An e-commerce manager makes it easy for customers to purchase the company’s products online, collaborates with other departments to test and innovate new web features, and finds out the “why” behind both successes and problems. Hiring an e-commerce manager can help strengthen your company’s online selling capabilities.
What is an E-Commerce Manager?
An e-commerce manager oversees the day-to-day operations of an online store. “They’re basically leading the web strategy,” says Mike De Lia, e-commerce manager for the accessories company. RidgeDepending on the online business, this role may have a variety of responsibilities, such as making the site user-friendly and running promotional campaigns.
Mike manages six Shopify stores, analysing online sales and other data points to improve the online shopping experience. For Mike, the central question in ecommerce management is: “Are we making the best possible use of the native real estate we have?”
To achieve this, he aligned the e-commerce store with the company’s overall marketing strategy and ensured that the content featured on the company’s website SMS Marketing, Email Marketingand Search Engine Marketing Your (SEM) efforts will match the content of your website.
What does an e-commerce manager do?
E-commerce manager responsibilities vary depending on the industry and size of the company, but typically include:
Developing an e-commerce strategy
The main responsibilities of an E-Commerce Manager are: E-commerce strategy For online businesses. This includes settings and meetings Key Performance Indicators Website KPIs.
Responsibilities of an E-Commerce Manager include:
“A lot of my day-to-day work involves cross-departmental meetings to make sure the website is in line with the commercial objectives of other departments and that we’re delivering the best campaign possible on the dot com,” Mike says.
Maintaining your online store
A major component of e-commerce management is ensuring that the company’s website runs smoothly and that customer retention and satisfaction are improved. E-commerce managers are responsible for regular Site Audit Troubleshoot any usability or conversion issues that arise.
Web standardization is also an important factor. According to Mike, this involves “making sure you’re using the same font typefaces across different pages, within your Shopify theme, and within third-party page builders to ensure consistency across your site.”
Innovating new digital experiences
Stay on top of industry trends, brainstorm ideas, and analyze the results. A/B Testing Website data helps us innovate and build new features online.
Partnership Initiatives MKBHD We asked Mike to create a co-branded landing page experience. Early testing showed that adding an influencer to the landing page increased average order value. When we ran the test again, we saw different results.
“My job was to figure out why,” Mike says, “so I had to dig deeper, and this issue happened to be relevant to where our media buying was at the time. By working across departments, we had the data we needed to pause the test and make sure we didn’t make any rash decisions.”
Oversee product rollout on e-commerce sites
For Mike, launching a new product involves translating commercial objectives into a brief. RidgeCreative and Website Development You’ll work with the team to implement changes to the home page, create new landing pages and collection pages for new items, and after quality assurance, the new pages will be published and the international versions of the site will be synced.
Some products require the addition of new functionality to e-commerce sites. “We know that 90% of the traffic we drive is looking for the Classic Ridge Wallet,” says Mike. “So how do we bring the MagSafe Silhouette to Classic Ridge Wallet shoppers? That was the question I had to answer. The answer is a button that gives them the option to switch between the Classic and MagSafe wallets.” This allows customers to explore the magnetic version of the wallet without having to leave your site. Product details page (PDP) “We had record sales, so it was a success.”
Key Skills Needed for an E-Commerce Manager
Managing e-commerce requires a combination of hard and soft skills, including:
E-commerce website construction
“I think the operational side of things, like building PDPs and building landing pages, are hard skills that are necessary for the job,” Mike says. A good e-commerce manager typically: E-commerce platform Shopify, Magento, Squarespace, WooCommerce, etc.
A business or marketing degree isn’t necessarily a prerequisite for an ecommerce manager. Mike majored in English, started a blog, and then helped local businesses build their websites. He has a wealth of experience in online courses and certifications. Shopify Academy And Google Digital Marketing and E-Commerce Certificatehelps e-commerce managers acquire the skills they need.
communication
E-commerce managers must effectively communicate the needs of the channel and understand the needs of other departments to ensure alignment. “Having good, proactive communication skills is crucial,” says Mike. Effective communication skills include proficiency in creating slide decks, writing outlines, facilitating conference calls, and project management.
Data analysis
“You have to be willing to set KPIs,” Mike says. “I’m not a big numbers person, but I’ve become a numbers person.” Numbers to analyze include conversion rates, Cost per clickaverage order value, etc. Mike asks questions like, “How much does it cost to get someone to my site, and how can I best optimize that traffic?”
E-commerce managers track and analyze metrics, then create and present reports on the data. “You have to be hungry to do that and really want to learn,” Mike says.
E-Commerce Manager FAQs
How do you hire the right ecommerce manager?
The right eCommerce manager will have both hard and soft skills and a proven ability to analyze data and generate actionable insights. ECommerce managers will typically work across different departments, so a collaborative spirit is a must.
What does it take to become an e-commerce manager?
To become an e-commerce manager, you need to have excellent communication and interpersonal skills, as well as a strong understanding of the e-commerce landscape.
Is e-commerce a good career path?
E-commerce is a growing industry, and if you’re interested in collaborating with different departments, analysing data and digital marketing, the role of e-commerce manager might be right for you. Glass DoorThe average eCommerce Manager salary in the United States in 2024 is $82,073.
