Vice President eCommerce

We are a specialist eCommerce recruitment agency, placing our candidates within Vice President eCommerce jobs within London. If you are looking for a VP eCommerce job role or would like to find out how to become an VP eCommerce, what skills you need, and what salaries are on offer, you will find a complete guide below.

What is a VP eCommerce?

A VP eCommerce, also known as a Vice President eCommerce, is a senior executive position within a company that focuses on the strategic management and development of online sales and digital commerce initiatives. The primary responsibility of a VP eCommerce is to drive revenue growth and optimise the company’s online business operations.

The role of a VP eCommerce typically involves overseeing various aspects of the company’s online presence, including the design and functionality of the e-commerce website, online marketing and advertising efforts, customer experience and user interface, analytics and data analysis, and online sales performance.

VP eCommerce main responsibilities

  1. Develop and execute the company’s eCommerce strategy to drive revenue growth.
  2. Oversee the design, functionality, and user experience of the e-commerce website.
  3. Lead online marketing efforts, including SEO, PPC advertising, and social media campaigns.
  4. Analyse sales data and implement strategies to optimise online sales conversion rates.
  5. Enhance the online customer experience through effective website navigation and user interface.
  6. Collaborate with IT teams to select and implement e-commerce platforms and technologies.
  7. Stay updated with industry trends and conduct competitive analysis for growth opportunities.
  8. Manage a team responsible for web development, online marketing, and analytics.
  9. Ensure compliance with data protection and online security regulations.
  10. Report to executive leadership and provide insights on eCommerce performance and trends.

VP eCommerce v eCommerce Director

The roles of a Vice President eCommerce and an eCommerce Director are similar in that they both focus on managing and developing the company’s online sales and digital commerce efforts. However, there can be some differences in their scope and level of responsibility:

Hierarchy: In terms of hierarchy, a VP eCommerce typically holds a higher-ranking position than an eCommerce Director. The VP eCommerce often reports directly to the C-level executives or the CEO and is a part of the company’s executive leadership team. On the other hand, an eCommerce Director may report to the VP eCommerce.

Strategic focus: A VP eCommerce is generally responsible for setting the overall eCommerce strategy for the company and driving its execution. They work closely with the executive team to align the eCommerce initiatives with the broader goals and objectives of the business. In contrast, an eCommerce Director often focuses more on the tactical implementation of the eCommerce strategy and manages day-to-day operations within the eCommerce department.

Cross-functional leadership: Given their higher-ranking position, a VP eCommerce is likely to have a broader cross-functional leadership role. They collaborate with various departments, such as marketing, sales, IT, and finance, to ensure alignment and synergy in achieving business objectives. An eCommerce Director, while still collaborating with other departments, may have a more specific focus on the eCommerce function and its immediate stakeholders.

Decision-making authority: As a higher-ranking executive, a VP eCommerce often has greater decision-making authority, especially concerning strategic initiatives, budget allocations, and resource allocation.

VP eCommerce example day

The day in the life of a Vice President eCommerce in a scale-up tech business can vary depending on the specific business and priorities. However, here’s a general outline:


  1. Review Key Performance Indicators (KPIs): website traffic, conversion rates, and revenue to identify trends and areas of improvement.
  2. Team meeting: discuss ongoing projects, address challenges, and provide guidance on strategic initiatives.
  3. Marketing campaign review: analyse data, and collaborate with the marketing team to optimise and adjust strategies.
  4. Customer feedback analysis: understand pain points, identify opportunities for improvement, and suggest enhancements.


  1. Strategic planning: assessing market trends, competitive analysis, and exploring new opportunities for expansion or partnerships.
  2. Collaboration with IT: discuss upcoming website updates, functionality enhancements, or technology integrations.
  3. Vendor management: Evaluate and negotiate partnerships such as logistics, payment gateways, or customer support solutions.

End of day

  1. Reporting: prepare presentations summarising performance and insights, and share them with stakeholders.
  2. Stakeholder communication: progress updates, milestones, or challenges to the executive team, ensuring alignment and seeking necessary approvals.
  3. Prioritisation and planning: Review and prioritise tasks for the next day or upcoming projects, ensuring that resources, timelines, and budgets are appropriately allocated.

Vice President eCommerce salary


In today’s market, a salary of £130,000 to £250,000 would be expected at Vice President eCommerce level. Traditionally, those VP eCommerce roles working within London could expect a salary at the higher end of this scale, but with the rise in demand from candidates for flexible working, employers are tending to level out this playing field.

If an employer requires a Vice President eCommerce with specific niche experience and knowledge, the candidate will often be able to negotiate a salary at the higher end of this scale. A bonus, equity or profit share may also be available at this level of seniority.

Read our guide:
eCommerce salary 2024

VP eCommerce job description

A typical Vice President eCommerce job description will read something like the below:

The Vice President eCommerce is responsible for all eCommerce efforts including profit and loss (P&L) for all web-based products, driving traffic to the website, conversion rates and performance of the website, site aesthetics and site functionality.

The VP eCommerce will need to partner with Marketing to develop promotions, content, advertising, and contact strategies, to acquire customers, maximise customer lifetime value and repeat purchases values.

An Vice President eCommerce will:

  • Work with Marketing to create an annual and long-term business strategies and revenue plans for all eCommerce efforts
  • Develop and manage projects to drive customer and acquisition traffic and conversion to meet and exceed goals
  • Work closely with the CRM team to optimise the email outreach strategy and execution
  • Owns the scheduling, coordination, and execution of all online marketing and merchandising campaigns and associated content
  • Manage SEO improvements, reporting and roadmap
  • Oversee all project management on eCommerce platforms to include project planning, analysis of reports, technical developments.
  • Ensure a continuous learning programme for the eCommerce team
  • Provides accurate forecasting of eCommerce initiatives to the board, and update on delivery programme

The Vice President eCommerce should have:

  • A strong understanding of the job functions and possesses the knowledge and skills required to perform the required job functions
  • Personal credibility leadership skills to manage the eCommerce team to success
  • A desire to learn new techniques and skills, to maintain competitive in the marketplace
  • Excellent project management skills with high attention to detail

Vice President eCommerce tools

There are various tools available to assist in managing and optimising online sales and digital commerce initiatives. Here are some commonly used tools across different areas of responsibility:

eCommerce platforms

Shopify: A popular e-commerce platform for building and managing online stores.
Magento: A feature-rich e-commerce platform suitable for large-scale operations. 

Web analytics

Google analytics: A robust analytics tool for tracking website traffic, user behavior, and conversion rates.

Adobe analytics: A comprehensive analytics solution offering advanced reporting and data analysis capabilities. 

Digital marketing

Google Ads: A platform for creating and managing pay-per-click (PPC) advertising campaigns.

Mailchimp: An email marketing tool for creating and sending targeted email campaigns. 

Conversion optimisation

Optimizely: A platform for conducting A/B testing and optimising website design and user experience.

Hotjar: A suite of tools for website heatmaps, session recordings, and user feedback collection. 

Customer Relationship Management (CRM)

Salesforce: A leading CRM platform for managing customer relationships and sales processes.

HubSpot CRM: A user-friendly CRM tool with features for sales, marketing, and customer service. 

Project management

Asana: A versatile project management tool for organizing and tracking tasks, projects, and workflows. 

Trello: A visual project management tool that uses boards and cards to manage tasks and collaboration. 

Collaboration and communication

Slack: A popular team communication platform for real-time messaging and collaboration. 

Microsoft Teams: A comprehensive communication and collaboration tool with chat, video conferencing, and document sharing capabilities.

Potential eCommerce interview questions

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

Vice President e-Commerce FAQs

What does a VP of eCommerce do?
The VP of eCommerce is responsible for setting the eCommerce vision and overall direction of the multi-functional teams within the business. Similarly, to the Director, the VP needs to ensure all teams understand the company’s goals and objectives, allowing them to create campaigns to drive traffic, conversions and ultimately profit for the business. The VP will need to execute full lifecycle project management on eCommerce projects, selecting vendors and managing relationships for success.
What is the salary of a VP of eCommerce?
A VP of eCommerce could expect to earn between £130,000 and £200,000. This salary will often be enhanced with other benefits such as healthcare, pension, insurances, equity and more.