From Platform to Profit: Turning B2B E-Commerce into Commercial Impact with Justyna Zoltanska

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.

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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

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Stay Connected:

- Connect with Justyna Zoltanska on LinkedIn - https://www.linkedin.com/in/justyna-zoltanska-7350395a/ 

- Follow Copperberg: 

→ LinkedIn - https://bit.ly/cpprbrgLi

→ YouTube - https://bit.ly/cpprbrgYT

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Music sourced from Pixabay - https://bit.ly/3XZ2KSE