The job description of the e-commerce manager

The e-commerce sector continues to grow and has been experiencing double-digit growth for several years now. The COVID effect has speeded up the phenomenon and has enabled the creation of an average of 27 000 new e-commerce sites per year. To meet the needs of this sector, new professions have been created, including that of e-commerce manager. A major role in the digital transformation of companies, the e-commerce manager defines the e-commerce strategy to develop online sales. Missions, training, remuneration: find out everything you need to know about the job of e-commerce manager with IPAG.

What is an e-commerce manager?

The role of the e-commerce manager is to increase the sales of an e-commerce site, using various web marketing levers. With a background in web, marketing and sales, this specialist is highly sought after by companies wishing to increase their online sales turnover.

This expert will develop the acquisition, conversion and loyalty of target customers through various channels such as the company's e-commerce site and social networks. To implement an effective e-commerce strategy, the job of e-commerce manager requires extensive knowledge of web marketing strategies (SEO, SEA, SMA, mailing, etc.).

What are the tasks of the e-commerce manager?

The e-commerce manager is involved in a variety of projects : from defining the strategy to managing the teams on a daily basis. His or her objective is determined above all by the increase in the company's online sales turnover with a ROI approach (ROI = return on investment).

This web professional must define the digital strategy suitable for the company. To do this, they take into account the different sales channels, but also customer behaviour and market developments in order to optimally distribute their budget with a segmentation by channel. He works with the marketing teams to decide on the web marketing actions to be taken to develop the site's reputation. To measure the effectiveness of the strategy adopted, he/she sets up KPIs to monitor performance and analyse the actions deployed using reporting tools.

The e-commerce manager enhances the site's performance through the implementation of one-off and/or recurring commercial actions (promotions, competitions, etc.), and the optimisation of the customer experience (the choice of products and appropriate content). To generate traffic and optimise the visibility of the online store, this expert works on continuous improvement in terms of UX and referencing.

After implementing the various web marketing levers (SEA, mailings, partnerships, affiliations, etc.), the e-commerce manager ensures the proper management of online sales, such as order tracking, stock management and after-sales service.

In contact with the management, marketing teams and various service providers, this manager also takes on the responsibility of leading all the parties involved in the chosen strategy and coordinating their actions as best as possible. To keep abreast of new developments, he/she keeps a competitive watch on the different practices and methods of online promotion.

What training is required to become an e-commerce manager?

To become an e-commerce manager, you generally need to have completed a five-year degree. Despite the fact that it is not easy for a young graduate to get to a position of responsibility in his or her first job, certain training courses provided by universities and business schools are quicker routes to this profession. However, it is possible with a Bachelor's degree or a BTS and several years of experience in a company to become an e-commerce manager.

With IPAG, it is possible to follow a professional course from Bac +2 to Bac +5 to acquire all the skills needed to work as an e-commerce manager.

After the baccalaureate, a young graduate can join the BTS which provides all the basic knowledge in the fields of marketing, communication, management and sales. You have the possibility of deepening your skills by going for the Bachelor specialisation in marketing and digital communication. This course allows you to specialise and develop technical skills in digital communication strategies, social networks and web environment tools. It is then possible to continue your studies by taking a master's degree in digital marketing, which allows you to be operational in companies in terms of e-business, e-reputation, development and project management.

What is the salary of an e-commerce manager?

The salary of an e-commerce manager depends on many variables such as the experience of the candidate, the sector of activity and the size of the company. The average salary for an e-commerce manager is €3 500 gross per month.

Are you interested in the new web professions? Would you like to follow a professional training course to reach such a position? Find out about IPAG's Professional Bachelor's programme.