Biljana Dimitrievska is the founder of SkillSpotterZ, a recruiter-led platform that connects eCommerce businesses with verified remote talent from Europe, Asia, and South America. With a background in HR, executive support, and workforce planning, she champions a human-first approach to global hiring – prioritizing skill, trust, and long-term fit over automation.
Biljana is passionate about unlocking opportunities for skilled professionals in underserved regions while helping businesses scale sustainably through thoughtful recruitment.
In this interview for the Balkan eCommerce Summit 2025, she shares why she is eager to be a brand ambassador for the event and her insights on global hiring pitfalls, the importance of cultural fit, and why people – not platforms – are the key to eCommerce success.
In your view, what role do events like the Balkan eCommerce Summit 2025 play in strengthening the eCommerce ecosystem – especially across emerging markets? And what personally motivated you to become a brand ambassador for this year’s edition?
Events like the Balkan eCommerce Summit 2025 are crucial for connecting key players in emerging markets. They provide a space for knowledge-sharing, collaboration, and networking, allowing businesses to stay ahead of global trends, learn from industry leaders, and form partnerships that might otherwise be out of reach.
I became a brand ambassador because I strongly believe in empowering local talent and connecting them with global opportunities. This summit is the perfect platform to make that happen – it bridges the gap between local expertise and global eCommerce growth.
What are the biggest hiring mistakes eCommerce companies make when scaling? Can you share a story where a business radically transformed after hiring the right person?
One of the biggest hiring mistakes I see is prioritizing technical skills over cultural fit and not setting clear expectations for what the company actually wants from a new hire. Many eCommerce businesses focus solely on finding someone with the “right” hard skills but overlook candidates who could bring innovation, fresh ideas, and a strong alignment with company values – which is key to maintaining authenticity with clients.
A great example is one of my clients in the eCommerce space who struggled with rapid growth. They hired a highly skilled project manager, but what truly transformed their business was his deep understanding of company culture and team dynamics. By improving communication, workflow efficiency, and employee morale, this hire helped the company scale smoothly and increase revenue by keeping the old customers coming back. It’s proof that the right person can completely reshape an organization’s success.
In your experience, how do work and communication styles differ across regions like Eastern Europe, South America, and Southeast Asia – and what should eCommerce businesses keep in mind when working with talent from these areas?
Absolutely! Work culture varies significantly across regions, and understanding these differences is key to successful collaboration:
- Eastern Europe: Known for strong work ethics and attention to detail, but professionals can sometimes come across as direct or skeptical, which isn’t a bad thing – it just means they need clear, structured communication.
- South America: Highly creative and adaptable, often bilingual in the most in-demand languages, making them a strong fit for eCommerce. However, they also tend to be more expensive compared to other regions.
- Southeast Asia: Typically, agreeable and reserved with excellent English proficiency. Employers must ensure clear communication and structured feedback to bring out their full potential.
You’ve been an advocate for limiting automation in the hiring process. What are the reasons behind this stance? And in your view, which parts of recruitment or onboarding should remain entirely human-led – and why?
I advocate for limiting automation in hiring because it removes the human element needed to assess cultural fit, soft skills, and real potential. Behavior-based hiring cannot be automated.
Many hiring managers already struggle with recognizing a great hire – so imagine them relying on an automated tool they don’t fully understand. This often leads to bias, errors, and the rejection of qualified candidates without even realizing it.
One shoe does not fit all.
The interview process, candidate evaluation, and onboarding (at least in key phases) should remain human-led. These moments require empathy, judgment, and personal connection, which are essential for assessing whether a candidate aligns with company values and long-term goals.
What misconceptions still exist about remote workers that hurt businesses?
One of the biggest misconceptions is that remote workers are less productive or less committed. This comes from the outdated belief that if you can’t “see” someone working, they must not be working hard enough.
In reality, remote workers often outperform office employees because they have the flexibility to work in environments where they’re most productive. However, businesses must set clear expectations, deadlines, and policies to ensure accountability – a bad employee will be bad whether they work remotely or in an office.
Companies that micromanage due to this misconception often create distrust between leadership and employees, ultimately hurting team morale and performance. Businesses need to shift their mindset to results-driven management rather than outdated office-based control.
If you could give one piece of advice to your younger self before starting SkillSpotterZ, what would it be?
So many things! But if I had to choose one, I’d say:
Surround yourself with people who are where you want to be. Don’t limit yourself by taking advice from those who have never walked the path you’re trying to take – this can lead to doubt, misdirection, or unnecessary setbacks.
Listen to those who have failed, struggled, and succeeded. Trust the process, be open to feedback, and most importantly – trust your gut.
Biljana Dimitrievska’s mission to humanize global hiring and unlock opportunities in underserved regions is a powerful reminder that people – not platforms – are the foundation of sustainable eCommerce growth. Her recruiter-led approach, cultural insight, and commitment to long-term success offer a fresh perspective for businesses ready to scale with purpose.
📅 Don’t miss the chance to learn from forward-thinking leaders like Biljana Dimitrievska at the Balkan eCommerce Summit 2025.
Visit balkanecommerce.com to get your ticket today!