What Does An Ecommerce Manager Do?

WHAT DOES AN ECOMMERCE MANAGER DO?

Updated: Mai 30, 2025 - The Ecommerce Manager coordinates with Inventory Planning and Merchandising to implement sales strategies, analyze product performance, and recommend adjustments to optimize website health and growth. Regular competitive analysis is conducted to identify market trends and competitor strategies, while monitoring item conversion rates and making adjustments to content and landing pages. The role also involves coordinating with internal teams to develop and update operating plans, working on web design with developers, and overseeing drop-ship initiatives and on-site search functions.

A Review of Professional Skills and Functions for Ecommerce Manager

1. Ecommerce Manager Duties

Sales Coordination: Coordinate sales efforts across E-Commerce platforms, including retail accounts and direct-to-consumer.
Platform Management: Daily interface with customer portals (including Amazon Vendor Central) and external tools (including Shopify) to manage support cases.
Order Management: Monitor purchase orders, upload/export data, create promotions, track customer demand, provide reporting and business analytics, and manage catalog inputs.
Inventory Management: Coordinate customer purchase orders, internal sales order management process, inventory tracking, and pricing validation.
Client Communication: Provide timely feedback to clients on order approval and inquiries, including correspondence on order status, open issues, invoices, and shipment information.
Order Processing: Responsible for the e-commerce order entry process, including recording of purchase orders, payment terms, allowances, accruals, and promotional funding.
Reporting: Prepare weekly reports including shipped open orders, accruals/deductions, and performance against budget.
Account Management: Support the onboarding of new accounts, including customer creation and contact management for smaller accounts.
Asset Management: Maintain product assets, including copy, imagery, video, catalog, and operational inputs, ensuring high data quality across all e-commerce platforms.
Product Listing: Ensure new products are loaded to all applicable retailers.
Customer Service: Interact with external parties like retailer support teams and customers to process orders, answer general questions, and coordinate small bulk order requests.
Operations Coordination: Interact with Operations Lead, 3rd Party Logistics (warehouse), and Supply Chain to discuss production, sample requests, shipping, forecasting, inventory allocation, account setup, EDI, and other customer-facing issues.
Compliance Management: Assist in identifying order discrepancies related to customer chargebacks and other compliance issues to assist in resolution and provide reporting.
Reconciliation: Maintain monthly review of client accounts and work with accounting for data accuracy on monthly reconciliation, including sales order data, payment date, application of allowances, and promotional funding.
P&L Review: Review monthly P&L reports from accounting to ensure accuracy of inputs for E-Commerce, including order entry inputs and deductions.

2. Ecommerce Manager Details

Sales Strategy: Coordinate with Inventory Planning and Merchandising to implement sales strategies for moving clearance and closeout merchandise.
Data Analysis: Analyze and provide recommendations on product performance.
Competitive Analysis: Conduct regular competitive analysis to identify market and consumer trends and competitors.
Market Research: Maintain competitive website analysis, including comparative product offerings and pricing strategies.
Conversion Optimization: Monitor item and category conversion rates and make adjustments to copy, images, or landing pages.
Customer Feedback: Document post-conversion customer comments and feedback to identify potential issues and improve website health and growth.
Plan Execution: Execute plans and monitor performance regularly.
Plan Management: Update plans based on performance.
Annual Planning: Work with the E-Commerce team to develop annual operating plans.
Industry Research: Stay abreast of industry-wide changes in design philosophy, tools, and technologies for web design.
Web Design Collaboration: Work with Web Master or Web Developers on web design and graphical content delivery.
Project Coordination: Meet with design and technical staff on projects, specifications, and deadlines.
Drop-Ship Coordination: Coordinate drop-ship initiatives between sister companies.
Comparison Shopping: Coordinate comparison shopping engine programs.
Site Management: Maintain category, navigation, and seasonal assortment sections of the website.
Site Search Optimization: Coordinate on-site search functions across all websites.

3. Ecommerce Manager Responsibilities

E-commerce Strategy: Develop and execute a global ecommerce sales strategy, including website, UI/UX improvements, CRO, SEO, product upsells, and new product launches.
Sales Management: Drive overall sales and profitability of DTC ecommerce channels (website and marketplaces).
Platform Management: Manage Shopify and Amazon Vendor Central (front and backend) daily, including products, content, promotions, and merchandising.
Digital Marketing: Plan and execute region-specific sales and marketing strategies to drive online sales.
Integrated Marketing: Implement digital marketing strategies including EDMS, Social, Paid Search, SEO, and Content.
Operations Coordination: Collaborate with operations to manage stock levels, ensure timely fulfillment, and enhance customer experience.
Performance Marketing: Create, monitor, and manage campaigns across Google Ads, Facebook, and Amazon Advertising.Manage the end-to-end delivery for email marketing campaigns using Klaviyo in line with marketing and promotional activities.
Social Media Management: Manage social media channels and collaborate with the Marketing team to execute the social strategy and content plan.
Loyalty Program Management: Build, grow, and manage review and loyalty programs.
KPI Reporting: Provide weekly reports on website and sales performance, monitoring eCommerce KPIs.
Media Planning: Develop and deliver quarterly media plans, focusing on ROI and profitable activations.
Retail Partnerships: Represent eCommerce plans with retailers and develop online partnerships.
Project Management: Work cross-functionally to deliver key customer projects.
Action Planning: Partner with the eCategory Manager to create retailer-specific action plans.
Strategy Implementation: Implement online strategies with each retailer.

4. Ecommerce Manager Job Summary

E-commerce Strategy: Lead and implement eCommerce strategy to achieve growth objectives.
Trading Management: Oversee trading plans and marketing activities across websites.
Platform Management: Manage daily eCommerce operations on the BigCommerce platform.
Creative Oversight: Direct digital designer to ensure high-quality creative for onsite and digital marketing.
Media Optimization: Collaborate with media agencies to optimize PPC, Affiliates, and Paid Social.
Budget Management: Manage sales, stock, and digital media budgets and forecasting.
Performance Tracking: Manage, track, and implement strategies to meet KPIs (traffic, AOV, CVR, Bounce Rates).
Customer Journey: Oversee end-to-end onsite customer experience for seamless interaction.
Cross-Functional Collaboration: Build strong relationships with customer service, marketing, operations, and finance teams.
Site Optimization: Drive improvements and best practices across sites and the digital team.
Product Performance: Monitor product performance and onsite trends, leveraging data to maximize sales.
Digital Marketing: Utilize digital marketing, product merchandising, trading plans, and content to boost sales.
Site Development: Collaborate with the development team to enhance site capabilities.
Technology Monitoring: Monitor technical developments to ensure that the site is at the forefront of new eCommerce technology.
Product Management: Constantly review best-selling products and stock levels in order to make decisions on promotions, discounts, and sales forecasts.
Marketing Strategy: Devise and launch marketing campaigns for the site, including branding and social media.

5. Ecommerce Manager Accountabilities

E-Commerce Strategy: Contribute to e-commerce strategy and vision to prioritize user experience and product awareness.
Website Optimization: Develop and enhance the website structure and functionality to increase conversion and the time people spend on the site.
A/B Testing: Define, implement, and measure A/B testing to increase website performance.
Conversion Strategy: Define the strategy to double the website’s conversion rate, a key goal for the company.
Cross-Selling Strategy: Define and implement a strategy to promote cross-selling and increase AOV by 20%.
UX/UI Collaboration: Collaborate with the UX/UI Designer to create a visual experience that really engages with the target audience and helps better understand the brand and product proposition.
Project Management: Take on the day-to-day project management of website design, apps, and technical implementations.
Team Leadership: Lead a team of external developers to achieve all the development goals.
Data Analysis: Analyze sales data and Hotjar to make data-driven decisions.
Amazon Strategy: Determine marketing programs within the Amazon ecosystem beyond AMS to drive rapid growth.
Process Improvement: Continually improve the processes to support Amazon business and drive synergies with overall brand and commercial goals.
Test & Learn Culture: Drive test-and-learn culture and best practice adoption to improve the Amazon business model.
Sales Reporting: Responsible for weekly and monthly sales reports, sharing key insights and recommendations that support business needs.
E-Commerce Best Practices: Use learnings from Amazon to inform and build best practices for the overall e-commerce channel.
Brand Optimization: Partner with creative and brand marketing teams to ensure brand and product information is optimized for conversion rate, including enhanced brand content creation, product descriptions, and imagery.
Collaboration: Collaborate with agency and internal partners for both operations and AMS marketing.

6. Ecommerce Manager Functions

Pricing & Assortment Strategy: Partner with innovation and commercial strategy teams to innovate on pricing and assortment.
Operations Alignment: Align with internal operations teams on demand planning, fulfillment, and compliance requests for business.
Catalog Management: Maintain and manage the catalog to ensure all products are set up correctly.
Site Management: Manage users, site preferences, and settings.
Content Upload: Upload content to the website according to plan.
Site Replications: Maintain and execute site replications.
KPI Monitoring: Report and monitor website KPIs in order to provide or execute actionable insights.
Knowledge Sharing: Share best practices and key results with wider teams (local and international).
Stakeholder Collaboration: Partner with multiple stakeholders (International Project Leads, acquisition, email, CRM, Retail, PR, Customer Service) to help support special requests and projects where eCommerce is involved.
E-Commerce Accountability: Accountable to the Board for delivering the eCommerce sales and contribution targets through the management of colleagues, suppliers, budgets, and information.
Site Management: Manage and monitor all aspects of the site including error pages, load speeds, SEO, link building, AdWords, analytics, landing pages, customer flow, bounce rates, and conversions.
Conversion Optimization: Implement strategies to increase conversion rates and enhance the customer journey/heat map.
Sales Analytics: Monitor and provide analytic reports of online sales.
Inventory Management: Assortment planning and inventory management.

7. Ecommerce Manager Job Description

Budgeting and Planning: Support the budgeting activities and local business plan definition.
Content Strategy: Define the local content calendar with website update plans and product publication progress.
E-Commerce Strategy: Develop and implement e-commerce strategy to improve website performance.
Performance Marketing: Manage e-commerce performance marketing activities across PPC, re-targeting, and affiliates.
KPI Analysis: Define and daily analyze a complete dashboard with main e-sales KPIs.
Performance Monitoring: Daily monitor and analyze online performance to identify opportunities and develop data-driven strategies.
Merchandising Support: Support merchandising and buying activities.
User Experience: Guarantee a local outstanding online user experience by implementing general guidelines through effective and proactive collaboration with the e-commerce HQ team.
Trend Awareness: Stay up to date on new trends and technologies to improve website performance and support planning activities.
UX Improvement: Define technical and functional improvements to the UX of the Geox website.
CRM Collaboration: Collaborate with the CRM team to support the performance and growth of the local loyalty program.
Feature Development: Support the definition and development of new features with appropriate debugging and testing of local components.
Wholesale Support: Support the Key Account Managers with all wholesale e-commerce accounts.
Support Material Management: Manage all required support materials (product templates and descriptions, inventory feeds, etc.).
Vendor Platform Management: Manage all vendor platforms and all self-service aspects of the e-commerce business.
Inventory and Sales Analysis: Manage new item setup, inventory, and sell-through analysis for all e-commerce partners.

8. Ecommerce Manager Overview

E-Commerce Strategy Development: Responsible for developing and proposing to senior management e-commerce strategic guidelines, focusing on online traffic growth, product enhancement, and optimization in a profitable way.
Product Management Strategy: Develop and propose product management strategies, including product categories, range, promotions, and price management to provide a competitive proposition to e-shop customers.
Supplier Partnership Management: Oversee key partnerships with suppliers for new products and services and ensure product performance.
Profit Growth Proposal: Develop and communicate profit growth proposals to senior management in terms of digital strategy and periodically communicate results.
Navigation Optimization: Develop new ways to optimize online navigation to increase sales figures (conversion rate) through continuous redesign and journey optimization on the website and application.
Operational Process Oversight: Oversee e-commerce operational processes in cooperation with the B2B section team, focusing on back-end processes including product planning, inventory management, order management, logistics, fraud review and prevention, order-to-cash flow, returns and refund processing, repairs, and warranty.
Content and Brand Strategy: Responsible for content design and implementation strategy to increase brand awareness and traffic through digital media.
Digital Marketing Strategy: Oversee and decide on digital marketing initiatives (e.g., E-shop corner at stations) that will grow online sales from offline presence and vice versa (enhance offline sales through online communication).
Project and Campaign Supervision: Supervise online projects and digital campaigns across businesses.
Budget and P&L Management: Manage budgets and P&L of the e-commerce business.
Team Management: Responsible for the monitoring, counseling, and development of the e-commerce section staff.
Acquisition and Retention Strategy: Assist clients in developing acquisition and retention strategies.
Executive Relationship Building: Build successful relationships with executive-level professionals.
Industry Knowledge: Demonstrate an in-depth understanding of industry trends.

9. Ecommerce Manager Details and Accountabilities

Customer Training & Support: Develop customers into RetentionX experts by advising them on how to read their data and make the most of the software.
Data Interpretation and Recommendations: Interpret data, identify growth potential, and present actionable recommendations to clients.
Product Improvement: Identify areas for improvement, including opportunities for RetentionX upgrades, new features, and updates relevant to the respective customer.
Product Health Management: Maintain the health of the product.
Platform Optimization: Ensure product listings on Amazon and other platforms are optimized, monitor the competitive landscape for similar products, manage pricing optimizations, review management, and inventory monitoring.
Sales & Performance Analysis: Analyze data to understand sales trends, product conversion, and changes in performance, defining potential opportunities.
Brand Management: Excel in the execution of all tasks related to managing and growing the brand.
SEO & Ranking Strategy: Create strategies to defend and improve the organic ranking of the products.
Sales Strategy Development: Work with the Category Management, Merchandising, and Marketing teams to create and manage strategies to drive sales, including PPC, promotions, and partnerships.
Issue Resolution and Planning: Respond to issues as they arise and develop proactive plans to ensure speed and quality of resolution.
Product Launch Management: Manage the launches of new products developed by the Category Management and Merchandising teams.
Team Leadership: Delegate to and manage a team of brand-specific specialists to support you as you grow the brands.
Online Channel Strategy: Deploy the online channel strategy for optimal product assortment and representation online/mobile.
Cross-Functional Collaboration: Work collaboratively with the Marketing, Supply Chain, and other Sales functions internally to deliver on objectives.
Merchandising Optimization: Ensure we maximize sales opportunities on the customer’s website by ensuring best-in-class merchandising capabilities at the point of purchase (e.g., SEO product titles, image portfolio, SEO product descriptions, cross-sells, enhanced content, etc.).

10. Ecommerce Manager Tasks

Cross-Functional Coordination: Coordinate with the Regional Sales, Digital Marketing Teams, and IT teams (good knowledge of technical aspects is an advantage).
Specifications and Gap Analysis: Define key specifications (legal, fiscal, functional needs) to be implemented on the site and validate the gap analysis in this channel.
Third-Party Coordination: Coordinate with local third parties (logistics and delivery partners) and local legal and tax advisors.
Translation Management: Adapt and validate the site translations.
E-Merchandising Strategy: Define and contribute to the e-merchandising strategy.
Testing Participation: Participate in functional and end-to-end testing sessions.
E-Commerce Strategy Development: Define the e-commerce strategy.
Commercial Animation Plan: Elaborate the commercial animation plan.
Sales Performance & Reporting: Responsible for target setting by account, sales performance, and data reporting (good knowledge of Google Analytics).
E-Commerce Customer Service Management: Manage e-commerce customer service (payment advice, orders, payment issues, product returns, etc.).
Webchat & Call-back Management: Manage the webchat and call-back features on the site.
Online Sales Growth: Drive sales purely online via the website and various social media platforms.
Community Management Collaboration: Work with the Community Managers and execute strategies according to data and insights.
Event Coverage and Social Media: Attend and cover events for social media.
Digital Campaign Development: Develop and implement unique sell-out marketing campaigns digitally, or extrapolate offline campaigns online.
Market Research and Insights: Conduct insight analysis and digital market research, providing actionable recommendations.
Online Sales Strategy: Find new ways to build and grow online sales and presence.

11. Ecommerce Manager Roles

Marketplace Growth Strategy: Drive marketplace growth strategy leading to profitable sales across all eCommerce channels.
Marketplace Operations Management: Manage all aspects of eCommerce marketplace operations including Amazon Seller Central, Walmart Seller Center, Channel Advisor, and Shopify.
Inventory Management: Manage inventory availability across all marketplaces to optimize in-stock status while minimizing excessive storage fees.
Brand Consistency Collaboration: Collaborate with the marketing team on the management and distribution of assets and marketing copy to create brand consistency throughout all eCommerce platforms.
Pricing Strategy: Manage marketplace pricing strategies to maximize buy box ownership and attain profitability targets.
Marketing & Advertising Collaboration: Collaborate with the Faultless Brands Marketing team on website design, item listings, A+ content, and advertising campaigns.
Technical Coordination: Coordinate with the Faultless Brands Information Technology team on platform and website technical upgrades and maintenance.
Operations Coordination: Coordinate with the Faultless Brands Operations team to maintain accurate eCommerce sales forecasts, timely inventory transfers, and unique eCommerce product production.
Data Analysis & Reporting: Analyze data from all marketplaces and develop KPI reports for tracking business performance and reporting actual results vs. goals.
Team Supervision: Supervise the daily activities of one eCommerce Administrator.
Promotion Strategy: Work with the team to find new ways to promote products and services offered on the company’s exclusive website.
Market Trend Analysis: Observe market trends and online sales data to develop sales forecasts, which will be used to build effective sales strategies.
Performance Reporting: Produce regular reports to highlight successes and failures and to showcase areas for improvement.
Digital Strategy Formulation: Analyze data to formulate effective digital strategies, focused on home appliance products, spares, and consumables.

12. Ecommerce Manager Additional Details

E-Commerce Business Management: Manage oversight and build-out of the e-commerce business unit.
Product Information Governance: Develop and oversee e-commerce product information governance policies to ensure consistency and accuracy across Stater Bros. markets' e-commerce channels, owned and affiliated.
Product Lifecycle Management: Engineer, implement, and oversee e-commerce product lifecycle business processes (additions, enhancements, and deletions) that align with governance policy and quality assurance requirements for asset metadata.
Digital Shelf Optimization: Drive initiatives and ongoing processes that optimize the digital shelf for discoverability and conversion.
Cross-Functional Collaboration: Maintain cross-functional collaboration throughout the organization to ensure all aspects of the online product experience align with larger-scale priorities (ads, circulars, digital coupons, seasonal priorities, promotions, etc.).
Online Merchandising Improvement: Develop and implement ways to improve online merchandising, promotional, and content management capabilities with existing functionality.
Performance Metrics Development: Create site performance metrics to evaluate performance against forecast.
Content Management: Manage content service providers to ensure content is properly syndicated.
System and Partner Accountability: Accountable for the systems and partners that support online product information, owned and affiliated.
User Testing and Quality Assurance: Assist with User Acceptance and Quality Assurance testing efforts around the product experience, core site features, or customer experience.
Process Improvement: Lead and partner cross-functionally to provide ideas on how to improve business processes and make day-to-day business functions more efficient.
Service Partner Management: Work closely with all service partners (internal and external) to ensure smooth daily operations for the business.
Escalation Management: Act as the key point of contact for escalations and work with support teams to resolve issues in a timely manner.
Sales Strategy Development: Formulate, develop, and implement sales strategies and forecasts.
Negotiation and Trading Terms: Lead in the formulation and negotiation of trading terms in consultation with the Head of Sales.
Merchandising and CRO: Lead all website merchandising and Conversion Rate Optimization (CRO) efforts to maximize online profitability and conversion.

13. Ecommerce Manager Essential Functions

Sales Leadership: Lead and work with the sales team via training and cooperation to achieve the online sales target, and be responsible for key strategic online channel business development.
Sales Strategy Planning: Take responsibility for planning and implementing the sales strategy in the online channel.
Target Achievement: Guide, drive, and push to achieve the online business target, ensuring the accomplishment of the annual online sales goal.
Platform and Process Evaluation: Work with the commercial team to evaluate the company’s online platforms, processes, capabilities, and product plans to determine short- and long-term growth opportunities.
Marketing Collaboration: Collaborate with the Marketing and Trade Marketing teams to plan the online marketing promotion campaign and implement it with the sales team.
Performance Review: Evaluate and review sales-driving performance, supporting and cooperating with other business departments to ensure cross-departmental collaboration.
Go-to-Market Strategy: Define optimal go-to-market plans for new business opportunities in the company’s key strategic online platform (D2C).
Sales Plan Development: Develop and implement a strategic sales plan for the account based on the company’s direction to attain desired results.
Market Analysis: Review and analyze the market to determine customer needs, price schedules, and discount rates.
Sales & Performance Management: Achieve top-line sales and bottom-line targets, oversee key performance indicators (e.g., traffic, conversion, AOV), and optimize P&L/budgets.
Performance Monitoring & Reporting: Monitor and provide tracking/reports on business KPIs to achieve eCommerce channel growth goals, including Net Revenue/Sales, Gross Margin, Traffic, Transactions, Units, AOV, Conversion, Repeat and New Visitors, product performance, promotion performance, and drivers.
eCommerce Reporting: Provide daily, weekly, and monthly eCommerce reporting to management.
Merchandising and Marketing Coordination: Responsible for merchandising and marketing coordination around key initiatives and products.
Performance Marketing Leadership: Lead the Performance Marketing strategy (e.g., paid search, email, DPA’s), as well as manage external agencies.

14. Ecommerce Manager Role Purpose

Reporting and Analysis: Run daily/weekly/monthly and ad hoc reports and analysis, and formulate recommendations to maximize activity.
Campaign Management: Manage the JP Trading Calendar and propose new local campaigns that will resonate well locally.
Product Information Management: Maintain and update all product information and images on the website.
Visual Merchandising Optimization: Optimize the visual merchandising of categories.
Content Planning and Execution: Plan and brief content with the creative team and upload it to Shopify.
Campaign Monitoring: Monitor the availability of products and imagery for weekly campaigns.
Stock Availability Management: Ensure stock availability across the website and work with the wider team to move stock from EU to JP when relevant.
Customer Acquisition Strategy: Work on customer acquisition through expanding digital marketing activity across different channels (PPC/Paid/Search/Social/Display/Affiliates).
New Channel Research: Research and consider launching new channels that are relevant in the market.
Email and CRM Strategy: Further develop the Email and CRM activity, including launching automated campaigns.
Reporting and Performance Analysis: Run weekly and ad hoc reports to measure campaigns/channel performance.
Campaign Optimization: Analyze and optimize the activity based on performance with the help of third-party agencies.
Agency Collaboration: Liaise with external marketing/digital agencies.

15. Ecommerce Manager General Responsibilities

E-Commerce Operations Management: Manage and monitor operational components of e-commerce and surrounding systems (OMS, Salesforce B2C Commerce Cloud Business Manager) with proactive testing and identification of feature enhancements to recommend to HQ Website Development.
Reporting and KPI Monitoring: Provide daily/weekly/monthly reporting and monitor KPIs across sales, inventory, traffic, user behaviors, and key metrics for site performance, fulfillment, and process improvements.
Cross-Functional Collaboration: Lead cross-functional status tracking meetings and reporting across Logistics, Integrated Marketing, Content and Digital Merchandising, and Inventory and Buying.
Merchandising and Inventory Strategy: Provide analytical input to the buying and allocation strategy, recommending appropriate merchandising assortment and inventory levels.
Performance Marketing Strategy: Recommend performance marketing opportunities and sales-driving development activities.
A/B Testing and Experimentation: Make recommendations for experimentation and A/B testing, targeting efforts and segmentation based on strong data analysis to ensure appropriate digital marketing strategies and feature enhancements are implemented.
SEO and Digital Marketing Recommendations: Provide recommendations for improvement on SEO, Paid Digital Advertising, and Digital Analytics and Reporting to support global HQ implementation.
Technology Integration Management: Manage the implementation rollout of any new e-commerce technology integrations (e.g., omnichannel services, CRM, and other digital tools).
Compliance and Legal Requirements: Ensure compliance with relevant Americas operating requirements (accessibility, fraud protection services, taxation, legal compliance) in partnership with Finance and Legal.
Business Forecasting Collaboration: Liaise with HQ and Finance teams on business forecasting.
Omnichannel Support: Support omnichannel workstreams, including Omnichannel Service enhancements and marketplaces.
QA & UAT Testing: Perform regional QA and UAT testing, and recommend enhancements to digital features, systems, and manual and automated process improvements.
In-Store and Online Brand Continuity: Work on in-store displays and campaigns, ensuring brand continuity across both online and physical stores.
Competitor Analysis: Conduct competitor analysis, including product and pricing.
Product Copy and Content Management: Ensure product copy and content are on brand and available for launch dates across all platforms and other channels (Marketplaces, Wholesale, Distributors).
Traffic and Brand Visibility: Drive traffic and enhance brand visibility to support customer acquisition and retention.

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