The region’s largest e-commerce fair, WORLDEF ISTANBUL, held for the 12th time this year, was organized at Istanbul Yenikapı Event Area on May 15-16-17, 2025. The fair brought together global e-commerce brands. WORLDEF CEO Omar Nart spoke to an AA reporter about the fair and the e-commerce ecosystem.

Omar Nart: We will organize the WORLDEF RIYADH event in October

He stated that WORLDEF was held in Dubai for the first time last year and that this year, for the first time, the “WORLDEF RIYADH” event will be held in Riyadh in October. Nart added that they will organize the second edition of WORLDEF DUBAI in February next year. He emphasized that the structure established between these three central cities is important for Turkish e-commerce and retail brands.

Omar Nart stated that they have established a strategic e-commerce triangle between Istanbul, Dubai, and Riyadh to facilitate the expansion of Turkish e-commerce brands into cross-border markets, and said: “Last year, we brought together 35 Turkish manufacturers with international buyers in Dubai. In October, we expect to see much greater interest in Riyadh. While planning these events, we adopt a multinational and multi-participant approach. This year as well, we aim to bring companies with high cross-border sales potential into these markets.”

“We want to facilitate exports with systems supported by digital infrastructure”

Explaining that the events are designed with a multinational and broad participation approach, Nart stated that they want to facilitate exports of Turkish brands with systems supported by digital infrastructure. Nart added:

“When you engage in traditional exports, there are difficulties such as opening a showroom in the respective country and associated costs. But in e-commerce, when you enter major platforms and establish the right infrastructure quickly, you have the opportunity to make a rapid start. Therefore, we provide service provider infrastructure at these events to all stakeholders, enabling this rapid start.”

“The financial dimension of e-commerce will be addressed with FINTECHX”

Nart stated that with WORLDEF’s new event “FINTECHX”, they will address the financial dimension of e-commerce and noted that they expect participation from more than 20 countries at the event to be held in Sapanca on September 24-25 this year. Nart said:

“E-commerce has two channels: one is logistics, the other is fintech. We see a significant gap in the fintech field. In e-commerce, you must be able to collect payment before delivering the product. The purpose of the event is to connect local fintech companies with cross-border business partners. The event will also serve as a platform that brings together potential customers and service providers.”

“Artificial intelligence has opened the door to a new era in e-commerce”

Stating that the impact of artificial intelligence on the sector was among the most discussed topics at the event, Omar Nart emphasized that the technology is transforming customer experience and operational processes. Omar Nart noted that artificial intelligence, which can be defined as a major revolution, is shaping business processes with both its advantages and disadvantages, and made the following assessment:

“Artificial intelligence doesn’t like people. A job that ten people would do is now done by one person. Many tasks such as customer service, content management, data entry, and social media can now be managed by one person. For example, we recently conducted AI-supported phone calls in a project. People realized it was artificial intelligence in only one out of a thousand cases.

The AI bot called, chatted, made appointments for some, and sent calendar invites to both parties. It was artificial intelligence that did all this. Those who requested information received a message via WhatsApp or SMS. In other words, what we would normally do with 50 people, we completed in 2 days with AI, and the results surprised me greatly.”

Stating that artificial intelligence will reduce the need for human labor in the future, Omar Nart said: “Now, we are talking about human-free factories and dark production areas. The concept of Agentic AI is on the rise. In the coming years, we will see unicorn or decacorn companies managed by a single person. Those who use artificial intelligence will gain an advantage over those who don’t.”

“Türkiye has a significant advantage in cross-border e-commerce”

WORLDEF CEO Omar Nart emphasized that cross-border e-commerce offers strategic opportunities for Türkiye and stated the following: “For example, Galina Express is among us. They came from Northern Iraq. The Iraqi market needs Turkish brands, and as Galina, they joined this event to take on this mission. It’s the same in Azerbaijan. On the other hand, there is also a strong expansion in the Balkans, in countries such as Romania, Bulgaria, and Greece. Again, 100 tons of shipments are made daily from Türkiye to Riyadh. These are door-to-door delivery operations. When you look at it, 10-15 years ago, this could hardly have been imagined. At this point today, intermediaries, wholesalers, and distributors are significantly being eliminated.”

“E-commerce will become the mainstream of trade”

Omar Nart emphasized that the global e-commerce volume is expected to reach 8-9 trillion dollars within the next five years and stated that 2-2.5 trillion dollars of this will consist of cross-border e-commerce. Omar Nart said: “There are serious risks for brands that do not adapt to this process. Traditional retail is shrinking. E-commerce will become the mainstream of trade.”

 

Nevzat Aydin: In my time, the opportunity was the internet; now it is AI

The region’s largest e-commerce fair, WORLDEF ISTANBUL 2025, was held on May 15-16-17, 2025, at Istanbul Yenikapı Event Area. The fair brought together global e-commerce brands. At the fair, which offered participating brands growth and cooperation opportunities in the field of e-commerce, more than 200 speakers shared their experiences through various panels and presentations on three different stages named “Future Commerce Stage,” “Masterclass Stage,” and “Case Study Stage.” More than 500 retail brands took part in the massive e-commerce event where around 250 booths were set up. Participating companies that opened booths at the event had the opportunity to showcase their products and services. It was reported that more than 15,000 visitors from over 80 countries attended the fair.

WORLDEF ISTANBUL 2025

Omar Nart: WORLDEF ISTANBUL has become global

WORLDEF CEO Omar Nart expressed their satisfaction with the interest shown in the fair, stating that they brought together many domestic and foreign companies, entrepreneurs, and sectoral visitors focused on e-commerce. Nart said, “WORLDEF ISTANBUL 2025 has become an important platform where the latest developments in e-commerce were discussed, new collaborations were established, and innovative ideas that will shape the industry were debated. WORLDEF ISTANBUL 2025, which has become a key meeting point for the development of e-commerce in the region, now hosts many participants and visitors from different countries. When we examine the profiles of visitors and brands, we can say that WORLDEF ISTANBUL has now become completely global.”

Emphasizing that visitors had the opportunity to explore new technologies and business models in the field of e-commerce firsthand, Omar Nart added, “At the same time, the foundations of many new collaborations were laid through B2B (business-to-business) meetings. The feedback we received is the clearest indicator of the fair’s contribution to e-commerce.”

The transformative impact of AI on e-commerce was thoroughly discussed

At WORLDEF ISTANBUL 2025, the transformative impact of artificial intelligence (AI) on e-commerce was thoroughly discussed. In AI-focused panels, it was emphasized that artificial intelligence applications and systems provide speed, efficiency, and profitability to e-commerce brands in many areas, from marketing to customer service, from reporting to campaign planning. Additionally, it was highlighted that businesses strengthen their competitive advantage through AI.

On the other hand, the fair also provided opportunities for B2B cooperation meetings. In two separate B2B areas established at the fairground, many companies connected to e-commerce, such as marketplaces, logistics companies, and digital payment firms, evaluated cooperation opportunities with different companies.

Who attended WORLDEF ISTANBUL 2025?

In the panels and presentations held during the WORLDEF ISTANBUL 2025 event, important figures of the e-commerce ecosystem shared their experiences. The main stage of the fair was hosted by TRT World Reporter Rümeysa Çodar.

Some of the speakers at the fair included:

• Alexander Popovskiy, General Manager of Yandex Turkey
  • Alexandru Costin Vizireanu, Director of New Sellers at eMAG
  • Arif Topçu, Sector Leader at TikTok Turkey
  • Ayşegül Güvenç, General Manager of Elekse
  • Bojan Vranic, Head of Ananas E-Commerce Seller Center
  • Atilla Alver, General Manager of HepsiJET
  • Cem Oğuz, General Manager of Sürat Kargo
  • Demet Işıl İlhan, Influencer and Author
  • Doğukan Manço, DJ and Producer
  • Dr. Hallow Talabani, Chairperson and CEO of Galina Express
  • Efsun Janset Yılmaz, Deputy General Manager of E-Commerce at Boyner
  • Enes Yılmaz, CEO of Widect
  • Enes Örer, CEO of Oğuz Gıda
  • Eyüp Akbal, Chairman of the Board at Fuzul A.Ş.
  • Florian Jansen, CEO of FJX
  • Gönenç Şener, CEO of ebebek
  • Kubilay Gençkan, Country Manager of WorldFirst
  • Levon Kordonciyan, Fashion Designer
  • Melis Soysal, Senior Partnerships Manager at Shopify
  • Nazım Erdoğan, CMO of sahibinden.com
  • Nevzat Aydın, Founder of Yemeksepeti
  • Nilay Çerçioğlu Büyükkapancı, Category Manager at Ozon Global Turkey
  • Ozan Sihay, Director of Acunmedya Academy and Digital Content Creator
  • Prasanjeet Poddar, Automotive Parts Category Manager at eBay
  • Richard Philippe, Vice President of JUMIA
  • Semih Muşabak, CEO of SİPAY
  • Selo Aksaplı, CEO of DigiFist

 

WORLDEF ISTANBUL 2025 has started!

The global e-commerce fair WORLDEF ISTANBUL 2025 brought the e-commerce ecosystem together in Istanbul. The fair, which brings together global leaders and innovators, focuses on the AI-driven transformation in e-commerce! WORLDEF CEO Omar Nart said that at WORLDEF ISTANBUL, they designed a unique event concept full of innovations, focusing on expectations and needs. Emphasizing that they have brought the WORLDEF ISTANBUL concept to Dubai and Saudi Arabia, Nart said, “We are building an e-commerce bridge in the Istanbul-Dubai-Riyadh triangle.”

WORLDEF, one of the world’s largest e-commerce fairs, gathered the global e-commerce ecosystem in Istanbul. The fair, held at the Yenikapı Event Area in Istanbul between May 15-17, 2025, began with an opening ceremony.

WORLDEF CEO Omar Nart, who made the opening speech of the fair, stated that they designed a unique event concept for the 12th edition of WORLDEF ISTANBUL this year, focusing on expectations and needs. Nart said:

“With productive processes that will generate commercial outcomes, we continue to add value and contribute to both participant brands and visitors. Unlike previous events, this year we have our Marketplace B2B Zone. In this area, global marketplaces from all around the world will evaluate cooperation opportunities with sellers. This area, which will include many marketplaces such as Temu, eBay, Hepsiburada, and eMAG, will host significant e-commerce connections.”

Emphasizing that they also organized roundtable meetings this year, Nart said:

“In the Roundtable, a special meeting concept, a select group of guests will be able to share their experiences. In addition, our VIP CONNECT EVENT program held yesterday was very productive. This special event, which laid the groundwork for B2B meetings, was the first step for the meetings to be held starting today.”

“WORLDEF DUBAI was recorded as the largest e-commerce event in the Gulf region”

Referring to the WORLDEF DUBAI event held last December, Omar Nart said:

“WORLDEF DUBAI was recorded as the largest e-commerce event in the Gulf region. Organized in cooperation with Dubai CommerCity, the first and only free zone focused on digital commerce in the MENA region, the event was held under the patronage of DIEZ Chairman Sheikh Ahmed bin Saeed Al Maktoum and with the participation of UAE Minister of Foreign Trade Thani bin Ahmed Al Zeyoudi. We brought the concept of WORLDEF ISTANBUL exactly to Dubai. More than 10,000 visitors from 82 countries evaluated cooperation opportunities at WORLDEF DUBAI. We will organize WORLDEF DUBAI 2026 between February 11-13, 2026.”

“We are building an e-commerce bridge in the Istanbul-Dubai-Riyadh triangle”

Stating that they will organize WORLDEF RIYADH in October 2025, Nart said:

“With a small-scale event concept for 1,000 people, we are bringing the WORLDEF experience to the e-commerce ecosystem of Saudi Arabia. In this way, we are building an e-commerce bridge in the Istanbul-Dubai-Riyadh triangle.”

Omar Nart also added that they have designed a new event concept called “FINTECHX” that will bring together the fintech ecosystem.

WORLDEF ISTANBUL 2025

WORLDEF ISTANBUL hosts B2B collaborations focused on e-commerce

WORLDEF ISTANBUL 2025 will be an important meeting point for the e-commerce, artificial intelligence, and retail technologies ecosystem. As the technological transformation in e-commerce rapidly continues, brands aiming to stand out in digital commerce will gather at this prestigious fair. Participating brands will lead the transformation in the era of modern retail and discover new opportunities in artificial intelligence.

WORLDEF ISTANBUL offers a “B2B Matching and Networking Application” to lay the groundwork for collaboration among participant companies. Companies registered in the application, which has a unique appointment system, can request meetings with firms from different sectors. The application, which helps companies meet the right people for B2B collaborations, makes it easier to plan meetings, connect with new people, and communicate with participating brands.

Additionally, a “Marketplace B2B Zone” will be established at the fairground. In this area, participating marketplaces will discuss cooperation opportunities with potential e-commerce sellers.

Artificial intelligence is transforming e-commerce!

E-commerce is undergoing a deep transformation with artificial intelligence (AI) integration. AI-powered systems increase customer satisfaction with personalized shopping experiences. AI-based recommendation systems boost sales by offering products suitable for user preferences. Chatbots provide 24/7 customer service. Stock and price algorithms can be dynamically adjusted according to demand. Fraud detection technologies enhance security in e-commerce and reduce cyber risks.

Visual search and voice assistants make online shopping more practical. AI-powered marketing analytics provide more efficient campaign strategies. These innovations make e-commerce smarter, faster, and more user-friendly, strengthening businesses’ competitive advantage. WORLDEF ISTANBUL 2025 will offer the opportunity to experience how AI is transforming e-commerce. The event will feature AI-focused brands, expert speakers, and interactive booths.

What does WORLDEF ISTANBUL 2025 promise?

• Star speakers: Leading founders, government officials, corporate technology leaders, and investors from around the world will share their e-commerce-focused experiences.
• New perspectives: On three different stages, brand-new perspectives on the future of e-commerce technologies will be presented. Innovations shaping the world of e-commerce will be shared on the stages.
• Interactive booth area: Hundreds of brands interacting with e-commerce will showcase their products and services in the fairground.
• Networking: Thanks to the special B2B matching application offered at the fair, participating companies will be able to hold cooperation meetings easily.

Key Sectors at the Fair:

• Marketplaces
• E-commerce service providers
• Logistics and fulfillment
• Investors
• Retail technologies
• Entrepreneurs

WORLDEF ISTANBUL in Numbers:

• 80+ Countries
• 30,000+ Visitors
• 200+ Speakers
• 500+ Retail Brands
• 240+ Booths

 

The countdown has begun for WORLDEF ISTANBUL 2025 trade show!

The “Overview of E-Commerce in Türkiye” report, which includes many significant data points regarding Türkiye’s e-commerce ecosystem, was shared with the public. Prepared by the Ministry of Trade, the report reveals the development of e-commerce in the country in 2024. The report was announced during a press conference attended by Türkiye’s Minister of Trade Ömer Bolat and highlights that the e-commerce sector continues to strengthen in parallel with digitalization.

E-Commerce Volume in Türkiye Increased by 61.7%

According to the Overview of E-Commerce in Türkiye Report, as of 2024, the e-commerce volume in Türkiye increased by 61.7% compared to the previous year, reaching 3.162 trillion Turkish Liras ($89.58 billion). The number of e-commerce transactions was recorded at 5 billion 910 million. The retail e-commerce volume in Türkiye increased by 63.7% compared to the previous year, reaching 1.619 trillion liras in 2024.

The number of retail e-commerce transactions increased by 10.1% compared to the previous year, reaching 1 billion 850 million. Between 2019 and 2024, the compound annual growth rate (CAGR) of total e-commerce volume reached 85.66%, while the CAGR of retail e-commerce volume during the same period reached 90.82%.

E-Commerce Volume Increased by 274% in Dollar Terms Between 2019-2024

The e-commerce volume in Türkiye in 2019 was $23.940 billion. It increased to $77.89 billion in 2023 and reached $89.58 billion in 2024 with a 15% increase compared to the previous year. The growth rate in dollar terms between 2019 and 2024 was recorded at 274%. The share of Türkiye’s domestic e-commerce volume in the country’s gross domestic product (GDP), which was announced as 43 trillion 410 billion 514 million TL by the Turkish Statistical Institute (TÜİK) in 2024, was 6.5%.

Striking Figures from Türkiye’s E-Commerce Report

Other notable figures from the report, which contains detailed information on Türkiye’s e-commerce ecosystem, are as follows:

• The share of e-commerce in total trade was 19.1%.
• The share of cross-border e-commerce (e-export) in total exports increased to 2.9%.
• The annual volume of cross-border e-commerce reached $8 billion.
• The number of e-commerce businesses in Türkiye reached 600,800.
• 58% of e-commerce spending was made by women, and 42% by men.
• The age group that made the most e-commerce purchases was 30-34.
• According to the e-commerce adaptation index, the city most adapted to e-commerce was Istanbul.
• The most online shopping was done during the November campaign period.
• The most popular shopping day was Saturday.
• Quick commerce (Q-Commerce) grew by 98.1% in 2024 compared to the previous year, reaching 249.8 billion TL.
• In consumer-to-consumer (C2C) sales, the transaction volume reached 9.8 billion TL, with 17.5 million transactions.

 

Provinces with the Highest Number of E-Commerce Businesses

• Istanbul
• Ankara
• Izmir
• Bursa
• Antalya

 

Distribution of E-Commerce Businesses by Sector

• Food (21.63%)
• Clothing, shoes, and accessories (15.64%)
• Electronics (12.24%)
• Home, garden, furniture, and decoration (11.12%)

 

Sectors with the Largest Share in E-Commerce Volume

• Clothing, shoes, and accessories (301.340 billion TL)
• Airlines (208.900 billion TL)
• Travel, transportation, and storage (180.230 billion TL)
• Electronics (176.920 billion TL)

 

Most Preferred Products in E-Commerce

• Shoes, t-shirts, dresses, jackets, trousers
• Vacuum cleaners, laptops, mobile phones
• Books

 

Most Preferred Payment Methods in E-Commerce

• Card payments (66%)
• Wire transfer/EFT (26%)
• Cash on delivery (3%)
• Other payment types (5%)

 

In the foreword of the report, Minister of Trade Ömer Bolat stated: “Türkiye’s young and digitally competent population offers great potential in the field of e-commerce. Thanks to its developed logistics infrastructure and fast delivery options, businesses can operate more effectively in digital environments and gain a competitive advantage. The digitalization process provides significant opportunities not only for major brands but also for SMEs and entrepreneurs, contributing to economic development.”

CLICK HERE FOR THE REPORT!

 

The countdown has begun for WORLDEF ISTANBUL 2025 trade show!

The global e-commerce trade show WORLDEF continues to shape the future of e-commerce and retail technologies. Bringing together global leaders and innovators, the trade show is preparing to host a major gathering in Istanbul. “WORLDEF ISTANBUL 2025” will focus on AI-driven transformation in e-commerce!

Referring to the impact of the recent tariffs of the United States (USA) on e-commerce, WORLDEF CEO Omar Nart stated: “Türkiye can be one of the winning countries in this process with its production capacity, workforce, and digital transformation steps. Strategic actions and collaborations are needed to realize this potential. WORLDEF ISTANBUL 2025 will host these strategic actions and global collaborations.”

WORLDEF ISTANBUL 2025

WORLDEF, one of the world’s largest e-commerce fairs, is bringing together the global e-commerce ecosystem in Istanbul. The major e-commerce fair will be held at the Istanbul Yenikapı Event Area on May 15–17, 2025, and is expected to host more than 30,000 attendees from over 80 countries. WORLDEF ISTANBUL 2025 will be a key meeting point for the ecosystem of e-commerce, artificial intelligence, and retail technologies.

As the technological transformation in e-commerce rapidly continues, brands aiming to stand out in the digital commerce space will come together at this prestigious fair. Participating brands will lead the transformation in the modern retail era and explore new opportunities in artificial intelligence.

Artificial Intelligence is Transforming E-Commerce!

E-commerce is undergoing a profound transformation through artificial intelligence (AI) integration. AI-powered systems are enhancing customer satisfaction through personalized shopping experiences. AI-based recommendation systems boost sales by suggesting products tailored to user preferences. Chatbots provide 24/7 customer service. Stock and pricing algorithms can be dynamically adjusted based on demand. Fraud detection technologies increase security in e-commerce and reduce cyber risks.

Visual search and voice assistants make online shopping more practical. AI-driven marketing analytics enable more efficient campaign strategies. These innovations are making e-commerce smarter, faster, and more user-friendly, strengthening businesses’ competitive advantages. WORLDEF ISTANBUL 2025 will offer an opportunity to experience how AI is transforming e-commerce. The event will feature AI-focused brands, expert speakers, and interactive booths.

WORLDEF ISTANBUL to Host E-Commerce-Oriented B2B Collaborations

WORLDEF ISTANBUL offers a “B2B Matching and Networking Application” to facilitate cooperation among participating companies. Companies registered in the unique appointment system can request meetings with firms from different sectors. The application, which ensures that companies meet the right people for B2B collaborations, makes it easy to schedule meetings, connect with new people, and engage with participating brands. Additionally, a “Marketplace B2B Zone” will be set up at the fairground. In this area, participating marketplaces will discuss collaboration opportunities with potential e-commerce sellers.

WORLDEF ISTANBUL 2025

Omer Nart: We Expect More Interaction, Participation, and Networking This Year

WORLDEF CEO Omer Nart expressed great excitement for WORLDEF ISTANBUL 2025. Emphasizing that last year’s event created a strong synergy in the e-commerce ecosystem, Nart said: “WORLDEF ISTANBUL 2025 will be built upon the synergy created last year. In this year’s e-commerce fair, we expect more interaction, more participation, and more networking.

Participating companies and visitors will witness how AI is transforming e-commerce. We have prepared a comprehensive program on e-commerce and artificial intelligence. From logistics to digital marketing, from service providers to marketplaces, hundreds of professionals from dozens of sectors and everyone whose path intersects with e-commerce will be at the region’s largest e-commerce fair!”

“WORLDEF ISTANBUL 2025 Will Host Strategic Steps and Global Collaborations”

Highlighting Istanbul’s strategic importance for global e-commerce, Omer Nart said:
“As the host city, Istanbul offers extraordinary opportunities for global e-commerce brands. Located at the intersection of Europe and Asia, this metropolis attracts international players. Global e-commerce brands view Türkiye as a supply and production hub. In this regard, WORLDEF ISTANBUL will host very important collaborations.”

Nart also addressed the tariffs implemented by the United States (USA) that negatively affect cross-border e-commerce, pointing out that this situation presents opportunities for producer and supplier countries like Türkiye. He continued:

“This recent situation, especially in categories such as textiles, footwear, accessories, and home decoration, offers opportunities for Turkish manufacturers. With its production power, labor force, and digital transformation efforts, Türkiye can become one of the winning countries in this process. To realize this potential, strategic steps and collaborations are necessary. WORLDEF ISTANBUL 2025 will host these strategic steps and global collaborations.”

WORLDEF ISTANBUL 2025

Inspiring Insights from E-Commerce Professionals

WORLDEF ISTANBUL, one of the most prestigious events in the e-commerce world, brings together leading figures in the industry. Senior executives of the e-commerce ecosystem will deliver inspiring speeches on innovative strategies, digital marketing trends, and the future of commerce. Participants will gain valuable insights into expanding into global markets, AI-powered sales techniques, and improving customer experience. Standing out with its networking opportunities, the event will open the door to significant collaborations for entrepreneurs and brands. This organization, which shapes the future of digital commerce, will be an unmissable meeting point for industry professionals.

What Does WORLDEF ISTANBUL 2025 Promise?

• Star speakers: Prominent founders, government officials, corporate tech leaders, and investors from around the world will share their e-commerce-focused experiences.
• New perspectives: Three different stages will present brand-new perspectives on the future of e-commerce technologies. Innovations shaping the e-commerce world will be shared on stage.
• Interactive booth area: Hundreds of brands engaged in e-commerce will showcase their products and services in the exhibition area.
• Networking: Thanks to the special B2B matching application offered at the fair, participating companies will easily hold collaboration meetings.

Featured Sectors at the Fair

• Marketplaces
• E-commerce service providers
• Logistics and fulfillment
• Investors
• Retail Technologies
• Entrepreneurs

WORLDEF ISTANBUL in Numbers

• 80+ Countries
• 30,000+ Visitors
• 200+ Speakers
• 500+ Retail Brands
• 240+ Booths

 

The eCommerce Association Georgia (eCAG) was established in 2020 with the aim of promoting the growth and development of e-commerce in Georgia. The association’s primary goal is to create a strong digital economy by bringing together businesses, professionals, and stakeholders in the e-commerce ecosystem. Chairman of eCAG, Vladimer Kandelaki, was a guest on WORLDEF E-COMMERCE MAGAZINE.

eCAG’s mission: The goal is to support businesses, advocate for fair regulations, and provide education and resources to help local businesses succeed in the digital space.

eCAG’s vision: Our goal is to make Georgia the leading e-commerce hub in the region, connecting local and global markets, while making innovation, inclusivity, and sustainability the core elements of our efforts. Through initiatives such as the “TrustMark project,” “eCommerce Academy,” and “eCommerce Day,” we are building a stronger and more connected e-commerce community.

“We are focused on establishing strong interaction with Europe”

Chairman of eCAG, Vladimer Kandelaki, outlined the association’s goals in Europe as follows:

“The eCAG has a clear focus on engaging with Europe as part of Georgia’s strategic direction toward EU integration. Our objectives in Europe are rooted in expanding the opportunities for Georgian businesses and fostering international collaboration. In Europe, our key objectives are:

• Expanding Georgia’s global footprint: We aim to connect Georgian businesses with European markets, enabling them to access new customers and opportunities.
• Promoting collaboration: We are building partnerships with European associations and companies to share knowledge, exchange best practices, and foster cross-border e-commerce.
• Advocating for European integration: Georgia is on the path to European Union integration, and we support aligning local e-commerce practices and regulations with EU standards to ensure a smooth transition.
• Creating exposure for Georgian businesses: Through international events like the E-Commerce Berlin Expo, we help local businesses showcase their products and services to global audiences.

Our work in Europe is about positioning Georgia as a trusted and competitive player in the global e-commerce ecosystem while empowering businesses to scale beyond borders.”

“The e-commerce market in Georgia surpassed 500 million dollars in 2024”

Kandelaki also shared basic information and current statistics about the e-commerce ecosystem in Georgia:

“The e-commerce sector in Georgia is witnessing robust growth, driven by digital transformation and changing consumer behavior. Here’s an overview of the current state of the ecosystem:

• E-commerce volume (2024): The estimated annual e-commerce market size in Georgia exceeds $500 million USD, driven by increasing online transactions in retail, services, and digital products.
• E-commerce penetration: Approximately 25% of Georgian consumers actively shop online, with this number steadily rising due to improved internet access and digital literacy.
• Annual growth rate: The e-commerce sector has grown at an average annual rate of 15-20% over the past five years, with accelerated growth observed during the pandemic.
• Key drivers: Growing adoption of digital payment methods, increased smartphone penetration, and a surge in cross-border shopping are fueling the sector.
• Challenges: While e-commerce is expanding, barriers such as logistical infrastructure, trust in online platforms, and alignment with international standards remain areas for improvement.

Georgia’s e-commerce ecosystem is on an upward trajectory, with significant potential to become a regional hub for digital commerce.

“WORLDEF is a leading platform that brings together global e-commerce stakeholders”

Chairman of eCAG, Vladimer Kandelaki, lastly evaluated the collaboration between eCAG and WORLDEF: “Our partnership with WORLDEF has been a cornerstone in fostering Georgia’s integration into the global e-commerce ecosystem. WORLDEF’s reputation as a leading platform for connecting global e-commerce stakeholders has been instrumental in creating opportunities for Georgian businesses to engage with Turkish and international markets. Through our collaboration, WORLDEF has provided invaluable insights into global e-commerce trends, strategies, and best practices, which have been shared with our members to enhance their competitiveness.

WORLDEF’s events have opened doors for Georgian businesses to connect with Turkish and international leaders, investors, and potential partners. These connections are crucial for fostering cross-border collaborations and scaling businesses globally. By working with WORLDEF, we have been able to inspire and empower Georgian businesses to adopt global standards and innovations, further advancing the local e-commerce ecosystem. We deeply value our partnership with WORLDEF, as it aligns with our mission to connect Georgia’s e-commerce community with global opportunities and resources.”

The French government has officially announced its intention to abolish the €150 customs duty exemption for e-commerce platforms during EU negotiations. In the related statement, it was noted that approximately 1.5 billion parcels enter France annually through cross-border e-commerce. A significant portion of these parcels are exempt from customs duties because their value remains below €150. These packages mostly originate from Asia and China.

The EU had also recently announced its plan to end the policy of exempting online purchases under €150 from customs duties. While the implementation of this reform is awaited, France has also brought some interim solutions to the agenda. One of these solutions involves charging a fixed “processing fee” for each parcel.

EU Imported 4.6 Billion Parcels in 2024

EU countries imported 4.6 billion parcels valued under €150 in 2024. It was stated that 91% of these parcels originated from China. According to the European Commission’s report dated February 5, 2025, this figure doubled between 2020 and 2022, and then doubled again between 2022 and 2024.

China-based platforms Temu and Shein ranked among the top ten most visited e-commerce retail sites in France in the last quarter of 2024. Both platforms reached more than 15 million unique visitors per month.

France Takes Measures Against Cross-Border E-Commerce

The French government has also brought forward several measures regarding cross-border e-commerce. These steps include intensifying inspections of foreign e-commerce platforms and tripling the targeted sampling rate for e-commerce parcels. If these measures are implemented, hundreds of thousands of products entering via cross-border e-commerce are expected to be rejected.

Additionally, product reviews on e-commerce sites will comprehensively examine not only compliance with safety standards but also labeling accuracy, environmental claims, and commercial practices.

The French government emphasized that a lasting solution to these issues can only be achieved through joint efforts involving increased inspections and reforms in customs regulations. In this context, France advocates for the collective recognition of the issue and a commitment to addressing it effectively.

U.S. Ends Duty-Free Privileges for Low-Value Shipments from China

On April 2, U.S. President Donald Trump issued a presidential order removing the duty-free transit privilege previously granted to low-value shipments from China and Hong Kong. This move directly targets the “de minimis” provision, which allows goods valued under $800 to enter the U.S. duty-free. The new regulations will take effect as of May 2.

 

China’s E-Commerce Air Cargo Flights Are Being Canceled!

Marcin Piekarczyk, Founder of MP Consulting and Head of E-Commerce at WAFI Group, has over 16 years of experience managing major retail organizations across three continents. In addition to leading well-established global brands, he has also managed numerous start-ups that have become profitable and market-leading. Marcin Piekarczyk was featured in WORLDEF E-COMMERCE magazine.

“Our B2B Approach Focuses on Collaboration”

Marcin Piekarczyk shared insights about his latest venture, MP Consulting: “My most recent venture involved the establishment and launch of a 3,500 sq. m. phygital concept store, which blends physical and digital retail experiences in a unique and innovative way. What distinguishes this business is its product differentiation and the exceptional overall retail experience. Rather than competing with brands that are readily available both online and offline, I have deliberately curated a selection of premium to luxury brands from around the world, bringing them to the UAE market. Currently, the store offers a diverse collection of over 200 brands from more than 60 countries.

In alignment with evolving retail trends in the GCC, the in-store experience is fully experiential. We host events within the store, and I, along with my team, made the decision to open a specialty coffee shop to enhance the customer experience. Additionally, store design and visual merchandising are dynamic, ensuring that every visit offers a fresh, surprising, and impressive experience. This, I believe, is the essence of ‘the new retail.’

Furthermore, our B2B approach is centered on collaboration. We work closely with our brand partners, allowing them to merchandise their products with the support of my team, activate and launch new collections, and actively contribute to the success of our business. This creates a mutually beneficial environment for both B2B and B2C stakeholders.”

“In E-Commerce and Retail, Critical Elements Are Customer, Experience, and Data”

When asked about his activities in e-commerce, Marcin Piekarczyk responded: “I approach such questions by going back to the fundamentals. While many organizations focus on creative solutions and trending ideas, it is essential to build a solid foundation first. In the context of e-commerce and retail, the critical pillars are customer, experience, and data—all of which must be integral components of any digital strategy.

• Customer: Today’s customers are increasingly savvy, less loyal, and more price-sensitive due to the broader competition and easier access to global brands. Despite a modest 4.6% growth in retail within the GCC, consumers are more cautious in their purchasing decisions. Loyalty remains the key to long-term success. Effective CRM campaigns are crucial for maintaining customer loyalty and ensuring a strong, ongoing relationship. Ultimately, the customer is king.
• Experience: The customer experience is another foundational element. Consumers today expect more than just products—they seek an engaging, memorable experience with brands. This is especially important in the GCC, where shopping malls continue to play a significant role in shaping consumer behavior. To succeed, brands must implement a fully omnichannel strategy that ensures a seamless, experiential retail environment. There is a considerable opportunity here, as e-commerce penetration in the GCC remains relatively low—typically in the single digits—well below global averages.
• Data: The importance of data cannot be overstated. While much is said about AI and data modeling, many businesses still fail to effectively harness the wealth of data they collect.

In my previous roles, I had the opportunity to work on data consolidation projects, aggregating insights from all retail touchpoints across multiple brands and sales channels. This experience allowed me to educate senior leadership on how to strategically leverage data. When understood and used correctly, data is a goldmine that can provide invaluable insights and drive informed decision-making.”

“Many Companies in Dubai Still Rely on Traditional IVRs and Chatbots”

Discussing the developments in the e-commerce ecosystem in Dubai, Marcin Piekarczyk shared the following information: “The most significant development in the industry today is undoubtedly Artificial Intelligence (AI), which many companies are now striving to incorporate. I believe AI has the potential to be a true game changer, provided it is applied strategically. In Dubai, several companies still rely on outdated systems such as traditional IVRs and chatbots, which are often poorly managed and result in a subpar customer experience. A simple adaptation of AI to create intelligent customer service agents could significantly enhance the customer experience.

I have been collaborating with a company in Asia that has developed a Minimum Viable Product (MVP) for this very purpose. Last week, I had the opportunity to engage with this technology, and I am confident it will revolutionize the industry.
AI will have a wide range of applications, spanning across operations, fulfillment, marketing, and more.

While we are still in the early stages of AI adoption, there is a common misconception that AI is simply an extension of basic algorithms that have been in use for years. In reality, AI offers far more advanced capabilities, enabling companies to automate, personalize, and optimize operations in ways that were previously unimaginable.”

“It is Crucial to View the Retail Experience as an Enjoyable Opportunity”

Marcin Piekarczyk also made the following observations about retail and e-commerce: “To address this question directly, the key to success in retail is ensuring that you offer the right product at the right price, coupled with a seamless and straightforward customer journey that eliminates the potential for errors, confusion, or second-guessing.

Beyond this, it is essential to view the retail experience as an opportunity for enjoyment. Customers today seek more than just a transaction—they want an engaging and enjoyable experience while shopping. Furthermore, the purchase process should not end with the exchange of money and product. It is critical to nurture customer relationships, provide exceptional service, and ensure that customers feel valued, encouraging them to return.

While many may expect me to highlight buzzwords such as AI, VR, or AR, the truth is that these technologies are tools to serve the larger purpose of enhancing customer experience and optimizing organizational profitability. Ultimately, it is the fundamentals that drive success, with technology playing a supporting role in achieving these objectives.”

“It is Fascinating to Witness How E-Commerce Trends Transition Across Markets”

WAFI Group Head of E-Commerce and MP Consulting Founder Marcin Piekarczyk concluded:

“It is essential to build a well-rounded team that, while operating within a stable organization, is able to think with the agility and innovation of a start-up. In my most recent project, I was fortunate to assemble an exceptionally talented team that worked collaboratively to ensure the success of the business.

It is particularly fascinating to observe how e-commerce trends transition between markets. Throughout my career, I have had the privilege of working across three continents, gaining experience in both highly developed markets and emerging economies. My roles have ranged from hands-on positions to strategic leadership, which has shaped my approach to talent acquisition. I seek individuals who possess the ability to execute at a tactical level while also having the foresight to step back and think strategically.

Currently, I am in the process of transitioning my existing business and will soon be available for new projects in the GCC as well as globally. Please feel free to reach out if you are interested in collaborating on retail projects.”

Who is Marcin Piekarczyk?

With over 16 years of experience managing large retail organizations across three continents, Marcin Piekarczyk has developed a proven track record of success. He has led well-established global brands such as Lacoste, The Body Shop, Lego, and Mothercare, as well as numerous start-ups that have grown into profitable, market-leading businesses.

Marcin Piekarczyk is highly skilled in driving digital transformation, with extensive expertise in transitioning businesses from traditional retail models to fully integrated hybrid/omnichannel operations. His deep understanding of the evolving retail landscape enables him to navigate complex challenges and achieve sustainable growth.

As an industry expert, business consultant, and keynote speaker, Marcin Piekarczyk is passionate about fostering innovation and implementing forward-thinking strategies that position businesses as leaders in their respective markets. He is committed to supporting companies in their digital and retail journeys, offering tailored solutions through both full-time engagements and his consulting firm, MP Consulting. Marcin is always open to collaborating with businesses worldwide to drive transformation and long-term success.

The report “TOP 500 B2C Cross-Border Retail Europe” was published by Cross-Border Commerce Europe. According to the report, the crossborder e-commerce market in Europe is growing every year. In 2023, the cross-border e-commerce market in Europe had reached sales of 237 billion euros. Of this total amount, 107 billion euros were represented by online stores in Europe.

Cross-Border E-Commerce Market in Europe Represents 36% of General E-Commerce

The data for the 2024 crossborder e-commerce market in Europe has also been announced. Accordingly, the B2C cross-border e-commerce market in Europe reached a sales volume of 275.6 billion euros in 2024. This figure represents a 16% increase compared to 2023. The total value of e-commerce in the continent is estimated to be 765.6 billion euros. This figure represents a 2.1% increase compared to the previous year. Accordingly, the cross-border e-commerce market in Europe represents 36% of the general e-commerce market in Europe.

The Largest 500 Brands Achieved 69.5 Billion Euros in Revenue

According to the report examining the 500 largest crossborder e-commerce sellers in Europe, in 2024, the total revenue of these 500 cross-border B2C brands reached 69.5 billion euros. This figure represents a 39% increase compared to the previous year. This increase reveals the strength of the cross-border e-commerce market and the players in the market.

Balkan eCommerce Summit has become a cornerstone event, fostering collaboration, innovation, and growth in the sector. eCommerce Academy, which operates in the Balkans, has been developing various formats, programs, and initiatives for eight years to strengthen the region’s e-commerce community. It provides businesses with the knowledge, tools, and connections necessary to improve their operations, expand their markets, and significantly boost their sales.

The region’s most important e-commerce event, Balkan eCommerce Summit, brings together all industries intersecting with e-commerce. Behind eCommerce Academy and Balkan eCommerce Summit, both crucial to the region’s e-commerce ecosystem, stands a seasoned professional: Nikola Ilchev. We spoke with Nikola Ilchev, the founder of eCommerce Academy and Balkan eCommerce Summit, about e-commerce and the upcoming summit.

“Our focus is on facilitating cross-border sales in the Balkans”

Nikola Ilchev stated: “We take immense pride in being the driving force behind some of the most impactful and influential events across the Balkan region. Even when we are not the primary organizers, we remain deeply involved, providing unwavering support to ensure their success. A notable example of our commitment to collaboration is our strong and continuous backing of all initiatives spearheaded by WORLDEF, an organization that shares our vision for advancing e-commerce.”

He further added: “In addition to organizing events and providing support, we are dedicated to addressing one of the biggest challenges businesses face in the Balkans: cross-border sales. Our efforts focus on simplifying the complexities of international trade for e-commerce companies in the region. By fostering cooperation, building bridges, and eliminating barriers, we aim to create a seamless cross-border trading experience, enabling businesses from the Balkans to thrive in an increasingly competitive global market.”

Balkan eCommerce Summit (*) – April 29-30, 2025!

As the founder of Balkan eCommerce Summit, Nikola Ilchev highlighted that the summit is a leading event that brings together businesses and professionals from more than 20 countries across Central and Eastern Europe. Regarding the upcoming event, organized under eCommerce Academy’s leadership at Arena Sofia, he shared the following insights:

“For 2025, we are thrilled to announce the participation of attendees and exhibitors not only from the region but also from countries like Ukraine, Türkiye, Germany, Italy, and even as far as India. This expansion underscores the Summit’s growing reputation as one of the most significant gatherings for e-commerce and digital marketing professionals in the region, playing a pivotal role in shaping the industry’s future.”

Nikola Ilchev continued: “Balkan eCommerce Summit has become a cornerstone event, fostering collaboration, innovation, and growth in the sector. Its influence extends far beyond the Balkans, positioning the region as a dynamic hub for e-commerce and digital marketing excellence. The 2025 edition, scheduled for April 29-30, promises to be the most exciting yet, featuring a stellar lineup of world-class speakers.

These experts will share invaluable insights on a wide range of topics, including boosting sales, mastering SEO strategies, crafting impactful marketing campaigns, harnessing the power of social media, exploring emerging trends, building compelling brands, and driving product innovation. Attendees can expect a rich exchange of ideas, hands-on knowledge, and unparalleled networking opportunities.”

*For more information and registration, visit: https://balkanecommerce.com – Balkan eCommerce Summit

“Our greatest strength is our unique network of over 4,000 e-commerce business representatives”

Speaking about their contributions to e-commerce brands and the e-commerce ecosystem in the Balkans, Nikola Ilchev provided the following details:

“E-commerce brands are constantly seeking new markets to expand into, innovative partnership opportunities, and cutting-edge services to accelerate their growth. This is where we excel. With our extensive expertise and deep understanding of the e-commerce ecosystem, we specialize in facilitating meaningful connections between service providers across different countries and regions. Whenever an e-commerce business owner needs assistance in finding reliable partners or solutions, we are always ready to offer the most well-informed and tailored recommendations.”

“Our strength lies in our unparalleled network, which includes over 350 service providers and a vibrant community of more than 4,000 e-commerce business representatives across 20+ markets. This extensive network enables us to serve as a trusted and indispensable partner, helping businesses navigate industry complexities and seize growth opportunities beyond borders.”

“The Balkans offer a fertile ground for e-commerce growth”

Nikola Ilchev also assessed the development of e-commerce in the Balkan region:

“The Balkans stand out as one of the last regions in Europe where e-commerce continues to experience consistent double-digit growth year after year. This dynamic growth has made the region an increasingly attractive destination for e-commerce businesses from Central and Western Europe looking for new opportunities and untapped markets. With a unique combination of rapid digitalization and increasing consumer demand, the Balkans present fertile ground for e-commerce expansion and innovation.”

“Leading this regional growth is Romania, which stands out due to its large population, advanced digital infrastructure, and mature market dynamics. As the largest market in the region, Romania sets a benchmark for digital transformation and e-commerce adoption. Following closely behind are Bulgaria, Greece, and Croatia, all of which have thriving e-commerce ecosystems. These countries significantly benefit from EU membership, making cross-border sales more seamless for businesses and consumers alike.”

“Meanwhile, the Western Balkans—including Serbia, Bosnia and Herzegovina, North Macedonia, Montenegro, Albania, and Kosovo—has emerged as an exciting hotspot for e-commerce growth. Over the past few years, these markets have seen a remarkable surge in online transactions, driven by increasing internet penetration, growing consumer confidence in online shopping, and the adoption of digital payment solutions.”

“At the heart of our company is a key leader”

Ilchev emphasized that they collaborate with top professionals across various fields, including digital advertising, email marketing, copywriting, design, public relations, and communication strategies. He further added: “At the heart of our company is a key leader—someone who takes responsibility and drives the entire team forward.”

Finally, he reflected on their collaboration with WORLDEF: “The team at WORLDEF are both valued partners and trusted friends, and we deeply appreciate our collaboration. Since our first participation in their event in 2023, we have consistently supported their efforts and have always relied on their support in return. Their team is exceptional—highly skilled, dedicated, and truly inspiring to work with.”