Balkan eCommerce Summit 2026: Global technologies, innovations, and solutions for sustainable business growth by Stenik
04.05.2026 6 min. 464 views
Over the course of two intensive days, Balkan eCommerce Summit 2026 brought together over 3,200 participants from 35 countries in Sofia to outline the future of online business in the Balkans.
In our role as a Silver partner, our team took an active part in the forum by presenting technological solutions, innovations, and effective strategies for scaling businesses, helping ambitious merchants stay competitive in the digital economy.
Joya and Stenik: How do you migrate 3 systems and launch 3 stores at the same time?
The highlight of our participation was the joint presentation by Dimitar Dimitrov, Partner @ Stenik, and Lyubomir Boyanov, Managing Director @ Joya.bg. They presented a real behind-the-scenes case: “The 3 lessons we learned from migrating all our 3 systems and launching 3 new stores” (“The 3 lessons we learned from migrating all our 3 systems and launching 3 new stores”).
Dimitar and Lyubomir shared with the audience the challenges and lessons from simultaneously migrating all internal systems of the online retailer Joya / Office Market, combined with entering the eurozone and a large-scale rebranding.
The three pillars of a successful migration:
1. Team over everything
The success of the project depends on involving all stakeholders from all levels at an early stage.
2. Partner Alignment
It is not enough to choose the right partners. The key lies in communication and synergy between them.
3. Discipline
For large-scale change to happen, full focus is required. The lesson here is: stop working on the old systems and direct all resources to the new platform. This allows the business to stay competitive and launch the new stores on time while maintaining a high pace of work (Keep the business running).
Coordination is the key to success. You manage multiple teams, priorities change constantly, and the pressure is continuous. The real challenge is to keep focus and clarity in your thinking when everything is moving at the same time.
Lyubomir Boyanov, Managing Director @ Joya.bg
We are pleased with the strong interest in our presentation and the questions and discussions that continued after it ended – this was the best confirmation that the experience we shared is valuable and brings added value to the audience.
Expert consultations at the Stenik booth
During the two days of the event, our team held dozens of meetings with clients, partners, and companies at different stages of development. These conversations gave a clear picture of the real challenges the eCommerce business is facing today.
Stefan Chorbanov and Dimitar Dimitrov held numerous consultations with visitors at the booth, having the opportunity to further develop conversations with long-term clients beyond current projects and discuss specific next steps in their development. The focus was on the new solutions and innovations we are developing at Stenik, including the implementation of automated chats for customer support aimed at increasing efficiency, faster handling of inquiries, and better customer experience.
During the conversations with various visitors, several key topics clearly stood out, shaping the direction of the sector’s development. Companies are increasingly looking for stable integrations with external systems and solutions for managing growing operational complexity. At the same time, interest in cross-border commerce and entering new markets is growing, as well as in building omnichannel strategies that ensure a consistent customer experience. Technologies for personalization and automation based on artificial intelligence are becoming more important, as well as optimizing speed and user experience through solutions like Hyvä. The topic of loyalty also remains in focus, with more and more companies considering native mobile applications for iOS and Android as a solution.
It is a fact that the eCommerce sector is growing – the level of knowledge and digital maturity is increasing and this will help solve the problems that some merchants are currently facing more effectively. At the same time, the entry of many young people also brings a lack of experience. That is why my advice to merchants is to be careful who they trust as a partner. Two types of young players are clearly visible on the market – those looking for quick profit, and those who truly dive deep into the work and want to grow.
Stefan Chorbanov, Co-founder and Manager @ Stenik
Booth activities
This year again, we didn’t miss the chance to organize games for visitors at our booth and surprise them with prizes. Over the two days, we ran “Guess the number of balls in the box” and “Wheel of Fortune,” which attracted great interest and created opportunities for more informal conversations with participants.
We thank our clients - Bebolino, Pirin Hill, TED, Uwear, SkyOptic, Douglas, Joya, and Cleverbook - for participating in the games and for kindly providing the prizes.
We also provided merchants with the opportunity to sign up for a professional UX audit of their online store, with specific recommendations from our team for improving user experience and increasing conversion rates.
#ConnectingBalkans - We did it!
For us, Balkan eCommerce Summit 2026 was another opportunity to contribute to the eCommerce ecosystem, to be helpful, and to provide added value to merchants. It was a pleasure to meet new faces and talk with long-term clients and partners.
The exchange of ideas and real-life case studies from our practice gives us a clear view of the direction in which the industry is developing and reinforces our focus on adapting and delivering world-class solutions and innovations to our clients.
Congratulations to the organizers for the excellently executed event and the overall organization. Thank you to everyone who stopped by and talked with us.
Did you miss meeting us at Balkan eCommerce Summit 2026?
If you didn’t manage to visit our booth, contact us for a free consultation. Let’s discuss the challenges you are facing and find solutions based on our over 20 years of experience with leading brands across various sectors.
FAQ
See you next time!
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