E-Commerce – It Takes a Village

Companies have long been organized around functions such as Sales, Marketing, Operations, Production, Finance, Administration, Technology, etc.

Though this may broadly be true for the modern organization too, the demands of the hyper-competitive open market are creating specialization in smaller niches than was the case earlier. It is also resulting in the creation of new roles.

Prominent Roles in E-commerce

Some departments are impacted more than others.

Technology

Technology talent in e-commerce is no longer limited to managing company data centres and software vendors. Ensuring security of the platform with the help of cybersecurity specialists, creating a shopfront that is pleasing and conducive to buying through UI/UX designers, and continuously analysing data with the help of ‘big data’ analysts have become integral to the role of e-commerce technology resources.

Web developers, Software Engineers, Payment gateway specialists and Cybersecurity are some of the critical technology roles in e-commerce.

Administration

The e-commerce Administration teams do not look like the Admin teams of the good old days. They are likely to have become multiple, specialized units in many e-commerce companies, such as:

Procurement

In e-commerce, this is not an occasional requirement; it is an engine that is constantly in motion, working out the identification and sourcing of better products or better terms or better ways of procurement, and ensuring that the e-commerce store shelves are richly stocked.

Category Manager and Procurement Specialist are examples of roles in this function.

Logistics and Supply Chain

This could be considered to be the beating heart of the industry, constantly taking in supplies, shipping out products as they are ordered, handling logistics, handling returns, including storage and warehousing.

E-commerce talent requirement in this area? Supply Chain Manager and Warehouse Manager are examples.

Customer service

E-commerce stores are almost always open. This means that customers can buy at any time of day or night on any day of the week or month or year. This means that they could potentially encounter issues at any time of day or night and, hence, require support. Thus, e-commerce customer service representatives may need to be available almost all the time. What’s more, and this is more applicable to B2C businesses, they also have to work out a suitable combination of automated and human servicing to handle large numbers. One poor interaction and the competitor wins a new customer.

Customer Service Manager, SEO content writer and data analyst are roles critical to this department. 

Sales and Marketing

E-commerce social media and digital marketing specialists drive the conversation in reaching out to build brand awareness and opening up new markets, supported by partnerships and email marketing. E-commerce marketing teams are also constantly analysing customer data on customer interaction with the platform to iron out chinks and enhance the experience.

Customer rate optimization (CRO) is an example of a role created by e-commerce. Graphic Designers and Digital Marketing Managers are other key ecommerce sales and marketing talent requirements.

It Takes a Village

Like in any dynamic industry, constantly evolving and growing, there are many overlaps. A data analyst could work with the product management group or the customer service team. An online reputation manager could be housed within the technology team or the marketing team. Many of these roles do not work in isolation. They support each other in their shared endeavour for business success.

The Outlook

There is a broad consensus that the pace of change we have witnessed is only going to accelerate, not slow down. As an industry, while e-commerce has come into existence as a result of rapid technological advancement, its way of life is equally subject to future trends.

What are some of the trends that could drive roles and people requirements in e-commerce?

The introduction of generative Artificial Intelligence (AI) nearly two years ago has been a game-changer. Augmented Reality (AR) has been knocking at our doors for several years and can be expected to make a difference to the online shopping experience. Big data and data analytics are already driving corporate decisions. Expect data to go micro and personalised and drive greater analysis. Voice-based technologies, for search as well as ordering, are already being used. Punching keys is already looking like a yesteryear technology. Chatbots are already in the picture and will get smarter.

What else do we see in the crystal ball?

It is anyone’s guess. The future has a way of surprising us.

Recipe for success with talent

Established and evolving roles in the e-commerce industry will require a fresh new mindset and the support of partners with experience in the industry, as well as the willingness to experiment.

Like Ushankk, an executive search firm with the experience of supplying top talent to emerging industries. With its proprietary database and access to top talent globally, Ushankk can help you build a complete ecommerce team.