As part of its “People Behind E-commerce” interview series, the Macedonian E-commerce Association (AETM) highlights the people and teams driving the growth of e-commerce in North Macedonia through their experiences, challenges, achievements, and perspectives.
In this edition, we speak with Iva Dujak Gjurgjik, Founder & CEO of MOVEMENT, about building a marketing agency from the ground up, the lessons that come with growing a business, and why continuous movement is the foundation of long-term success.
What is one business lesson you learned the hard way that you wish someone had told you earlier?
One of the reasons our agency is called MOVEMENT is because, through many previous experiences, we realized that in marketing, and in business in general, continuous movement is the foundation of long-term success.
Staying comfortable in one position for too long, relying on past successes, or dwelling on failures only leads to one thing – stagnation.
Fortunately, people I deeply respect, who had already gone through similar experiences, warned me about this early on. As MOVEMENT continued to grow, I experienced it firsthand: the most important thing is to keep moving.
Whether you’re celebrating your biggest success or facing what feels like an impossible situation, persistence, adaptability, trying again, and, as we like to say in Macedonia, a little bit of healthy stubbornness, will open doors to opportunities you may not even realize are there.
Which moment or achievement in your company’s or career’s development stands out as the most significant?
The fact that we’ve been successfully building our company from scratch for nearly three years is, in itself, an achievement I’m incredibly proud of.
Beyond the many strategies, campaigns, and strong client relationships we’ve built, I’d highlight how successfully, and surprisingly easily, we adapted to the expectations and standards of Western European and U.S. markets.
Having projects approved on the first submission and seeing such positive reactions from international audiences confirmed something important: even from our modest office on Pestalozzi Street in Skopje, we can compete on a global stage.
I truly believe our biggest achievements are still ahead of us. We have ambitious goals, exciting plans, and so much more we want to create.
In your opinion, what are the biggest challenges facing e-commerce today, and what needs to change for the industry to grow even faster?
If we set aside the well-known local challenges, such as inconsistent delivery services and underdeveloped, or in many cases nonexistent, loyalty programs, I believe the biggest challenge will increasingly become winning over new customers with average marketing and an average online shopping experience.
The cost of reaching new audiences continues to rise, competition is growing both commercially and in terms of communication, and simply launching an online store is no longer enough to stand out.
Today, businesses need to invest much more in creating an exceptional customer experience throughout the entire purchasing journey, supported by effective communication that genuinely attracts and engages the right audience.
I believe we’re entering an era where quality will matter more than quantity, personalized experiences will become the standard, and businesses will focus on creating shopping experiences that not only bring customers back but inspire them to recommend the brand to others.
How is AI already impacting your business, and where do you see the greatest potential for its future use?
AI influences virtually every aspect of our work. 😊
On one hand, there are concerns – predictions that our industry may eventually disappear or companies believing that ChatGPT can replace an experienced marketer.
On the other hand, AI has significantly improved the way we work by making processes more efficient, increasing productivity, and creating new opportunities.
I see the greatest potential in using AI to enhance operational efficiency through faster analysis, quality assurance, automation, and decision support.
However, the strategic direction, creative thinking, and final quality control should always remain the responsibility of people.
What has your experience as an AETM member been like? Which benefits have brought you the most value, and what would you recommend to companies that are not yet members?
My experience has been excellent. 😊
After every AETM event, it has almost become a tradition for me to tell my team that they’ve once again exceeded expectations, not only their own but also the standards of many business events in our market.
What I appreciate most is AETM’s continuous commitment to creating opportunities for networking, knowledge sharing, and learning from one another.
Membership in AETM is far more than just another annual fee to tick off a list. It’s access to a valuable community, meaningful business connections, and continuous opportunities for learning, growth, and long-term development.
Originally published at ecommerce.mk
Check out our other blog posts
