What Entrepreneurs in Central and Eastern Europe Are Thinking — and Why It Matters for Global B2B Payments
EY’s Entrepreneurship Barometer 2025 provides a valuable snapshot of how over 1,000 business leaders across 16 countries in Central, Eastern, and Southeastern Europe are approaching growth, innovation, and resilience in the year ahead. For anyone operating in the global B2B payments space, this research is more than just regional insight — it’s a lens into the evolving dynamics of businesses navigating uncertainty while striving to modernize.
1. Innovation is a Strategic Imperative
While 68% of respondents believe artificial intelligence will significantly boost operational efficiency and productivity over the next five years, only 4% are making large-scale investments in AI. This signals a gap between intention and execution — a hesitation that may stem from cost, complexity, or lack of talent.
At the same time, widespread adoption of AI for analytics (55%) and marketing (43%) shows that companies are taking their first steps. The next wave of innovation will likely focus on expanding AI into operational and financial workflows.
2. Businesses Are Investing — Cautiously
Despite market volatility and economic pressure, 58% of entrepreneurs plan to invest in upgrading IT systems and software. However, 41% cite financial constraints, and 58% identify broader economic risk as a major barrier to executing those plans.
Notably, only 9% report having no investment plans — a clear sign that most businesses are actively seeking ways to evolve, even in a risk-heavy environment.
3. Talent Gaps Are Widening
Hiring remains a critical challenge: 65% of respondents say it’s difficult to find candidates with the necessary skills, and 46% struggle to attract and retain talent in a competitive market. Additionally, 44% are concerned about managing labor costs while offering competitive compensation.
These pressures are forcing companies to rethink their workforce strategies — from talent sourcing and remote hiring to upskilling and employer branding.
4. Rising Costs Are Top of Mind
85% of respondents expect labor and operational costs to negatively impact their financial stability in the coming year. Inflationary pressure, wage growth, and the broader macroeconomic climate are prompting many businesses to reassess their cost structures and adopt more efficient operational models.
With 60% also concerned about declining consumer demand, businesses are looking for ways to maintain performance in a potentially contracting market.
5. Regulation Remains a Growth Bottleneck
62% of entrepreneurs cite bureaucracy and regulatory complexity as the biggest barriers to innovation and growth. Only 6% say their local regulatory environment actively supports entrepreneurship.
This perception presents an opportunity — both for policymakers to simplify frameworks and for solution providers to help businesses navigate compliance more efficiently.
Why It Matters
The EY report reveals a regional ecosystem that is dynamic, ambitious, and resource-constrained — but not stagnant. Entrepreneurs are planning, investing, and evolving, even under significant pressure. For companies in the global B2B payments space, these insights point to rising demand for solutions that reduce complexity, increase efficiency, and support growth across borders.
Understanding where entrepreneurs are focusing — and where they feel held back — is essential context for serving them better in 2025 and beyond.