Agentic Commerce · E-commerce · Fintech consultancy
Your external CMO and Chief Digital Officer, and one of the few consultancies in Europe already advising on Agentic Commerce: selling when the buyer on the other side is a machine.
Agentic-ready
E-commerce & Agentic Commerce · Fintech · Payments · Telco · Pharma · Logistics · Lottery
E-commerce & Retail
Fintech & Payments
Telco, Services & Lottery
Partners & supporters
Not advisory decks. Each one led from business plan to launch to revenue: product, vendors, integration, team and the marketing that followed.
SocialScore.io. Everyone else optimises processes. This optimises the understanding of the customer, and supplies the context agents need about who is actually on the other side of the screen.
A consumer loan applied for, approved and issued inside a chat conversation. First on Viber, then on Messenger. Conversational commerce before the term existed.
A game that had always been sold over a counter in one country became a product anyone could play from anywhere. Taking a physical, licence-bound local service fully digital and then global had not been done before, and it rewrote the operating model, not just the sales channel.
Strategy and full build of a lending platform: deep core integration, facial recognition, automated verification and scoring on alternative data. Then the launch and the sales.
Two years of requirements had produced no store. We delivered one that sold devices and services, with contracts signed remotely: a regulatory problem as much as a technical one.
Built from a blank page: technology and brand concept, the platform, integration with internal pharmacy systems, and the training that got the staff running it.
Buyers are starting to delegate. The search, the comparison, increasingly the purchase itself, handled by an assistant acting on someone's behalf. Almost nothing in a normal e-commerce operation is built for that.
Commerce in which the buyer is an AI agent acting for a person. It searches, compares, and increasingly completes the purchase and the payment, without a human ever looking at your page. It also arrives carrying a token with the buyer's real parameters - budget, deadline, brand, what to avoid - which almost no merchant today can recognise, request or answer against.
Our job is two-directional: make the agents understand you and prefer you over your competitors, and at the same time give you the ability to tell a bot from a customer, and to read what the person behind the agent actually wants.
We work on Agentic Commerce with global leaders in payments and commerce. The work is under NDA, so for now that is as much as we can say.
The whole funnel assumes the left of this diagram. The revenue now sits on the right: whether a machine can find you, read you, trust you and buy with nobody ever arriving.
Merchants can't reliably tell a human visitor from a machine one. That produces a worse experience for both: a person treated like a bot, and a machine pushed through an interface built for eyes and thumbs.
Advertising assumes interests, mood and susceptibility. An agent has none of those, only a task and its constraints. Budgets built on persuasion start meeting buyers who cannot be persuaded, only satisfied.
If the assistant answers the question, the click never happens. Being findable and machine-readable inside the answer becomes the channel, the same shift SEO made twenty years ago, on a much shorter timeline.
The point isn't to remove the human. It's to keep the human in the middle, running the process.
Dimitar Dimitrov · Partner, WinCompany
If the strategy underneath is unclear, no agency, tool or campaign fixes it. It only makes it more expensive.
Where companies get stuck
Marketing without a strategy
Spend spread across disconnected channels. Nobody can say which euro worked.
Technology paralysis
Too many vendors, no architecture. Decisions made by whoever pitched last.
The AI gap
Pressure to do something with AI, no view of where it would actually return.
Marketing and sales pulling apart
Two teams, two sets of numbers, one customer who notices.
What we do about it
One marketing system
Positioning, channels, budget and KPIs rebuilt as one structure with one set of numbers.
A stack chosen on merit
We take no vendor commissions. The shortlist is the honest shortlist.
AI applied where it pays
Automation aimed at real cost and real capacity, not at looking modern.
Decisions from data
Off intuition and onto models the business can plan against.
Preparing merchants and payment providers for the moment the buyer is a machine.
We take the CMO seat without the headcount, and hold the agencies to the plan.
From go-to-market to the details that decide conversion, by people who have run it.
Digital product strategy for lending and payments, including where regulation meets conversion.
AI applied where there is a number attached: cost removed, capacity freed.
The analysis that decides where to compete, before deciding how much to spend.
We don't sell execution, so we have no reason to recommend more of it.
Nothing from the platforms, tools or agencies we recommend. You get the honest shortlist.
Six market firsts, run end to end. The advice comes from delivery, not a framework.
Four steps, in order. We don't reach for technology before the diagnosis is done.
Current state, processes and numbers. What is actually happening, as opposed to what the reporting says.
What needs doing, in what order, by when and with whom. Costed, sequenced and owned.
Evaluation of tools, platforms and implementation partners. No commissions, no favourites.
We stay through execution. Vendors deliver differently when someone technical reads the invoices.
Dimitar Dimitrov
Digital Transformation Expert
Partner @ WinCompany.io · CEO @ SocialScore.io
Co-founder, Bulgarian E-commerce Association
Dimitar Dimitrov is a digital marketing and business transformation expert with over 20 years of practical experience building and managing e-commerce and fintech operations across Europe. He is a co-founder of the Bulgarian E-commerce Association and the driving force behind landmark market innovations: the first fully digital consumer credit, the first telco e-commerce platform and the first online pharmacy in Bulgaria.
His expertise spans the digitisation of products and services, gaming, lotteries, logistics and warehouse operations, and he is the author of numerous sector analyses on e-commerce and fintech. As a consultant through WinCompany, he has advised the country's largest online stores, payment operators and service companies on process optimisation and revenue growth.
Through SocialScore.io he builds intelligent AI-driven customer profiling on alternative data, recognised by the EIC and MPE Berlin as one of the most innovative solutions in the world.
He is a frequent speaker and panellist, a jury member for the e-commerce category at Digital Stars, and the organiser of The Future of E-commerce & Payments Sofia Meetup, and runs the largest Bulgarian Facebook community for online merchants, with over 20,000 active members. His core focus today is the next shift in digital trade: Agentic Commerce and autonomous software systems for sales and payments.
We don't sell open-ended retainers to companies we haven't examined.
3 weeks · fixed fee · no obligation to continue
Before anything gets built or bought, we establish what you are actually trying to achieve and what stands between you and it. You keep the output either way.
Monthly or per project · time & material beyond agreed scope
Marketing is where we are strongest, but marketing is one part of the digital business, so we take the whole seat. For companies that want the strategy owned rather than delivered once, without carrying the cost of the hire.
Who this is for. Any business that sells digitally. In practice that means online stores and marketplaces, fintech, lending and payment providers, telco and service operators, subscription and gaming businesses, chatbot and conversational products, Agentic Commerce projects, and marketing agencies that need an answer for their own clients. We work best with companies from roughly €5M in annual revenue upward, where there is a real operation to optimise and a management team to work with. Below that, a consultancy at our rate is rarely the right spend, and we will say so on the call.
Client names are held back at their request. The work is described as it happened, and both engagements met the targets we set together.
Fintech
A deep research programme into how people in this market actually pay: which methods win where, where the drop-offs really sit, and what each one costs. The findings were specific enough to change product decisions rather than decorate a slide, and they have informed the roadmap since.
E-commerce
Marketing and commercial optimisation across a very large catalogue. Four sets of numbers became one, channel spend was rebuilt around what was actually producing margin, and the in-house versus outsourcing question got a clear answer instead of an opinion.
Marketplace
Work at executive level on where the business was losing efficiency and what to do about it, run with the CEO and the CMO and a team of more than twenty people. No platform was being sold and no retainer was being protected, so the recommendations were the honest ones.
Agentic Commerce is trade in which the buyer is an AI agent acting for a person. It searches, compares and increasingly completes the purchase and the payment, without a human ever looking at your product page. It breaks assumptions e-commerce and advertising are built on: targeting, discovery, checkout, and even telling a human visitor from a machine.
We audit how your store behaves when the visitor is a machine, then fix what doesn't hold: product data and catalogue structure so an agent reads you correctly, visibility inside AI assistants where the buying question now gets asked, a checkout and payment path an agent can complete, customer context so you know who is behind the agent, and an operating model that keeps a human in control of the decisions that matter.
Because we have built the earlier versions of it. The world's first lending chatbot, issuing loans inside a Viber conversation, was conversational commerce before the category existed. SocialScore.io, the world's first customer data gateway, exists precisely to answer who is on the other side of the screen. WinCompany works on Agentic Commerce alongside global leaders in payments and commerce, under NDA, and Dimitar Dimitrov speaks and writes on the subject across the industry.
No. We never log into your Meta or Google account to set up campaigns. We build the strategy, the targeting logic, the budget split, the messaging and the measurement, and then your in-house team or your agency executes it inside the platforms. We stay on top of the results and correct the course.
We operate as the layer above execution: we decide what should be done and why, review what came back, and hold whoever runs the channels to the plan. That leaves you free to pick the cheapest competent executor, and keeps us honest, because we have nothing to sell you on the execution side.
A senior marketing or digital lead is not just a salary. It is social contributions, a laptop, a desk, software licences, recruitment fees, onboarding time, team events and the management attention that comes with another person on the org chart. Three to six months to hire, and one person's experience from one or two companies.
An agency is the opposite problem: it is paid to execute, so more execution is always the recommendation, and nobody in the room is accountable for whether the strategy was right.
We sit between the two. You get 20 years across six market firsts and a hundred companies, with none of the overhead, no hiring risk and no headcount to manage. And because we don't sell execution, the advice isn't shaped by what we'd like to be booked for.
The first consultation is free: a 30-minute call where we work out whether there is anything worth doing. The diagnostic is a fixed fee agreed upfront. Ongoing work starts at €200 per hour, with a minimum of 10 hours a week so there is enough continuity to be useful.
No packages, no per-seat licensing, no vendor commissions, and none of the employment overhead that comes with the alternative. If we think the money is better spent elsewhere, we will tell you on the free call.
WinCompany is a marketing and business consultancy for e-commerce and fintech companies. We act as an external CMO and Chief Digital Officer: we audit the commercial and digital operation, build the strategy and roadmap, select the technology and partners, apply AI where it produces a return, and supervise execution.
Any business selling digitally, most often in e-commerce, fintech, payments, telco and services, mainly in Europe and typically from around €5M in annual revenue upward. Our counterparts are CEOs, owners, CMOs, CFOs and heads of digital or payments.
You get Dimitar. He runs the diagnostic himself and sits in the management meetings himself. Where a piece of work needs a specialist, he brings in someone from the partner network and stays accountable for the result.
The diagnostic runs three weeks, and findings are presented to the management team at the end of it. Most companies leave that presentation with two or three things they can act on immediately, well before any longer programme starts.
Above both. The team and the agency keep executing; we set the strategy they execute against, decide the priorities, and review whether the numbers came back. In practice we usually make the existing team more effective rather than replacing anyone.
Every engagement starts with the targets and the baseline written down. We report against those on the management cadence: what moved, what didn't, and what changes next. If the numbers aren't moving, that is the conversation we have, not one we avoid.
We sign an NDA before receiving any data, and we don't take on two directly competing clients in the same market at the same time. If a conflict appears mid-engagement, we tell you before you find out another way.
No long-term lock-in. The diagnostic is a fixed scope with no obligation to continue, and the retainer runs month to month against an agreed scope. If it isn't producing value, ending it should be simple, and we'd rather you did that than quietly stopped reading the reports.
Both. Workshops, strategy sessions and management meetings are usually better in the room, and we're in Sofia. The rest of the work runs remotely across Europe.
Access to the numbers, one decision-maker who can say yes, and an hour of management time on a regular cadence. Without those three, any consultancy is guessing, and we'd rather tell you that on the free call than three months in.