Irina Zamfir on Sales Growth, Digital Payments & eCommerce Success in the Balkans
Irina (Dicu) Zamfir is a Romanian revenue strategist and eCommerce growth expert, currently leading as Head of Revenue at Upswing. With a career spanning in sales, marketing, and digital strategy, she helps online businesses scale sustainably by combining performance-driven tactics with a deep understanding of customer behavior.
Driven by her passion for building strong client relationships and unlocking growth opportunities, Irina bridges the gap between sales performance and long-term brand success. As a brand ambassador for the Balkan eCommerce Summit 2025, her work supports both established retailers and ambitious startups in navigating the complex Balkan eCommerce landscape.
In this interview, she shares her insights on how businesses can balance marketplaces with independent stores, the future of digital payments in the region, and the key ingredients for building a profitable eCommerce brand in the Balkans.
In what ways do you believe events like the Balkan eCommerce Summit 2025 are influencing the future of eCommerce in the Balkans? What motivated you to step into the role of Brand Ambassador, and what key contributions do you hope to bring to the industry through this position?
Being part of the Balkan eCommerce Summit 2025 feels like a natural step in my journey. After years of working closely with online stores in Romania and seeing their daily struggles with growth, I wanted to contribute more actively to our region’s development. As Brand Ambassador, I’m bringing my hands-on experience of what actually works in digital growth. The Balkan eCommerce Summit is exactly what our region needs- a place where we can share real experiences, not just theory, and help businesses navigate their digital journey with practical solutions.
You’ve built and led sales teams across multiple industries. What is the key for developing a high-performing sales team in the field of eCommerce?
When it comes to building sales teams, I’ve learned that the magic happens when people understand both the technical and human side. In the current team at Upswing, we focus on understanding why customers make certain choices online and how we can help businesses meet those needs. It’s not about following a rigid playbook- it’s about being curious, analyzing data, and constantly adapting our approach. I have many successful examples in which team members flourish when they’re encouraged to think creatively about solving client problems.
What’s your opinion on the marketplaces? Do independent stores still stand a chance against marketplace platforms? Which one do you believe is more beneficial for the business?
I’ve worked closely with both marketplaces and independent stores, and I’ve learned that success often lies in finding the right balance between the two. While marketplaces offer valuable exposure and ready-to-buy customers, your own online store builds brand identity and customer relationships. I’ve seen businesses thrive when they treat these channels as complementary rather than competitive. For example, one client uses marketplaces to test new products and reach new audiences, while their own store focuses on building customer loyalty and higher-margin sales. It’s about creating a strategic presence across multiple channels, where each platform serves its unique purpose in your overall growth story.
Despite the rise of digital payments, cash-on-delivery still plays a major role in the Balkans. What practical steps can eCommerce businesses take to encourage more customers to transition to digital payments? Can you share an example of a company that successfully reduced cash-on-delivery transactions and what impact this had on their revenue and operations?
The cash-on-delivery dynamic in our region reflects a deep-rooted consumer behavior that requires a thoughtful approach to change. Through my experience working with various businesses, I’ve seen that successful transition to digital payments happens gradually and needs to be built on trust and genuine customer benefits. The key is creating a positive experience around digital payments- from offering practical incentives like faster delivery times to ensuring transparent communication about payment security. What’s particularly interesting is how customer service teams play a crucial role in this transition. When they can effectively communicate the benefits and address concerns, customers become more open to trying digital payment options. It’s not about forcing change – it’s about making customers feel confident and seeing the real value in making the switch.
You’ve worked extensively in marketing and sales – how important is storytelling in eCommerce? Do you have examples where great storytelling significantly boosted an online store’s engagement or revenue?
I’ve seen firsthand how powerful storytelling can be in transforming the way customers connect with online brands. When we move beyond basic product descriptions and create authentic narratives around products, services, and brand values, we see real engagement happen. Good storytelling in eCommerce isn’t just about selling- it’s about helping customers understand the value beyond the price tag. By weaving in elements like product origins, company values, and customer experiences, we create connections that go deeper than transactions. When customers connect with your story, they’re not just buying products; they’re becoming part of your brand journey.
If you had a recipe for a successful eCommerce startup in the Balkans, what key financial and operational ingredients would be essential for long-term growth and profitability?
If I were starting an eCommerce business in the Balkans today, based on what I’ve learned working with various clients, I’d focus on:
- Building genuine customer relationships (this matters more than any tech stack).
- Getting the basics right in organic search (it’s still the most sustainable growth channel).
- Understanding local payment preferences.
- Creating content that actually helps customers make decisions.
- Setting up reliable delivery partnerships (this can make or break your business).
Irina Zamfir’s passion for driving sustainable eCommerce growth and her expertise in aligning sales performance with customer needs highlight the key ingredients for success in the evolving digital landscape. Her hands-on approach and deep understanding of the Balkan market continue to empower businesses to scale with confidence.
📅 Don’t miss the chance to hear from industry leaders like Irina Zamfir at the Balkan eCommerce Summit 2025. Secure your ticket today and gain the insights you need to elevate your online business. Visit balkanecommerce.com for more details!