How does an eCommerce Manager work?

Know everything you need to know to successfully run your online business from the hand of an eCommerce manager.

Since virtual stores appeared on the Internet, electronic commerce has evolved and continues to move, in giant and rapid steps.

The key for your eCommerce to work is to be updated and know that other people can help you on this path.

How does an eCommerce Manager work?

A few years ago we heard that new professions related to online sales are on the rise and are the occupations “of the future”, and it is true, but it is also true that these professions are adaptations and updates of classic professions and that the importance of being updated is essential to grow in the development of your online business today, with clear future objectives.

The professional who works as an eCommerce manager can come from different schools and universities.

It  It is common to see job search publications, with the requirement of a digital marketing expert, or systems engineer, to fill this position, and it is possible that someone with these characteristics will be found, but other professions that can be included for this professional to act as manager of an online store are also being left aside.

Knowledge that an eCommerce manager must have

The eCommerce Manager is in charge of managing electronic commerce, understanding and controlling the online sales process from start to finish. He manages like a director, since he has a global vision of the digital business, understands and controls the entire process in its different phases.

Know your customers perfectly, the one who has already purchased and the potential customer.

Manage direct and indirect sales through eCommerce portals, online stores.

Manage the conversion funnel, respecting the “temperature of each level”.

Define the KPIs or objectives that you want to achieve.

Keep track of the metrics and KPIs achieved.

Manage direct sales campaigns with SEM.

Create content based on Keywords, or keywords for SEO positioning.

Manage the company's social networks together with the CM.

Carry out emailing or remarketing campaigns, as a team with those in charge of automating and writing for conversion: copywriting.

Develop affiliation programs, relationships with suppliers and partners.

Design and execute a strategy according to the company's Branding.

The ecommerce manager manages the supply services ofstock, warehousing, picking, packing and deliveries, and other services can also be considered such as the administration of content every day of an online store, administrative management of the same  and customer service.

In addition, add the commercial and operational interactions that are carried out through transactional technologies such as assisted sales, B2B, internal sales, sales in physical stores, among others.

An ecommerce manager works with technological and administrative knowledge:

•  Online payment platforms, usability and digital marketing. 

You will also need to know the operating practices:

•  Dispatch promises, delivery quotes, order organization, loss and shrink management, stock management and customer service, among several other tasks.

. Even project management has a fundamental role, since Ecommerce requires always reinventing and updating itself, because technology evolves day by day. Experience in each of these areas combined results in an ideal profile for this position.

Some of the recommended knowledge is: 

•  Commercial product management, margin management and results analysis.

• Technical understanding of platforms, functionalities, best practices, usability and online customer behavior. (Knowing how to program or develop is not necessary).

•  Web analytics and digital marketing. Customer understanding, investment in capture, retention and reactivation of purchases through different tools. Management of content and communication techniques.
• Operations and logistics: management of concepts such as SKU, Stock, Safety Stock, Picking, Packing, Purchase Order, Dispatch Guide, Manifest, Routes, Dimensions, among others.

Among the main objectives of eCommerce Managers are obtaining a better ROI (return on investment).

 Be able to design a strategy and implement a plan to increase the acquisition, loyalty and conversion of current and potential clients.

The concept of "Full Stack" defines an eCommerce Manager very well:

A professional with a global vision of the business, both strategic and day-to-day, who works as a team to achieve the company's objectives.