E-commerce transformation in the business-to-business (B2B) space is not for the faint of heart.


Marta Dalton, global e-commerce director, Unilever

And success in this activity involves a blend of mitigating risk and the careful selection of e-commerce partners then ceaselessly measure and improve return on investment, according to Marta Dalton, the new global e-commerce director for Unilever, the Anglo-Dutch consumer-goods giant.

As Dalton addressed delegates at the B2B Next: Reinventing Business for a Digital-First Economy conference, she was just six weeks into her new job at Unilever after joining from soft drinks giant Coca-Cola, where she had spent three years as director of B2B e-commerce.

And, she insisted, e-commerce can be a valuable tool to reduce costs, drive incremental revenue, and boost customer satisfaction.