Building an e-commerce team – how to effectively organize work in the e-commerce department?

In the digital era, online stores are becoming an increasingly important element of the sales strategy of most companies. For this reason, the importance of an effectively organized e-commerce team is also increasing. In the following article, we will discuss the individual positions in the e-commerce department, their roles and responsibilities that make up the effective functioning of an online store. We will present what tasks need to be performed to achieve success in the area of e-commerce.

E-commerce Manager

An E-commerce Manager is the pillar of any e-commerce operation. This position is crucial to the success of e-commerce and for this reason, it requires the candidate to have comprehensive skills and extensive knowledge.

Coordinating the work of the team

This person is, above all, a leader who coordinates the work of the team, knows the strengths of his subordinates and knows how to use them. Creates work schedules, monitors progress, and is responsible for achieving set goals. A person in this position is capable of creating and implementing effective sales and marketing strategies that will attract customers and increase sales. It will be useful for her to know the latest trends in e-commerce and the ability to adapt them to the specifics of her company.

Internal and external communication

Communication is also one of the key aspects in the role. Both internally - with members of the e-commerce team, and external - with other departments of the company, suppliers, business partners. The ability to communicate information and ideas effectively, as well as to listen to and take into account the opinions of others, will be crucial.

Data analysis and key indicators

An E-commerce Manager must also be an analyst. His tasks include monitoring and analyzing sales results, researching customer behavior, analyzing website traffic, and many more. On the basis of this data, it makes decisions regarding store optimization, improving the quality of customer service, introducing new products or changes in marketing strategy.

Product Management

Product management is one of the most essential elements in an e-commerce store. Product Managers and PIM (Product Information Management) Specialists are responsible for this area. Achieving success in this area involves several key issues.

Building a data model

Product management in e-commerce starts with building a product data model. This means preparing a key according to which product information will be managed - from descriptions and attributes, through photos, to prices and availability. The responsible person ensures that the information is always up-to-date and error-free. At the same time, it is important to ensure that there are no duplicates and that products are correctly categorized. This will make it easier for customers to find the products they are looking for, which translates into a better shopping experience and higher conversion.

New product launches

Product management is also about supervising the process of introducing new products to the store. Not only must it be properly defined, but it must also be correctly entered into the system so that it appears in the right categories, with the right attributes, description, and photos. In this procedure, there is also the issue of supervising the proper operation of integration between systems, so that all product information is in all places.

Optimization of product information 

Product information optimization is another important skill that is useful in product management positions. It means constantly monitoring the data to pull out products with out-of-the-norm stats and then making appropriate adjustments to make the buying process easier for customers. Many e-commerce stores also decide to take their own product photos and process them. Well-made photos that reliably present the product can significantly increase the attractiveness of the offer and increase conversion.

E-commerce Specialist

An e-commerce specialist is one of the key players in the e-commerce team. Its role is to manage various aspects of the online store's operations to ensure that it runs smoothly and achieves its goals effectively.

Coordination of product activities

Among other things, he coordinates product activities. This means that they work closely with the product management team to ensure that all product information is up-to-date and accurate. If necessary, it also helps to optimize the product information.

Verification of the correct operation of the system

Another key area is the continuous verification of the correct operation of the e-commerce system. The person in charge is up to date with any system updates and investigates any potential problems that may affect the functioning of the online store.

An e-commerce specialist is ready to respond to any errors reported by users. Whether it's technical issues or errors in product information. It is able to quickly identify the problem and take action to resolve it.

Sales Analysis

One of the duties is also the analysis of sales and the level of stocking. Based on this data, the specialist can help you make decisions about inventory management, pricing strategy, or promotion planning.

Often, the specialist also acts as a Project Manager, coordinating various projects related to the development of an online store. This can include introducing new features, integrating with other systems, or running process optimization initiatives.

Marketplace management

One of the most important areas of responsibility of an E-commerce Specialist is the management of marketplaces - i.e. the marketplaces on which the company sells. This includes product implementation, sales management, and customer service coordination in marketplace channels. An e-commerce specialist must keep in mind the specifics of each platform and adjust the sales strategy accordingly.

Sales Service

Sales support in the context of e-commerce is one of the elements that affects the perception of the brand by customers. Customer Service Specialists, Marketplace Service Specialists, and Technical Advisors are the direct contact between the brand and the customer, and their skills determine whether the customer will stay with us for longer.

Customer Support

People in these positions are responsible for supporting customers at every stage of the buying process, from helping them choose a product to resolving potential issues after the purchase. Their job is also to resolve any disputes with clients in a way that is mutually satisfactory. Regardless of whether the contact with the customer is by phone, e-mail or chat, effective and fast communication is the key. The speed and effectiveness of the response will solve their problems and provide them with top-notch support.

Handling complaints and returns

Handling complaints and returns are other areas that fall within the scope of sales service responsibilities. How an online store handles complaints and returns can have a big impact on its reputation. By conducting these processes well, we build a positive customer experience.

User onboarding

When new users join an online store, sales support is often responsible for their "onboarding", i.e. introducing them to the functioning of the website. This could include showing you how to use the store, how to find product information, or how to place an order. For some industries, such as B2B or specialty, it may be necessary to provide technical advice. In this case, excellent communication skills and an in-depth understanding of the products you are selling will come in handy.

Marketing

Running an e-commerce store without an effective marketing strategy is like traveling without a map. The foundation of effective e-commerce marketing is understanding where your website traffic is coming from, what your user behavior is, and how it can be optimized to convert visitors into customers. Internet marketing and SEM professionals use analytics tools like Google Analytics to understand these dynamics and adjust marketing strategies.

Lead generation

Lead generation as well as the implementation and analysis of advertisements are a key part of their work. Proper use of paid advertising can significantly increase the visibility of an online store, attracting new customers and increasing sales.

Coordination of promotional activities

Marketing specialists work with e-commerce specialists to coordinate promotional activities, such as m.in organizing sales, selecting the right tools to promote them, ensuring that they are targeted to the right customer segment and deliver the expected results.

Marketing automation and content marketing

The activities of a marketer also include marketing automation and content marketing. The first may include actions such as automatic sending of emails after placing an order, reminders about an incomplete shopping cart, or personalized product recommendations. Content marketing, on the other hand, is one of the most effective ways to build customer trust and loyalty. It involves creating and distributing valuable, informative content that attracts and engages audiences. It includes blogs, how-to guides, videos, infographics, and many other formats.

Summary

Managing an e-commerce department is a complex task that requires coordinating the work of many people in different positions. Therefore, the key to success is a well-organized team in which each member knows what their tasks are and how they affect the entire operation of the store.

Building an e-commerce team is not only a matter of finding the right people, but also creating a structure and processes that will enable effective store management. Well-designed and integrated activities of all team members are the foundation on which an effective e-commerce strategy is created.