Career guide
Ecommerce Manager Job Description: Template, Duties and Metrics
An ecommerce manager runs a company's online store as a business: the site, what's merchandised on it, promotions, marketplaces like Amazon, and how many visitors turn into buyers. They're usually measured on online revenue, conversion rate and average order value. Below is a template you can adapt, versions for marketplace and operations-heavy roles, and the work behind it.
Key takeaways
- An ecommerce manager runs a company's online store as a business, covering the site, merchandising, promotions, marketplaces and conversion.
- Ecommerce managers are usually measured on online revenue, conversion rate, average order value and, increasingly, profit per order.
- An ecommerce manager owns the store, while an ecommerce marketing manager owns the traffic and campaigns that bring buyers to it.
- Ecommerce manager roles differ by business: DTC brands stress the site and customer experience, wholesale brands stress marketplaces and retailer sites.
- The posting's metrics and platforms tell you which kind of ecommerce manager job it is and what to lead with on your resume.
What does an ecommerce manager do?
An ecommerce manager is responsible for the online store doing well as a business. If customers can’t find products, the checkout breaks, the promotion calendar clashes with stock or the Amazon listings are out of date, it’s their problem to fix.
The job usually covers six areas:
- The site. Product pages, navigation, search, checkout, speed and how it works on a phone. Ecommerce managers work with developers or a platform such as Shopify, Salesforce Commerce Cloud or Adobe Commerce.
- Merchandising. Which products are featured where, collections, bundles, pricing displays and what goes on the homepage this week.
- Promotions and the trading calendar. Sales, launches, seasonal moments and the planning behind them, with stock and margin in mind.
- Marketplaces. Amazon, Walmart, Target Plus or retailer sites, where the brand sells through someone else’s store.
- Conversion. Testing and improving each step from landing page to order. Our CRO specialist page covers this work in depth.
- Reporting. Daily and weekly sales, traffic and conversion, and the story behind the numbers.
At small brands the ecommerce manager also runs email and paid ads. At bigger ones those sit with marketing, and the ecommerce manager works closely with them.
Ecommerce manager job description template
Copy this and replace the [brackets]. Cut what doesn’t apply.
Job title: Ecommerce Manager [or Senior Ecommerce Manager], [Brand or Region] About [Company] [Two sentences: what you sell, where (your site, marketplaces, retailers) and how big online is for the business.] About the role We're hiring an Ecommerce Manager to own [brand].com [and our marketplace channels] and grow online revenue profitably. You'll run the site, the trading calendar and merchandising, and work with marketing, product, operations and [agency / developers]. You'll report to [Director of Ecommerce / Head of Digital]. What you'll do - Own online sales targets for [site / marketplaces], and plan how to hit them. - Run the trading and promotions calendar with marketing, merchandising and operations. - Manage merchandising: homepage, collections, product pages, search and recommendations. - Plan and prioritize site improvements with [developers / agency], and run A/B tests. - Keep product content accurate: images, copy, pricing, availability. - [Manage marketplace listings and advertising on Amazon / Walmart / retailer sites.] - Report daily and weekly on revenue, traffic, conversion and average order value, with recommendations. - Work with customer service on the issues customers raise most. What you'll bring - [X]+ years in ecommerce, digital trading or online retail. - Hands-on experience with [Shopify / Salesforce Commerce Cloud / Adobe Commerce] and [GA4 / Looker / other analytics]. - A record of growing online revenue or conversion, with numbers you can explain. - Commercial sense: margin, stock and promotions, not only traffic. - Comfort prioritizing work with developers or agencies. How we'll measure success - [Metric 1: e.g. online revenue against target] - [Metric 2: e.g. conversion rate and average order value] - [Metric 3: e.g. contribution margin per order] Pay and benefits [Salary range], [benefits], [location / hybrid / remote].
Two notes for whoever’s posting the role:
- Say where the sales happen. “Our site is 70% of online revenue, Amazon is 30%” tells candidates what the job really is.
- Include the pay range. Some US states and cities now require it in job postings; Cooley’s summary of state pay transparency laws is a useful starting point.
How does the job vary by business?
| Business | What the ecommerce manager focuses on |
|---|---|
| DTC brand | The brand’s own site, customer experience, repeat purchases, working closely with email and paid social |
| Brand that also sells wholesale | Marketplaces and retailer sites as much as its own site; listings, content and retail media |
| Retailer | Many brands and categories, merchandising, onsite search and the promotions calendar |
| Marketplace-first seller | Amazon or similar: listings, reviews, advertising, inventory and fees |
| B2B ecommerce | Ordering portals, account pricing, reorders and integration with sales |
Postings for marketplace-heavy roles sometimes use titles like “Amazon manager” or “marketplace manager”. Operations-heavy roles ("ecommerce operations manager") add fulfillment, returns and inventory systems.
What numbers does an ecommerce manager own?
- Online revenue, usually daily, weekly and against target.
- Conversion rate: the share of visits that turn into orders.
- Average order value.
- Traffic by source, shared with marketing.
- Contribution margin or profit per order, at businesses that watch discounting and shipping costs closely.
- Site health: speed, errors, out-of-stocks, checkout drop-off.
- Marketplace measures: rank, reviews, buy box share and advertising return, where relevant.
Accessibility belongs on the list too. The W3C’s WCAG overview explains the web accessibility guidelines, which set success criteria at three levels, A, AA and AAA. Ask in the interview which level the site is held to.
How is an ecommerce manager different from similar roles?
| Role | Main focus |
|---|---|
| Ecommerce manager | The store as a business: site, merchandising, promotions, conversion, marketplaces |
| Ecommerce marketing manager | Bringing buyers to the store through ads, email, social and promotions; see ecommerce marketing jobs |
| Lifecycle marketing manager | Repeat purchases and retention through email, SMS and loyalty |
| Performance marketing manager | Paid acquisition and its efficiency |
| Shopper marketing manager | Influencing purchase at retailers, in store and on retailer sites |
| Ecommerce director | The whole online business, its strategy, budget and team |
How do you use this job description when applying?
Find the two numbers the posting cares most about, usually revenue and conversion, and put a result for each near the top of your resume. Then pick one story about a change you made to the store, why you made it and what happened. Tell it in your own words with the real trade-offs, such as the discount you didn’t run because margin mattered more; that kind of detail shows how you think, and it’s what an interviewer remembers.
Our ecommerce marketing jobs page covers how to get into the field, and retail marketing jobs covers the retail side. Pay varies widely by company size and city; the marketing manager salary page gives government figures for the nearest occupation.
FAQ
What skills does an ecommerce manager need?
Commercial judgment (revenue, margin, stock), analytics, hands-on experience with an ecommerce platform, merchandising sense, testing and the ability to prioritize work with developers. Marketplace experience is a plus for brands that sell on Amazon or retailer sites.
Is ecommerce manager a marketing role?
It sits between marketing, sales and operations. Some companies put it in marketing, others in a digital or commercial team. Either way, the job is closer to running a shop than running campaigns.
What does an ecommerce manager do day to day?
Check yesterday’s sales and site issues, update merchandising for the current promotion, review test results, meet developers or the agency on the next site changes, sync with marketing and operations on the calendar, and report the week’s numbers.
What qualifications does an ecommerce manager need?
Postings commonly ask for a bachelor’s degree and several years in ecommerce, retail or digital marketing. A track record of growing online sales matters more than the degree subject.
What’s the next step after ecommerce manager?
Senior ecommerce manager, then head or director of ecommerce, owning the whole online business. Some move into general management or digital leadership roles.