E-commerce manager
An e-commerce manager is the professional responsible for the strategy and management of a company’s online sales channel
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
They coordinate the catalogue, pricing and promotions, shopping experience, traffic acquisition, conversion, logistics and customer service together with other teams. They track metrics such as conversion rate, average order value and acquisition cost and set priorities based on them.
Depending on company size, they may report to the managing director, sales or marketing, and the role combines business, digital marketing, analytics and technology platform knowledge. In smaller organisations they often also handle operational tasks that larger ones split among several specialists.
Also known as
head of e-commerce, online retail manager
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