Beko Europe’s Marco Brucato on Scaling eCommerce Without Losing Local Relevance

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Marco Brucato, Head of eCommerce Europe - DTC Transformation at Beko Europe.

Marco shares how he’s scaled digital commerce across diverse European markets by applying a “freedom within a frame” mindset, centralizing strategy, governance, and KPIs while empowering local teams to adapt for cultural nuance and shopper expectations.

He breaks down what it takes to make transformation stick inside large organizations, from securing leadership buy-in to making the cost of inaction tangible. Marco also explains why selling the problem matters more than selling the solution, how a test-small-scale-fast approach helps prove value, and why omnichannel should be a core operating principle — not a buzzword.

Key takeaways

• Scale with structure: Centralize principles and governance while enabling local execution
• Create urgency: Make the cost of inaction clear to unlock leadership buy-in
• Prove value fast: Test ideas in small ways, then scale what works

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