Just over a week left until this awesome yearly event we have coined as Business League Awards Gala. We’re Unstoppable Together on the 29th, but also well beyond that date. So we joined forces with professionals who share our mindset and values. 

One of these pros is Nikola Ilchev, Founder of Balkan eCommerce Summit and  Business League Awards Gala Host. Quite the role description, but totally worth it, because Nikola is one of the best e-commerce authorities in the business. Also, a super nice guy who will make sure our Gala will run smoothly and fun.

So we got him to share some points of view on issues that we believe matter: trends in affiliate marketing, his take on 2Performant’s acquisition of Profitshare, Business League, and of course the Gala he will be hosting very soon.  

Here we go:

Your projects

As an active person and serial entrepreneur, I’ve undertaken countless projects over the past 15 years. Among them, NaSklad.bg, a B2B marketplace platform for used or like-new construction materials, stands out as one of my favorites. I worked on it back in 2010-2011 and it was my gateway into the digital world.

Fast forward to today, the project that truly energizes me and fills me with excitement is the Balkan eCommerce Summit. As one of the largest eCommerce and digital marketing events in Eastern Europe, it brings together digital experts, eCommerce business owners, and service providers from over 20 countries. 

More than just an event, the Balkan eCommerce Summit offers a unique, in-person experience for digitally minded professionals that everyone should explore.

E-commerce in 2025

eCommerce has undoubtedly evolved in recent years. We’re witnessing increased personalization of customer offers, dynamic pricing influenced by various factors, the growing impact of AI and automation, and gamification driven by the preferences of newer generations, among other trends. However, the shift that’s truly transforming the landscape, in my opinion, is social shopping.

Originating as a trend in China, where shopping and social media seamlessly merge, the rise of key opinion leaders, influencers, content creators, and affiliates promoting products through live videos is monumental. This approach is reshaping how people make purchasing decisions and influencing how platforms offer products and services.

In Bulgaria, this trend is gaining traction. Many brands are showcasing products on platforms like TikTok, YouTube, and Instagram, utilizing formats such as Shorts and Reels. Additionally, online retailers are hosting regular live shopping events on their websites. This massive trend is not just impactful – it’s here to stay.


Lets talk potential & expectations: 2Performant buying Profitshare

The merger of these two platforms is set to bring significant changes to the eCommerce industry. Affiliate marketing, though not widely adopted in Bulgaria, has seen limited but notable use, with Profitshare being a recognized platform, albeit underutilized for boosting sales.

With this acquisition and the new opportunities provided by BusinessLeague, merchants now have access to advanced tools that can drive greater success. Combined with the structure being developed by 2Performant’s team to position the platform as a bridge between Romanian and Bulgarian businesses and affiliates, I believe this has the potential to grow exponentially in the coming years, delivering outstanding results for all users.


Business League in one phrase

A fun, gamified way to boost sales while enjoying the process!



Affiliate Managers. Any thoughts?

This is a brilliant move by the platform. In my conversations with Bulgarian businesses that could benefit from using BusinessLeagues to boost sales for their eCommerce stores, a common hesitation was the lack of qualified personnel within their organizations to manage the process effectively.

The introduction of the “Affiliate Manager” program addresses this issue by equipping merchants with the expertise and confidence needed to leverage this channel fully. I’m very optimistic about its potential and excited to see the results in the coming months, especially in Bulgaria, where we are actively partnering with the platform.


AI in affiliate marketing. The good and the bad.

AI is revolutionizing affiliate marketing, particularly for content creators. Tools like ChatGPT and Jasper enable the creation of high-quality, SEO-optimized content at scale, saving affiliates time and resources while allowing them to focus on strategy. AI also personalizes content for different audience segments, making it more relevant and engaging.

Additionally, many AI tools now offer real-time campaign performance analysis, helping identify trends and areas for improvement. While it’s debatable whether this is good or bad, AI has undeniably lowered the entry barrier for affiliate marketing, making it accessible to more participants. It will be fascinating to see the outcomes of this shift.


2025 in affiliate marketing. Talk about opportunities, expectations, reasons to be worried, and anything else you want to add.

Over the past few years, I’ve observed that affiliate marketing continues to evolve, largely driven by technological advancements like Business League. With the growth of eCommerce, the rise of social commerce, and the increasing influence of creators of various scales, I anticipate even more opportunities for affiliate marketing in the years ahead.

However, one concern is the saturation of ads across multiple platforms, which risks diminishing the effectiveness of traditional strategies.

This Gala of ours on the 29th. How cool will it be? 😀

I have high expectations for the Gala and am deeply grateful to 2Performant’s team and Dorin Boerescu for inviting me to serve as the event host and MC. I’ll do my best to ensure everyone feels welcome and has a great time. I’m excited to meet the winners and connect with all the guests at the event.

Don’t forget to register for the event if you’re planning on dropping in.

Leave a Reply

Your email address will not be published. Required fields are marked *

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>