What are the duties and challenges e-commerce managers face in their daily work? How to optimise their work?
According to the report of The United Kingdom: 2018 Ecommerce Report, the e-commerce market is constantly growing. Online shops in 2017 generated revenues of 13.7 billion pounds. This means an increase of 13.65% in comparison to 2016. At 2018, the British predict another peak in online sales – an increase of 14.3% is expected. Does this trend actually appear on the market? We'll see soon. The end of the year is getting close now. At the same time, we have to remember that the dynamic development of e-commerce would not be possible without the efficient operation of sales channels. E-commerce managers play a key role in servicing the shops. What are the duties and challenges facing them in their daily work? How to optimise work in this position? We present 5 proven tips!
Who is an e-commerce manager?
To fully understand the challenges posed by e-commerce managers, let's take a closer look at the nature of their work. What is it about? First of all, on the administration of an online sales system of products and services of a given e-commerce platform, operating within one or more service providers. The e-commerce manager is responsible for the sales indicators on the Internet, so it must first understand the needs and expectations of network users. Thanks to this, he is able to persuade them to make a purchasing decision.
The most important e-commerce manager tasks are:
- defining the target group and creating sales messages tailored to it,
- gaining new clients and maintaining relationships with current ones,
- creating and implementing marketing activities based on current trends,
- online shop management and active participation in expanding the offer,
- cooperation with a technical team responsible for the proper functioning of the shop,
- analysing the market and competition using tools supporting e-commerce sales,
- examining website traffic for conversions, customer visits, shopping cart values, and other indicators,
- control over the brand image (also management of possible crises),
- supervising the budget in order to maintain a balance between current expenditure and those intended for business development,
- monitoring the effectiveness of online sales in terms of sales targets,
- ensuring the implementation of sales targets.
Requirements for e-commerce managers
The multidisciplinary character of the e-commerce manager's work means that various skills are required from candidates for this position. Of course, an in-depth knowledge of the principles of online shop operation and construction as well as experience in administering them are indispensable.
The e-commerce specialist must also perfectly know the current trends – primarily in the area of reading performance indicators and using analytical tools. It is necessary to independently conduct a number of marketing activities – from the optimisation of the site for search engines, through the creation of mailing campaigns and partner programs, to campaign management in Google Ads.
When it comes to the education of e-commerce managers, they are usually expected to graduate from a university with an economic or technical direction, with a specialisation in sales or IT.
Challenges in the e-commerce manager's work
An e-commerce specialist is a person who takes comprehensive care of the effective operation of an online shop. It must constantly respond to all technological novelties and changing e-consumer behaviour. The right choice of activities, at the right time, affect the success of the shop on the web. Due to this, the e-commerce manager must perfectly know the industry, flexibly adapting to the changes taking place in it. Below are some tips that improve the effectiveness of the e-commerce manager's work!
Start the day by analysing the statistics
Data play a key role in e-commerce. Thanks to them, we gain knowledge about shop users, their actions and shopping preferences. The collected data allow for the introduction of an effective strategy for the development of an online shop. That is why the accurate tracking of statistics is so important in the e-commerce manager's work. Every day you should start with a quick overview of the data available in tools connected to the e-shop, such as Google Analytics and Hotjar, or using data warehousing and market monitoring tools.
Stay up to date with trends
The creation and implementation of effective marketing activities force e-commerce managers to continuous development. Understanding the needs and expectations of network users, key in their work, requires constant tracking of changes occurring on the e-commerce market. To keep up with them, it is necessary to follow the trends by reading industry press, blogs and internet portals, where current topics for the e-commerce market are being taken up.
Create a good atmosphere in the team
The e-commerce manager's work is based largely on the coordination of the entire team – graphic designers, SEO specialists or programmers responsible for the proper functioning of the shop. The quality of cooperation directly affects the satisfaction of buyers, the security of their data and the position of the shop on the Internet.
In order to achieve the best results, it is worth caring for a friendly and motivating atmosphere among employees and efficient communication of the team. Especially that according to Salesforce data, 84% of employees and department heads consider a lack of cooperation or ineffective communication as the main reasons for projects failure.
Plan advertising campaigns with caution
Effective advertising campaigns require careful planning. The key is primarily their goal, which should be both specific, measurable, achievable and timely.
E-commerce managers should also create “tailor-made” activities of consumers' needs and expectations. When planning activities, it is worth focusing primarily on the calendar and specificity of the industry. The dynamics of the campaign can be adapted to specific seasons (high traffic during the holiday season and slowing down at the beginning of the year), events (holidays, the beginning of the school year) or seasons (wedding, ski).
Monitor, analyse and improve
An e-commerce manager is a person who keeps an eye on the entire online business. Planning and implementing effective activities based on market trends and customer observation is one thing. However, it is important to monitor the implemented campaigns in terms of their effectiveness.
The e-commerce specialists should follow such indicators as for example conversion, average order value, customer migration rate, cost of customer acquisition or customer's lifetime value. The current analysis is the basis for introducing the necessary changes that may determine the success of the campaign.