Head of eCommerce

As a leading eCommerce recruitment agency, we understand the crucial role that the Head of eCommerce plays in the success of an online business.

We work closely with employers to understand their specific Head of eCommerce job needs and identify top talent who can make a real difference to their online business. With our extensive network and industry expertise, we can help you find the perfect Head of eCommerce for you, whether you’re a fast-growing start-up or an established eCommerce business.

If you are looking for Head of eCommerce jobs, read this guide to learn more about the role, salary expectations as well as more about day-to-day responsibilities of this role.

What is a Head of eCommerce?

A Head of eCommerce is a key strategic hire who is responsible for driving revenue growth, optimising the customer experience, and keeping up with the latest industry trends and technologies. This role requires a unique blend of skills, including leadership, business acumen, technical knowledge, and digital marketing expertise.

This role is responsible for developing and implementing strategies to drive online sales, improve customer experience, and increase overall revenue generated through the ecommerce channels. They work closely with various teams such as marketing, product management, technology, and operations to ensure the seamless functioning of the ecommerce platform and achieve business objectives.

Objectives and performance

Here are eight key objectives that a Head of eCommerce may focus on, along with possible performance metrics for measuring progress and success:

Increase online sales

This objective revolves around boosting the revenue generated through the eCommerce channels.

Performance metrics include:

  • Total online sales revenue
  • Conversion rate
  • Average order value
  • Repeat customer rate 

Improve user experience

Enhancing the overall online shopping experience to increase customer satisfaction and loyalty.

Performance metrics include:

  • Website traffic
  • Bounce rate
  • Time spent on site
  • Customer satisfaction surveys 

Enhance website performance

Optimising the technical aspects of the eCommerce platform for better speed, stability, and usability.

Performance metrics include:

  • Page load time
  • Server uptime/downtime
  • Website responsiveness
  • Error rates or technical issue resolution time

Expand customer reach

Increasing the visibility and reach of the eCommerce brand to attract new customers.

Performance metrics include:

  • Organic search traffic
  • Referral traffic
  • Social media engagement
  • New customer acquisition rate

Optimise conversion rate

Improving the percentage of website visitors who convert into paying customers.

Performance metrics include:

  • Conversion rate by traffic source
  • Abandoned cart rate
  • A/B testing checkout processes
  • Exit rate

Drive customer engagement

Encouraging customer interaction, feedback, and loyalty through various channels.

Performance metrics include:

  • Email open and CTRs
  • Social media followers and engagement
  • Customer reviews and ratings
  • Customer retention rate

Optimise inventory and fulfillment

Ensuring efficient inventory management, timely order processing, and accurate fulfilment.

Performance metrics include:

  • Order fulfilment rate
  • Inventory turnover rate
  • Order processing time
  • Return rate and costs

Monitor competitive landscape

Keeping track of competitors’ activities, pricing strategies, and emerging trends in the ecommerce industry.

Performance metrics include:

  • Competitor analysis reports
  • Market share growth or stability
  • Pricing competitiveness
  • Trend identification and adaptation speed

Head of eCommerce salary

in 2024, a salary of £90,000 to £110,000 would be expected at Head of eCommerce level.

In general, a Head of eCommerce may be able to achieve a higher salary in scenarios such as:

  1. Joining a larger, more established company with a bigger budget.
  2. Bringing a strong track record of success and expertise in a specific area of eCommerce.
  3. Negotiating salary effectively at offer stage by highlighting value to the company.
  4. Staying up-to-date with the latest industry trends and technologies and being able to offer unique insights and solutions to the company’s eCommerce strategy throughout the interview.

It’s important to note that salary is just one aspect of a job, and factors such as company culture, benefits, and job satisfaction should also be taken into consideration when evaluating a job offer.

Read our guide:
eCommerce salary 2024

Head of eCommerce job description

A typical Head of eCommerce job description will read something like the below:

A Head of eCommerce is needed to develop, launch, and scale a new B2C and B2B eCommerce function. With P&L ownership, the role involves setting and shaping the eCommerce strategy and hands-on executing, with scope to build an eCommerce team in accordance with your strategy.

The Head of eCommerce will sit within the leadership team and own the entire eCommerce function, taking it from MVP to onboard additional products and services, to grow the digital share of sales.

The Head of eCommerce will:

  • Develop and delivery on an eCommerce strategy from scratch
  • Manage new and existing ecommerce platform(s), engaging with technology stakeholders on ecommerce development with the aim of generating new sales
  • Monitor and analyse the overall ecommerce sales performance, site performance, conversion rates and traffic
  • Be happy to hands on in delivering strategic leadership
  • Have the opportunity to develop and mentor a team.

The Head of eCommerce will have:

  • Proven experience developing or scaling businesses through eCommerce channels
  • Experience at a senior level eCommerce position, with comfort of hands on execution
  • Extensive knowledge of digital sales and the digital procurement model including SEO, PPC and conversion
  • The ability to work in a cross functional structure, bringing together cross functional groups of people to achieve results
  • Candidates may come from a consumer B2C or B2B environment

This is a fantastic opportunity for a Head of eCommerce to join a trusted brand with a proven history of success.

How can a Head of eCommerce improve performance

As the leader of an eCommerce team, a Head of eCommerce can play a critical role in improving business performance. Here are some ways a Head of eCommerce can do so:

1. Develop and implement a strong eCommerce strategy

A Head of eCommerce should work closely with other key stakeholders in the company to develop a comprehensive eCommerce strategy that aligns with the overall business goals. This strategy should include clear objectives, tactics, and timelines, and should be regularly reviewed and adjusted as needed.

2. Optimise the customer experience

Improving the customer experience is crucial to driving sales and loyalty. A Head of eCommerce can work with the team to analyse customer behaviour and preferences, identify pain points, and implement solutions to improve the overall customer journey.

3. Stay up-to-date with the latest technologies and trends

eCommerce is constantly evolving, and it’s important for eCommerce teams to stay on top of the latest technologies and trends. This can include things like mobile commerce, social commerce, and AI-powered personalisation, among others.

4. Measure and analyse performance

A Head of eCommerce should establish key performance indicators (KPIs) and regularly track and analyse performance metrics such as website traffic, conversion rates, and customer lifetime value. This data can be used to identify areas for improvement and make data-driven decisions.

5. Build and lead a strong eCommerce team

The person in this role should be skilled at building and leading a high-performing eCommerce team. This includes hiring the right people, providing ongoing training and development, and creating a culture of collaboration and innovation.

6. Manage vendor relationships

The candidate should manage relationships with key vendors such as technology providers, logistics partners, and marketing agencies to ensure the company is getting the best possible service and value.

Overall, a Head of eCommerce plays a critical role in driving business performance by developing and implementing a strong eCommerce strategy, optimising the customer experience, staying up-to-date with the latest technologies and trends, measuring and analysing performance, building a strong team, and managing vendor relationships.

What soft skills does a Head of eCommerce need?

Here are eight soft skills that are important for a managing eCommerce teams:

Leadership: The ability to inspire and guide a team, set a clear direction, and effectively delegate responsibilities to achieve ecommerce goals.

Communication: Strong verbal and written communication skills are essential for collaborating with cross-functional teams, conveying strategies, and building relationships with stakeholders.

Problem solving: Being able to analyse complex situations, identify challenges or opportunities, and devise effective solutions to improve ecommerce performance.

Adaptability: The capacity to quickly adjust to changing market dynamics, emerging technologies, and customer preferences to stay ahead in the fast-paced ecommerce landscape.

Emotional intelligence: Understanding and managing emotions, building rapport with team members and customers, and effectively resolving conflicts to maintain positive working relationships.

Analytical thinking: The ability to gather and interpret data, derive actionable insights, and make data-driven decisions to optimise ecommerce operations and drive business growth.

Customer focus: Keeping the customer at the centre of all decision-making, understanding their needs and preferences, and continually striving to enhance the online shopping experience.

Strategic thinking: Having a long-term vision for ecommerce growth, being able to identify market trends, assess competition, and develop effective strategies to achieve business objectives.

Head of eCommerce FAQs

What does a head of eCommerce do?
A Head of eCommerce manages the junior eCommerce team across all eCommerce touchpoints, giving strategic direction towards business goals as well as setting indivdual KPI's and objectives. This level often has full control over the team budget, and will manage their own profit and loss accounts. A Head of eCommerce normally has good experience across online, digital, CRM and lead generation.
How much does a Head of eCommerce earn?
A Head of eCommerce could expect to earn between £90,000 and £110,000. This base salary would usually be enhanced through a range of benefits including pension, healthcare, insurances, equity, and wellbeing initiatives.