How to become a successful E-commerce Manager

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?

L’E-commerce Manager è il principale responsabile della gestione delle vendite online di un’azienda

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.

The importance of E-commerce managers in the digital marketplace

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.

Non sorprende quindi che, con gli shop online in continua crescita in tutto il mondo, sia emerso in modo preponderante un nuovo ruolo: l’E-commerce Manager, ovvero un professionista in grado di pianificare e sviluppare an e-commerce, svolgendo anche la funzione di coordinatore tra diversi dipartimenti specializzati. Questi ultimi possono includere agenzie di web design e SEO, il reparto marketing interno dell’azienda, i responsabili delle relazioni pubbliche e tutti coloro che possono influenzare positivamente la crescita digitale dell’impresa, agendo su più fronti.

Inoltre un E-commerce Manager può essere responsabile del monitoraggio dei piani finanziari, e deve essere in grado di analizzare le statistiche di vendita per ottimizzare l’assortimento dei prodotti e proporre promozioni mirate per raggiungere gli obiettivi commerciali prefissati anche quando si parla di 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.

How to become a competent and successful E-commerce Manager

Le competenze richieste a un E-commerce Manager di successo includono una vasta esperienza nel campo dell’amministrazione aziendale, una mentalità orientata alla pianificazione e progettazione, e una conoscenza approfondita di tutte quelle strategie finalizzate ad aumentare le vendite. 

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.

Infatti può essere sufficiente una modifica nell’algoritmo di Google per cambiare completamente la posizione di un negozio online, così come possono affacciarsi in qualsiasi momento nuovi competitor.  

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:

• business administration
• strategies to increase sales
• affiliate marketing
• search engine optimization (SEO)
• Digital advertising (Google Ads, Facebook Ads, etc.).
• market research and analytical skills
• industry and product expertise
• Communication skills and ability to work in a team
• Development and design of online and email marketing campaigns.

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.