Flowwow Global Expansion Director Ekaterina Gorbacheva to speak at the EU-Startups Summit 2026
We are pleased to announce that Ekaterina Gorbacheva, Global Expansion Director at Flowwow, will join the speaker line-up at the EU-Startups Summit 2026 on May 7-8 in sunny Malta.
Founded in 2014, Flowwow is a global gifting marketplace that simplifies gift-giving by connecting more than 18,000 local shops with customers in 40+ countries. The platform enables consumers to discover and send flowers, gifts, and curated experiences while supporting local businesses through a scalable, international marketplace model. Over the years, Flowwow has built a strong presence across diverse markets by combining localisation, technology, and operational excellence.
As Global Expansion Director, Ekaterina Gorbacheva leads Flowwow’s international growth strategy, overseeing expansion across dozens of markets through deep localisation and data-driven decision-making. Her work focuses on adapting products, customer support, and operational processes across different cultural contexts, ensuring consistent quality while meeting widely varying customer expectations worldwide.
At the Summit, she will present a session titled “Scaling Customer Experience Across Markets: Culture, Behaviour, and the Role of AI.” She will explore why customer experience strategies that work in one country often fail in another, how cultural differences shape behaviour and support expectations, and how startups can use AI to scale globally without losing quality, empathy, or trust. Attendees can expect practical insights into building customer-centric products that truly work across borders.
Don’t miss this opportunity to hear from one of Europe’s leading voices in global marketplace expansion and customer experience, and make sure to secure your ticket for the EU-Startups Summit 2026!
OUR EVENT SPONSORS
Malta Enterprise is Malta’s economic development agency, facilitating economic growth, investment, and innovation by offering a range of support services for local and foreign enterprises setting up a productive presence in Malta. As a key player in Malta’s economic landscape, it contributes to the nation’s prosperity by attracting investments, supporting businesses, and driving innovation, thereby reinforcing Malta’s position as an attractive destination for entrepreneurs and investors alike. Malta Enterprise actively cultivates a vibrant startup ecosystem, playing a pivotal role in fostering a conducive environment for startups and offering tailored support and incentives to empower emerging businesses.
M. Demajo Group is a leading business player in Malta, with a successful history spanning 115 years. The Group’s growth and diversification have resulted in a wide coverage of business sectors through a commitment to long-term results. M. Demajo Group’s workforce is 500 strong and their various activities have been developed through organic growth, acquisitions, partnerships, and startups. Its strong financial situation and ethical standards, its business reputation, and its renowned track record as a business partner are all key factors in its continued expansion.
The IONOS Cloud Start-up Program provides young companies with up to €100,000 in cloud credits for up to five years after their founding. Start-ups benefit from a sovereign IT infrastructure “Made in Germany,” offering 100% GDPR compliance and full legal certainty. IONOS Cloud guarantees technological freedom without vendor lock-in. Long-term support is also ensured: exclusive discounts after the first year enable a seamless transition into the IONOS Cloud ISV Partner Program. In this way, digital sovereignty becomes a strategic competitive advantage from founding to scaling.
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