Flowwow Global Expansion Director Ekaterina Gorbacheva to speak at the EU-Startups Summit 2026

The EU-Startups Summit 2026 will feature Ekaterina Gorbacheva, Global Expansion Director at Flowwow, a significant player in the European gifting marketplace. Her presence highlights the growing importance of European companies successfully scaling their digital operations across diverse international markets. The summit's focus on such leaders underscores a broader European ambition for digital innovation and global reach. Founded in 2014, Flowwow connects over 18,000 local shops with consumers in more than 40 countries through its scalable, international marketplace model. Gorbacheva leads the company's global growth strategy, emphasizing deep localization and data-driven decision-making to adapt products and customer support for varying cultural contexts. This approach is crucial for maintaining quality and meeting diverse customer expectations worldwide in the digital commerce space. Gorbacheva's session, "Scaling Customer Experience Across Markets: Culture, Behaviour, and the Role of AI," will delve into the challenges and strategies for global digital expansion. It will specifically explore how cultural nuances impact customer behavior and support expectations, and how artificial intelligence can be leveraged to achieve scale without compromising quality, empathy, or trust. This discussion is particularly relevant as European tech firms increasingly seek to compete globally, offering practical insights for building customer-centric digital products.