More SMEs in DACH Turning to E-Commerce | Wix | Nexi Roadshow: Bits & Pretzels Munich

More and more SMEs in DACH are turning to e-commerce to reach new customers. 

To make it work, a partnership of payment providers and e-commerce experts is needed. 

In this latest interview from the Nexi Roadshow in Munich at Bits & Pretzels we were delighted to speak to Sean Barkulis, VP of Global Partnerships at Wix, the international website builder. 

He shared how Wix empowers SMEs to excel in e-commerce and the importance of local payment acceptance. With a 20% market share in the DACH region and growing, Wix is uniquely positioned to help SMEs succeed without relying heavily on marketplace platforms. 

The role of Wix in supporting SMEs

The Nexi Roadshow in Munich has brought together industry leaders in e-commerce, and Sean Barkulis, Vice President of Global Partnerships at Wix, is the latest to join the show, to discuss Wix’s initiatives, insights, and impact on the e-commerce landscape, especially within the DACH region. 

Since its founding in 2006, Wix has grown into a global presence with over 270 million users across 190 countries. It’s now embarking on the AI journey to assist customers and has evolved beyond website creation into a platform that integrates essential e-commerce tools. For SMEs, these tools are critical for driving revenue and building a robust online presence. Barkulis shared that Wix has expanded its offerings to support a variety of industries, including personal services, retail, fitness, and food and hospitality. These tools allow SMEs to manage bookings, accept payments, process invoices, and much more—all through their website, making it easier for them to compete in the digital economy.

E-commerce Trends in the DACH Region

We of course wanted to know more about his perspective on trends in the region to match up with the other videos we have done for Nexi. Sean certainly delivered. The DACH region (Germany, Austria, and Switzerland), is increasingly important to Wix and Barkulis noted that they observed a 15% increase in new merchant processing in 2023, reflecting a regional trend toward increased digital adoption among SMEs. 

Retail e-commerce continues to lead in the region’s gross payment volume (GPV), but Barkulis mentioned a 10% rise in SMEs using their websites for bookings, invoicing, and event ticket sales, which signals an expansion beyond conventional online retail. Additionally, SMEs are increasingly choosing to use Wix’s technology to manage their online commerce directly rather than relying on marketplace platforms, reducing the need to pay significant revenue shares to third-party providers. This is likely to serve more and more people in the region who want to shop locally, but still want to do that online. 

Essential Tools for Competing in Digital Markets

As we discovered in previous videos on the Nexi Roadshow, for SMEs to remain competitive, having a professional online presence is vital. Consumers are now more likely to engage with businesses that have a comprehensive website, which helps them make informed purchasing decisions. For example, restaurants benefit from showcasing their full menu online, while fitness providers attract customers with easy online booking options. These features not only streamline customer interactions but also set SMEs apart from larger retail chains by offering personalized, accessible digital experiences.

To further enhance their online effectiveness, SMEs in the DACH region are advised to leverage a variety of digital tools, including search engine optimization (SEO), live chat features, and integration with Google Analytics. 

Overcoming Challenges and Adapting to Customer Expectations

There are still challenges to overcome and SMEs in the DACH region have to compete with large-scale retailers that have more resources at their disposal. To help bridge this gap, Wix has actively collaborated with local industry leaders like Nexi to develop and deliver comprehensive, cost-effective solutions tailored for SMEs. Barkulis shared that innovative companies are looking to offer “business in a box” solutions, combining various SME tools into a single package to drive better results in digital commerce.

A significant focus is on meeting consumer expectations for digital interactions. As Barkulis mentioned, nearly all consumers now expect to engage with businesses digitally, whether through online bookings, messaging, or e-commerce capabilities. Wix shares Nexi’s vision for enabling SMEs to accept local payment methods and currencies, an essential factor in successfully operating across different markets.