What Does an eCommerce Manager Actually Do?
In many online businesses, the number of tasks increases – but responsibility becomes blurred. Who’s tracking conversion rates, campaigns, apps, dashboards, and product feeds? And who makes sure the important stuff actually gets done?
The answer is often: no one. Or everyone. And that’s exactly why the role of the eCommerce Manager is more relevant than ever.
What is an eCommerce Manager?
An eCommerce Manager is the person responsible for the overall operation and development of your online store. Not a specialist in ads, design, or SEO – but a connector, coordinator, and decision-maker across disciplines.
Think of it like a store manager – just for your webshop. Someone who keeps everything running behind the scenes while driving campaigns, structure, and commercial direction.
Key areas of responsibility
An eCommerce Manager typically works with:
- Store structure, navigation, and product data
- Conversion optimization and user experience
- Site performance (speed, apps, integrations)
- Campaign planning and flow optimization
- Data, dashboards, and internal reporting
- Coordination with developers, marketers, and other partners
(In some businesses, this also includes subscription models, loyalty programs, and customer clubs.)
Not a designer. Not a media buyer. Not a generalist.
An eCommerce Manager doesn’t do everything themselves. They’re not your graphic designer or content writer. And they’re not running your Facebook ads day-to-day.
But a good eCommerce Manager understands all of it – enough to ask the right questions, challenge assumptions, and make sure everything contributes to the same goal.
That’s what makes the role unique – and impossible to replace with another freelancer or app.
Internal vs. external eCommerce Manager
Some companies hire a full-time eCommerce Manager. That makes sense when there’s a team to manage and a bigger setup to oversee.
Others go for an external model. Same experience and overview – just part-time and without hiring. That’s exactly the model I work with at TUXEN&Co., where I act as an external eCommerce Manager for Shopify-based businesses.
When do you need an eCommerce Manager?
Most eCommerce businesses reach a point where DIY isn’t enough anymore. Typical signs include:
- You work with several suppliers – but lack structure
- You need someone to take responsibility – not just execute
- You do a lot – but follow up on very little
- You lack someone to spar with when making decisions, fixing problems, or choosing what to prioritize
That’s when you don’t need another specialist. You need someone with a helicopter view – who also gets things done.
More than a role – a structure
An eCommerce Manager is more than a title. It’s a structure. It’s how you create clarity, momentum, and development in a complex, ever-changing business. It’s about ownership and accountability.
That’s why more and more companies are making space for this role – either internally or through a long-term partnership with an external eCommerce Manager.
How it connects to my work in practice
As an external eCommerce Manager, I don’t do everything – but I take full responsibility for making sure things get done. The seven core areas I cover for my Shopify Growth Partner clients line up with everything listed above:
- When I review product data and buyer flow, I’m looking at structure and UX
- When I run technical and performance audits, I’m addressing speed, apps, and friction
- When I monitor SEO and data quality, I’m making sure we stay visible and informed
- When I send monthly reports and meet for sparring, I’m creating clarity and forward motion
In short: I don’t just follow along. I follow up.
If you’d like to see how it works in practice, you can read more here: Shopify Growth Partner.
– Frederik, eCommerce Manager
