How to Become an eCommerce Specialist: Skills, Salary and Steps

When I received my eCommerce master's degree (that was a long time ago), eCommerce was much different than today. eCommerce is now a trillion-dollar industry and while everything else has changed since then, one thing that remained constant is the need for good eCommerce specialists.

As small and large companies continue to transition online, eCommerce Specialists are becoming increasingly important.

In this guide, you'll learn what an eCommerce specialist does, the skills and platforms you need to learn, whether you need a degree, how much eCommerce specialists make per year, and the steps to go from your first course to your first job.

What Does an eCommerce Specialist Do?

An eCommerce specialist is responsible for the design and execution of an eCommerce marketing strategy to promote the products and services of online businesses using all available marketing channels. An eCommerce expert helps business owners optimize their eCommerce marketing strategy to increase product sales.

An eCommerce Specialist takes charge of the following:

• Website marketing
• Website management
• Creating and updating product listings and product feeds
• eCommerce marketing campaigns
• Increasing rankings and traffic through eCommerce SEO
• Optimizing landing pages to increase sales
• Optimizing product pages for greater visibility in search engines
• Running paid campaigns on Google, Facebook, and other channels
• Dealing with email marketing funnels
• Running up-selling and cross-selling campaigns
• Tracking sales, traffic, and conversion rates in analytics tools
• Working with other teams on inventory, fulfillment, and checkout problems

In general, an eCommerce specialist is responsible for the smooth running of the eCommerce department of a business. In a small company, one person may handle all of the above. In a large company, the work is usually split between marketing, merchandising, and operations roles.

11 Steps to Become an eCommerce Specialist

These are the 11 steps to follow to become an expert in eCommerce.

1. Understand how eCommerce works
2. Learn the basics of SEO
3. Become an expert on eCommerce SEO
4. Learn eCommerce platforms and operations
5. Build PPC Campaign Management Skills
6. Learn how to run content marketing campaigns for online shops
7. Build Email Marketing Skills
8. Master Conversion Optimization Techniques
9. Learn eCommerce analytics
10. Get an entry-level eCommerce job
11. Start your own eCommerce business

Step 1: Understand How eCommerce Works

The first step to anything new is to learn as much as you can about it. In the case of eCommerce, the best approach is to follow a good eCommerce course.

An eCommerce course teaches you the basic building blocks for your eCommerce career. Plus, most courses offer a certification. Future clients will find you more credible, and it can be a great addition to your CV, especially if you don't have a degree in marketing or business.

The key here is not to follow a course to learn just the theory but use the acquired knowledge to build your skills. To get the most out of an eCommerce specialist training you have to apply each key learning in practice.

Practice what you learn with your own website or project and don't be afraid to make mistakes. It'll be a process of trial and error, but eventually, you'll get the hang of it.

When choosing an eCommerce course, make sure that:

• It covers all areas of eCommerce (eCommerce SEO, tools, etc)
• It is taught by experienced eCommerce marketers - only marketers with experience in the industry can teach you strategies that actually work in real-life scenarios
• Comes with an eCommerce certification - since you're willing to take the time to go through a course, it's good to have a way to prove it.
• It's updated to take into account the latest techniques and best practices

Step 2: Learn the Basics of SEO

SEO is crucial for eCommerce businesses. If an online store doesn't implement SEO strategies, they'll miss out on a big chunk of their audience.

Many shoppers start their buyer's journey with a search engine, and if your website doesn't have a presence at the top of the results, it's at a great disadvantage.

A quick look at the graph below shows that organic traffic is the most important traffic source for eCommerce websites (excluding direct traffic which is related to how strong a brand is).

Before you dive into SEO for eCommerce websites, you should have a full understanding of the following:

• On-Page SEO - Content and page optimization
• Off-Page SEO - Website promotion
• Technical SEO - Optimizing a website for the crawling and indexing phase

You should know how each of the SEO types works and how to apply it to a business.

Once you get a good idea of how SEO works, you can then pay special attention to SEO for eCommerce websites, otherwise known as eCommerce SEO.

Step 3: Become an Expert on eCommerce SEO

This is a critical step in the process. If you want to become an eCommerce consultant, you'll need to master eCommerce SEO.

eCommerce SEO has to do with specific SEO techniques applicable to online shops. Things like product page optimization and site structure optimization play an important role in ranking your product pages on Google.

So, before you continue any further, spend some time, and get a good understanding of all SEO practices specific to eCommerce websites.

Step 4: Learn eCommerce Platforms and Operations

When you search for eCommerce Specialist careers, you may notice how some companies require knowledge about an eCommerce platform.

An eCommerce platform is the core of an online business. It handles all business operations and drives sales with automated technology.

Different eCommerce platforms work well for certain online businesses. You should become familiar with the following 4 platforms:

WooCommerce - This platform is designed for WordPress users. WooCommerce is a great online store builder and you can install it as a free WP plugin.

Shopify - Built specifically for eCommerce, Shopify helps users build their online store from the ground up.

Keep in mind that Shopify (28%) and WooCommerce (14%) together make up 42% of online stores in the US. Wix Stores (23%) and Squarespace (16%) are popular with smaller stores too. As many of your clients will use Shopify or WooCommerce, I highly suggest learning how to use both.

BigCommerce - Similar to Shopify, this platform is specifically designed for eCommerce businesses.

BigCommerce isn't used nearly as much as Shopify, but it's still worth learning about.

Amazon - Not only is Amazon the world's largest retail platform, but millions of retailers actively sell products through Amazon.

Sellers manage their products in Amazon Seller Central, and those who use Fulfillment by Amazon don't have to handle shipping themselves, but they still need to optimize product listings, inventory, and reviews.

Ecommerce specialists have a good understanding of each platform. They know how they work and what strategies each platform needs.

Which platform should you specialize in? It depends on the jobs you want. Direct-to-consumer brands mostly run on Shopify, small businesses with a WordPress website often use WooCommerce, and marketplace roles (often called Amazon specialist or marketplace specialist) need Amazon Seller Central. Pick one to learn in depth and know the basics of the others.

Besides the platform itself, learn the basics of eCommerce operations:

• Product listings and feeds: Titles, descriptions, images, prices, and the product feeds that power Google Shopping and marketplace listings.
• Inventory: Keeping stock levels accurate across your store and any marketplaces, so you don't sell products you don't have.
• Fulfillment and returns: Whether orders are shipped in-house, by a third-party logistics (3PL) provider, or by a marketplace, and how returns are handled.
• Checkout and payments: Spotting and fixing problems that stop customers from completing an order.

Step 5: Build PPC Campaign Management Skills

Also known as pay-per-click ads, PPC is essential for an eCommerce business. Through PPC campaigns you can drive traffic and make sales in a short amount of time.

You've probably heard of Google Search ads or Bing Ads, but how do they work?

To put it simply, PPC campaign managers bid for ad placement at the top of a search engine. You pay a certain amount of money each time a user clicks on your ad.

Besides search ads, there are other ways to reach your target audience. You can take advantage of Google shopping ads, Facebook dynamic product ads, and retargeting ads.

As a modern eCommerce specialist, it is important to know how these campaign types work on each platform.

As Google Ads, Google Shopping, and Facebook Ads are the most popular forms of PPC, I suggest learning those first.

Step 6: Learn How to Use Content Marketing for Online Shops

I'm sure you've heard of content marketing for bloggers, but what about eCommerce shops?

Content marketing is a great addition for eCommerce. It deepens brand awareness and builds long-lasting customers by providing valuable content for each stage of the buyer's journey:

Awareness - A user becomes aware of your site and products, "Who is this brand, and what do they sell?"

Consideration - A user considers your products and other competitors, "Why should I buy from this brand?"

Purchase - A user buys your products, "Am I satisfied with this brand's product? Will I buy from them again?"

Retention - A user turns into a returning customer, "When will I buy a product from this brand again? Who should I recommend this brand to?"

Content marketing guides customers through this journey and answers the questions above with informative and user-friendly content.

Plus, PPC and content marketing work great together in eCommerce. PPC improves short-term sales while content marketing improves long-term sales.

Step 7: Build Email Marketing Skills

As I mentioned earlier, a good eCommerce specialist should know how to use email marketing funnels to increase product sales.

Email is the most commonly used communication medium and a great sales tool for digital marketing professionals. You can use email to engage and inform customers about your business. In the long run, this builds a loyal customer base who won't buy from your competitors.

You can also use email marketing to follow up with anyone who interacts with your PPC ads. It's a great bridge between PPC and content.

Step 8: Master Conversion Optimization Techniques

Imagine a store that gets 10,000 visitors a month and converts 1% of them into customers. That's 100 orders. If you improve the conversion rate to 2%, the same traffic brings 200 orders, without spending anything more on ads.

That is what conversion optimization does. You test changes to product pages, the cart, and the checkout to turn more of your existing visitors into buyers. Combined with up-selling and cross-selling, which increase the average order value, it is one of the fastest ways to grow an online store's revenue.

When you do it right, conversion optimization can save you a ton of money and time spent on marketing. Plus, you'll increase your ROI.

Why spend more money on advertising when you can get more out of the traffic you already have?

Step 9: Learn eCommerce Analytics

Every decision an eCommerce specialist makes should be based on data. You need to know how to read the numbers that show whether a store is growing or not.

Learn how to use Google Analytics and your platform's built-in reports (Shopify, WooCommerce, and Amazon all have their own) to track:

• Traffic sources: Where your visitors come from and which channels bring buyers, not just visits.
• Conversion rate: The percentage of visitors who place an order.
• Average order value: How much customers spend per order.
• Cart abandonment: How many shoppers add products to the cart but don't check out.
• Customer lifetime value: How much a customer spends with the store over time.

Analytics comes up in many eCommerce job descriptions, so it is worth building the skill early. Our guide on how to learn Google Analytics gives you a roadmap.

Step 10: Get an Entry-level eCommerce Job

Now that you've learned all the necessary skills to become an eCommerce expert, it's time to put it to the test.

Entry-level eCommerce jobs give you the opportunity to work with a variety of clients. You'll gain the right experience to build your eCommerce career and eventually build your own business.

Job titles to look for include eCommerce coordinator, eCommerce assistant, marketplace or Amazon specialist, and digital marketing assistant. Customer service roles at online stores are another common way in.

You can work with a few different types of eCommerce businesses:

In-house - As an in-house eCommerce Specialist, you'll optimize the company's eCommerce strategy only. In-house is great if you want to dig deep into one industry.

Agency - Agencies work with different clients, sometimes in a variety of industries. This is a good choice if you want to learn how to apply eCommerce to different clients.

If you're not sure what type of business to work for, consider the following questions:

• Do you want to work with small businesses or enterprise companies?
• Do you want to work with a specific industry?
• How do you want to run your future eCommerce business?

These questions will help you think more about what job will work best for you.

On that note, it's ok if you don't know the answer to all or any of these questions. The point of finding an entry-level digital marketing job is to learn more about your likes and dislikes within eCommerce.

If you're serious about becoming an eCommerce expert, I recommend applying the skills you learn from your job to your own project.

This gives you room to try out different strategies and techniques. Plus, you'll accelerate your eCommerce skills for your future business.

Step 11: Start Your own eCommerce Business

Applying your skills to an entry-level job will give you the confidence to start your own eCommerce business.

Does the thought of building your own eCommerce business intimidate you?

There are two ways to do it. You can work for yourself as an eCommerce freelancer or agency, helping other businesses grow their online stores. Or you can start your own online store and sell products directly.

Both options have big advantages:

• You choose your projects (and, as a freelancer, your clients)
• You choose your hours
• You choose your workflow

Everything is up to you. It might be overwhelming at first, but you'll earn more freedom in the long run. As long as you have the experience and confidence to prove yourself, you'll be on your way.

Plus, you can use the eCommerce skills you've strengthened to optimize and build your business. If you have more questions, our guide (how to start a digital marketing business) takes you through each step to build a successful online business.

eCommerce Specialist Salary

How much do eCommerce specialists make?

According to Glassdoor, the median total pay for an eCommerce specialist in the US is $70,000 per year, including bonuses. Most eCommerce specialists earn between $54,000 and $92,000, depending on your location, experience, and the company you work for.

Keep in mind that the job title is used for very different roles. Some large retailers also use it for hourly in-store roles, which pay far less, so check the job description, not just the title.

The eCommerce specialist salary is comparable to the average salary in digital marketing, which is around $66,000 per year, but less than the highest paying positions in digital marketing. For comparison purposes (Indeed averages):

• Digital Marketing Specialist – $66,008 per year
• Social Media Manager – $65,524 per year
• PPC Manager – $76,600 per year
• Digital Marketing Manager – $85,300 per year
• Content Marketing Manager – $89,135 per year
• SEO Manager – $89,457 per year

A good way to increase your salary is to start an eCommerce career and then as you get more experienced to move on to become a digital marketing specialist or a digital marketing consultant and make more money per year.

Is eCommerce a good career? Yes, if you like working with data and seeing the direct result of your work in sales. Almost every business that sells products now sells online, so the skills are in demand in retail, consumer brands, agencies, and marketplaces, and they transfer well to other digital marketing roles.

Will AI replace eCommerce specialists? AI tools already help write product descriptions, manage ad bids, and answer customer questions. That changes the job more than it removes it: someone still has to decide the strategy, check the output, and read the results. Specialists who learn to use these tools will get more done than those who don't.

eCommerce Specialist Skills

Besides the specialized skills we covered in the steps above (SEO, platforms, PPC, content, email, conversion optimization, and analytics), an eCommerce Specialist needs to have analytical, communication, and critical thinking skills.

Analytical skills - A successful online business strategy analyzes web data and online traffic to increase sales and ROI. This includes analyzing website metrics, customer relationships, and competitor's information.

Communication - A successful online business builds lifetime customer relationships. An eCommerce expert understands what marketing strategies will communicate best with an audience, and works closely with design, IT, and operations teams.

Critical thinking - Ecommerce specialists don't make decisions based on general ideas. Instead, they use data and research to identify the most effective online strategies.

Do You Need a Degree to Become an eCommerce Specialist?

Not necessarily. Many employers ask for a bachelor's degree in marketing, business, or a related field, and having one makes it easier to get past the first screening.

But a degree is not the only way in. Many eCommerce specialists start with a certificate and a portfolio instead:

• A certificate program: The Google Digital Marketing & E-commerce Certificate is designed for beginners and covers the basics of online stores, marketing, and analytics.
• Focused courses: Courses on eCommerce SEO, PPC, and conversion optimization teach the skills employers test for.
• Your own store: A real or practice store on Shopify or WooCommerce shows employers that you can build product pages, run campaigns, and read the results.

If you don't have a degree, the combination of a certificate and a store you have actually run is the strongest thing you can show in an interview.

How to Get Started From Your Background

Where you start depends on what you already know:

• From retail or customer service: You already understand customers and products. Focus on the digital side first: platforms, SEO, and PPC. Customer service roles at online stores are a common first step.
• From marketing: You have the marketing skills. Add the eCommerce-specific ones: product feeds, Google Shopping, marketplaces, and conversion optimization.
• From design or IT: You can build and fix stores. Add the marketing side: SEO, paid ads, email, and analytics.
• With no experience: Start with a course and a practice store, then apply for coordinator or assistant roles.

Key Learnings

Becoming an eCommerce Specialist isn't easy but it's not impossible either. Each step is a long learning process and requires trial and error.

If you start feeling discouraged, think about the end of the tunnel. Imagine how accomplished you'll feel once you've established your own eCommerce career. The work you put in will be worth it.

As you start your journey to becoming an eCommerce Specialist, remember to:

Practice - Start a website or business and apply everything you learn to it

Get experience - Once you've learned the required skills, apply for an entry-level eCommerce job, or find clients on your own.

Take new opportunities - Don't be afraid to try new things along the way. Always be on the lookout for new opportunities, and put yourself out there.

As long as you follow each step and apply each strategy, you'll become an eCommerce Specialist in no time.