Reimagining B2B Commerce: How Elena Leonova is Driving Product Innovation at Spryker

In this episode of Product Led Growth Leaders, host Thomas Watkins welcomes Elena Leonova, Chief Product Officer at Spryker, to explore how modern product strategy is transforming traditional B2B commerce. With a career that began in Ukraine and evolved through global product leadership roles—including at eBay—Elena shares the critical moments and strategic decisions that have shaped her approach. This conversation offers a rare window into how a leading digital commerce platform is helping enterprise clients move beyond outdated systems and into scalable, customer-centric solutions.

Product Strategy for Complex B2B Transactions

Elena’s journey reflects the adaptability needed in product leadership. From her pivot into product management at eBay to her current role at Spryker, she’s learned that the key to success in B2B commerce is balancing strategic vision with industry-specific customization. Spryker helps enterprises manage high-value, complex sales—think medical imaging devices or heavy equipment—that historically required in-person negotiations. Elena explains how flexible commerce platforms can now replicate these nuanced transactions digitally, giving today’s younger buyers the seamless experiences they expect. What sets Spryker apart is its modular architecture, which allows clients to tailor functionality without forcing a rigid product fit—crucial in industries where customization is non-negotiable.

Spryker’s approach blends product-led growth strategy with deep client collaboration. Elena shares how her team prioritizes adaptability without losing focus on long-term goals. Whether it’s facilitating collaboration between buyers and sellers, integrating IoT for smarter post-purchase experiences, or shifting clients toward a data-informed culture, the platform is built for continuous evolution. While full data visibility isn’t always possible due to client sensitivities, Elena emphasizes the importance of fostering trust and encouraging insight-sharing to drive iterative improvement. For product leaders, her insights reinforce the need to pair innovation with empathy—especially when leading transformation in traditional sectors.

Looking ahead, Elena reveals Spryker’s vision to enhance the entire product lifecycle—not just the transaction. Their goal is to elevate the ownership experience through connected devices and intelligent service offerings. This episode is packed with insights on digital transformation, leadership, and navigating the unique demands of enterprise commerce platforms. For anyone driving growth in complex markets, Elena’s perspective is a masterclass in balancing ambition with execution.

About Elena Leonova

Elena Leonova is the Chief Product Officer at Spryker and a seasoned product executive with global experience at companies like eBay and Spryker. Her career reflects a passion for product innovation, digital transformation, and building commerce platforms that scale with customer needs.

About Spryker

Spryker is a composable digital commerce platform built to serve complex B2B, enterprise, and marketplace use cases. With a modular architecture, it empowers businesses to create highly tailored buying experiences and drive digital transformation in traditional industries.

Links Mentioned in This Episode

• Spryker – Company Website

Key Episode Highlights

• How Elena transitioned from business analyst to global product leader

• What it takes to digitally replicate high-touch B2B sales experiences

• Why modular platforms are key to scaling across industries

• The role of data-informed decision making in enterprise product strategy

• How Spryker is redefining the ownership experience through connected commerce

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