Insights for online merchants from the 8th annual “Production and Trade” forum with the participation of Stefan Chorbanov
27.03.2026 7 min. 49 views
“The time for testing new players is over. 2026 is the year of ruthless execution.”
Stefan Chorbanov, Managing Partner and Co-founder of Stenik
On March 24, 2026, the 8th annual forum “Production and Trade” was held in the “New York City” hall at Capital Fort. By invitation of the organizers from Manager magazine, Stefan Chorbanov took part in the panel discussion “E-commerce - the new horizons of online expansion”, which stood out with its practical focus and concrete business insights according to the attendees. The panel was moderated by Gennady Vorobyov from Netpeak Bulgaria. The discussion also featured Jeanette Naydenova (Bulgarian eCommerce Association) and Biser Krastev (Prim.io).
What are the new horizons in e-commerce in 2026?
2026 is the year of ruthless execution. The time for experiments and “testing ideas” by new players is over. A new reality is coming - that of ruthless execution.
Stefan Chorbanov shared that the only currencies that will matter are:
- Efficiency.
- Real ROI.
- Building genuine human trust at every customer touchpoint.
Chorbanov was categorical that the winning businesses will be those that use technology intelligently to guide users into high-conversion environments. This can be achieved through the integration of an AI chat agent or through a personal approach and a handshake in a physical store.
How will artificial intelligence change search in e-commerce?
Artificial intelligence will impose the Agentic Commerce model, where traditional filters and search engines will become obsolete. Users will shift to a “GPT-in-the-store” model, where they state their needs directly via voice or text.
Stefan Chorbanov outlined this as one of the most important future trends. He predicted that customers will make specific queries such as: “I need glasses for a professional look for a round face.”. In order for AI agents to function effectively, merchants must urgently stop thinking only about design and start investing in clean and structured product data to power them. AI agents are fed by data, not images.
Where is the biggest friction today between purchase intent and actual sale?
The biggest friction today lies in the gap between the marketing promise and the actual order fulfillment. Customers expect speed and accuracy, and when reality differs, the business loses both the sale and the trust.
According to Biser Krastev (Prim.io), friction is no longer only in the checkout process. When customers see “In stock”, “24-hour delivery” or “Easy returns” in the online store, but in reality encounter out-of-stock items, delayed delivery, and a complex refund process, the result is disappointment.
Jeanette Naydenova (BEA) added that e-commerce today is not won through more traffic. Real success comes from reducing friction and building trust at every point of the customer experience.
Is the online-only model a winning strategy?
The “Online-Only” model is becoming a limitation for businesses as the market enters a phase of phygital renaissance. Physical locations are returning as a key tool for building trust and retargeting.
Stefan Chorbanov emphasized that physical stores are no longer just inventory warehouses. They serve as “trust anchors” and are the most effective way to reduce return logistics costs.
Omnichannel: a real operational model and part of a marketing strategy or just a marketing message?
Omnichannel is прежде all a real operational model, where all channels – online and offline – work as one, with integrated data and processes. When this integration is missing and features such as click & collect are absent, it remains only a marketing message, not a real strategy.
According to Stefan Chorbanov, not every merchant operating across multiple channels can be defined as a true omnichannel business. The lack of key functionalities such as “order online, pick up in store” (click & collect) is a clear indicator of this. He also emphasized that the division between “e-commerce” and “traditional commerce” is wrong – commerce is one. Merchants must understand that online and offline work as a single system, regardless of where revenue is ultimately reported.
This view was also supported by Biser Krastev (Prim.io), who noted that for most merchants in Bulgaria, the omnichannel model remains more of an ambition than a truly functioning operational model. Having sales across different platforms and physical locations (multi-channel presence) does not automatically mean that a true omnichannel business has been built. Many merchants have a presence in multiple channels, but not true omnichannel integration.
How can businesses determine if they have achieved an omnichannel model:
- Consistent product availability across all sales channels.
- A unified customer history and profile.
- Seamless service (including click & collect), regardless of where the purchase began – for example, an order placed via a mobile app that is returned or exchanged effortlessly in a physical store.
How are mobile applications changing the market?
In Bulgaria, mobile applications are an underutilized e-commerce channel with huge growth potential. They are an undeveloped niche in the Bulgarian market, offering lower advertising costs and enabling precise targeting of loyal audiences.
Chorbanov gave an example from Stenik’s practice of a client generating 50% of its online orders through its mobile application - a clear indicator of the channel’s potential. Unfortunately, many merchants still lack CRM systems, have no loyalty programs, and do not truly know their customers.
What are the successful strategies for cross-border expansion in the Balkans?
Successful expansion into neighboring markets requires much more than website translation and strong marketing. Real growth depends on the right choice of technology platform, optimized logistics, and integrated local payment methods.
Stefan Chorbanov approached expansion from a technical perspective. He emphasized that success depends directly on choosing the right developer and the appropriate e-commerce platform. If the merchant is prepared with translation materials, has a logistics partner, and has selected a payment method, entering a new market can be achieved in as little as one month.
According to Chorbanov, with platforms such as Magento and Shopify , scaling into new countries is extremely easy. To support this, he gave an impressive example from Stenik’s practice – successfully launching a store in 7 different countries in 7 months for a client.
Jeanette Naydenova (BEA) shared that when Bulgarian merchants expand into neighboring markets (e.g. Romania or Greece), the initial focus is often on marketing and traffic acquisition. However, real growth comes only after logistics optimization, the addition of local payment methods, and improved customer service. Her conclusion was that conversion grows not from more traffic, but from better execution.
Data as a competitive advantage
Stefan shared specific data from Stenik’s practice, namely:
50% is the share of out-of-home deliveries (50% of which are lockers/parcel machines) out of all non-doorstep deliveries in online stores developed by Stenik. This figure shows that when a logistics method is excellently integrated into checkout and clearly visualized for the user, it becomes a mass standard and a competitive advantage.
In addition, Jeanette Naydenova (BEA) noted that cash-on-delivery payments reach 60-70% in many categories. This high percentage is clear evidence that trust in the merchant remains a key factor in completing a purchase.
Conclusion: Successful e-commerce merchants in 2026
To summarize the key takeaways from the panel - successful e-commerce businesses in 2026 will be those that:
- Focus on real ROI
- Build trust at every customer touchpoint throughout the journey
- Eliminate friction in the purchasing process
- Implement an omnichannel model in practice
- Invest in data and technologies with measurable value
- Integrate online and offline channels
- Operate with a focus on ruthless execution
Those who win are not the ones who experiment the most, but those who execute the best.
And where do you plan to invest the most this year - in a loyalty program, in AI tools, in a mobile application, or in bringing online and physical experiences closer together?
At Stenik, we believe that successful e-commerce is built not only with technology, but with a deep understanding of the business, processes, and user behavior.
If you are planning to develop, migrate, or scale your online store, our team can help you build a sustainable and effective strategy. Contact us.
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