to a local host in real time and experience a place together. You can walk through a market, join someone on a city street, step into a workshop, or simply talk to a person on the other side of the world.
It is part entertainment, part discovery, and part human connection. The goal is not to produce polished content, but to create shared moments that feel real – the kind of moments that usually only happen when you travel in person.
This is an eCommerce-focused event. Why is Peekabl relevant here?
Because eCommerce does not exist in isolation.
Before people buy anything, they:
- Discover
- Build trust
- Form an emotional connection
Peekabl lives exactly in that space before transactions, where curiosity is formed. It shows what happens before the cart, in the part of the journey where people decide whether they care about a place, a story, or a brand at all.
For eCommerce professionals, this matters because it shows a different way to earn attention – not through more ads, but through meaningful experiences.
Why is discovery becoming more important than pure transactions?
Because people are overwhelmed with ads.
According to global marketing studies, over 80% of consumers say they trust real people more than branded content. Discovery today is less about perfectly optimised funnels and more about authenticity.
If everything looks like an ad, people tune out. Discovery now happens in spaces where people feel they can lower their guard – live streams, communities, creator‑led content, and real conversations. Peekabl is designed for exactly that kind of discovery.
In other words, if you get discovery right, transactions follow. If you push transactions too early, discovery never really happens.
How does Peekabl create that authenticity?
There is no script. No edits. No filters.
You are seeing a place exactly as it is, through someone who lives there or knows it deeply. The host decides what to show, and the viewer can ask questions or change direction in real time.
That kind of interaction is something algorithms and product pages simply cannot replicate. It is messy, human, and honest – and that is precisely where authenticity comes from.
What global trends support Peekabl’s approach?
Three big trends are moving in this direction:
- Live and interactive content continues to outperform static media in terms of engagement and time spent.
- The experience economy is growing faster than product‑only spending. People want to buy memories and stories as much as objects.
- There is a growing demand for meaningful digital experiences, not just endless consumption and scrolling.
Peekabl sits at the intersection of all three. It turns screens into windows, not just billboards.
Some people might call this virtual tourism. Is that accurate?
Only partially.
Tourism is often about destinations – ticking places off a list. Peekabl is about presence.
You can explore a market, a neighbourhood, a workshop, or simply talk to someone about their everyday life, with no travel involved. Sometimes that looks like “virtual tourism,” but often it looks more like human curiosity: “What is it like to live there? What does your street sound like? What does your morning look like?”
So, yes, there is an overlap with tourism, but the core is connection, not sightseeing.
How does this relate to commerce without making it the focus?
When people explore a place live, they naturally become curious about:
- Local crafts
- Food and ingredients
- Culture, music, and everyday objects
That curiosity can occasionally lead to purchases – especially from small offline merchants who would otherwise never show up in an online search. But the value of Peekabl is in the experience, not the transaction.
If commerce happens, it is as a byproduct of genuine interest, not the main goal of the session. That’s an important distinction.
Why is that interesting for eCommerce professionals?
Because it shows where attention is moving.
The future is not only about better funnels. It is about earning attention through experiences, not just pushing products through more ad impressions.
For eCommerce professionals, platforms like Peekabl are early examples of a broader shift: from pure performance marketing to experience‑led discovery. The brands that learn to show up in those spaces – in a way that adds value, not noise – will be much better positioned over the next decade.
What role do small local businesses play in this ecosystem?
They are part of the story, not inventory.
Many small shops globally don’t have online stores and never will – but they have incredible stories, skills, and products. Peekabl gives them visibility without forcing them into a full eCommerce model.
A host might walk into a local bakery, atelier, or workshop and introduce the people there. Viewers may never buy anything, or they might become long‑term fans of that place. Either way, the business becomes part of a living narrative, not just a line in a catalogue.
How scalable is something so human-driven?
Surprisingly scalable.
The streaming, matching, and discovery layers are digital and can scale globally. The human part is what makes each experience unique – and that uniqueness is the value.
So instead of trying to eliminate the human element, we scale the infrastructure around it: routing, scheduling, discovery, quality control. That allows thousands of unique sessions to happen, each with its own story, but powered by the same backbone.
Why is the Balkan region a good place for this conversation?
The Balkans are rich in culture, craftsmanship, and stories, but often underrepresented digitally.
Peekabl aligns naturally with regions that have:
- Depth and history
- Strong local identity
- Authentic everyday experiences, not just mass production
The Balkans are exactly such a region. For us, it is a perfect place to talk about representation, presence, and storytelling – and to show that digital innovation does not only come from the usual global hubs.
What excites you personally about presenting at Balkan eCommerce Summit?
This audience understands cross‑border reality.
People here know that scaling is not just technology – it is culture, trust, and context. They live with multiple languages, complex logistics, and very different customer expectations across relatively short distances. That mindset is very close to how we think about building Peekabl.
What excites me is the chance to:
- Share a new way of thinking about attention and experience
- Learn from brands that are already navigating complex markets
- Explore how live, human‑to‑human experiences can support cross‑border storytelling and trust
That’s exactly what Peekabl is built around.
How do you see Peekabl being used by attendees after the event?
Honestly? At home.
For fun. For curiosity. To show their kids the world. To reconnect with a place they once visited, or to see somewhere they have always wanted to go.
If people leave the Summit curious enough to try it once – to book a live session, join a host, and experience a place through someone else’s eyes – then we have succeeded. The product will speak for itself.
What lesson from your enterprise and government work applies here?
The main lesson is that technology should disappear into the background.
When people stop noticing the system and start enjoying the experience, that is when you have built something right. It is true for digital IDs, banking apps, and it is equally true for live experiences.
With Peekabl, we work hard so that the user does not think about streaming quality, matching logic, or AI support. They should only feel that they are there, with someone, in a real moment.
In one sentence: what is Peekabl really about?
Peekabl is about reminding people that the world is still full of real places, real people, and real moments – even when experienced through a screen.
Meet Rusan at Balkan eCommerce Summit 2026
Are you wondering where attention is moving next, beyond funnels and performance ads? Curious about why discovery matters more than transactions in the modern digital landscape, or how live, human-to-human experiences can create the kind of authenticity that algorithms simply cannot replicate?
Rusan will be on-site to share what building Peekabl and working on national digital systems across Europe and Africa have taught him – from why technology should remove barriers rather than add complexity, to how platforms can scale the human element instead of eliminating it, and what eCommerce professionals can learn from experiences that put people, places, and stories at the center.
Whether you’re a founder exploring new ways to earn attention through meaningful experiences, a marketer looking for alternatives to ad saturation, or simply curious about how live streaming and real-time connection are shaping the future of discovery – come find him. These conversations often turn into partnerships.
🎟️ Grab your ticket at balkanecommerce.com and be part of building stronger connections across the region.