E-Commerce Manager Job Description

Who is an e-Commerce Manager and what does he do?

The e-Commerce Manager is the person in charge of the online store of a company or a brand and of its presence on the marketplaces. He defines an effective web marketing strategy, manages the company e-Commerce at an operational level and follows the entire sales process, from receiving the order to delivering the product to the customer. Read ahead to know more about the E-Commerce Manager Job Description

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What does an e-Commerce manager do?

E-Commerce Manager Job Description :

The e-Commerce manager has in hand the complete management of the online shop: selection of the product catalog, pricing, updating of editorial content, discounts and promotional initiatives.

The e-Commerce Manager therefore takes care of implementing SEO / SEM activities and marketing and communication campaigns to promote sales.

Promotion is done mainly through digital channels (paid advertising campaigns on Google and Facebook, e-mail marketing, search engine optimization, content marketing, affiliate marketing, influencer marketing etc.) but can also include traditional media such as radio. and TV.

The online sales strategy will differ from company to company, also depending on the sector of reference.

For example _

Is it a shop or a chain that decides to open an e-commerce of clothing, books, household appliances, luxury accessories?

A start-up that was born directly as an online business for the sale of tours and vacation packages?

An SME that produces products for the home and wants to start selling online on marketplaces such as Amazon or eBay?

The e-Commerce Specialist defines which performance indicators (KPIs) to keep under control – for example the traffic to the online store, the Customer Lifetime Value (CLV), the frequency of purchase – and draws up periodic reports referring to these metrics .

He monitor sales trends and user behavior on e-Commerce with the help of analytics tools and analyzes the customer database. In this way one can collect useful data to evaluate the ROI on advertising investments and make data-driven decisions.

For example, the e-Commerce manager may decide to carry out A / B tests to optimize product sheets and landing pages, to increase the CTR (click through rate) of the ads, to make navigation on the site more intuitive.

Or he can decide to set up Marketing Automation funnels to increase the value of the average receipt or raise the conversion rate (how many users complete a purchase, how many subscribe to a loyalty program, how many use a discount code, how many subscribe to the newsletter, etc. .).

Skills of the e-Commerce Manager

The e-Commerce Manager has a budget and a team to manage efficiently. The e-Commerce manager organizes the work of programmers, Webmasters, Digital Analysts, SEO, web marketing and UX experts, photographers, Copywriters and collaborators of external support agencies.

As with any business, even for an online store it is essential to ensure a positive customer experience. The e-Commerce Manager must therefore make sure that the stock levels in the warehouse are adequate to meet the demand, that deliveries are made within the established times and that customer assistance is fast and professional in managing orders, returns, also complaints and negative reviews.

As you can see, the management of online sales is a complex job, which the e-Commerce manager carries out by constantly interfacing with the managers of the other departments of the company: Marketing, IT, Logistics and Distribution, Warehouse, Administration, Customer Service.

Furthermore, we must not forget that an e-Commerce shop is open 24/7, that whoever is responsible for it must be available in case of problems.

Tasks and Duties of the e-Commerce Manager

As an e-commerce manager you have the role and responsibility of looking after a website that focuses on the buying, trading and selling of products and services to the public or for business purposes.

The main responsibilities of an e-Commerce Manager are:

Manage the online store, at a strategic and operational level
Define a marketing plan
Supervise SEO, SEM and digital marketing activities
Manage email marketing campaigns and send newsletters
Carry out promotions and special initiatives
Monitor KPIs and sales trends
Collect and analyze data on user behavior and conversions
Identify and propose improvement solutions
Coordinate the entire team dedicated to e-Commerce
Draw up periodic reports on the work done

How to become an e-Commerce Manager? Training and Requirements

How to become an e-Commerce Manager

To fill the position of e-Commerce Manager, a university education is usually required, for example a degree in business management, Information Technology or Marketing with a specialization in e-Commerce, or related field.

However, a degree is not the only requirement: experience in the field of web marketing and digital communication can also be a good starting point.

There are also special courses to become an e-Commerce Manager.

The main topics covered during the masters in e-Commerce management are: creating and managing an eCommerce site, sales funnel and customer journey, purchasing behaviour, marketing and brand management, traffic acquisition, digital advertising and social media marketing for e-Commerce, data analysis, regulatory aspects related to electronic commerce.

It is also essential for an e-Commerce manager to have knowledge about the CRM (Customer Relationship Management) tools and other popular analytics tools.

The analysis of data on interactions on the site and on sales is in fact an essential activity for the management of a successful e-Commerce business: it allows for example to measure the effectiveness of marketing activities, to test new features, to identify critical points and improve conversion.

Where does an e-Commerce Manager work?

The role of the e-Commerce Manager is increasingly in demand in companies of all kinds that have an online shop or that sell on the internet through online platforms: from small and medium-sized enterprises to multinationals, of any sector.

Job Opportunities and Career of the e-Commerce Manager

Career of the e-Commerce Manager

Whoever becomes an e-Commerce Manager usually already has years of experience behind him: for example as an employee of the company eCommerce site or as an expert in SEO and web marketing for eCommerce, in an agency or company.

An e-Commerce Manager has the opportunity to specialize in a particular product sector (consumer electronics, beauty, fashion, luxury, food..) or even in the service sector – from tourism to the sale of online courses.

Or, you can specialize in digital marketing for e-Commerce and work as a consultant, e-Commerce Specialist or e-Commerce Project Manager for other companies.

Good Reasons to Work As an e-Commerce Manager

The e-Commerce Manager is a highly specialized professional who is increasingly in demand in many companies today.

The online sales channel has in fact become an important source of turnover alongside the physical point of sale, to offer a multi-channel shopping experience and drive sales thanks to digitalisation. Furthermore, the spread of eCommerce has also allowed the birth of start-ups that sell their products exclusively through a digital store.

Becoming an e-Commerce Manager is therefore an excellent choice to find an interesting, dynamic and very well-paid job anywhere in the world.