AI Takes Centre Stage at Regional E-commerce Conference in Skopje

By Suad Seferi · 1 November 2026 at 15:09

The 9th Regional E-commerce Conference will bring together experts from Google DeepMind, Amazon, Tesla and LinkedIn in Skopje on November 3, 2026, with artificial intelligence, digital commerce and the future of online shopping at the centre of its programme. Organised by the Macedonian E-commerce Association, the event will take place at the National Opera and Ballet under the theme “From Wait to Go: E-comm at AI Speed!” The conference is expected to welcome more than 900 participants from over 12 countries, featuring more than 30 speakers and 50 partners. Its programme will run across two stages, combining industry discussions with practical sessions on AI, marketing, digital payments and e-commerce technologies. From AI-Powered Shopping to Intelligent Agents One of the featured speakers is Jovan Andonov, Senior Research Engineer at Google DeepMind, who works on search and ranking systems for Gemini Personal Intelligence. His presentation, “The Language of AI-Powered Shopping: How Modern AI Knows What You Want,” will examine the technologies influencing how consumers discover products and interact with AI-powered shopping experiences. The growing role of AI agents in online commerce will also receive attention. Niek Hogenboom, Co-founder and CEO of Minimal AI, will present “How AI Agents Are Changing E-commerce Operations and Customer Support,” focusing on the use of intelligent systems in business operations and customer interactions. Another session, “Who Will Own Product Discovery? Google Shopping, AI Agents and the Future of E-commerce?”, will feature Darko Dujič, Partner and CEO of Shoptok/Eponuda. The discussion will address how AI-driven discovery could change the ways consumers find products and how online retailers attract customers. Professor Dimitar Trajanov from FINKI and Project Director of Vezilka will explore the broader implications of these developments in his presentation, “AI and the Future of Business: Opportunities, Risks, and Human Potential.” Together, these sessions address a central question for online businesses: how will customer behaviour and purchasing decisions change as AI becomes more involved in product discovery and customer service? Global Technology Experts and Practical Business Applications Beyond AI-powered shopping, the conference will feature specialists working across software engineering, digital marketing and international marketplaces. Andre Lopes, Senior Software Engineer at Tesla, will deliver “Building E-commerce Systems That Survive Black Friday: Event-Driven Patterns on AWS.” His session will focus on technical approaches to building systems capable of handling demanding online shopping periods. From LinkedIn, Amrita Lal, Senior Client Solutions Manager, will discuss “The Human Advantage: Building Executive Influence on LinkedIn in the Age of AI.” The presentation will examine the role of professional credibility and human relationships as AI-generated content becomes increasingly common. Ausrine Kolbute, Strategic Marketplace Consultant at Amazon, will address international marketplace expansion in her session, “From Local to Global: Scaling Across Countries with Amazon.” The programme also includes Miroslav Varga, Martech Specialist at Escape Digital Agency, who will discuss the practical use of AI in marketing, alongside Aleksandar Ašković, YouTube Strategy and SEO Expert at Happy Seal, whose presentation will explore how YouTube influences purchasing decisions. Western Balkans E-commerce Growth in Focus Regional market development remains another important part of the conference. Nina Angelovska Stankov, President of the Macedonian E-commerce Association, will present “Still Paying Cash: What's Holding Back Western Balkans E-commerce?”, examining the challenges affecting digital commerce adoption in the region. A separate discussion, “Beyond the Data: Inside the Western Balkans E-commerce Market,” will bring together Angelovska Stankov, Mergim Cahani, Founder and CEO of Gjirafa Inc, and Marko Carevic, CEO of Ananas E-commerce. The agenda will also examine cross-border business expansion, payment solutions and logistics. Sessions include discussions on the impact of global marketplaces such as Temu on regional delivery services, the role of buy-now-pay-later payments in online conversion, and lessons from companies expanding beyond their domestic markets. These subjects are particularly relevant to Western Balkan businesses seeking to compete across borders while adapting to changing consumer expectations and new technologies. Two Stages and a Full-Day Programme The conference will operate across a Main Stage and a parallel Hands-on Stage. The Main Stage will host presentations and discussions covering industry trends, business growth and the future of digital commerce. The Hands-on Stage will focus on practical knowledge, including AI applications, marketing techniques and technology implementation. Participants will also have access to an exhibition area, dedicated meeting spaces and networking opportunities with companies and professionals from across the region. The conference is scheduled to begin at 09:00 on November 3, following registration from 08:00, with sessions continuing throughout the afternoon. The ninth edition comes as AI-powered search, intelligent agents and automated customer interactions raise new questions for retailers and digital platforms. The discussions in Skopje will offer an opportunity to examine how these technologies are being applied in practice and what challenges remain for businesses operating in the Western Balkans. The full programme and speaker information are available on the official E-commerce Conference website.