Ivan Rédey is a leading figure in Central and Eastern European eCommerce, known for driving digital transformation and empowering businesses to thrive online. Ivan has become a trusted advisor for companies aiming to scale and innovate.
In this interview, Ivan shares his insights into the untapped potential of the Balkan markets, the technological trends shaping the future of online retail, and practical advice for businesses looking to navigate the rapidly evolving digital landscape.
The Balkan eCommerce Summit 2025 brings together visionaries and changemakers. What makes this summit particularly exciting for you, and how do you see it contributing to the evolution of eCommerce in the region?
The summit is exciting because it opens up new opportunities for Hungarian businesses to explore the fast-growing Balkan markets. While many focus on neighboring markets like the Czech Republic or Slovakia, the Balkans offer untapped potential with a growing digital economy. For Hungarian businesses, it’s a chance to learn, network, and gain insights into expanding beyond traditional boundaries. Having around 4,000 visitors gives a quite big chance of getting a valuable new business contact.
In your consultancy work, you help businesses successfully transition from offline to online retail. What are the most common obstacles that small and medium enterprises face in Central Europe when scaling in the eCommerce space? Could you provide an example or case study where your approach helped a company overcome these challenges?
The main obstacles for SMEs are a lack of digitalization, limited knowledge about eCommerce strategies, and hesitation to embrace change. Many business owners don’t fully understand how to leverage digital tools or reach their target audience online. So I feel personally obliged to use every opportunity to educate them and help them overcome these obstacles.
My favorite example is a friend of mine, who called me a few years ago to help them get their products listed into one of the national retail chains (offline!). Soon I realized that while they struggle with huge international retail chains, they have zero focus on e-commerce – a channel where the bigger part of the margin remains in their pockets. So besides the traditional retail channels, we started the process of building a modern e-shop that can showcase their award-winning products. They never looked back since then, and are managing a nicely growing business.
As a Country Manager at Mall.hu, what are the achievements you are most proud of? Could you share the strategies and approaches you implemented to achieve it, and how they contributed to the company’s overall performance?
At Mall.hu (later acquired by Allegro group), building a strong and motivated team was a key focus in achieving the company’s improved performance. Before doing the actual work, I wanted to get a better understanding of how the employees feel about their role, if the goals they have were clear, and so on. Based on this detailed mapping, we started to create a culture where employees felt empowered and valued. Open communication played a significant role – I ensured everyone understood the company’s goals and how their work contributed to our success. These efforts built a motivated team that performed at a high level, directly contributing to better customer service and overall operational efficiency. I believe that if you focus on your team, it might take a lot of energy, but it will definitely pay off in the long run.
You have successfully supported businesses in international expansion. Could you share a case study of a successful market entry you’ve facilitated? What strategies did you employ? What lessons can other companies learn from this experience when considering international expansion?
One of the recent projects we’ve worked on was helping a global SDA brand enter the Czech, Slovak, and Hungarian markets. The focus was on building a strong eCommerce presence in these countries. We started by conducting in-depth research to understand the local consumer behavior and competitive landscape. This allowed us to tailor the eCommerce platforms to meet regional expectations. We also helped with digital marketing strategies that resonated with local audiences, leveraging social media and influencer partnerships to build trust and awareness.
The key takeaway from this experience is the importance of understanding and adapting to the nuances of each market, even within a relatively small region. So localization is king in expanding to foreign markets. I also believe that with a good choice of local ambassadors, you can build up a brand abroad much faster than a few years back compared to using TV advertising.
The eCommerce sector is rapidly evolving with new technologies like AI and data analytics. Which innovations do you see as the most transformative for online retail in the next 3–5 years? How can businesses in this region prepare for the big changes that are coming?
The most transformative innovations in eCommerce over the next few years will certainly be driven by AI, which will enhance personalization and improve customer experience. For example, AI-powered tools can provide real-time product recommendations, dynamic pricing, and more accurate demand forecasting. Another key trend is augmented reality, which will allow customers to visualize products in their space before purchasing. But I’m sure that it will have a great impact on our data utilization as well, which can help boost our business. These tools will become increasingly important for differentiating brands in a competitive market. Preparing teams through training and fostering a mindset open to change will also be critical for leveraging these innovations effectively. So let’s not talk about AI, but just go ahead and work with it.
For entrepreneurs looking to navigate the fast-paced e-commerce industry in the Balkans, what specific advice would you give about identifying and capitalizing on growth opportunities? What steps should they take to analyze market potential and position themselves effectively?
The Balkans offer Hungarian businesses a unique opportunity to tap into an emerging market with a rapidly growing digital consumer base. Unlike more saturated neighboring markets like the Czech Republic, Slovakia, or Romania, the Balkan region presents less competition and significant potential for early movers. There are numerous free online tools that can help analyze the market and give us a quick indication: are we competitive in this new market, or not?
And the first step could also be visiting the Balkan eCommerce Summit. Because this summit isn’t just about business – it’s about connecting with inspiring people, sharing ideas, and experiencing a fresh perspective. Besides, Sofia is a beautiful city with a lively atmosphere. Think of it as combining business with pleasure: gain valuable insights during the day, then enjoy great food, local culture, and maybe even make a few lifelong friends in the evenings. It’s the perfect mix of opportunity and fun!
Exploring Opportunities in the Balkan eCommerce Landscape
Ivan Rédey’s insights highlight the potential of the Balkan region for eCommerce growth, the transformative power of technology, and the importance of strategic planning for businesses aiming to thrive in a competitive digital landscape. His experiences and expertise serve as a valuable guide for entrepreneurs and companies navigating this rapidly evolving industry.
As the Balkan eCommerce Summit 2025 comes closer, we invite you to join industry leaders, experts, and visionaries like Ivan Rédey to explore new opportunities, share ideas, and shape the future of online retail. Don’t miss your chance to connect, redefine, and elevate your business at this landmark event.
Secure your spot now at balkanecommerce.com and stay ahead with the latest updates, speaker announcements, and insights from the Balkan eCommerce Summit 2025!