Dorota Bachman, awarded Most Wanted in Marketing in the e-Board of Directors 2025 competition, is not only a distinguished leader but also an inspiring example of how a strategic approach to marketing can drive the growth of e-commerce and the digital economy. Her work at Przelewy24 demonstrates how integrated marketing campaigns, technology, and customer-centricity can reshape the rules of electronic commerce.
Receiving the title of Most Wanted in Marketing confirms the importance of marketing in modern commerce and highlights the direction SMEs should follow. In the era of post-pandemic digital acceleration, boldness and the ability to build a strong online brand presence have become key not only to survival but also to dynamic business scaling—both domestically and internationally.
Award context and significance for the e-commerce sector
The e-Board of Directors competition, in which the Most Wanted 2025 titles were awarded, is an initiative aimed at recognizing leaders who are redefining the digital commerce landscape. Organized on September 21, 2025, at the Bellotto Hotel in Warsaw, it brought together key figures from e-commerce, retail, logistics, and technology.
Dorota Bachman's recognition as Most Wanted in Marketing is a signal for the entire market—that effective, multichannel, data-driven marketing communication is the driving force of modern e-commerce. The significance of this recognition grows in the context of the digital economy transformation, where SME businesses must quickly adopt new technologies and operating models.
Trends observed during the competition highlight the growing role of personalization, automated communication, and data analytics in marketing strategies. These are the factors that enable e-retailers to build lasting customer loyalty and stand out from the competition—both locally and globally.
Effective marketing strategies in e-commerce 2025
Personalized user experience
Modern marketing is primarily based on the personalization of offers, content, and product recommendations. In 2025, it has become standard to use AI and machine learning tools to dynamically tailor messaging to user preferences, purchase history, or location.
Data-driven marketing
Effective marketers analyze data from various channels—social media, email campaigns, CRM, and analytics tools. Insights from this data allow for optimizing advertising efforts and making budget decisions while maintaining cost effectiveness.
Omnichannel and seamless shopping journey
Integrated sales through online and offline channels is the only way to grow effectively. Customers expect a consistent experience across the online store, mobile app, social media, and physical locations. Marketing supports this fluidity through remarketing campaigns, transactional newsletters, and real-time information availability.
Campaigns with added value
Marketing has taken on an educational and engaging function. Campaigns that not only sell but also inform, inspire, and build relationships yield far better results. Great examples include customer stories, shopping guides, and product webinars.
Dorota Bachman – digital marketing leader
Dorota Bachman, as the creator of the marketing strategy at Przelewy24, gained recognition for integrating modern digital tools, empathetic communication, and precise brand positioning. Her actions helped build trust among business partners and end customers, which resulted in increased market share for the brand.
Bachman sets new directions not only in promotional activities but also in the development of the entire service—combining technology, payments, and customer experience into a cohesive growth strategy. These efforts have also led to numerous industry awards and high rankings in consumer and business partner trust indexes.
“Digital marketing is not just about advertising — it's about carefully listening to customer needs and constantly adapting to a changing world. Success in e-commerce today is about the user experience, not just the price.”
Convenient payment processing – support for marketing
Marketing and payment systems must go hand in hand if you want to achieve high conversion rates. Even the best campaign won’t help if the user abandons the cart due to a complicated payment process.
Streamlined payment processing? Check out the payment solutions from Przelewy24. By offering fast payments with BLIK, Apple Pay, credit cards, or instant transfers, you maximize the effectiveness of your marketing efforts.
Remember, a good marketing campaign doesn’t end with a click on an ad, but with the completion of a purchase. And conversion is often the result not only of content, but also of simplified payment processes.
