Maxim Belov

From ‘Cheap Imports’ to Trusted Commerce: How Marketplaces Are Reinventing Cross-Border Trade Cross-border e-commerce is undergoing a fundamental transformation. What was once driven by low-cost imports is now being reshaped by rising consumer expectations, stricter regulations, and the need for trust at scale. In this session, I will share how global marketplaces are evolving from “price-first platforms” into trusted commerce ecosystems. Drawing from 7 years of hands-on experience at Joom — a European marketplace connecting sellers from China, Korea, Japan, India, and Europe — I will break down the operational, regulatory, and technological shifts behind this transition. In anticipation of new EU cross-border parcel fees, I will cover how crossborder marketplaces actually started preparing for it long before, improving product quality, increasing order value, bringing in more niche categories, adapting to EU regulations, rethinking seller onboarding, and building trust through logistics, payments, and customer experience. Attendees will gain a practical understanding of what it takes to succeed in cross-border trade today — and what the next generation of global commerce will look like.

Head of Business Development at Joom Marketplace, leading global sellers acquisition and development. With nearly 7 years of experience in international business development, ecommerce, and marketplace expansion, successfully launched and scaled seller ecosystems from Japan, South Korea, India, Singapore, and Thailand to global markets. Maxim specializes in marketplace growth strategies, seller acquisition, cross-border trade, international payments and crossborder logistics. Speaks English, Japanese, Portuguese and Korean.