What e-commerce managers do – Next, we explain how to be an eCommerce manager; don’t miss it! Electronic commerce is a young sector, and sometimes, we do not have the clearly defined professional profiles that it requires. Electronic commerce covers so many different areas, making it even more challenging to determine the specific skills and abilities that an eCommerce director must have.
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To shed some light on this issue, we will list the main qualities that an eCommerce manager must have to lead a successful e-commerce company.
What is an eCommerce manager?
The eCommerce Manager is responsible for managing the e-commerce project and understanding and controlling the online sales process from beginning to end. He would have to be director since he has to have a global vision of what is happening to understand and control the entire electronic commerce process in all its phases.
One of the main objectives of the eCommerce manager is to obtain the best possible ROI. This requires global knowledge of the sector and of existing tools. That is, this person must be able to design a strategy and implement a plan for recruitment, loyalty and conversion.
What functions does the eCommerce Manager perform?
The eCommerce Manager performs the following functions :
- You must know the buyer perfectly.
- Manage direct and indirect sales through eCommerce portals and marketplaces.
- Manage the conversion funnel.
- Define the KPIs or objectives that you want to achieve.
- Monitoring of metrics and KPIs achieved through analytics.
- Manages the CMS using basic knowledge of HTML.
- Manage direct sales campaigns with SEM.
- Therefore, creating content based on keywords is in charge of SEO positioning.
- Manage the social networks of the company.
- Conduct emailing or remarketing campaigns.
- Develop affiliate programs, and relationships with suppliers and partners.
- Design and execute a Branding strategy.
- Organize logistics.
- Carry out an SEO strategy to position the online store in the main search engines.
Capabilities and skills that eCommerce Managers should have
Now that we know its functions, let’s see the abilities and skills that an eCommerce Manager must have:
Organizational and management capacity
It is clear that a director, regardless of the sector, needs excellent organizational skills. However, the eCommerce manager, in particular, must control all phases of the business. The ability to obtain a global vision of what is happening is vital if we want to understand and control the entire process of electronic commerce in the diversity of its phases.
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Knowledge of the market and negotiation skills
If we want to reduce costs as much as possible to increase the profit margin, it will be essential that we negotiate with suppliers to achieve the best possible offers. For this, it is essential to have a good knowledge of the sector and tot he various suppliers we can turn to. Only then can we choose best option offered by the market.
Knowledge of technology and logistics
The logistics structure of electronic commerce can become its main competitive advantage. That is why the DCE will require in-depth knowledge of its supply chain management. At the same time, he will take advantage of all technological advances to ensure a fully optimized supply chain. Thus, thanks to the implementation of logistics software, we will be able to synchronize the different inventories of the chain, offering unified and updated information in real-time to all the agents involved in it.
Leadership
An eCommerce manager must also look within, towards the team of professionals he manages daily. As a manager, you must demonstrate leadership qualities, setting goals and leading the team in the same direction. The capacities of motivation, empathy and others will be crucial in this task.
Analytical capacity
When we talk about online sales, everything can be measured. Good management of web analytics will allow us to measure the traffic of our platform, its sources, its conversion rate and a host of other indicators. This will allow us to better understand the behaviour of our users to drive them towards our goal.