This episode of Copperberg Conversations on Manufacturing Matters explores how the role of B2B e-commerce evolves as organizations move beyond platform deployment and digital adoption toward creating measurable commercial value. Our guest, Justyna Zoltanska, E-Commerce Manager at Puratos, shares lessons from more than seven years of leading digital sales and e-commerce initiatives across international markets. Drawing on her experience scaling digital channels, building capabilities, and driving adoption in complex manufacturing environments, she reflects on the shifts in mindset, leadership, and execution required to make digital commerce a meaningful business driver.
Topics covered:
- What Happens After E-Commerce Works? Why adoption and efficiency are only the first milestones on the path to commercial value.
- When Digital Becomes a Business Topic: How leadership expectations change as e-commerce matures beyond implementation.
- Leadership, Change Management, and Adoption: Why people and organizational alignment matter more than technology alone.
- Scaling Across Markets: How to balance global consistency with local flexibility while building capabilities across regions.
- The Future of Digital Sales: What a mature digital sales model looks like and the priorities leaders should focus on next.
As B2B e-commerce enters its next phase, the challenge is no longer simply getting digital channels up and running, but turning them into lasting engines of customer value, organizational alignment, and commercial growth.
Time Stamps:
- 00:00 Introduction
- 05:36 Shifts in E-Commerce Maturity and Customer Focus
- 08:25 The Role of Sales Teams in Digital Transformation
- 11:23 Balancing Central Structure with Local Flexibility
- 14:12 Building Capabilities and Training Across Markets
- 19:25 Future of Digital Sales Models
- 22:06 Advice for E-Commerce Leaders
Stay Connected:
- Connect with Justyna Zoltanska on LinkedIn
- Follow Copperberg: LinkedIn | YouTube
Help Us Grow:
- We’d appreciate it if you could leave a review and follow us on your favorite podcast platform.
- Liked what you heard? Spread the word by sharing it with your network.
- Got feedback or questions? Drop us a line at [email protected] — we’d love to hear from you!
Music sourced from Pixabay.
