E-commerce manager: role, education, salary

The e-commerce manager plays a central role in the company’s digital strategy. They oversee the operations of the online store and ensure its commercial development through online sales. Their main mission is to optimize the performance of the e-commerce site while delivering an optimal customer experience.

Acting as an interface between departments, they coordinate marketing, technical, and logistics teams to ensure smooth e-commerce operations. Their responsibilities also include managing relationships with external service providers and commercial partners.

Developing the digital marketing strategy is at the heart of the role. The e-commerce manager defines commercial objectives and supervises their operational implementation. They build a commercial action plan aligned with the market specifics and the company’s positioning. This strategy includes:

• Promotional activities
• Pricing policy
• Management of distribution channels

Monitoring performance indicators is a crucial part of the job. Analyzing KPIs helps assess the health of the e-commerce site and identify areas for improvement. Key metrics include revenue trends, conversion rates, and average order value. These insights guide strategic decisions and help adjust marketing actions in real time.

The technical management of the website requires close collaboration with IT teams. The e-commerce manager is involved in decisions related to platform upgrades and ensures its proper functioning. They also focus on optimizing SEO to maximize site visibility. Technical performance, transaction security, and a seamless customer journey are daily priorities.

The e-commerce manager role requires a powerful skill set that blends digital marketing expertise with sharp project management capabilities. Mastery of web analytics tools is essential for tracking conversion rates, analyzing user behavior, and optimizing ecommerce strategies. A deep understanding of ecommerce platforms, CMS, and order management systems ensures smooth online operations and seamless product updates.

Familiarity with UX/UI design principles is key to creating a user-friendly shopping experience that boosts both customer satisfaction and sales performance. In an increasingly regulated commerce market, knowledge of digital commercial law is vital to maintain legal compliance across platforms.

Strong analytical skills, paired with a data-driven mindset, enable managers to analyze performance metrics and turn insights into actionable strategies. Meanwhile, leadership and communication skills help align teams, coordinate with internal departments, and drive cross-functional ecommerce management projects forward. Whether you're a junior talent or a senior specialist, success in this position demands continuous learning, technical fluency, and the ability to adapt to the fast-paced commerce business landscape making it one of the most dynamic careers in the digital industry today.

This role typically requires a degree at the Bachelor’s or Master’s level. Specialization in e-commerce can be obtained at a business school or university.

The Master in Management - Grande Ecole at emlyon business school offers high-quality training tailored to the needs of digital commerce. This curriculum provides strategic vision while developing the operational skills required.

The program combines theoretical learning with hands-on experience. Students immerse themselves in the digital ecosystem through real-life projects and work-study opportunities. This pedagogical approach helps students develop the skills recruiters seek.

Courses cover all aspects of e-commerce: digital strategy, online marketing, project management, data analysis, and team leadership.

According to 2023 data from PageGroup, the average salary of an e-commerce manager varies based on experience and company size. Entry-level professionals can expect an annual gross salary between €35,000 and €45,000. With five years of experience, salaries range from €45,000 to €70,000.

Experienced professionals stepping into e-commerce director roles can earn over €70,000 annually. These salaries are often supplemented with performance-based bonuses and perks. Geographical location also plays a role, with higher pay rates in the Paris region.

This role offers a variety of career advancement opportunities. E-commerce managers may move into positions such as digital marketing director or e-commerce sales director. A transition to digital product manager is also a potential career path. Some professionals choose to become digital transformation consultants. The expertise gained in this role can also pave the way for entrepreneurship in the e-commerce sector. The skills developed are highly valued in today’s increasingly digital business landscape.

In today’s digital economy, the e-commerce manager is one of the most vital roles within a company. Combining technical expertise with managerial skills, this role requires top-tier training, such as that offered by emlyon business school. The school provides programs to train or upskill professionals in this field. Attractive salary prospects and diverse career opportunities make e-commerce management an appealing path for those drawn to the digital commerce landscape.

The ecommerce manager is a key player in today’s commerce industry, blending marketing, technology, and customer service to drive results. From product selection and conversion rate optimization to inventory management and social media strategy, this role touches every part of the ecommerce site.

With the right qualifications like a degree in business, and strong information technology skills professionals can access exciting vacancies and fast-track their earning potential. Whether you’re just starting out or seeking a senior position, mastering the tools of user-friendly commerce and data-driven decision-making is your path to success.