Become an Ecommerce Manager

(Agence Ecofin) – Of the 1.3 billion inhabitants of the African continent, more than 473 million are present on the internet. This makes Africa a privileged market that is witnessing the proliferation of e-commerce platforms. This activity, carried out by both large companies and start-ups, could create 3 million jobs on the continent by 2025, according to the Boston Consulting Group firm. However, this emerging industry may face challenges, including the quality of infrastructure and human resources.

Job description

Ecommerce is part of the digital marketing family. Its application is generally the responsibility of professionals, including the e-commerce manager.

The e-commerce manager ensures that the products are put online on the sales site that he manages. Its main role is to define and implement the marketing policy, optimizing the development of products to best meet customer expectations. This role is therefore commercial, marketing and technical. He is also responsible for overseeing the image and application of the business strategy of the company he represents.

There are many missions. Among other things, he is responsible for defining the company’s marketing strategy and ensuring its implementation, analyzing customer buying behavior, organizing the sales platform by optimizing product promotion, platform ergonomics and customer journey , directing order tracking, inventory management, conducting market research, segmenting and identifying the marketed products, developing various partnerships to improve brand image and referral to the e-commerce site, customers or members maintain, analyze performance indicators and ROI (Return On Investment), provide in-depth technology monitoring and benchmarking.

He is also responsible for the development of the graphic charter of the site (in collaboration with the web designers / developers) and the legal notices on the progress of online purchases (assisted by the legal department), the security of the payment, the realization of storytelling in relation to the communication teams.

The e-commerce manager has an important responsibility, as a significant part of his company’s or his customer’s revenue depends directly on his skills.

This job is generally associated with web marketing manager, e-marketing manager, e-commerce manager e-commerce product manager.

The e-commerce manager may be employed in an online sales company. He can also be a member of a web agency and work for several clients. In his work, he has regular contact with other players in the company, such as the product manager, marketing research manager, database manager.

The salary of the e-commerce manager varies between 150 and 250 euros for beginners, depending on the size of the company. This monthly fee can be supplemented with additional rates determined on the basis of the achieved sales results.

Skills to have

Candidates for the e-commerce manager position generally have solid training at various levels. The position requires good knowledge of marketing, IT and the legal field. Business or technical schools offer appropriate courses to access this position. The e-Commerce Manager generally comes from a business school or equivalent bac +5 specializing in e-business or digital marketing. It should be noted, however, that the 2-year Master’s degree in Electronic Commerce is the ideal specialization course for this profession.

The work of an ecommerce manager is essentially digital. For this it is necessary to master the web environment, new technologies and digital practices. To better perform this job, you must have good analysis and negotiation skills, mastery of online advertising tools and Web analytics software, skills in business development and project management, knowledge of the ecosystem markets, mastery of segmentation and targeting marketing techniques, knowledge of web & mobile technologies and practices, team management.

The e-commerce manager must be an excellent communicator with commercial skills. His job also requires him to have a good knowledge of the Office Pack (Word, Excel, Access), as well as a good foundation in programming languages ​​and markup (JavaScript, HTML).

In addition to these technical characteristics, the e-commerce manager must know how to demonstrate an analytical mind, synthesizing ability, curiosity, organization, responsiveness and very good interpersonal skills.

Where to train?

E-commerce is gaining momentum in Africa and schools have followed suit. The most renowned training programs in the field are the Master of Management of Digital Enterprises or the University of the Witwatersrand in South Africa, the Master in Digital Strategy from Group of the Higher Institute of Management in Senegalthe program of Marketing manager in the digital age Algerian Business School in Algeriathe Digital Marketing Professional Master of MDI business school in Algeria, the Digital Marketing program of the University of Mauritius, the Professional Master in Connected Marketing and Digital Communication from the Higher Institute of Management in Tunisia, the Electronic Commerce Professional Masters of IHEC Carthage in Tunisia, the e-commerce MBA from the Catholic University of East Africa in Kenya, the digital communication program of Avicenne private business school in Tunisia and the Professional Master in Digital Communication from Higher Institute of Digital Arts and Crafts in Senegal.

In addition to universities and colleges that have in-person programs, specialized academies offer lengthy online training courses. This is the case with the Insaka e-commerce Academy in South Africa, the Pan-African Digital Academy of the BlueLion and the MBway management school.

Complementary Skills

The field of e-commerce is one of the most dynamic in the digital sector. It requires its practitioners to constantly update their skills. To do this, one of the most accessible means is to take short online training courses. For example, there are courses such as that of the Académie e-commerce nation on ecommerce strategiesGoogle digital workshopsthe course on OpenClassroom Digital Marketingthe course on the legal risks of marketing and communication also on the OpenClassroom platform, the courses of Facebook blueprint the courses of the Digital Marketing Academy in South Africa.

There is also an e-commerce certificate that gives researchers the skills to design and implement e-commerce programs.

Finally, in order to carry out his work to perfection, he must keep abreast of new marketing techniques and communication technologies, which are his two main areas of work.

Vanessa Ngono Atangana

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