Ecommerce teams are one of the clearest examples of how marketing, product and commercial thinking come together in practice.
In ecommerce environments, performance is shaped by multiple factors at once. Marketing drives traffic and demand. Product and UX influence conversion. Commercial decisions affect pricing, promotions and profitability. Success relies on alignment across all three.
The role marketing plays in ecommerce
Marketing remains central within ecommerce teams. From acquisition channels to customer retention, brand positioning to performance activity, marketing insight shapes how ecommerce strategies are built and executed.
At the same time, ecommerce roles often require a stronger commercial lens. Decisions are closely tied to revenue, margin and customer behaviour, which is why ecommerce professionals frequently work across teams rather than in silos.
Why ecommerce roles look different
Ecommerce roles vary widely depending on the business. Some focus on trading and optimisation. Others sit closer to growth, marketplaces or platform performance. What they share is the need to balance creativity, data and commercial thinking.
Why ecommerce is a natural extension of our remit
Through recruiting marketing teams, we’ve long worked with ecommerce-led businesses. Covering ecommerce roles allows us to reflect how these teams actually operate and support both businesses and candidates navigating increasingly cross-functional roles.
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