E-commerce is a constantly expanding field.
As reported by the observatory of Politecnico di Milano, in 2023 online purchases in Italy exceeded 54.2 billion euros (+13% compared to 2022). The sectors that most recorded an increase in online purchases were Tourism and Transport (+30%), Beauty (+11%), IT and consumer electronics and Publishing (both sectors recorded a +8%).
Alongside the increase in the number of e-commerce sites, the demand for E-commerce Managers is growing
But what exactly are the duties of this role?
The E-commerce Manager is primarily responsible for managing a company's online sales
It completely takes care of the management of the products, starting from their selection, through logistics up to the management of returns.
This figure is becoming increasingly essential, with a view to maximizing the activities that revolve around an online store.
Today most companies sell their products via the internet, supplementing or sometimes replacing the physical store.
This new commercial channel is also changing the needs of sales staff: it is no longer sufficient 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, increasing the number of visitors who actually proceed with a purchase.
It is therefore not surprising that, with online shops continually growing all over the world, a new role has predominantly emerged: the E-commerce Manager, i.e. a professional capable of planning and developing an e-commerce, also carrying out the function of coordinator between various specialized departments. The latter can include web design and SEO agencies, the company's internal marketing department, public relations managers and all those who can positively influence the digital growth of the company, acting on multiple fronts.
Furthermore, an E-commerce Manager may be responsible for monitoring financial plans, and must be able to analyze sales statistics to optimize the product assortment and propose targeted promotions to achieve the pre-established commercial objectives even when it comes to internationalization, or selling outside national borders.
Naturally, it is not necessary for this figure to personally take care of all these activities but it is important that he has control over these aspects regardless of direct involvement.
The skills required of a successful E-commerce Manager include extensive experience in the field of business administration, a planning and design-oriented mentality, and an in-depth knowledge of all those strategies aimed at increasing sales.
It is important to have an in-depth knowledge of the products and their area of reference, as well as having strong communication skills and knowing how to work profitably within a team.
In fact, being able to count on effective relationships in all sectors related to sales, including commercial partners, represents a key factor for commercial success.
A further aspect that contributes to the success of an E-commerce Manager is his willingness to adapt his work based on market changes; a constantly evolving market, increasingly global and at the same time increasingly digital.
In fact, a change in Google's algorithm may be enough to completely change the position of an online store, just as new competitors can appear at any time.
Considering these scenarios, it is important that an E-commerce Manager possesses a wide range of knowledge and skills which we summarize in these points:
It is clear that this role requires specific skills and cannot be the result of improvisation.
To fill this role in the best way, it is also necessary to always stay up to date on the latest commercial trends and also be ready to hypothesize prudent changes to current strategies if these are not leading to the expected results.
If you are looking for an E-commerce Manager for your company or want to expand your business abroad, you can contact the team Octagona professionals.
Thanks to 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 the sector in which you operate.
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