We’ve all heard the marketing promises of “easy growth” in e-commerce. But the reality is, if you don’t manage your margins, logistics, and customer experience effectively, increasing sales can quickly turn into a trap. In this interview, Biser Krastev, CCO at Prim.io – an ERP system for managing e-commerce processes – discusses the real challenges faced by both new and established retailers and what it takes to build a stable and profitable business.
Many new businesses start with high expectations but reality often turns out to be disappointing. What are the main mistakes that lead to failure?
Based on my observations of online retailers – who make up the majority of our clients – the most common mistakes come down to three key issues: lack of a clear strategy, poor cost management, and poorly planned logistics. Many new merchants believe that simply listing products is enough for sales to start rolling in. The reality? Without precise calculations of operational costs, a solid strategy for customer acquisition and retention, and seamless integration of sales channels, businesses quickly start losing money.
With Prim.io, we address these challenges, giving retailers full control over their processes – from marketing to inventory and deliveries.
Using marketplaces seems like a fast way to grow, but at the same time, merchants often lose control over their business with this business model. What’s the solution?
From an organizational standpoint, at Prim.io, we’ve integrated all sales channels and order processing into a single platform, allowing flawless management of both marketplaces and own stores.
The real issue with marketplaces is that while they seem attractive, they ultimately serve their own interests, not those of the sellers. If you rely solely on Amazon, eBay, or Etsy, you’re playing by their rules – they control customer data, change fees, and tweak algorithms without giving you a say in the decision process.
The best strategy is a hybrid model: use marketplaces for initial visibility, but invest in your own sales channels to retain customers and maintain control over your business.
Logistics is a major challenge, especially in cross-border trade. What are the key issues that merchants need to consider?
Logistics isn’t just about choosing a courier – it involves customs duties, VAT, delivery times, and returns management. The most common mistake we see is the lack of proper analysis. Many businesses start shipping internationally without a clear cost strategy, which often leads to losses.
With Prim.io, merchants don’t just manage logistics – they gain insights from accumulated data to optimize routes, reduce costs, and anticipate potential issues before they arise.
Regulations and VAT for cross-border trade, OSS – what are the main challenges?
With the introduction of the One Stop Shop (OSS), sales within the EU have become easier, but the rules are increasingly complex. Many merchants underestimate the requirements for correctly applying VAT, which can lead to legal issues. We automated this process to ensure the application of the correct tax rates based on the customer’s country. Recently, for example, we had to comply with the requirements in the Balkan region by connecting Prim.io with ANAF and e-Transport to meet the new legal requirements in Romania. This eliminates the risk of errors and facilitates the possibility of international expansion for our clients.
How can e-commerce businesses remain sustainable in the changing digital landscape?
Two key elements – flexibility and data. If 90% of your revenue comes from a single advertising channel like Facebook Ads and the algorithm changes, your business is at risk. The most successful companies diversify their marketing efforts across multiple channels – email, SMS, affiliate and influencer marketing, retargeting. When you also have the ability to analyze what expenses have been made and what sales have been generated, success in the constantly changing digital environment becomes possible.
Omnichannel commerce – physical stores + online channels – what does the future hold?
More and more retailers are combining physical stores with online platforms. Our ERP system acts as a unifying tool for these channels, ensuring that sales, inventory, and customer behavior data work together in real time. And we must note – customers no longer differentiate between online and offline – they expect a seamless experience. We are seeing this trend especially strongly in the beauty and nutritional supplements segments. Some of our clients, like Zlatnaribka.com and Sila.bg, already offer click & collect and local hubs for faster deliveries, which are managed by Prim.io.
Everyone is talking about AI in e-commerce, but how useful is it really?
AI is a great tool – but only when used correctly. If your business has chaotic processes, AI won’t fix them; it will just automate the chaos.
What truly works is smart automation – like AI that analyzes customer behavior and predicts which products will see higher demand. At Prim.io, we’ve implemented mechanisms that help merchants not just sell but anticipate future sales and manage their inventory more efficiently.
E-commerce isn’t just about “quick online sales” – it’s a complex ecosystem that requires analysis, strategy, and efficient resource management.
Prim.io is designed to give merchants real control over their business – from marketing and sales to logistics and data analytics. If you’re ready to stop guessing and start working with real numbers, visit our booth at the Balkan E-commerce Summit or connect with us at www.prim.io.