How Balkan Consumers Will Continue to Shape the e-Comm Industry - Corina-Andreea Bulimar, Mastercard

This talk at the Balkan eCommerce Summit 2025 features Corina-Andreea Bulimar, Senior Managing Consultant at Mastercard, who discusses how changing consumer behaviors and payment preferences are reshaping the eCommerce landscape in Southeast Europe. The speaker explores the impact of inflation and budget sensitivity on purchase frequency and average transaction values. She highlights the increasing trend of experience-led spending, revealing how consumers are divided between value-focused and premium choices. Additionally, the session covers insights from Mastercard data on payment behavior evolution in Bulgaria and emphasizes the importance of affinity modeling, behavioral segmentation, and predictive analytics for personalizing the customer journey.