What competencies do I need in my e-commerce team?
Online sales is becoming more complex, and most people already realize that one manager handling everything from A to Z is not enough to comprehensively cover all e-commerce topics.
A good e-commerce must run each of the following functions (besides basics like accounting, finance, or legal) at a sufficiently high level:
product function — choosing the right products, watching purchase prices and selling prices to keep margins satisfactory,
operations function — managing logistics, fast shipping, automated billing and returns,
technology function — selecting the right technologies for the sales system: store engine, ERP, WMS or accounting software,
marketing function — valuable, high-quality on-site content, well-optimized SEO, ad copy and social media handling — without quality content you won't get anywhere, even with well-coordinated performance activities (those focused on results),
performance function — well-optimized product feeds, ROAS analysis, optimizing for minimum margin, the ability to set the right campaign KPIs, results orientation,
analytics function — a critical approach to information, understanding the technology to deliver the highest-quality data, the ability to evaluate advanced metrics — e.g. customer retention metrics like CLV,
UX / UI function — keeping visual coherence and intuitive navigation (extremely important now that more and more e-commerce sessions come from mobile, where there is less screen to work with), and the ability to collaborate with developers, who on their own won't plan the look and functionality of the store as well,
PM function — defining tasks and prioritizing them, managing the work of multiple people, watching deadlines, ensuring effective communication within the team and between the team and external partners.
When specialists own these areas, each of them focuses on maximum optimization of their area. The e-commerce manager, backed by their expert knowledge, is then able to plan and manage the store's strategy better.
A good e-commerce must run each of the following functions (besides basics like accounting, finance, or legal) at a sufficiently high level:
When specialists own these areas, each of them focuses on maximum optimization of their area. The e-commerce manager, backed by their expert knowledge, is then able to plan and manage the store's strategy better.