What does an E-commerce manager do alone?

I sometimes see companies looking for an E-Commerce manager who should be able to do it all; code, design, SEO, Google Ads, Facebook ads, DNS, setup, security, social media, etc to perfection. In my opinion, that person does not exist, but in return, a skilled E-Commerce manager can develop a site with the right people around them.

What is an E-commerce manager?

As an E-Commerce Manager you have the role and responsibility for a website that focuses on buying, trading and selling products and services. Some key factors for an E-commerce Manager involve content, web analytics, responsible for the website's appearance and online marketing. However, the main focus of an E-commerce Manager is probably conversion. Conversion attracts visitors through promotions, effective SEO and attractive content that can convert them into a sale. Another key factor in e-commerce is planning ahead and having a complete digital marketing plan for the year and beyond. This plan can identify areas that they need to develop, including introducing sales campaigns, exclusive offers and most importantly SEO and PPC campaigns.

Some other responsibilities of an E-commerce Manager are:

  • Optimization of the website
  • Monitor web analytics and internal data sources
  • Execution of timetables
  • Incorporating best practice
  • Budget effectively
  • Monitor all activities and product development
  • Work closely with web development and technical teams
  • Prepare reports and analyze conversion numbers
  • Development of SEO / PPC strategy / marketing plans
  • Team management and status monitoring
  • Quality control and assurance
  • Development of timetables and schedules

Web Development

The user experience on the website and the overall UX is very important in a webshop. The E-commerce Manager has the overall responsibility for the expression and design of the website. The E-commerce Manager works closely with a web design company or internal web development team to get the right interface and structure that best suits the client's journey. The goal is to make the website easy to use, fast and secure. This can mean where to place the action to purchase an item to how the listings are organized. It can also be enhancing the website with additional content such as product videos, social media integration and anything that can further improve the user experience.

The right team around you

Not only does the website require management, but also the team that helps keep all other aspects of the website running is crucial to a good a website. Larger companies, in addition to an E-Commerce manager, will often have in-house PPC/SEO team to suggest keyword strategy techniques that can increase page rank and traffic, content specialists, web designers and developers employed to maintain and improve website performance, functionality and design. Smaller businesses will usually have a working relationship with external freelancers or firms, as and when required.

A typical e-commerce team might consist of:

  • E-commerce eat
  • Content editors/ Text authors
  • Web designer/web developer
  • PPC, SEO, social media person


An E-Commerce Manager develops and executes the strategic online marketing plans for companies doing business online. As such, they need to keep up to date with the online marketing environment and adapt their strategy to best serve their organisation's interests and to keep pace with the competition in their field. An E-Commerce Manager has overall responsibility for a web shop and reports to senior management. In order to achieve the best results, the E-commerce Manager often puts together a team consisting of IT, web developers, SEO people, etc. to solve the various tasks.