Strategies for Ecommerce Success, 11 April, Sofia Event Center
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The event

The Fourth Annual Strategies for E-commerce Success Conference is a regional event that focuses on the most
important trends and developments in ecommerce and digital retail sector. The event covers the rapid evolution of how consumers discover, shop and buy and reveal what shapes the Future of retail. More and more established retailers are turning online looking for new customers and new ways to innovate and grow.
The Annual Strategies for E-commerce Success Conference provides a whole complex of new insight of the Digital Retail and Ecommerce market, gives you valuable information on how to grasp the future and be one step ahead of your competitors. The event is giving both practical inspiration and proven business solutions and tools to digital and e-commerce market challenges. This event also provides business opportunities for the entire e-­commerce ecosystem: from merchants to platforms, hosting providers, logistics providers, payment processors and other online solution businesses.

Topics in the agenda:
What are the trends in ecommerce and possible new business models 
Ecommerce and the new EU geoblocking regulation
How to make the best of the physical and digital stores
How to translate user insight and customer feedback into actionable insights for a company's digital development 
Mobile payment trends
Retail Tech/E-commerce and AI
Innovation and efficiency in delivery & logistics
Successful ecommerce strategies on the Bulgarian market

C-level management from various companies
Retailers/Elailers, Marketplace platforms, Traders and distributors, Brand managers, Digital innovators, Software experts, Advertising, PR, Research representatives, Business development experts, Manufacturers, Financial and banking services, Logistics.

When and Where: April 11, 2019, Sofia Event Center

Early-bird registration fee (till March 22): 180 BGN excl. 20% VAT
Standard participation fee (after March 22): 240 BGN excl. 20% VAT


  • John Ryan

    John Ryan Stores Editor of Retail Week, Online Editor of, European Editor of VMSD

    John Ryan is a journalist and analyst covering retail design, product merchandising, strategy and marketing for a wide variety of magazines and journals. As Stores Editor of Retail Week, online editor of retail design magazine and European editor of VMSD, among others, he has written about the sector for almost two decades. As well as occasional appearances on the TV and radio, he is a frequent speaker on conference platforms around the world.
    He is also a consultant on store interiors, retail strategies and shopper profiling with clients ranging from Loblaws to Marks & Spencer, John Lewis to Sainsbury’s, L’Oreal, Tesco and Facebook, as well as Swedish store equipment manufacturer Itab.
    John is also managing director of ‘Newstores’. This is a subscription-based service that delivers details daily of two new stores with pictures and copy from around the world for retail boards in the UK and overseas (a quarterly trend report is also included).
    In a previous life he was a retail buyer for C&A, a role he fulfilled for 13 years, working in London and Dusseldorf and was then head of buying for department store group Bentalls in the UK.
  • Louisa Nicholls

    Louisa Nicholls Senior Trading Manager, Home Online, John Lewis

    Louisa is a strategic & commercial leader with a strong background in online, shops & projects at John Lewis, having joined the retailer as a graduate in 2003. She currently leads the Home Online trading team at to drive profitable sales growth and deliver change. Her role involves shaping, setting & delivering the strategic & commercial direction for Home online to maintain the competitive edge in content, assortment, brand & online customer journey. Over the last few years Louisa has led her teams through a successful major re-platform (2011) & subsequent upgrade (2016), internal search tool implementation & upgrade, multiple tool enhancements, continuous improvements to ways of working & productivity and most recently the transition to a responsive website (2018).
  • Maurits Bruggink

    Maurits Bruggink Secretary General, EMOTA

    In April 2015, Maurits Bruggink was appointed Secretary General of EMOTA, the European Multi-channel and Online Trade Association. His main task is representing the interests of the sector to policymakers at European level and in Member States. Maurits has been involved in international advocacy, government affairs and trade association management for over 25 years in different positions. He is Member of the Strategic Committee of EURid, the .eu registry manager, Board member of EuroCommerce, the European retail association and overlooks EMOTA’s contribution in several European Commission expert groups. Maurits has a degree in international trade law of the University of Leiden, Netherlands and speaks 5 languages.
  • Anna Pelkin

    Anna Pelkin Head of Business Development, eBay Israel, Emerging Europe & Africa

    Anna Pelkin is leading eBay’s business development activity in Israel, Emerging Europe and Africa. Anna and her team had revolutionized the way eBay supports small and medium sized businesses, creating tailor made onboarding solutions including professional trainings, analytical and technological assistance. Anna’s goal is to bring this revolution to Bulgaria and to expose Bulgarian businesses to a world of opportunities with eBay’s vast spread of 179 million potential customers worldwide. Anna’s education is in the field of engineering and economics with a BSc in Industrial Engineering and Management from the Technion - Israel Institute of Technology.
  • Marc Tollens

    Marc Tollens Digital Product Manager, KLM

    Marc joins KLM in 2013 as e-development manager and later as digital analytics manager. Since 2017 he is digital product manager and leads the development teams to develop online services to create an optimal journey for their customers. Marc is responsible for high traffic and revenue generating web products for both the Air France and KLM brands. He translates customer feedback into actionable insights for the digital development of the companies. Marc is also Committee member at the Platform Digital Analytics, part of the MOA - Center for Marketing Insights, Research & Analytics.
  • Eva Vucheva

    Eva Vucheva Co-Founder and CEO,

    Eva Vucheva is a digital entrepreneur, currently Co-Founder and CEO of, ecommerce consulting company. Eva and her team have paved the way for e-commerce in Bulgarian, by bringing Fashion Days on the market in 2011. Until recently she was a Co-CEO of Fashion Days Group, a Naspers company and CEE’s leading fashion online store.
  • Mateusz Gordon

    Mateusz Gordon Digital Transformation Director, PwC, CEE

    Mateusz has over 12 years of digital experience in multi and omnichannel context in Sales & Marketing.
    He has always been defining links between client or consumer needs and functionalities of the IT infrastructure.
    His Strategic oversight was vital in digital transformation projects conducted for both B2B and B2C clients from an array of different industries.
    Mateusz has significant experience in CRM, DMP, ERP, Marketing Automation, RTB, ad servers , campaign monitoring, UX, digital payments, BIG DATA and advanced web analytic
  • Andrei Popescu

    Andrei Popescu Country Manager eMAG Bulgaria

  • Konstantinos Tovil

    Konstantinos Tovil SVP, e-Commerce TBI Bank

    Kostas has 16 years of experience in retail banking with focus in consumer finance and cards in companies operating successfully on several South Eastern European markets. He started his career in Citibank and has held executive positions in EFG Eurobank in Romania, Bulgaria and Greece. He is highly experienced in managing deposits, investment products and transactional banking. He had a leading role in establishing and managing the Affluent Banking Division in two banks. Kostas holds a Master’s Degree in Marketing and Business Administration from Middlesex University and a Bachelor’s degree in Applied Chemistry from Kingston University. He is also a member of the UK Royal Society of Chemistry.
  • Daniel Döderlein

    Daniel Döderlein Chief Executive Officer at Auka AS

    Daniel is an award-winning serial entrepreneur with more than 20 years of entrepreneurial experience in the field of IT, media, marketing and mobile. He founded one of Norway's first domain and web hosting companies at the age of 17. Daniel designed and created a brand new payment infrastructure and built a mobile payment platform on top of it. The result was mCASH, later known as the industry-leading, cloud-based, white-label mobile payments platform Auka. Auka was first to develop mobile payment technology in the Nordics, first to launch mobile payments in Norway and the world’s first regulated financial services company to run 100% on public cloud. Auka is a Google Technology Partner and Daniel is on the Google Cloud Customer Advisory Board. Auka was awarded fastest growing fintech in the EMEA region by Deloitte. In 2017, Auka was recognized by CFI magazine as European mobile payments platform of the year. Daniel is regularly speaking at large banking and tech conferences such as Google Next in Europe, Paris fintech forum, Viva Tech and London Fintech Week.
  • Georgi Malchev

    Georgi Malchev Managing Partner, Xplora

    Georgi Malchev is Managing Partner of - integrated digital marketing agency with slogan Human Digital. It took only 12 months after its creation for the agency to become one of the leading digital marketing agencies in Bulgaria. The company won the pitches for full digital marketing of Toyota, Medix, Easycredit, Primex, and the social media and performance marketing of Microsoft Bulgaria, and 4 more companies. Clients for digital services are Nestle, BLD Homes, Whirlpool, Telus, Shedd and over 30 more companies.
    Georgi has over 15 years of experience in marketing, communications and business development, as well in operations management - as business consultant, manager, director, COO, board member.
    Georgi is advisor to several startups, among which TaxiMe, Esceo etc. He has experience as mentor at Eleven and Launchub, and keynote for Founder Institute, Start It Smart, Unistart. Georgi was partner in a startup that was part of Batch 3 of companies, supported and financed by Eleven.
    Georgi is member to the Board of IAB Bulgaria. He leads the White Paper for Digital Marketing Case Studies. He teaches classes in marketing, advertising and communications at New Bulgarian University. He is moderator and keynote speaker at digital marketing forums and is member to the jury of advertising forums.
  • Elena Gelemenova

    Elena Gelemenova Head of Monetisation of OLX, Bulgaria

    Elena Gelemenova is the Head of Monetisation of OLX for Bulgaria. The company is part of OLX Group - one of the worldwide leaders in online classifieds. Elena has been with OLX for two years and is responsible for some key projects of the company: growing and managing the Telesales team, developing monetisation models and implementing product changes at the platforms. Before joining the OLX team, Elena has worked for, the online platform for price comparison of different products, where she gained a very useful experience at e-commerce. Elena has a Bachelor degree in Maths and IT sciences. She enjoys making all kinds of cakes and bakes, handmade cards, loves travelling and snowboarding.
  • Radoslav Krumov

    Radoslav Krumov Commercial director, Speedy

    Radoslav Krumov is the Commercial Director of Speedy and the founder of Rapido. He has extensive experience in the courier industry and he was the driving force that made Rapido trusted partner of the e-business in Bulgaria. His education is in the field of engineering and economics.
  • Zhulieta Mandazhieva

    Zhulieta Mandazhieva founding partner at Tocheva and Mandazhieva Law Office

    Zhulieta is a founding partner at Tocheva and Mandazhieva Law Office. Since 2000, she has been one of Bulgaria’s go-to lawyers in the area of corporate law, financial and payment services and capital markets. Her second field of expertise is ICT law and data protection, where she has seen an increasing flow of mandates from leading Fintech companies, cloud/other digital services providers and data-driven businesses. She is consulting companies active in the fields of online business - logistics, financial and investment research, e-commerce,  pharmaceutical trade, etc. Zhulieta Mandazhieva is actively involved in the topics of consumer rights, GDPR, ePrivacy, distance selling regulations and online payments. Since 2017 she is studying Computer and Communications Law, PG at  Queen Mary University.
  • Guido Zoboli

    Guido Zoboli Co-founder and CEO, Ausker

    Guido Zoboli is co-founder and Ceo of Ausker, an Italian company selling kitchen tools online since 2015 with a direct-to-consumer model. After the Master's degree in Marketing Management at Bocconi University, obtained in 2009, he has put his creativity and effort in few different works but immediately he felt the need to be independent and create something of his own. Guido is the mastermind behind the initial idea of Ausker and who involved the other two co-founders Erminia and Nicolò.
    Living in Lanzarote, doing his best to leave things in better shape than when he found them. His desk is often his knees, with a decent view of the world as it is, and the world as he’d like it to be.
  • Anelia Petrishka

    Anelia Petrishka manager "Online" department, Hippoland

  • Lyubomir Tulev

    Lyubomir Tulev Chief Cyber Security Operations Lead

    Lyubomir started his career as an investigator in the Bulgarian Cybercrime Department at General Directorate Countering Organized Crime. He has led investigative operations into computer crimes and incidents and the process of cyber forensics. For the last 7 years he has been a point of contact for companies such as Facebook, Google, Skype in Bulgaria. At AMATAS, he is one of the leading cybersecurity experts and trainers. He is actively engaged in ethical hacking, security testing, social engineering and phishing simulations, as well as cyber forensics -- some of the services AMATAS offers to its clients.
  • Irina Lazova

    Irina Lazova Country manager, Answear




Eva Vucheva, Founder,
Georgi Malchev, Managing Partner, Xplora

09:00 – 09:30 Registration and Morning Coffee

09:30 – 09:50 Trends in ecommerce and new business models in the e-commerce era
Mateusz Gordon, Digital Transformation Director, PwC, CEE

09:50 – 10:10 Unlocking Ecommerce in EU – trends and prospects
Maurtis Bruggink, Secretary General, EMOTA

10:10 – 10:30 Title TBC
Andrei Popescu, Country Manager, eMAG Bulgaria

10:30 – 10:50 Why Physical Stores still Occupy an Important Position in the Shopping Mix, the Best Stores in Europe
John Ryan, Stores Editor of Retail Week, Online Editor of, European Editor of VMSD

10:50 – 11:10 Embracing and adapting in a fast evolving retail climate - Physical, Digital, Experience​
Louisa Nicholls, Senior Trading Manager, Home Online, John Lewis

11:10 – 11:40 Networking Coffee Break

11:40 - 11:55 Translating user insight and customer feedback into actionable insights for the digital development of AIR FRANCE / KLM
Marc Tollens, Digital Product Manager, KLM

11:55 - 12:30 Mobile Payment Trends
We all want to sell more - here is how. The tools and opportunities created by mobile payments and how they will change the way we do business
Daniel Döderlein, Chief Executive Officer at Auka AS
On boarding and engaging customers to increase conversion at checkout
Konstantinos Tovil, SVP, e-Commerce TBI Bank

12:30 – 12:45 Delivery & Logistics
How and why to sell abroad and more
Radoslav Krumov, Commercial director, Speedy

12:45 – 13:30 Networking Lunch

13:30 – 13:50 Title TBC
Anna Pelkin, Head of Business Development, eBay Israel, Emerging Europe & Africa

13:50- 14:05 How to build a successful sales team
Elena Gelemenova, Head of Monetisation of OLX, Bulgaria

14:05 - 14:20 Ecommerce strategies to cut middlemen and sell directly to consumer (Ausker case study)
Guido Zoboli, Co-founder and CEO, Ausker

14:20 – 15:00 Retail Tech (AI, VR, AR, etc.)
The Only Way to Predict Commerce is to AI It. Practical examples from 2018​
Lyubomir Cholakov, Managing Director and 
Cvetan Saykov, QA Director,  Isobar Commerce,

A representative of IBM

15:00- 15:20 Networking Coffee Break

15:20- 15:35 Cyber Security
Addressing security concerns in the modern e-commerce world
Lyubomir Tulev, chief cyber security operations lead, AMATAS

15:35 - 15:50 Ecommerce Law
How the "new deal for consumers" will change the e-commerce in the EU
Zhulieta Mandazhieva, founding partner at Tocheva and Mandazhieva Law Office

15:50 – 16:30 Discussion Panel
Successful Ecommerce Strategies on the Bulgarian Market
A representative of MDL
A representative of Vivre
Anelia Petrishka, manager "Online" department, Hippoland

Moderator: Irina Lazova, Answear


ebay Auka Isobar TBI Bank Speedy PMI Tocheva and Mandazhieva OLX DHL Rice up


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