eCommerce Manager

This guide is designed to provide valuable information for both candidates looking to pursue a career as an eCommerce Manager and employers seeking to hire a qualified professional for this role.

As a specialised eCommerce recruitment agency, we have extensive experience in placing candidates in eCommerce Manager jobs in London and beyond. We have a comprehensive understanding of the skills and qualifications required for this role and are committed to providing valuable insights into the responsibilities, salary expectations, and career prospects associated with this position.

What is an eCommerce Manager?

An eCommerce Manager plays an important role in driving the growth and success of online sales platforms. Tasked with overseeing the entire eCommerce operation, they manage the development and execution of strategies to maximise revenue and expand market reach. This includes optimising the online store’s functionality and user experience but also reviewing data to identify trends, customer preferences, and areas for improvement. They collaborate closely with cross-functional teams, including product development, marketing, and IT, to ensure seamless integration of eCommerce initiatives with overall business objectives and technological infrastructure.

This role demands a deep understanding of digital marketing techniques, eCommerce platforms and analytics tools, and a strategic mindset to drive innovation and continuous growth.

Key eCommerce Manager responsibilities

Develop eCommerce strategies

Craft and execute innovative eCommerce strategies tailored to the unique needs and objectives of the scale-up tech company. This involves analysing market trends, competitor activities, and customer insights to identify growth opportunities and define clear pathways for achieving revenue targets.

Optimise User Experience (UX)

Continuously enhance the online shopping experience by optimising website design, navigation, and functionality. Conduct usability testing and gather feedback to identify pain points and implement improvements, ensuring seamless and intuitive user journeys that drive higher conversion rates and customer satisfaction.

Manage product listings and catalogues

Oversee the creation and maintenance of product listings and catalogues, ensuring accuracy, completeness, and consistency across all platforms. Collaborate with product development teams to prioritise product launches and updates, and employ data-driven strategies for product placement and visibility for maximum sales impact.

Analyse performance

Use analytics tools to track and analyse key performance metrics such as traffic, conversion rates, average order value, and customer lifetime value. Interpret data insights to identify trends, patterns, and areas for improvement.

Digital Marketing campaigns

Develop and execute targeted digital marketing campaigns to drive traffic, acquire new customers, and promote product offerings. Leverage channels such as email marketing, social media, SEO, and paid advertising to effectively reach and engage with the target audience, improving campaign performance through A/B testing and performance analysis.

Conversion Rate Optimisation (CRO)

Implement CRO strategies to increase conversion rates at every stage of the customer journey. Conduct thorough analysis of website metrics, user behavior, and funnel performance to identify optimisation opportunities, such as improving site speed, streamlining checkout processes, and implementing persuasive messaging and calls-to-action.

Manage inventory and fulfilment

Coordinate with inventory management and fulfilment teams to ensure adequate stock levels and timely order fulfilment. Implement inventory forecasting models to improve inventory turnover and minimise stockouts, while also negotiating with suppliers to secure favourable terms and pricing for inventory procurement.

Drive customer retention

Develop and implement strategies to enhance customer retention and loyalty. This involves leveraging data analytics to identify opportunities for personalised marketing, implementing customer engagement initiatives such as loyalty programs and targeted email campaigns, and continuously monitoring customer feedback to address issues and improve satisfaction levels.

eCommerce Manager career

A typical eCommerce Manager career path often begins with a foundational role in digital marketing, e-commerce operations, or related fields. Entry-level positions such as eCommerce Coordinator or Digital Marketing Assistant provide hands-on experience in managing online sales platforms, executing marketing campaigns, and analysing performance metrics.

With time and experience, individuals may progress to roles like eCommerce Specialist or Digital Marketing Manager, where they take on increased responsibility for strategy development and implementation. As they demonstrate proficiency in driving revenue growth and optimising the online shopping experience, they may advance to the role of eCommerce Manager. In this capacity, they oversee the entire eCommerce operation, leading cross-functional teams and developing comprehensive strategies to achieve business objectives. 

Further career progression may lead to senior-level positions such as Director of eCommerce or VP of Digital Strategy, where individuals play a strategic role in shaping the company’s overall digital presence and driving long-term growth initiatives. Continuous learning, staying updated on industry trends, and expanding skills in areas such as data analytics, UX design, and emerging technologies are crucial for success and advancement in the field of eCommerce management.

eCommerce Manager salary

As the demand for eCommerce Manager candidates is on the rise, a salary of £50,000 to £70,000 would be a reasonable expectation for a qualified candidate.

Read our guide:
eCommerce salary 2024

eCommerce Manager job description

See a recently placed eCommerce Manager job description.

eCommerce Director skills

An eCommerce Manager will need to possess a mixture of soft and hard skills to succeed in this role.

Data analytics: Being able to interpret eCommerce metrics and data is essential for making informed decisions and squeezing performance. This includes expertise in tools like Google Analytics, Adobe Analytics, and data visualisation platforms to extract actionable insights and drive strategic initiatives.

Strategic thinking: The ability to develop and execute long-term eCommerce strategies aligned with the goals and objectives of a growing tech business is crucial. This involves identifying market trends, anticipating industry shifts, and proactively adapting strategies to capitalise on opportunities while mitigating potential risks.

Technical aptitude: A strong understanding of eCommerce platforms, content management systems (CMS), and related technologies is necessary to effectively manage online sales channels. Familiarity with platforms like Shopify, Magento, or WooCommerce, as well as basic coding knowledge (HTML, CSS) enables hands-on management and customisation of digital storefronts.

Digital Marketing expertise: In-depth knowledge of digital marketing channels, including SEO, SEM, email marketing, social media advertising, and content marketing, is vital for driving traffic, acquiring customers, and maximising ROI. Skill in crafting compelling messaging and executing targeted campaigns tailored to the audience is also essential.

UX/UI design: Understanding user experience (UX) principles and user interface (UI) design best practices is critical for optimisng online shopping experiences and improving conversion rates. Proficiency in UX/UI tools like Adobe XD or Sketch, coupled with the ability to conduct usability testing and iterate based on user feedback, ensures an intuitive and engaging digital storefront.

Project management: Strong project management skills are necessary for overseeing multiple initiatives, coordinating cross-functional teams, and meeting deadlines in a fast-paced scale-up environment. Proficiency in tools like Asana, Trello, or Jira facilitates efficient workflow management, task prioritisation, and communication among team members.

Adaptability and innovation: The capacity to adapt to evolving technologies, market dynamics, and consumer preferences is essential for staying competitive and driving growth.  An innovative mindset, coupled with a willingness to experiment with new strategies and tools, fosters agility and resilience in responding to changing business needs.

Leadership and communication: Effective leadership skills, including the ability to inspire, motivate, and mentor team members, are crucial for fostering collaboration and driving results in a growing scale-up business. Strong communication skills, both verbal and written, enable clear articulation of goals, expectations, and feedback, facilitating alignment and cohesion across departments.


Potential eCommerce interview questions

We’ve complied a list of the best 50 eCommerce interview questions, often asked by employers. 

eCommerce Director success metrics

A successful eCommerce Manager would typically aim for significant improvements across various key performance indicators (KPIs) to demonstrate their impact on the online sales channel. Here’s an example of what the metric uplift might look like:

  1. Conversion rate: Increase conversion rate by 20% through enhanced website optimisation and targeted CRO initiatives.
  2. Average Order Value (AOV): Achieve a 15% increase in AOV by implementing upselling and cross-selling strategies, as well as offering bundled product discounts.
  3. Revenue: Generate a 15% revenue uplift through effective digital marketing campaigns, expanded product offerings, and improved customer retention efforts.
  4. Traffic: Drive a 20% increase in website traffic through SEO improvements, content marketing initiatives, and targeted social media advertising.
  5. Customer Acquisition Cost (CAC): Reduce CAC by 10% by optimising advertising spend, refining audience targeting, and improving campaign efficiency.
  6. Cart abandonment rate: Decrease cart abandonment rate by 15% through streamlined checkout processes, personalised remarketing campaigns, and incentives like free shipping or discounts.
  7. Customer Lifetime Value (CLV): Increase CLV by 20% by fostering customer loyalty through loyalty programs, personalised communication, and exceptional post-purchase experiences.
  8. Return on Investment (ROI): Achieve a 20% ROI uplift on marketing spend by reallocating budget towards high-performing channels and optimising campaign performance.
  9. Mobile conversion rate: Improve mobile conversion rate by 15% through responsive design enhancements, mobile-specific UX optimisations, and targeted mobile marketing strategies.
  10. Inventory turnover ratio: Optimise inventory turnover ratio by 20% through accurate demand forecasting, strategic inventory management, and efficient order fulfilment processes.
    These improvements collectively demonstrate the eCommerce Manager’s ability to drive growth, enhance user experience, and maximise the profitability of the online sales channel within the scale-up tech company.

eCommerce Manager FAQs

What does an eCommerce Manager do?
An eCommerce Manager oversees the online sales strategies and operations of a company, ensuring the smooth functioning of its online store or platform. They are responsible for driving sales, managing product listings, optimising the user experience, implementing marketing campaigns, analysing data to identify trends, and collaborating with various teams such as marketing, IT, and customer service to enhance the overall online shopping experience and meet business goals.
What are the skills required for an eCommerce Manager?
An eCommerce Manager requires a diverse skill set including proficiency in digital marketing, data analysis, and project management. Strong communication and interpersonal skills are essential for collaborating with cross-functional teams. Knowledge of eCommerce platforms and technologies, along with an understanding of consumer behaviour and market trends, is crucial. Additionally, strategic thinking, problem-solving abilities, and adaptability to the rapidly evolving digital landscape are key attributes for success in this role.
What is eCommerce management?
eCommerce management refers to the process of overseeing and optimising all aspects of an online business, including sales, marketing, operations, and customer experience. It involves managing the online store, product listings, digital marketing campaigns, inventory management, order fulfilment, and customer service to ensure a seamless and profitable online shopping experience. eCommerce Managers are responsible for developing and executing strategies to drive traffic, increase conversions, and maximise revenue, whilst being innovative to remain competitive.
What does an eCommerce Strategy Manager do?
An eCommerce Strategy Manager is tasked with developing and implementing comprehensive strategies to enhance a company's online presence and drive revenue growth. Responsibilities include setting goals, defining target audiences, selecting appropriate channels, optimising website performance, and overseeing the execution of digital marketing campaigns. Additionally, they collaborate with various departments to ensure alignment with overall business objectives and continuously evaluate and adjust strategies to adapt to evolving market conditions.