E-commerce is now a key driver of growth, but its success depends on seamless integration with existing operations to boost efficiency and customer value.

With low conversion rates and increasing economic pressures, B2B manufacturers face the challenge of optimizing digital touchpoints, improving user experience, and keeping pace with evolving customer expectations.

At this year’s E-Connect Europe Business Platform—Power of 50 in Cologne, industry leaders from commercetools, Coveo, PROS, Sana Commerce, Valtech, Apsoparts, TVH, MAHLE Aftermarket, Roehm, and Schneider Electric came together to explore how we can overcome these challenges and turn e-commerce into a real competitive advantage. Discussions focused on the need for seamless digital integration, data-driven insights, and a customer-centric approach to drive long-term growth.

1. Rethinking the digital experience
A seamless, intuitive platform is the foundation of e-commerce success. Attendees explored how to design digital experiences that not only make it easy for customers to find what they need but also streamline the buying process and drive higher conversion rates.

2. Turning data into actionable insights
The power of customer data was a key discussion point, with experts sharing strategies for leveraging analytics to refine offerings, improve searchability, and ensure platforms stay aligned with evolving customer needs. Understanding what data to track and how to use it is essential for staying competitive.

3. Redefining the B2B buying journey
E-commerce must add real value across the entire customer journey. Conversations focused on how manufacturers can create digital touchpoints that support efficiency, accommodate budget-conscious buyers, and ultimately strengthen customer relationships.

The common perception is that digital transformation must be strategic, customer-focused, and seamlessly integrated into existing operations. With the right approach, businesses can not only adapt to dynamic market shifts but thrive in an increasingly digital world.

Thank you to all our speakers, partners, and delegates for making this event a true success. We look forward to continuing these discussions at our next edition in Frankfurt, in February 2026!

Sincerely,

Lisa Hellqvist
Managing Director
Copperberg