What are the responsibilities of an e-Commerce Manager/Director?

The role of an e-Commerce Manager/Director encompasses a range of responsibilities within a company. Typically, this position is part of the management team and may oversee a team of 5 to 15 full-time employees. While managerial experience is advantageous, it is more crucial for the individual to have extensive experience in e-commerce environments. The field of e-commerce is complex, and it takes time for a manager without prior e-commerce experience to become proficient in the role.

Placement within the organization

The e-Commerce Director should possess a good understanding of the tasks and responsibilities of various departments such as IT, web development, finance, logistics, and marketing. It is their responsibility to establish effective collaboration and communication channels with these departments to shape and promote the e-commerce side of the company. Different organizations may perceive e-commerce management differently: some see it as a marketing function, focusing on web design and development, while others view it as an IT function. There are also companies that have elevated the role of e-Commerce Director, placing final responsibility for the online business at the level of CMO (Chief Marketing Officer) or CCO (Chief Commercial Officer).

Sales-driven approach

The e-Commerce Director plays a crucial role in generating revenue and profit for the company. They are responsible for providing online content that supports various marketing initiatives and ensuring its effective presentation on a robust technical platform. However, the success of an e-commerce venture is ultimately measured by its contribution to the company’s financial goals. If a webshop fails to generate meaningful revenue and profit, it cannot be considered a success. Therefore, driving sales is often one of the most important business objectives for an e-Commerce Manager/Director.

Boosting digital transformation

In the current business landscape, achieving growth and success in e-commerce requires a strategic and agile approach. This involves continually improving processes, making data-driven decisions, and delivering an exceptional customer journey across both online and offline channels, such as in-store experiences. Embracing digital transformation and leveraging technology are essential elements for achieving and sustaining growth in e-commerce.

Challenges faced in e-commerce initiatives

Having worked with various companies in recent years, I have encountered several reasons why certain e-commerce platforms or initiatives did not experience growth.