Albania’s digital and innovation ecosystem has changed dramatically in the last decade. New startups, global tech tools, and a rapidly evolving talent pool have turned what was once a small, overlooked market into an increasingly connected and ambitious player in the Western Balkans.
Gerti Boshnjaku has been at the center of this shift. As founder of New Media Digital, Business Magazine Albania, and co‑creator of AlbaniaTech, as well as organiser of flagship events like AllWeb and Future2Tech, Gerti has spent years building platforms where entrepreneurs, innovators, and investors can actually meet, learn, and collaborate.
In this interview, he shares how Albania’s ecosystem is evolving, what it really takes to connect communities across the region, and how brands can communicate more intelligently as they expand into new markets. As a Brand Ambassador for the Balkan eCommerce Summit, he also explains why regional cooperation is no longer optional for companies that want to grow beyond their own borders.
Pictures: Future2Tech & ecosystem highlights
Albania’s digital and innovation ecosystem has transformed rapidly over the past decade. From your work with New Media, Business Magazine, and AlbaniaTech, what major shift do you believe will shape the region’s next stage of digital growth?
Albania’s innovation ecosystem has grown mainly because of the increasing number of startups operating in the country. Over the past years, we’ve seen the development of tech platforms that facilitate services and offer solutions that simply didn’t exist before.
This progress is closely linked to the global evolution of technology tools and the speed at which information now circulates. Today, a solution developed anywhere in the world can be accessed, tested, and adapted locally almost instantly.
Another important factor is talent. The education system is increasingly focused on ICT, and this is producing a new generation of skilled professionals who are feeding the tech ecosystem with fresh ideas and capabilities.
These trends are not unique to Albania. Across the Western Balkans, the same dynamic is taking place – some countries are moving faster, others are catching up, but the direction is clear.
At the same time, Albania and the region are becoming more visible internationally. Ten years ago, awareness was limited. Today, tourism growth, geopolitical shifts, and a clearer EU perspective have put Albania on the map.
As a result, Albanian ICT companies are exporting services to global players, gaining exposure and proving the quality of their expertise. This international interaction is accelerating maturity, confidence, and ambition across the ecosystem. That combination – startups, talent, and visibility – is what will shape the region’s next stage of digital growth.
You’ve built some of the most influential platforms and events in Albania – AllWeb, Future2Tech, Business Magazine. What has been the most powerful lesson you’ve learned about connecting communities and accelerating innovation in the Western Balkans?
The most powerful lesson is that communities are the foundation of growth in everything we do.
This is something you learn early when you work in marketing and media: growth doesn’t happen in isolation. You need communication, interaction, and real relationships with your audience and stakeholders.
At the core of these relationships is trust. Trust is built through value exchange, consistency, and long‑term commitment. For us, this isn’t a tactic – it’s a way of working. It requires goodwill, patience, and shared effort over time.
You also learn that no meaningful initiative can succeed alone. Vision becomes clearer when you move forward with people who share the same values and aspirations.
That’s especially true in the Western Balkans. Individually, our countries are small and limited in scale. But when we think regionally, the impact multiplies.
Cross‑border initiatives matter because they allow us to relate to each other, learn faster, and create stronger ecosystems together. Regional cooperation isn’t optional – it’s essential if we want to build initiatives with real influence and sustainability.
Many companies struggle to navigate communication, PR, and digital positioning when entering new regional markets. What are the biggest mistakes you see businesses make, and what does a strong, modern communication strategy look like in 2026?
The biggest mistake companies make when entering a market like Albania is underestimating local context.
On paper, the market may look small and simple, but in reality, it’s fragmented and nuanced. Culture, communication style, and consumer behaviour matter a lot.
Too often, companies rely solely on numbers and assumptions instead of investing in local expertise. Without local partners or insights, messaging can miss the mark – and mistakes can become costly.
A strong communication strategy in 2026 starts with listening. You need to understand:
- How people think
- How they consume information
- What and whom they trust
Local knowledge helps you choose the right tone, channels, and timing. It’s not about copying a regional or global strategy – it’s about adapting it intelligently.
Modern communication also accepts that we live in an environment of constant noise. That means brands need more clarity, more relevance, and more authenticity. You don’t win just by being louder; you win by being understood.
As a Brand Ambassador for the Balkan eCommerce Summit, where do you see the most meaningful role you can play – for Albanian companies looking outward and for regional players discovering Albania as a rising market?
Being a Brand Ambassador for the Balkan eCommerce Summit is both an honor and a responsibility. I see my role as building a strong bridge of collaboration across the region.
At this stage, the most important task is simple but crucial: understanding each other. Knowing what companies are doing, what strengths they have, and where the gaps are. From there, cooperation becomes natural – one market offers what another lacks, and joint efforts create stronger results.
For Albanian companies looking outward, my role is to:
- Promote Albania’s opportunities
- Highlight the most promising companies and founders
- Help them connect with partners, platforms, and investors from across the region
For regional players discovering Albania, my role is to:
- Provide context about the market
- Share where the real opportunities are
- Help them navigate local realities in a realistic, honest way
No single country in the Western Balkans is large enough to scale companies globally on its own. But together, with shared vision, talent, and capabilities, regional companies can grow bigger and compete internationally.
This is how trust is built, and trust is the foundation of every successful joint initiative.
If you could give one actionable piece of advice to startups and brands who want to stand out in a crowded digital landscape, what would it be and why does it consistently work across industries?
Never forget the purpose of your communication.
The digital landscape has changed dramatically. We were among those pushing brands and agencies toward digital adoption through initiatives like AllWeb. Today, with countless platforms, AI‑generated content, and constant noise, attention is harder to earn than ever.
Success is no longer about views or likes alone. You need clarity. There is always a why behind communication:
- Someone you want to reach
- A message you want to deliver
- A reason it matters
My advice is to stay focused. Don’t get lost in platforms or vanity metrics. Find the shortest and most honest path to your audience. Speak to them directly.
Personalisation builds relevance, and consistency builds trust.
Trust, in the end, is what creates long‑term relationships – and that works across every industry.
Meet Gerti at Balkan eCommerce Summit 2026
Are you wondering how to build a real bridge between Western Balkan markets without getting lost in superficial tactics and noisy promises? Curious about how to adapt your communication to a new regional market without underestimating local context, or how trust and communities become the foundation for long-term growth in the digital landscape?
Gerti will be there to share lessons from years spent building Albania’s most influential platforms and events – from Business Magazine Albania and AllWeb to Future2Tech – and connecting startups, talent, and investors in an ecosystem that’s evolving at incredible speed. He’ll reveal how regional cooperation is no longer optional but essential, how personalization and consistency create relevance, and why the purpose behind your communication is the only thing that truly matters in 2026’s crowded digital landscape.
Whether you’re developing a brand or platform and considering entering the Albanian market, looking for ways to adapt your strategy intelligently to new territories, or simply want to understand how trust and local expertise change the game in regional expansion, don’t miss the chance to meet Gerti at Balkan eCommerce Summit 2026. These conversations often turn into meaningful, long-term partnerships.
🎟️ Grab your ticket at balkanecommerce.com and become part of a network connecting businesses across the region.
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