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    August 7, 2020
    4 minute read

    Critical Team Members for Ecommerce Success

    by: Christian Hassold

    As the saying goes, “there’s no ‘I’ in ecommerce.” Wait, that’s not quite the phrase, but the sentiment still stands. Ecommerce is a team sport, and is best accomplished by teams that are composed of a variety of skills and knowledge sets. When you take into account all the moving pieces that need to work together to drive sales online, it stands to reason that a group of people working cross-functionally performs much better than one person with all of ecommerce’s needs as their focus. Brands need a solid team of professionals in place with varied experiences, from crafting the right message to delivering superior shopping experiences for consumers. 

    Below is a detailed description of the best team members brands should search for to craft a winning ecommerce team. 

    A Fearless Leader

    It’s absolutely imperative to have a team leader with industry experience, market knowledge, and impressive leadership skills. Without such qualities, teams will likely devolve into an expensive, unsuccessful experiment in online retailing. This leader, typically a Director of Ecommerce, is responsible for the overall execution of a brand’s ecommerce strategy. This includes but is not limited to — analysing the market to make strategic decisions, setting ambitious yet attainable goals, finding new business opportunities, and crafting a team that can support all of the brand’s ecommerce initiatives. 

    An Operations Manager

    Another (actually correct this time) phrase — it takes a village. The same is true for ecommerce success so it’s logical for teams to have an operations manager who acts as a glue that holds everyone together. He or she shall act as liaison between teams and guaranteeing punctual delivery of product information and assets. This person must be efficient and process-oriented who isn’t afraid to point out inefficiencies, a weak link in the team, or bottlenecks in productivity — all while ensuring product schedules remain on track. 

    A Content Creator

    It goes without saying that content is everything for ecommerce. Visually appealing product content and engaging copy that drives conversions is a must-have. Therefore, it’s critical for teams to have content creators on board to ensure that product stories are being communicated in the best form possible. Likely, this category includes more than one person — you may need many, including graphic designers, copywriters, photo and video editors — all in charge of conceptualising and executing on the brand’s content strategy, including imagery, video, copy, and other product collateral both above and below the fold. 

    A Data & Numbers Person

    Without metrics, teams are performing in the dark. It’s critical for every ecommerce team to know if your actions are performing, especially as the market continues to grow and evolve. A teammate who can objectively measure performance is critical to the team’s success. This can manifest in the form of a data analyst, who will be your team’s go-to metrics and KPIs expert. This person should be able to analyse any set of information and data into actionable insights, as well as judge product performance, suggest strategic changes in order to improve, and bring the objective birds-eye perspective for the team holistically. 

    A Technical Genius

    Considering ecommerce is mainly a tech-driven retail practice, it makes sense that teams hire someone that can support the technical side of the brand’s efforts. This teammate will execute the technological strategy behind the operation, such as software purchases, platform integrations, retailer partnerships, and general digital support. As a more generalised role, this person can create a digital environment that best fits the brand’s needs, all while maintaining an appealing product purchase journey for consumers across many online retailers. 

    Ecommerce teams can be large or small and some strategies that work best for one may spell disaster for another — it all depends on a variety of factors like size, annual revenue, product diversity, and more. But one thing is constant — it needs a group of ambitious teammates who support the development of the channel into a serious retail space.

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