WHAT DOES AN ECOMMERCE PRODUCT MANAGER DO?
Updated: Mai 29, 2025 - The Ecommerce Product Manager develops and implements growth strategies by collaborating with retail and marketing teams to enhance campaigns, optimize profitability, and drive customer acquisition. This position oversees website management, product documentation, and customer database development to ensure seamless user experiences and operational efficiency. The manager also monitors KPIs, manages vendor relationships, and controls budgets to achieve financial targets and maintain long-term business stability.
A Review of Professional Skills and Functions for Ecommerce Product Manager
1. Ecommerce Product Manager Accountabilities
- E-commerce Management: Manage gadgets, tech, and electronic goods e-commerce stores and funnels across paid channels, SEO, and CRM.
- Product Development: Develop the product lines and source new, relevant products.
- Digital Marketing: Manage and oversee all components of SEM, affiliate, social platforms, email, push notifications, mobile app, and other outbound efforts.
- Brand Performance: Manage and report on the consumer life cycle and overall brand success.
- Customer Experience: Work to grow lifetime value and overall consumer experience.
- Opportunity Exploration: Explore new opportunities amongst product portfolios and platforms.
- Traffic Analysis: Report and analyze incoming traffic, and provide optimization feedback.
- Feedback Monitoring: Monitor customer feedback and escalate issues to appropriate departments.
- Customer Feedback: Monitor customer feedback and escalate issues to appropriate departments.
- Competitor Research: Research competitor sites for existing brand optimization and new potential products.
- Strategy Collaboration: Provide feedback and strategy to internal creative and media buying teams.
- Metrics Tracking: Track customer preferences, metrics, and media campaigns.
- Content Updates: Assist in minor copy and pricing updates.
- SEO Content: Ensure content is SEO-approved.
- Idea Generation: Brainstorm ideas and participate in training and workshops.
- Brand Image: Always maintain a positive image of the brand, always.
2. Ecommerce Product Manager Functions
- Roadmap Creation: Create eComm development roadmaps aligned with eComm best practices.
- Team Leadership: Lead eComm product development with a team of Designers and Developers.
- Requirement Ownership: Create and own product requirements.
- Cross-Department Collaboration: Build rapport with all company divisions.
- Creative Approval: Approve creative design across advertising and website landscape.
- KPI Monitoring: Monitor eComm KPIs and be proactive with strategy.
- Scope Definition: Define the functional scope of a variety of projects across consumer websites and mobile apps that introduce new features and functionalities or improve existing features and functions.
- User Story Creation: Translate requirements and specifications of new features or enhancements into user stories and associated acceptance criteria.
- Project Management: Project manage all site improvements and ensure projects are proceeding according to schedule and meeting functional and design specifications.
- Metrics Analysis: Define and analyze metrics that inform the success of products, discover optimization opportunities, hypothesize, and launch A/B tests to optimize the shopping experience.
- Roadmap Execution: Responsible for executing the digital roadmap.
- Engagement Optimization: Own and improve customer engagement, conversion, and retention metrics.
- Feature Development: Lead the ideation, development, and launch of the site and mobile app enhancements.
3. Ecommerce Product Manager Overview
- Backlog Management: Create and manage the backlog, including the definition, creation, and prioritization of backlog items (epics/features/user stories) based on business impact and customer needs.
- Intake Process Management: Manage the intake process of initiatives from multiple stakeholders and define the process for end-to-end backlog management, from tracking items through to release.
- Performance Analysis: Measure, analyze, and improve the performance of website features against stated business needs.
- Discovery Sessions: Lead discovery sessions with key stakeholders to understand customer needs, and pain points, and translate them into requirements and interface wireframes/mockups.
- UAT Leadership: Lead the User Acceptance Testing process and all post-development activities, including demos, pilots, and key messaging for launch communications.
- Goal Definition: Define goals and KPIs to measure the success of the roadmap and product/feature performance to identify actionable insights and opportunities and inform product decisions.
- Testing Execution: Design and execute A/B and multivariate tests to shape iterative enhancements to features.
- A/B Testing: Leverage A/B test results, analytics, usability studies, and competitive analysis to enable data-driven decisions, drive decisions, establish hypotheses, and test and iterate.
- Roadmap Communication: Share and communicate the progress of the roadmap with cross-functional groups to keep them informed of inflight initiatives.
- Collaboration: Collaborate with Field Specialists, Internal Communications, and Marketing to launch new features/functionality to drive utilization and adoption.
- Market Research: Partner with Business Intelligence, Web Analytics, and Customer Insights team to understand market research and customer sentiment.
- Competitive Analysis: Conduct competitive analysis and research eCommerce/digital trends and technologies to optimize customer offerings and ensure industry leadership position.
4. Ecommerce Product Manager Tasks
- Tech Lead: Act as tech lead for the company and partner with key stakeholders to deliver Holiday, Q3, and Q4 roadmap priorities.
- Scrum Participation: Participate in scrum activities (Standup, Estimation, Planning, Retro) with development.
- Planning: Drive the planning process with business and scrum master.
- Team Support: Help in unblocking the team on sprint items.
- Backlog Management: Manage backlog of features through tech review, grooming, and estimation.
- Release Management: Ensure successful on-time delivery of releases every two weeks to company NA and WE, partnering with Release Management, Change Management, and Development teams.
- UAT Collaboration: Partner with Release and UAT management to ensure timely delivery of features for UAT.
- Issue Resolution: Partner with the development team to resolve QA, UAT, and Regression Defects.
- Vendor Collaboration: Work with key vendors to understand platform roadmaps, communicate enablement opportunities to businesses, and drive implementation of any required platform changes (e.g. Salesforce MFA).
- Cross-Platform Coordination: Work with company Technology Product Managers to coordinate the development of cross-platform features, and align technical design and implementation.
- Release Management: Partner with Release Management to ensure a stable environment landscape, test environments, and coordinate deployment of code for cross-platform features.
- Requirement Prioritization: Research, validate, and prioritize requirements including defining benefits, risks, and impacts of releases across the organization based on current customer feedback, market analysis, and industry best practices.
- Feature Improvement: Recommend changes in features and requirements to drive end-user engagement, advocacy, repeat purchases, and improve functionality and processes.
- Technology Assessment: Assess technology assets and determine ways they can be leveraged.
5. Ecommerce Product Manager Roles
- Marketing Strategy: Work directly with the retail and marketing departments to research, design, execute, and monitor the effectiveness of marketing growth strategies, tactics, and investments.
- Campaign Collaboration: Work closely with retail and marketing leadership on branding, product, and seasonal integrated campaigns, market, and consumer research.
- Product Documentation: Maintaining product data and technical documentation.
- Knowledge Management: Maintaining knowledge base and procedural documents.
- Content Creation: Assist in writing, developing, and creating content for use in communicating marketing messages and campaigns.
- KPI Establishment: Establish KPIs to measure performance across the entire customer journey, from marketing to transaction processing and delivery, and customer service.
- Customer Service Management: Monitor customer service levels and resolve escalated issues.
- Transactional Monitoring: Monitor and review transactional activity from client submission to completed delivery to ensure end-to-end success, and monitor shipping KPIs.
- Product Knowledge: Understand the e-commerce product, processes, and platforms to ensure a satisfied client by the conclusion of the first interaction.
- Customer Database Development: Develop strategies and tactics to build a customer database, capturing customer data and insights that can be used to better understand CXI’s entire B2C business.
- Website Management: Responsible for website structure, content, and visual identity, including reviewing and updating website photos, descriptions, and related content to maintain consistency and ensure communication of important information.
- Website Optimization: Lead website optimizations and enhancement with IT application developers.
- Profitability Optimization: Optimize profitability through pricing, customer generation, lifetime customer value, customer acquisition costs, and cost center management.
- Profit and Loss Reporting: Build clear Profit and Loss reports with finance and analytics departments.
- Budget Monitoring: Monitor and update Profit and Loss budget projections in strategic growth plans.
- Cost Control: Responsible for budget management and cost control required to achieve NOI targets.
- Vendor Management: Responsible for managing key vendor relationships to minimize costs, provide the best customer experience, and maintain long-term stability.