AI, Expansion, and Understanding People — An Interview with Nikola Ilchev
AI is changing how people shop, but how much of commerce will still depend on human relationships? I spoke with Nikola Ilchev, founder of the Balkan eCommerce Summit, for Kosárérték about international expansion and the role of people in an increasingly AI-driven market.
Ilchev expects AI to handle more purchases, while customers will still seek personal experience or trusted recommendations for products that matter more to them. In his view, human relationships could become more valuable as AI takes over more tasks.
That emphasis on understanding people also shaped his advice on international expansion. Logistics, payments, and taxation can be addressed with specialist help. The harder and more important task, he argued, is understanding the local market and its customers.
I agree with that distinction. Bureaucracy and taxation need attention, but understanding why people would choose your product deserves far more than a place at the end of a launch checklist. Especially when it comes to international expansion.
The full interview explores these questions alongside competition against e-commerce giants like Temu and opportunities in regional e-commerce.
