eCommerce Marketing Careers in 2023

The rise of eCommerce has revolutionized the way shoppers interact with brands in the last few decades. With this shift to a digital landscape came new opportunities and roles in the marketing world. eCommerce marketers are experts at driving online users to their brands’ websites, ultimately creating a clear path to purchase. Social media, email, search ads, and website content are just a few of the elements often managed by eCommerce marketers.

Research indicates that in 2023, online retail sales will amount to $6.5 trillion, with eCommerce websites accounting for 22% of all retail sales. If you’re interested in an eCommerce marketing job, it’s important to understand the differences between the various roles that fall under this umbrella. In this article, we teamed up with experts from job aggregator Jooble to take a closer look at the type of jobs available for those considering a career in eCommerce in 2023.

Why consider an eCommerce marketing career?

eCommerce describes the practice of offering goods and services for sale online, enabling people to purchase and sell almost anything they want; anytime they want. This includes food, electronics, clothing, software, household appliances, and more. 

eCommerce marketing allows brands to analyze exactly where their customers are coming from, their activities on the website, and which marketing strategies provide the best ROI. Thanks to data-driven methodology, companies can more easily determine which campaigns work best and are able to easily replicate their successes.

The future of eCommerce is bright. The industry is continuously evolving and expanding, which means that there are a wide variety of associated job opportunities available. At present, the industry is struggling with a serious skills deficit. There are many job openings and simply not enough qualified people to fill them. eCommerce marketing is also known for paying well.

eCommerce email types infographic

9 types of eCommerce marketing jobs

Customer support, fulfillment, back office, product sourcing, content development, advertising, analytics, and website development are a few of the tasks that can be found in eCommerce.

Let’s dive into some of the careers in eCommerce to consider in 2023.

1. eCommerce director

As with all retail businesses, eCommerce companies have a manager in charge, known as the eCommerce director. eCommerce directors oversee a brand's entire eCommerce strategy with the aim of promoting sales and giving customers a superior shopping experience.

An eCommerce director is in charge of managing all facets of the online business, which may include developing strategies, planning, executing content plans, supervising the creation of promotional materials and campaigns, and monitoring performance analytics, website traffic, and product performance, among others. 

Typically, only medium to enterprise-sized companies and more recognizable brands fill this position.

2. eCommerce Search Engine Optimization Specialist

The goal of SEO specialists is to raise a website's discoverability on search engines like Google, and they do this through research and analysis. These specialists identify the most prevalent and pertinent search terms in order to aid search engines in locating and displaying the relevant pages to online visitors.

SEO is extremely important for any eCommerce store since the primary objective of all sales relies heavily on online discoverability. Consequently, SEO specialists have a secure and promising future in the eCommerce industry, as search algorithms are always changing. Professionals with knowledge of social media, content quality grading, competitive analysis, mobile search, and website analytics are in high demand.

As an eCommerce SEO specialist, you’ll be spending a lot of time with the brand’s website and its content. This can be a great way to dip your toes into the world of content marketing while also learning more technical skills and SEO platforms.

3. eCommerce Marketing Manager

This position entails overseeing a brand's entire eCommerce marketing operation. Marketing initiatives are coordinated by the marketing manager with the goal of expanding sales, promoting customer loyalty, promoting products and services, and improving the overall online user experience. 

A marketing manager for eCommerce uses email campaigns, product promotions, discounts, ratings and reviews, social media, and messaging to attract customers. Marketing managers are an essential part of any eCommerce business.

4. eCommerce Social Media Marketer

Social media marketing plays a major role in eCommerce. In order to grow an audience and promote client interaction, a social media specialist is in charge of developing and managing content for all social media platforms, such as TikTok, Instagram, and Twitter, among others. The Social media marketer may also keep track of site statistics, reply to reader feedback, and manage creative development.

These experts are required to provide material that is distinctive and resonates with the interests of their target audience. To reach the correct audience, social media managers must understand the demographic of each social media platform. This position combines content creation, design, and project management. 

Screenshot of Alo Yoga shoppable Instagram posts

5. eCommerce PPC Strategist 

Online advertisers who use pay-per-click (PPC) marketing are charged a fee each time one of their ads is clicked. PPC strategists handle pay-per-click advertising campaigns to drive more traffic to products on a website or webpage. The majority of online stores advertise their goods using a combination of pay-per-click ads on Facebook, Amazon, and Google.

To maximize ad spend, a PPC Strategist regularly monitors changes in ad patterns and internal statistics. PPC campaigns are delivered based on analysis, monitoring, reviewing, and active decision-making in terms of the most pertinent and effective networks. Key performance indicators are tracked, reported on, and presented to top management and stakeholders to show progress.

6. eCommerce Business Analyst

eCommerce business analysts use marketing analytics tools (like Google Analytics) to examine the marketing mix and determine which channels are underperforming. They examine and assess the performance of websites and eCommerce stores. They are highly qualified data analysts who pinpoint areas for development in Internet marketing strategies and analyze data regarding inventory and sales volumes.

7. eCommerce Graphic Designer

Designers have become ever more essential to eCommerce operations as more brands start producing content and acting like media companies. Graphic designers are required to create original visual material for online campaigns, advertisements, and websites, including branding, animation, website design, social media, and email. Their graphics are required to grab the viewers' attention and deliver the intended message. The objective is to motivate and draw in their audience.

These positions will continue to be in high demand because this is an industry that does not typically lend itself well to digital automation.

Screenshot of orange paint product page on Farrow and Ball's website

Farrow and Ball’s eCommerce website combines unique designs with real customer photos on product pages.

8. eCommerce Content Marketer

Content is a crucial aspect of any eCommerce business. Longer-form content is designed to attract visitors to the website and lead them through the sales cycle. These writers create blog posts, articles, product reviews, ebooks, and more to entice and inform readers. Apart from writing, eCommerce content marketers often manage community-driven content like UGC and influencer marketing campaigns.

Content management and copywriting may appear to be one and the same thing, however, they are usually two separate roles. 

9. eCommerce Copywriter

eCommerce Copywriters provide impactful, on-brand text to bring concepts to life in a somewhat saturated eCommerce landscape. Copywriters are required to produce content that is punchy, informative, and interesting — often used on an eCommerce website or on social media. In the world of eCommerce, a copywriter’s role is to engage users of online shopping platforms (potential clients) who are interested in purchasing products or services.

Copywriters create a variety of content, including sales copy, adverts, emails, product descriptions, and more. They also produce non-digital content like direct mail and video scripts. 

Copywriters obviously need a strong writing background, but beyond that, they need to be creative. In an online world filled with distractions, their primary objective is to convince people to pay attention.

eCommerce is expanding at a phenomenal rate due to a record number of direct-to-consumer companies continuing to gain traction in this online industry. This means that more jobs continue to become available in this challenging and ever-evolving industry. There has never been a better time to consider eCommerce marketing as a long-term and well-paid career.

Editor's Note: This article was originally published on Any statistics or statements included in this article were current at the time of original publication.

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