An e-commerce manager is the professional who manages an online business, such as an online store or a marketplace, with the goal of satisfying customers, increasing sales, and boosting business profits.
The administration activities of an e-commerce manager, however, are far from standardized. The functions are very different depending on the size of the virtual store, the team (if there is one), the area of activity (regional, municipal, state, national and/or international).
In any case, it is routine for an e-commerce manager to perform the following tasks:
Manage the business developed by the e-commerce entrepreneur:
O entrepreneur and enthusiast create a business out of nothing. It develops the principles of Organizational culture (Mission, Vision, Values), creates the structure (virtual store), implements the essential systems. After that, the e-commerce manager enters the scene, who will manage the employees, the systems, the procedures over time so that they make the company grow and generate profit.
BigData Analytics Actions:
In its management, the manager must capture and analyze data from market research, sales statistics (internal and external), numbers from ERP, WMS, CRM and Google Analytics software, among others, and use this information to make decisions on a daily basis.
Digital Marketing Actions:
It is the role of the manager to take care of the campaigns of sponsored links for e-commerce, Email Marketing for e-commerce, SEO, price comparisons, etc. In large companies, he can count on the help of a team.
optimization of Customer Experience (CX):
The manager must monitor and improve all the e-commerce company's contact channels with the leads, suspects, prospects, customers and customers.
optimization of User Experience (UX):
He needs to optimize the aspects that involve the usability of the virtual store and the products that are marketed within it in order to improve the user experience and make him come back and buy more often.
Value chain optimization:
The e-commerce manager must periodically review its value chain with the aim of improving procedures, eliminating waste and, thus, improving the performance of the business as a whole.
Play the Strategic Planning (PE):
The PE is a document that stems from the company's Vision. If the Vision is “we want to become the largest virtual cookie store in Brazil by 2020”, the PE will have daily goals to make this Vision come true. It is the role of the e-commerce manager to ensure that these goals are achieved day after day.
As you can see, an e-commerce manager has many responsibilities. Therefore, this professional must be well-prepared for the market through management courses like those offered by ComSchool.
