What is an eCommerce Manager?

The rapid growth of online retail has increased demand for eCommerce managers. If you want your business to thrive in the digital marketplace, an eCommerce manager plays a pivotal role in your success. They ensure you hit all your KPIs, including those all-important customer conversions. Here we share a comprehensive overview of an eCommerce manager’s responsibilities, skills, and qualifications to help you understand why this role is critical for your operations.

1) What is an eCommerce manager?

An eCommerce manager plays a pivotal role in managing the growing pains of eCommerce companies experiencing rapid expansion. While you’ve worked hard to achieve this goal, you need to ensure your business is sustainable and scalable. The best way to do this is to constantly find ways to improve the customer experience with clear, simple, and enjoyable steps leading to purchases. This is where the eCommerce manager comes in.

In effect, they drive online sales, manage digital platforms, and implement effective strategies to maximize the potential of your business. With an eCommerce manager, you have an experienced leader who oversees and optimizes your online sales channels. This includes your website, marketplaces, and social media platforms. As a result, you maintain a consistent presence that improves brand awareness and builds customer trust.

2) What are the benefits of an eCommerce manager?

When you hire an eCommerce manager, your business experiences the following benefits:

Improved product management

eCommerce managers manage product listings, creating optimized product descriptions that drive sales and optimize website performance. They implement effective product information management using technology such as a PIM/DAM that creates a hub for product information. The information is optimized for SEO, customer engagement, and high conversions.

Marketing expertise

Your manager coordinates digital marketing campaigns. They create a marketing strategy, analyze sales data, and then identify strengths and weaknesses to ensure your campaigns have specific objectives. Whether it is driving traffic, increasing conversions, or raising brand awareness – it falls under their remit.

Improved inventory management

With accountability to oversee inventory management, the manager ensures a seamless customer experience. Consequently, this experience is consistent throughout the online purchase journey.

They manage expectations by understanding sales trends. For example, trends include what products move, what products need discounts to move, setting sales triggers to automate orders, etc.

Less cart abandonment

eCommerce managers streamline the buyers’ journey, removing barriers, improving the checkout process, expanding payment methods, and boosting website performance. In turn, they create a clear path to purchase, simplifying steps to reduce cart abandonment.

Improved sales through personalization

With an eCommerce manager on board, you have a designated expert focused on customer service. They are testers who love strategy, create processes, and implement new tools that ensure customers experience a better journey than brick-and-mortar stores. As a result. they know how to leverage analytics to understand customer behavior so they can identify shopping patterns and quickly pivot with solutions that continuously enhance personalization and customer experience.

Increased efficiency

Commerce technology constantly evolves and plays a critical role in your sustainability and scalability. eCommerce managers use technology such as a PIM/DAM to reduce time to market, increase average order value, and seamlessly reach new markets.

3) Improving collaboration and digital marketing expertise

An eCommerce manager is a collaborator. They understand the importance of working closely with marketing, IT, logistics, and customer service teams to create a cohesive online strategy and consistent customer experience. In effect, they possess superior communication skills and a sense of team that enables them to achieve your eCommerce objectives. eCommerce managers break down silos and leverage technology to streamline workflows and empower teams to collaborate without redundancies that waste time and lead to inaccuracies in product information.

As a result, they need an intimate understanding of search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing. They are your marketing guru who understands how to find the proper channels to reach your audience and develop and execute effective, highly targeted, data-driven digital marketing campaigns to increase traffic and, more importantly, conversions.

4) Leveraging the talent of a data-driven decision maker

eCommerce managers are proficient in leveraging web analytics tools such as Google Analytics to gather information, translate it into usable data, and drive performance for your website. They use data to analyze and understand user behavior to improve conversions with targeted campaigns. They can also optimize product information based on user behavior and identify opportunities for improvement.

This ongoing process enables your company to become fluid and responsive to changing customer needs with website improvements, persuasive digital marketing, and cohesive marketing campaigns. Through the effective use of data, eCommerce managers make informed decisions to optimize strategies for better results.

While you might be doing all these things yourself right now, you also contend with the core function of your business. An eCommerce manager can step in, enabling you to focus on future thinking strategies your manager executes expertly.

To learn more about how a PIM/DAM helps you become sustainable and scalable, set up a demo with the Pimberly team today.