We’re often asked for a list of the eCommerce interview questions to use when interviewing eCommerce Directors or other senior eCommerce candidates. To start, let’s understand the main roles and responsibilities of an eCommerce Director, and then we can determine what eCommerce interview questions best allow us to assess their knowledge and skills against these criteria.

What does an eCommerce Director do?

The main objective is to increase business performance and sales through converting web users to customers, and ideally repeat customers. To do this, job responsibilities will include:

  • Platform selection
  • Trading and merchandising – understanding how the calendar can affect sales i.e. Easter and making sure there’s appropriate stock availability
  • Overall strategic direction and user experience of the site – navigation, content, funnels, mobile optimisation and whether an app is appropriate
  • Oversee digital marketing promotional campaigns to drive traffic to the website, monitoring and improving conversion metrics
  • Team management including hiring, setting goals and objectives, and reflecting these in team KPI’s
  • Forecasting sales performance across the year, establishing strategies including pricing, to beat year on year returns
  • Introducing new sales channels to create more revenue
  • Logistics and deliveries – where does stock need to be kept? What are the delivery options?

What competencies should an eCommerce Director have?

  • Strategic – sees the long-term market potential and opportunities and makes a plan to get there.
  • Has proven experience either attracting new customers or moving customers from an offline to an online model
  • Collaboration – with marketing, IT, product and sales teams to drive online transformation and change.
  • Analytical – ability to decipher large volumes of data for performance analysis and problem-solving. A deep understanding of ecommerce metrics such as conversion, average order value and traffic.
  • Prioritisation – the ability to project manage, multitask and get things done against deadlines.
  • Technical – Strong SEM knowledge, previous use of paid ad tools, extensive use of eCommerce platforms and can demonstrate web analysis techniques.

The eCommerce interview questions that you use should investigate these competencies thoroughly.

What eCommerce interview questions should I ask?

Here is our guide to the best eCommerce interview questions. This isn’t a comprehensive list, and you should add specific competency questions, but this list should offer some guidance and inspiration when interviewing.

General eCommerce interview questions

  • What are your reasons for wanting to leave your current role?
  • What excites you about our business?
  • What might you suggest are your key strengths as an eCommerce Director?
  • Tell me about a specific eCommerce achievement at work that you are proud of and why? What were the results?
  • What has been your most impactful website development? What impact did it make?
  • How metrics do you use to measure the effectiveness of your work?
  • Tell me how you would approach a new role in the first 6 months
  • What other business areas do you have experience in?

Business related eCommerce interview questions

  • What experience do you have in developing digital content?
  • What new digital channels have you implemented previously?
  • What would you change about our site?
  • What steps do you take to launch a new product onto an eCommerce platform?
  • What is the first task you’d undertake as eCommerce Director?
  • What 3 objectives would you give yourself in the first 12 months?
  • How important will mobile be to our market?
  • How would you implement a digital transformation project?
  • Describe a time when you have used social media to improve business performance?
  • What does a good ROI look like to you and why?

Stakeholder Manager / Relationships / Leadership

  • What is your leadership style?
  • What makes you a great leader?
  • How do you communicate well with your team and peers?
  • How you motivate other people? Give an example.
  • How do you manage agencies and external stakeholders?
  • How would you manage a team that wasn’t meeting objectives?
  • Tell me about an instance where you said ‘no’ to an idea – how did you do it and why?
  • Tell me about a time you had to influence your peers / CEO?
  • Give examples of when you have successfully managed a remote team?
  • Give an example where you felt passionately about something (eg a business case) but struggled to convince others?

Failure / Self Criticism / Self Awareness

  • Tell me about a mistake you made and how you handled it?
  • Give an instance where you have had a dispute at work with your peers. How did you handle it?
  • Give an example of a time where you didn’t meet your sales forecast. What could you have done differently?
  • Give an example where you have prioritised the wrong task. What was the outcome and how did you manage it?

Roadmap, Prioritisation & Decision Making

  • What is the most important metric as an eCommerce Director and how would you measure it?
  • How do you prioritise effectively?
  • What steps do you take to keep up to date with eCommerce trends and insights?
  • How do you measure success in your role?


eCommerce interview questions: summary

We’re a specialist recruitment agency within ecommerce and are here to help you with any questions you have relating to eCommerce interview questions. Since 2002, we’ve helped a broad range of companies, from scale-ups, start-ups and enterprise businesses to hire customer centric experts that build effective strategies for business transformation. Reach out to our management team confidentially to discuss how Intelligent People may help with your Executive level search.

Ecommerce Interview Questions