The Ruse Chamber of Commerce and Industry is an official partner of the event and actively encourages businesses from the region to take advantage of this exceptional opportunity. Participation in the forum provides companies from Ruse and the region with direct access to:

• International contacts: Networking opportunity with over 70 international speakers and hundreds of potential partners.
• Growth strategies: Learn how to scale your online business beyond the borders of Bulgaria (cross-border).
• Technological advantage: See real-world applications of AI that optimize costs and increase sales.

As a partner of the event, RTIK provides its members and followers with special code for 15% discount: rcci15. Use it when purchasing your tickets to join the e-commerce elite at a preferential price.

What awaits you: Four stages and 73 international speakers

The full program of Balkan eCommerce Summit 2026 is now here and offers topics that are critically important for the success of any online business in 2026.

DAY 1: Practice, real strategies and networking at its best

The first day is heavily focused on real business – how growth is achieved today, not in theory, but in practice. Highlights include:

• Real case studies from successful eCommerce companies;
• Strategies for growth and entering new markets (cross-border);
• Performance marketing, marketplace strategies and sales;
• AI in eCommerce: from automation to content generation.

DAY 2: Vision, trends and big names in the industry

The second day builds on this with a broader perspective on what's next in the industry:

• The future of marketing and lessons from the past;
• Search Everywhere – SEO beyond Google, including on social networks and AI platforms;
• Combining online and offline experiences from major brands;
• Process optimization through AI and tools like Notion.

Speakers you shouldn't miss:

On stage you will see world-class names such as:

• Jesper Toubøl (LEGO) – for omnichannel experiences;
• Patrick Rogalski (TikTok) – about AI solutions in eCommerce;
• Sebastian Kummle (Amazon) – for international growth;
• Petya Rusinova (Visa) – about the Agentic Commerce concept;
• Lenard Adanov – about the application of Notion and AI in teams.

Check out the entire program by hours, days and scenes here:

Don't miss the opportunity to be one step ahead of the competition. Get your ticket now with code rcci15 and get ready for two unforgettable days in the world of e-commerce!

Strategic advantage and technological independence

HELBAKO, with its production sites in Heiligenhaus (Germany) and Timisoara (Romania), is an established specialist with over 45 years of experience in the development and industrialization of electronic control modules. With this acquisition, WITTE Automotive closes the production cycle by starting to produce critical electronic components independently. This not only expands the company's expertise, but also significantly reduces its dependence on external suppliers, ensuring greater stability in the supply chain.

„"The share of electronics in our products is constantly growing. With the integration of HELBAKO, we are purposefully expanding our competencies and providing greater flexibility and security for our customers."“, commented Mr. Rainer Goelz, manager of WITTE Automotive.

A striking example of the synergy between the two companies is the system WITTE Power FRUNK / Trunk. Thanks to the precise control devices developed by HELBAKO, the system allows for fully automated opening and closing of the front or rear hood of the car - an innovation that is already being implemented en masse in modern vehicles.

For companies

• WITTE Automotive: Today, the company's products are integrated into almost all leading automotive brands worldwide. Their portfolio includes locking and control systems, door and lid drives, seat mechanisms and camera modules.
• HELBAKO: With over four decades of history, the company is a leader in the production of electronic modules for controlling multiple functions in passenger cars.

The successful acquisition of HELBAKO is yet another proof of WITTE Automotive's leadership ambitions and their pursuit of technological excellence. The Ruse Chamber of Commerce and Industry congratulates its member on this significant step, which will undoubtedly contribute to strengthening the company's position as an innovative pillar in the global automotive industry and will reflect positively on the sustainable development of the sector.

Mission and goals of the initiative

„"Lyuborodie" is a conceptual project whose main mission is to unite and promote Bulgarian creative, craft and tourism initiatives. The exhibition aims to build a sustainable environment for the presentation of quality local products and services, while stimulating domestic tourism and regional development.

The main priorities of the forum include:

• Support for small and medium-sized enterprises (SMEs), craftsmen and entrepreneurs.
• Creating an effective bridge between the business sector, cultural institutions and the tourism industry.
• Promoting sustainable production and responsible consumption.

Format and business opportunities

The festival program combines a thematic exhibition part with a rich cultural and demonstration program. Participation of between 80 and 100 brands from the winemaking, food processing, crafts and creative industries sectors.

For participants, the event provides significant advantages, including direct sales, establishing new B2B and B2C contacts and increasing brand recognition among a wide audience of local and foreign visitors. The period of holding coincides with the traditional "Tulip Parade", which guarantees peak attendance of the architectural and park complex.

The organizers extend an open invitation to a wide range of interested parties, including:

• Manufacturers of original and handmade products.
• Tour operators and service companies.
• Cultural, educational and non-governmental organizations.
• Regional and national brands.

We believe that the participation of Ruse businesses in this large-scale forum will contribute to the opening of new markets and strengthen the positions of local brands at the national level.

Despite the general trend towards growth, the data reveals that individual countries are developing at different speeds and exhibit specific market characteristics:

Leaders in growth and digital maturity

• Hungary: The country is establishing itself as a regional leader, with impressive 75% from businesses are reporting growth in online revenues. The share of companies selling entirely online is significant (41,7%), which puts Hungary at the top of digital dependency.
• Romania: The market is in active expansion mode, as 61,6% of merchants report annual growth. Romanian business demonstrates a high level of digital maturity – nearly 35% are purely online businesses, while others 23% generate over half of their turnover online.

Stability and development potential

• Croatia: Stable, albeit more polarized, dynamics are reported. Around 60% of respondents are seeing growth, but the market is still divided between strong online players and companies relying primarily on physical sales (nearly 45% of businesses generate less than 1/4 of their revenue online).
• Greece: The results are moderate but positive – 52,8% annual revenue growth. Barely 15% of companies operate only online, which, according to analysts, opens up huge opportunities for future entry and development of e-commerce.

Bulgaria's profile

Our country closes the ranking with a more varied growth profile (45,7% of companies reporting a jump in revenue), but with a notable core of all-digital brands. Close 35% of the Bulgarian participants operate on 100% online, which is an excellent base for future scaling of operations.

The study finds that operational difficulties are similar across the region – marketing and customer acquisition remain a major obstacle, followed by logistical issues. In terms of technology, the mobile-optimized website with responsive design dominates, while mobile apps remain more of an exception.

An interesting point is that trade remains mainly internal. In Bulgaria and Greece over 401% of respondents do not sell abroad at all. Analysis shows that the appetite for international expansion usually comes after achieving digital maturity in the local market..

Opportunities for Ruse business

The data from the report will form the basis of discussions during the upcoming Balkan eCommerce Summit 2026 (April 28-29, Sofia). The event is of utmost importance for companies from our region, as it provides practical solutions for overcoming marketing barriers and tools for international expansion.

As a partner of the event, the Ruse Chamber of Commerce and Industry provides its members with preferential conditions for participation. You can take advantage of 15% discount on ticket prices, by using a promo code rcci15.

Recognition for young leaders

The search for the ten most outstanding young Bulgarians between the ages of 18 and 40 begins in early 2026. The initiative aims to recognize professionals with proven achievements in key areas of public life who serve as an example and inspiration. Nominations can be submitted both personally and for acquaintances or public figures you admire. The deadline for participation is February 28, 2026.

Nomination categories

We are looking for young and ambitious individuals with exceptional contributions in one of the following 10 categories:

• Business, Economics and Entrepreneurship;
• Political, legal and government affairs;
• Academic leadership;
• Cultural achievement;
• Moral leadership and environmental protection;
• Contribution to children, world peace and human rights;
• Humanitarian and Volunteer Leadership;
• Science and technological development;
• Personal development;
• Innovations in medicine.

Those honored by an independent jury at the national level receive an automatic nomination for the global format of the program – „"The Outstanding Young Persons of the World".

Bulgaria has a strong tradition in the international format. Since the program began in our country in 2015, a number of Bulgarian finalists have received global recognition, including Sofia Kalinova (2015) and Valentina Milanova (2024), who entered the top 10 in the world. In 2024, three of the distinguished Bulgarians ranked among the top 30 on the planet, which is further evidence of the high potential of human capital in our country.

About the organizer

Junior Chamber International (JCI) is a global non-governmental organization with over 100 years of history, uniting nearly 150,000 leaders in 115 countries. The organization has been operating in Bulgaria since 2011, actively working for positive change in society through the development of business, social and international projects.

More information about the criteria and nomination form can be found on the official website of the TOYP Bulgaria program.

RTIK invites the business community and citizens of Ruse to support successful young people by nominating them and publicizing their successes.

• The skills and qualifications available in the sector;
• The specific needs for additional training of personnel;
• The main challenges facing business related to digitalization, entrepreneurship and environmental sustainability.                                                   

In a rapidly changing economic environment, the integration of digital tools and sustainable practices is of key importance for the competitiveness of the Bulgarian tourism and agrarian business. Your expert opinion is of utmost importance to us. The results of the analysis will serve to develop innovative training methods that meet the real needs of businesses in the region and the country.

How to get involved?

Filling out the questionnaire takes no more than 10 minutes. We urge you to share your experience and vision for the development of the sector by filling out the form at the link below.

The Bulgarian Chamber of Commerce and Industry and the Bulgarian Chamber of Commerce and Industry thank you in advance for your time and cooperation. Your contribution is an important step towards improving the quality of vocational education and the sustainable development of agritourism in Bulgaria.

In this article, we will look at the three key pillars that define commerce this year, and invite you to an event that will give you the practical tools for success.

1. From „Tool“ to Strategic Partner: The Evolution of AI in Sales

AI has evolved from a support tool to a strategic partner for sales departments. Until recently, technology was mainly used to automate routine tasks, but today artificial intelligence is entering the heart of the sales process. In 2026, we are no longer just talking about chatbots or automated emails. The big leap is the transition to autonomous systems that do not just generate content, but perform actions: schedule meetings, update CRM systems in real time, and even qualify potential customers.

According to reports of Gartner on strategic technology trends, up to 2027. 95% of marketers' research workflows will start with artificial intelligence – a huge jump from less than 20% in 2024. To get the most out of AI at this stage, companies need to focus first on the direct benefits – increasing productivity, rather than directly on instant revenue growth. AI takes the brunt of research and analysis, but the success of the deal depends on the marketer’s ability to turn dry data into a personalized engagement strategy.

2. The hybrid model is the new standard

The hybrid sales model is now the standard, not a compromise. Customers want the initial contact to be easy and fast—via email, video call, or automated presentation—but they also expect the opportunity for in-depth live discussions when the decision moment approaches. This leads to entirely new demands on salespeople: they must be able to be persuasive online, manage attention through a screen, use digital tools during meetings, and seamlessly transition from remote to physical communication.

The days of „only live meetings“ or „only Zoom“ are over. The studies of McKinsey & Company from the last year („The B2B Pulse“) clearly show that B2B buyers use an average of 10 different channels while interacting with suppliers – from social networks to in-person meetings to finalizing large contracts.

The successful strategy in 2026 is the hybrid. Sales leaders today are those who remove the friction between these channels. If a customer has to repeat information they have already given to an AI chatbot to a human salesperson, the deal is at risk.

3. Why modern sales teams need a new type of trainedя

In view of this transformation, it is clear that classic sales training, entirely oriented towards theory and general advice, is no longer enough. Modern salespeople need to develop specific skills: using AI tools, leading hybrid meetings, analyzing customer data, arguing in competitive conditions, and the ability to personalize offers in real time.

After just a few days, January 22, 2026., in Interpred – WTC Sofia, will be held Sales Advanced Masterclass. This full-day training is designed specifically for sales directors, managers, and business owners who want to synchronize their strategies with the reality of 2026.

What you will learn during the masterclass:

• How to integrate AI tools into the sales process without losing the human touch.
• Negotiation techniques in a hybrid environment.
• Building profitable sales funnels (pipelines) in a highly competitive environment.
• New generation team management.

As a strategic partner of the event, RTIK recommends its members to take advantage of the opportunity for direct contact with leading speakers and networking with professionals from all over the country. We also provide you with the opportunity to take advantage of 20% discount from the standard ticket price with promo code rcci20.

4. Practical tips: How retailers can adapt to the 2026 model.

Here are specific recommendations that sales professionals can start implementing immediately to successfully adapt to the new market context.

• Invest in digital skills and tools
  Using CRM systems, AI analytics, and automated platforms is now a must, not an „added benefit.“ The most successful marketers are those who know how to work with data, not just feelings.
• Practice hybrid presentations
  Record yourself presenting online and analyze your behavior: tone, pace, visuals. The ability to convince a client through a screen is critical for 2026.
• Personalize each offer
  Use the customer information you already have: industry, stage of development, challenges. Personalized offers increase conversion rates many times over, according to Forrester.
• Develop a „value-based“ argument“
  Focus on measurable results, not features. Customers are interested in returns, savings, and efficiency.
• Be consultants, not salespeople
  Today, the winners are the salespeople who understand the client's business and act as advisors, not just solution providers.

2026 brings with it changes that are now irreversible: digitalization, AI automation and hybrid sales are the new standard. Salespeople who manage to adapt quickly will be some of the most sought-after professionals in the market. And companies that invest in training such as Sales Advanced Masterclass, will have a strategic advantage – more flexible teams, better conversion and more sustainable results in a global competitive environment.

The Digital Club is part of the national network of digital clubs, whose main goal is increasing digital skills and facilitating access to electronic services. The space is created as an open and accessible environment where citizens can obtain knowledge, practical guidance and support for working with digital tools and platforms.

The club is located at Ruse, Tsar Ferdinand Blvd. No. 3A, floor 2, room 1 and is open to visitors with working hours from 9:00 to 17:00, every weekday. The use of the club's services is completely free for all citizens, regardless of age, employment, or previous experience with digital technologies.

The main goal of the club is to assist citizens in navigating and using electronic administrative services, as well as to promote lifelong learning in the context of digital transformation. Within the framework of its activities, the club offers support and training in working with electronic information systems. Visitors to the club can receive assistance in working with key electronic platforms and services such as the e-gov.bg portal, the systems for electronic authentication, secure electronic delivery, as well as when using electronic banking. The Digital Club also provides information on opportunities for inclusion in training with vouchers, funded under national and European programs, aimed at increasing the digital and professional competencies of employed, unemployed and inactive individuals.

With the opening of Digital Club Ruse A sustainable foundation is being created for the development of digital skills in the region and for easier, faster and equal access for citizens to electronic services and training.

This publication has been produced with the financial support of the European Union – NextGenerationEU. The sole responsibility for the content of the document lies with the Ruse Chamber of Commerce and Industry and under no circumstances can it be assumed that this document reflects the official position of the European Union and the EFMP DG at the MLSP. This investment is entitled „Building a Digital Club in Ruse“ and number BG-RRP-1.024-0418-C01, with a total project budget of BGN 52,000.

The global context – from Asia to the world

This type of sales is emerging in Asia, mainly in China, where leading platforms such as Taobao, Douyin (an alternative version of the other Chinese app TikTok) and JD have targeted the model towards mass markets. Data from McKinsey & Company show that live sales now represent around 10% of all online sales in the country. In Europe, the trend is taking off more slowly but steadily, supported by the TikTok Shop campaign, expanded commerce capabilities on Instagram, and the first attempts at Amazon Live. Market analyses suggest that social commerce could reach between 1 and $1.2 trillion globally in the next three years, making it a major growth factor.

The new reality for Bulgarian business

For Bulgarian businesses, this development means new opportunities. Live sales allow building trust through natural communication and product demonstrations without pre-processed videos. The customer sees real use, asks questions and receives quick answers. This enhances the sense of transparency, which is critical in online shopping. At the same time, social commerce removes some of the steps in the consumer journey – for example, the need to leave the platform to complete the order. Commerce becomes part of the daily digital habit.

Successful examples from the international market show that companies that invest in trained live sales presenters, well-structured product demonstrations and integration of fast payment methods achieve significantly higher returns than traditional advertising. This is especially evident for brands in cosmetics, fashion and consumer electronics. For Bulgarian companies, the biggest challenge remains consistency – live sales require planning, regularity and content that engages the audience, not just shows a product.

However, the local market is in a favorable position. Bulgarian consumers are active on social networks, and the younger generations are already accustomed to the format of short videos, improvised reviews and personalized communication. This allows businesses to use the model not only for local sales, but also to enter new markets in the region, especially through platforms that facilitate cross-border logistics and payments.

Balkan eCommerce Summit 2026 – where vision meets practice

The Balkan eCommerce Summit, the leading e-commerce forum in the region, bringing together companies, experts and partners from Eastern Europe, will take place in April 2026. This year's edition will take place on April 28-29, 2026 at the Inter Expo Center in Sofia and will be themed "Your Next Market", highlighting the need for regional cooperation and practical preparation for entering new markets.

Among the first announced speakers are:

• Jesper Tubbøll from LEGO Group, who works in the field of operational innovation;
• Andy Jarvis, known for analyzing marketing trends
• Barbara Slade Yagodich, expert in brand visibility in a digital environment
• Lenard Adanov, organizational systems specialist
• Harry Olavinsilta, a strategist with experience in building brands using data

Each of them contributes a specific perspective on the future of e-commerce, emphasizing the integration between technology, content, and user experience.

What to expect from participants

The forum will offer a large-scale and extremely practical program:

• 4 stages with over 60 international speakers
• Area for pre-organized B2B meetings
• Expanded expo area with leading companies in eCommerce and digital marketing
• Mobile networking app, chill-out area and VIP spaces
• The iconic Balkan Party – for informal creation of partnerships

Tickets and more information about the event are available here:

RTIK is a partner of Balkan eCommerce Summit for another year, as the event provides valuable practices, contacts and opportunities for digital transformation of local businesses. In the context of rapidly developing social commerce and live sales, companies that adapt strategies in a timely manner, build a strong digital identity and create content in dialogue with the customer will be more competitive on the regional and international market - an opportunity that Bulgarian businesses should not miss.

The digital club will be located at Tsar Ferdinand Blvd. 3A, 2nd floor, easily accessible from different parts of the city, and will be with completely free access for all citizens. The club will operate every weekday from 9:00 a.m. to 5:00 p.m., to provide maximum opportunity for students, youth, adults, workers, the unemployed, and business representatives to benefit from the resources and training that the initiative offers.

The club is currently in the process of being equipped with modern equipment, training materials, and spaces for work, learning, and collaboration. As soon as it is fully completed and functional, RTIK will announce the official opening date.

What are digital clubs at the national level?

Digital clubs are a key element of a large-scale national policy aimed at increasing digital literacy, inclusion in modern technologies and preparing the population for the economy of the future. They are being built under the Recovery and Resilience Plan through the Ministry of Labor and Social Policy and represent a new type of public spaces in which citizens receive free access to modern equipment, specialized software and digital skills training.

The main goal of the network is to reduce disparities between regions, to give people of all age groups a chance to develop the necessary competencies for working in a digital environment and to facilitate the transition to new professions, electronic services and modern communication models. A total of 760 clubs are planned to be established nationwide, making the initiative the largest program in Bulgaria to date aimed at digital education for the general public.

This represents an important step forward for the region and further proof that RTIK continues to be among the leading organizations that create real conditions for the promotion and development of key and professional competencies that benefit both individuals and businesses. We are convinced that the digital club in Ruse will become a key center for learning, development and inspiration for thousands of citizens in the region.

Expect more information about the official opening soon!

This publication has been produced with the financial support of the European Union – NextGenerationEU. The sole responsibility for the content of the document lies with the Ruse Chamber of Commerce and Industry and under no circumstances can it be assumed that this document reflects the official position of the European Union and the EFMP DG at the MLSP. This investment is entitled „Building a Digital Club in Ruse“ and number BG-RRP-1.024-0418-C01, with a total project budget of BGN 52,000.