E-commerce is a constantly expanding field.
As reported by the observatory of the Polytechnic University of Milan, in 2023 online purchases in Italy exceeded 54.2 billion euros (+13% compared to 2022). The sectors with the greatest increase in online purchases are Tourism and Transportation (+30%), Beauty (+11%), Computers and Consumer Electronics, and Publishing (both areas record +8%).
Alongside the increase in the number of e-commerce businesses, the demand for E-commerce managers is growing
But what exactly are the duties of that role?
The E-commerce manager is primarily responsible for managing a company's online sales
It completely takes care of product management, starting from product selection through logistics to returns management.
This figure is becoming increasingly essential with a view to maximizing the activities that gravitate around an online store.
Today most companies sell their products through the Internet, supplementing or sometimes replacing the physical store.
This new business channel is also changing the needs of sales personnel: it is no longer enough to assist the customer who enters the physical store, but it is even more important to generate selected traffic to the website in order to optimize conversion rates, that is, to increase the number of visitors who actually proceed with a purchase.
It is therefore not surprising that, with online shops continuing to grow worldwide, a new role has emerged prominently: the E-commerce manager, or a professional who can plan and develop an e-commerce, while also serving as a coordinator between different specialized departments. These may include web design and SEO agencies, the company's internal marketing department, public relations managers, and anyone else who can positively influence the company's digital growth by acting on multiple fronts.
In addition, an E-commerce manager may be responsible for monitoring financial plans, and must be able to analyze sales statistics to optimize product assortment and come up with targeted promotions to achieve set business goals even when it comes to internationalization, that is, to sell outside national borders.
Of course, it is not necessary for such a figure to be personally involved in all these activities, but it is important that he or she has control over these aspects regardless of direct involvement.
Skills required of a successful E-commerce Manager include extensive experience in business administration, a planning and design-oriented mindset, and a thorough knowledge of all those strategies aimed at increasing sales.
An in-depth knowledge of products and their scope is important, as is having strong communication skills and being able to work fruitfully within a team.
Indeed, being able to rely on effective relationships in all sales-related areas, including business partners, is a key factor for business success.
An additional aspect that contributes to the success of an E-commerce Manager is his willingness to adapt his work according to changes in the market; a market that is constantly evolving, increasingly global and at the same time increasingly digital.
In fact, it can take only a change in Google's algorithm to completely change the position of an online store, just as new competitors can appear at any time.
Considering these scenarios, it is important for an E-commerce manager to possess a wide range of knowledge and skills that we summarize in these points:
It is apparent that this role requires specific skills and cannot be the result of improvisation.
To hold that office in the best way, it is also necessary to stay abreast of the latest business trends and also to be ready to assume judicious changes to strategies in place if they are not bringing about the expected results.
If you are looking for an E-commerce Manager for your business or want to expand your business abroad, you can contact the team at Octagona professionals.
With extensive experience in international markets and also in online commerce, we will be able to find specific figures and possible strategies to support your projects, whatever industry you are in.
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