Breaking news

€24B and Growing: CEE’s eCommerce Goes Global

by News Editor

April 14, 2025

Central and Eastern Europe (CEE) is no longer playing catch-up. Once seen as Europe’s digital underdog, the region is now making bold moves in online retail. With eCommerce growing by 12% in 2024 and on track to hit €124 billion, CEE has become one of the continent’s most compelling digital markets.

But behind the headline numbers lies a fierce battleground. As Chinese platforms like Temu, Shein, and AliExpress flood the market with ultra-low prices and speedy shipping, local retailers are forced to rethink everything—from pricing strategies to tech investments. The winners will be those who adapt fast, go cross-border, and build defensible brands. Everyone else risks being outpaced.

Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram

Under Pressure: A Marketplace In Flux

CEE’s digital economy is thriving, powered by faster internet, smartphone-first habits, and a younger, digitally fluent population. But the game is changing fast.

Chinese players are rewriting the rules of engagement. Temu, for example, has seen a 200% spike in European users in just a year, luring consumers with rock-bottom prices and frictionless shipping. Shein, with its addictive fast-fashion model, has captured the Gen Z audience across the region.

For CEE retailers, it’s a wake-up call: price wars are unwinnable. The path forward lies in brand differentiation, curated offerings, and a better customer experience.

Cross-Border Commerce: From Trend To Lifeline

Domestic eCommerce remains strong—but the real growth story is international. According to the 2024 CEE Ecommerce Survey by Mediaposte Hit Mail, cross-border purchases are expected to surge by 15% this year, reaching a record €24 billion. Over 70% of European consumers are already shopping from international platforms.

Faster delivery networks, improved payment systems, and the appeal of global products are fuelling this trend. But cross-border selling isn’t plug-and-play. Legal red tape, taxes, translations, and customer service expectations vary by market. Merchants that master this complexity will unlock exponential growth.

Platform Or Independence? The Great Marketplace Dilemma

One major strategic question hangs over every CEE eCommerce player: Should you build your brand on marketplaces, or own your sales channels?

According to Mediaposte’s survey:

48% of merchants are active or planning to be active on marketplaces.
eMAG dominates in Romania, Bulgaria, and Hungary, with 50% of surveyed sellers using it.
Skroutz (Greece) and Amazon are key players offering regional reach.

Marketplaces offer reach, built-in traffic, and lower marketing overhead. But they also come with downsides: tight margins, limited brand control, and high competition. The smart play? A hybrid strategy—use marketplaces for scale, but invest in a standalone e-shop to build brand equity and customer loyalty.

Tech-Powered Retail: AI, Automation & What’s Next

As demand scales, so do operational challenges. That’s where technology steps in.

AI is helping merchants personalize shopping journeys, reduce cart abandonment, and automate follow-ups—solving a pain point that still costs retailers billions. Logistics automation, smart inventory tools, and integrated customer service are now standard requirements, not nice-to-haves.

Sustainability is also becoming a deciding factor for consumers. Nearly 73% of global shoppers, per Nielsen, now favor brands with eco-conscious practices. For CEE retailers, that means ethical sourcing, green packaging, and carbon-smart logistics are no longer optional—they’re expected.

The Winning Playbook For 2024

To thrive in the new era of CEE eCommerce, here’s what smart retailers are doing:

Move Fast – Don’t wait for the perfect system. Launch, learn, and iterate.
Go Global – Think beyond borders, optimize for compliance, and localize the experience.
Use Marketplaces, but Build Your Brand – Leverage their traffic, but don’t rely on them entirely.
Automate Everything – From warehousing to CX, automation is your scalability engine.
Think Green – Sustainability sells. Period.

CEE’s eCommerce Moment Is Now

The CEE region has stepped into the global eCommerce spotlight. Cross-border commerce is exploding, AI is rewriting retail operations, and sustainability is no longer just a buzzword—it’s a business imperative.

The race isn’t about who sells online. It’s about who adapts fast, scales smart, and builds for the long term. The question for CEE merchants isn’t whether to go digital. It’s how far—and how fast—they’re willing to go.

Because in this game, those who act now won’t just keep up—they’ll lead.

The Future Forbes Realty Global Properties

Paphos Wins Two Awards For Long-Term Tourism Strategy

by THEFUTURE.TEAM

July 23, 2026

The Paphos regional tourism board, Etap Paphos, said on Tuesday that its “Paphos – Unleash Your Senses” campaign has secured two industry awards, underscoring the region’s long-term effort to strengthen its position as an international tourism destination.

Recognition For Strategy, Not Just Promotion

The campaign won gold at the Cyprus Tourism Awards 2025 in the Strategy & Innovation – Timeless Presence category and bronze at the Marketing Achievements Awards 2025 in Integrated Marketing.

Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram

Etap Paphos said the honours reflect more than a successful promotional initiative. They also validate a broader collaborative model developed over the past seven years to support the region’s tourism growth.

A Public-private Model Built Over Seven Years

The strategy was designed around a shared long-term vision, bringing together public institutions and private-sector partners under a single destination marketing framework.

According to the board, it was the first organised effort in Cyprus to successfully align public authorities and private businesses behind one unified tourism strategy. That model, it said, has since become a reference point for how coordinated action can improve a destination’s competitiveness in international markets.

Partnership At The Core Of The Campaign

The success of the campaign was credited to the contributions of a broad network of partners and stakeholders, including the Paphos Regional Board of Tourism, the Cyprus Hotel Association’s Paphos district branch, Hermes Airports, Eurobank, participating hotels and other supporting organisations.

Special recognition was also given to AZTECH, the agency responsible for the campaign’s strategic planning and execution. The board said the agency’s expertise has been central to expanding and reinforcing Paphos’s international presence.

Why The Awards Matter

“These distinctions carry deep significance as they celebrate more than just a successful advertising campaign,” the tourism board said. It added that the awards highlight the value of sustained cooperation and shared objectives over short-term promotional activity.

The recognition comes as Paphos continues working to position itself as a year-round, modern, sustainable and smart tourism destination.

“Elevating the profile of Paphos as a year-round highly modern, sustainable and smart travel destination remains an ongoing effort that relies entirely on the continued commitment and contribution of all partners,” the board said.