eCommerce Management

 Whether you’re thinking about launching an online brand, hiring for an expanding business, or seeking a role at a multinational such as Amazon, knowing the ins and outs of e-commerce management is a must for anyone in the sector.

From business to business (B2B) to direct to consumer (DTC), there are numerous e-commerce models, all which have different pain points.

Add to this the constantly shifting landscape that is the internet and you have a job function that is hard to both characterise, and to hire for.

Though sometimes dependent on team size and type of e-commerce model, there are common principles at e-commerce management’s core.


E-commerce management is the practice of managing an online business, so it’s successfully achieving its goals of quality product, customer acquisition and customer retention.

Its primary function is the identification of your e-commerce brand’s overarching goals and achieving those goals through the management of the brand’s wider team, through direction of internal hires to management of external stakeholders.

An e-commerce manager or management team will often help to select products, develop web-specific product lines, and help craft pricing strategies, which will all involve collaboration with the sourcing manager or buying teams.

Although they are not expected to know the ins and outs of logistics, they need to help ensure the product gets from warehouse to customer quickly and at a reasonable cost, all while keeping abreast of new technologies the business may need to pivot to in the future.

Once the product is on the website, the e-commerce manager or operations team checks that it’s merchandised to the highest possible standards, classified correctly and error-free.

They must then direct and liaise with the marketing team to develop digital strategy for the product, which may involve display advertising, search engine optimisation (SEO), affiliate programmes, influencer marketing, and so on.

The strategy may cross platforms, involve budgets and be both online and offline.

The e-commerce manager must have knowledge and oversight of all of these funnels.

The e-commerce manager must also have a hand in customer retention.

From overseeing a seamless UX and checkout funnel to analysing promotional campaigns and website performance, they should be able to:

  • Retain a top-line view of the customer
  • Analyse trends in trading
  • Make recommendations on improving performance.

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