As e-commerce revenue generation accelerates, the role of an e-commerce manager becomes more and more vital, as online business continue to grow. From data to digital marketing an e-commerce managers primary function is to help brands sell more online.
This role will vary from company to company, in both responsibilities and job title. Some e-commerce managers may be involved with elements of warehouse and supply management, or be a fixed position in the IT or marketing team, dependant on the focus of the role. However, ultimately, an e-commerce managers main focus is to grow traffic, improve conversion and increase AOV.
THE THREE MAIN FOCUSES OF AN E-COMMERCE MANAGER:
Driving sales and traffic via digital marketing
An e-commerce manager will be a full stack digital marketing expert. SEO and PPC qualified, it is their ultimate goal to make online brands sell more using technology and data to drive decisions. E-commerce managers must understand complex search engine algorithms and the impact small changes can have across the whole business.
Email automation, social media, granular analytics and reports; they will be confident in making strategic decisions to successfully grow a brand’s online presence. As the brand guardian for all online activities, they will be well versed in multichannel strategy and trends. For larger scale operations, the digital marketing team and social media team will work hand in hand with the e-commerce manager to plan yearly campaigns and future strategy.
Technology, platform and security focused
At the heart of e-commerce is technology. Regardless if the store is a custom build, or utilising an e-commerce platform such as Shopify, an e-commerce manager must know it like the back of their hand. E-commerce managers work with designers, website developers and content providers, such as copywriters, photographers, animators and videographers to create engaging content for consumers, ultimately growing traffic and widening the sales funnel.
Security developments, such as the General Data Protection Regulation implementation and any payment provider consideration, will be managed by the e-commerce manager. They will be working with either an in-house team or an agency to make sure the brand’s website complies at all times. As for larger projects, such as replatforming, they will hold key knowledge regarding integrations and warehouse management solutions and will be actively involved, championing change and commitment from the whole business.
Commercially driven conversion optimisation
An e-commerce managers KPI will be to maximise conversion across all platforms. Optimising for mobile users is vital, as 45% of the market currently browsers using a mobile device. From traffic acquisition to cart abandonment, their goal is to reduce any friction in the consumer’s checkout journey and run tests on what actions to take to improve sales.
After a Google Analytics audit, e-commerce managers will analyse metrics, such as the number of visits and bounce rates, high and low converting products, groupings of commonly purchased items and average order value. Using this data, suggestions may include navigational tweaks or cross sell opportunities and use A/B testing to live trial any changes with the average consumer.
The e-commerce manager role functions across many departments, and employing a dedicated team member to manage a brand’s online offering can encourage communication and bring a valuable skill set to every online store. As businesses grow, an e-commerce manager may progress from managing third party suppliers to managing whole departments. The role has elements of data analysis, digital marketing, development and project management, with the end goal of improving conversion rates and ultimately revenue and should be considered a cornerstone of any brand wanting to maximise their online potential.