Businesses today face a complex e-commerce environment: shifting consumer expectations, the rise of AI, and the need for truly seamless omnichannel experiences. How can companies not only survive, but thrive? And in a world of countless industry accolades, how can genuine innovation be recognized and rewarded? We’re diving into these crucial questions with a true veteran of the digital landscape, Eugene Mischenko. Eugene has spent over two decades in e-commerce and digital marketing, helping global brands like Sanofi and METRO navigate these challenges. He’s also the founder of the E-Commerce & Digital Marketing Association (ECDMA) and the ECDMA Global Awards, putting him at the forefront of setting industry standards. Today, we’ll be tapping into Eugene’s no-nonsense, results-driven approach to get his insights on building future-proof e-commerce strategies, leveraging emerging technologies, and the critical importance of customer experience – and what really makes for credible industry recognition.
Eugene, you’ve spent over two decades shaping e-commerce and digital marketing, leading global brands, launching industry-changing initiatives, and now establishing ECDMA Global Awards. What drove you to take on such an ambitious role in the industry?
I never set out to be an industry figurehead. I just wanted to build things that work. Early in my career, I saw how digital commerce was being underestimated—treated as an add-on rather than a core business function. I saw opportunities to redefine how e-commerce and digital marketing were executed, and over time, that meant transforming not just businesses but the industry itself.
My focus has always been on practical impact. Whether it was building an e-commerce division from scratch, optimizing omnichannel retail, or implementing AI in marketing, the goal was always the same—make businesses more efficient, scalable, and profitable. That’s the foundation of my consulting work and the driving force behind ECDMA.
You’ve worked with some of the biggest brands—METRO, L’Occitane, Sanofi —building and scaling their digital businesses. What are some of the biggest misconceptions about e-commerce and digital strategy?
The biggest myth? That e-commerce is just another sales channel. Too many companies launch an online store and expect magic to happen. It won’t. E-commerce isn’t about having a website—it’s about building an ecosystem where logistics, pricing, data, marketing, and customer experience work seamlessly together.
I’ve seen brands pour millions into digital marketing but lose customers at checkout because of poor fulfillment. Others focus entirely on automation but forget that trust and brand perception still require human intelligence. Digital transformation only works when you understand that technology is just a tool—the real game-changer is strategy and execution.
You’ve founded ECDMA (E-Commerce & Digital Marketing Association), which has gained strong industry recognition. What was missing in the market that led you to create it?
The industry is growing at an incredible pace, but there was no real hub for professionals, businesses, and innovators to connect. E-commerce and digital marketing are multidisciplinary fields—you need to understand data, customer behavior, AI, logistics, and branding all at once. Yet, businesses often work in isolation, reinventing the wheel instead of learning from one another.
I wanted to create a platform where real expertise drives progress. ECDMA isn’t just another networking group—it’s a professional association that sets standards, promotes best practices, and connects the best minds in the industry. Today, it’s an international community where leaders exchange insights, collaborate, and push the industry forward.
ECDMA Global Awards is another major initiative under your leadership. What makes this competition different from other industry awards?
Recognition matters—both for businesses and professionals. When a company wins an award, it’s not just about prestige; it’s about credibility, attracting clients, investors, and top talent. But the problem with many industry awards is that they are either too generic or disconnected from real innovation.
With ECDMA Global Awards, we’re changing that. First, our jury isn’t made up of random influencers—it includes executives from top e-commerce and digital marketing companies, as well as thought leaders with proven track records in scaling global brands. Second, our categories reflect the complexity of modern digital commerce. We don’t just award ‘Best E-Commerce Site’—we recognize AI-driven marketing, omnichannel excellence, supply chain innovation, and more. It’s a competition built for the industry’s real challenges and opportunities.
Another key aspect is speed. Business moves fast, and so do we. That’s why we introduced Express Judging, where participants get results in 15 days. Recognition shouldn’t take months—it should align with the pace of digital transformation.
AI is revolutionizing e-commerce. Can you share specific examples of how AI is driving success in the industry today?
AI is playing a transformative role in nearly every aspect of e-commerce. In personalization, companies like Zalando and Stitch Fix use AI-driven algorithms to curate fashion recommendations, boosting customer engagement and conversions. In logistics, AI-powered forecasting tools help retailers predict demand more accurately, minimizing stockouts and excess inventory. Even customer service is being reshaped by AI—chatbots and virtual assistants are handling inquiries with increasing sophistication, reducing response times and improving customer satisfaction. The real value of AI isn’t in replacing people but in making businesses smarter, more agile, and more efficient.
How do you see the role of automation evolving in e-commerce, beyond AI?
Automation is set to play an even greater role in logistics, order fulfillment, and customer engagement. Warehouse robotics, for example, are revolutionizing fulfillment centers, reducing costs and increasing speed. Automated marketing platforms are allowing brands to execute hyper-personalized campaigns at scale. The goal isn’t to remove the human touch but to use automation to free up teams to focus on strategy and innovation rather than repetitive tasks.
With increasing globalization, how should e-commerce companies approach international expansion?
Expanding globally is no longer a luxury—it’s a necessity. However, successful international growth requires a localized approach. Businesses must understand regional regulations, payment preferences, and consumer behavior. A strategy that works in Europe won’t necessarily work in Southeast Asia. Localized logistics partnerships, multilingual customer service, and culturally relevant marketing are key factors that separate successful global e-commerce brands from those that struggle.
The future of work is changing rapidly with digital transformation. How do you see roles evolving in e-commerce and marketing?
We’re seeing an increasing demand for hybrid skill sets. E-commerce and marketing professionals now need to understand data analytics, AI, and automation tools. Roles that were traditionally separate—such as marketing and technology—are merging. The most successful professionals will be those who can combine creativity with technical expertise, adapting to the fast-changing digital landscape.
Some experts predict that social commerce will overtake traditional e-commerce. Do you agree?
Social commerce is definitely on the rise, particularly in markets like China, where platforms like WeChat and Douyin have seamlessly integrated shopping. Western markets are catching up, with Instagram, TikTok, and Facebook enhancing their e-commerce capabilities. I believe social commerce will continue to grow, but it won’t replace traditional e-commerce—it will complement it. The best brands will leverage both direct e-commerce platforms and social commerce for a truly omnichannel strategy.
Looking ahead, what’s next for you? What’s your vision for the next phase of your work?
We’re focused on expanding the reach and impact of ECDMA Global Awards, ensuring they continue to recognize genuine innovation. Beyond that, I’m exploring opportunities to help businesses directly address the challenges we’ve discussed today—whether that’s through strategic consulting, fostering key technology partnerships, or sharing insights through industry leadership. The core mission remains constant: driving innovation and optimizing performance in the digital commerce space.
Eugene, this has been insightful. Your leadership is clearly making an impact. Thanks for sharing your vision.
Thanks. Now, let’s go build the future.
