Glass is one of the least forgiving products to sell online: it’s fragile, often heavy and not particularly expensive per piece. On top of that comes the question of who actually decides where your glasses show up online, at what price and next to which lookalike. Valerie and Ingrid discuss this with Bettina Proft. She heads e-commerce at Stölzle Lausitz, a glassmaker since 1889, and after years in the French e-commerce scene, she is bringing a B2B brand to private customers.

• How Stölzle manages its brand when retailers set the prices and its glasses end up on more than 100 marketplaces
• Why lookalikes are a bigger problem than counterfeits
• Glass breakage, infrequent repeat purchases and logistics being rebuilt for D2C
• How to bring e-commerce into a traditional company with a small team – and what AI assistants change about it

For everyone bringing a long-established brand to marketplaces and wanting to stay in charge of it there.

Note from the sponsor Allegro:

Planning your expansion across Europe? Then it’s worth looking east as well. Allegro is the leading marketplace in Poland and now also operates in Czechia, Slovakia and Hungary, with around 21 million active buyers in total. For 2026, Allegro expects its international business to grow by 65 to 75 percent.

In our marketplace portrait, we show which sellers the move pays off for, how shipping with Smart! and One Fulfillment works and which onboarding programmes are available.

👉 Read the full Allegro portrait: https://marketplace-universe.com/marketplace-portrait-allegro/

For brands that want to dig deeper, we’re hosting the webinar “How Brands Grow on Allegro” on November 18.

👉 Register for the webinar – and watch the recording later: https://zoom.us/webinar/register/WN_0glR_zzBQ8mELj9swRFtNA#/registration