E-commerce Manager: who are they and what do they do?

What is an E-commerce Manager and what do they do?

An E-commerce Manager is the person responsible for all of a company’s online sales: from its own online shop, through marketplaces, to advertising channels. In short, they make sure the products sell online as well as they possibly can, and they keep growing those channels.

In practice, an E-commerce Manager combines several roles at once. They are a strategist, because they plan which platforms to enter and in what order. They are an analyst, because they read the sales data and draw conclusions from it. And they are also a team manager, because they usually oversee specialists in advertising, customer service or logistics.

It’s a bit like being the conductor of an orchestra. They don’t play every instrument themselves, but they know when the violins come in and when it’s the trumpets’ turn, and they make sure everything sounds coherent. In small companies, the E-commerce Manager does everything themselves. In large organisations, they manage a team of specialists and delegate operational tasks. Companies that don’t have such a person on staff can turn to an Interim E-commerce Manager.

What are the responsibilities of an E-commerce Manager?

An E-commerce Manager’s responsibilities depend on the size of the company, but a few tasks come up almost every time. Here are the most important ones:

1. Creating the online sales strategy and choosing the sales platforms (the company’s own online shop, Allegro, Amazon, Kaufland, eMAG).
2. Managing the product range: descriptions, photos, prices, availability.
3. Overseeing advertising campaigns (marketplace Ads, Google Ads, social media).
4. Analysing sales data and drawing conclusions for further action.
5. Managing the team or the external agencies that run individual channels.
6. Keeping profitability in check: margins, logistics costs, advertising costs.
7. Monitoring compliance with platform rules and regulations (VAT OSS, packaging).

That’s a lot for one full-time role. In practice, in mid-sized companies a large share of these tasks ends up with external specialists anyway, because it’s hard to find one person who can handle Amazon advertising, logistics and EU tax law all at the same time.

From strategy to profitability control – that’s a lot of work for one full-time role.

What skills and competencies does a good E-commerce Manager need?

A good E-commerce Manager has to combine hard analytical skills with the soft skills needed to manage people. Without both, it’s hard to keep sales growing across many platforms at once.

Hard skills include familiarity with analytics tools (Excel, Google Analytics, marketplace seller dashboards), an understanding of how advertising works (Amazon Ads, Allegro Ads) and a basic knowledge of logistics and tax in cross-border sales.

Soft skills are just as important. Communicating with the team, setting priorities and staying resilient under pressure are the day-to-day reality of this role, especially when you have to react quickly to changes in algorithms or platform rules.

Job ads for this position increasingly ask for knowledge of AI tools for data analysis and listing automation. This isn’t a fad but a response to the fact that managing hundreds of listings across several platforms by hand no longer pays off.

How much does an E-commerce Manager earn in Poland?

The median salary for an E-commerce Manager in Poland currently stands at PLN 10,660 gross per month, and half of the people in this role earn between PLN 8,090 and PLN 15,420 gross. These figures come from the 2026 Sedlak & Sedlak salary report.

An E-commerce Manager’s salary depends on seniority and the type of employment.

Recruiting for this position can take several months, because the market is simply short of good specialists who combine analytical skills with hands-on marketplace know-how.

How do you find a good E-commerce Manager, or an alternative to the role?

The way to find a good E-commerce Manager is to ask specific interview questions about results rather than general skills: how much they grew sales at their previous company, which platforms they have worked on and how they dealt with problems such as falling listing visibility or an account suspension.

When interviewing candidates, ask about concrete results, not just general skills.

The recruitment process for this position usually takes several months, because few candidates combine analytical experience with practical knowledge of marketplaces. In the meantime, many companies lose sales momentum instead of building it.

The alternative is an external team of experts, in other words an agency that already has people who know Amazon, Allegro, eMAG or Kaufland inside out and can get started straight away, with no onboarding period. It’s the route more and more manufacturing companies are taking when they want to sell rather than recruit.

Summary

E-commerce Manager is one of those positions that sound simple in a job ad but in practice demand a combination of skills that rarely come together in one person: analytics, knowledge of several platforms at once and managing people under the pressure of ever-changing algorithms. That’s why the question really worth asking isn’t ‘How do I find a good E-commerce Manager?’ but ‘Do I even need a single person, or rather a team that already knows how to do all of this?’

Want to see how this applies to your business? Book a free consultation with Raise Your Sales and let’s talk about whether your e-commerce sales need an in-house specialist, an e-commerce manager or an agency.