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Building a B2B eCommerce Team: Roles, Responsibilities, Structure

Building an eCommerce team comes with its own set of challenges, especially if the focus is on B2B. Read this whitepaper for recommendations and best practices on building and managing a high-performing B2B eCommerce in-house team.
Building a Winning b2b ecommerce team
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Who is this whitepaper for?

B2B eCommerce is not just another channel; it’s a full business strategy. In order to execute that strategy, your business needs to understand eCommerce team roles and responsibilities. Armed with this knowledge, you will be able to bring together the right team to ensure the success of your digital transformation project.

This whitepaper is a must-read for:

  • Business Owners
  • Chief Executive Officers/Presidents
  • Business Development Executives
  • VP of Digital/eCommerce
  • Anyone interested in Digital Transformation

Why you should download this whitepaper?

It takes a group to make a B2B purchase, it requires a group to support a B2B sale, and it takes a group to properly manage B2B eCommerce operations. From customer service to warehouse management, learn about the B2B eCommerce team structure you’ll need to consider for a winning B2B eCommerce team.


Key Characteristics for Your eCommerce Leader

Identify which characteristics your digital leader should have to manage your website, grow your digital sales, and build your online brand.


In-House vs. Outsourcing

Most B2B eCommerce teams are a blend of full-time staff and hired contractors and the team’s composition fluctuates with company needs. Learn when it makes sense to outsource work and what responsibilities should be kept in-house.


Typical Team Members

Setting up a successful eCommerce business requires involvement from many different departments including IT, Marketing, Sales, Customer Support, Logistics and more. Learn how eCommerce affects each of these departments and how to keep everything in sync.


Selecting the Right Platform

Ensuring your eCommerce platform is equipped to handle the nuances of B2B eCommerce can make or break your online strategy. See what other capabilities are good to have when setting up your B2B eCommerce store.

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Frequently Asked Questions

What are the essential eCommerce team roles and responsibilities?

Essential roles needed to build a successful eCommerce team typically include an eCommerce Manager/Director to provide strategic guidance, a Web Designer/Developer to create and maintain the website, a Digital Marketer to drive traffic and optimize conversions, a Product Manager to manage the product catalog, and a Customer Service Representative to handle inquiries and support. Additional roles may include an Analytics Specialist, a Sales Representative, and a Content Writer.

How does the eCommerce team collaborate with other departments within the company?

The eCommerce team needs to work closely with Marketing to align campaigns, with Sales to optimize the buying process, with Product Management to ensure accurate product information, and with IT to maintain and enhance the website’s functionality. Regular meetings, shared goals, and open communication channels are key to fostering collaboration.

How do you determine the appropriate size and structure for an eCommerce team?

Determining the appropriate size and structure of an eCommerce team depends on factors such as the company’s size, budget, eCommerce goals, and the complexity of the operation. Assessing the workload, skill requirements, and potential growth is important. Conducting a thorough analysis of business needs, market trends, and benchmarking against industry standards can help determine the optimal team size and structure.

How do you ensure effective collaboration and communication among team members within an eCommerce team?

Effective collaboration and communication within an eCommerce team can be ensured through regular team meetings, project management tools for task tracking, shared documentation and knowledge bases, and clear communication channels such as email, instant messaging, or project management platforms. Encouraging open communication, setting clear expectations, and fostering a supportive team culture also contribute to effective collaboration.

What tools and technologies are crucial for an eCommerce team's success, and how do you select them?

Crucial tools and technologies for an eCommerce team’s success include an eCommerce platform to build and manage the website, digital marketing tools for SEO, social media, and email marketing, analytics tools for tracking performance, customer relationship management (CRM) software for managing customer interactions, and inventory management systems. Selecting these tools should involve evaluating features, scalability, integration capabilities, vendor support, and cost-effectiveness.

What are some common challenges in building and managing an eCommerce team, and how can they be addressed?

Common challenges in building and managing an eCommerce team include hiring and retaining skilled talent, keeping up with evolving technologies, and managing cross-departmental collaboration. These challenges can be addressed by investing in training and development, fostering a positive work environment, encouraging innovation, and regularly evaluating team performance and processes to identify areas for improvement.

What roles are needed for a small eCommerce team?

For a small eCommerce team, essential roles may include an eCommerce Manager/Director who can also handle strategic planning, a Web Designer/Developer who has a strong grasp of UX/UI design, a Digital Marketer who can handle various marketing channels, and a Customer Service Representative who can provide personalized support. Cross-functional skills and flexibility are crucial in a small team, where team members may need to wear multiple hats to cover various responsibilities effectively.

What does a marketing team structure for eCommerce include?

Some common positions found in an eCommerce marketing team structure include:

1. Marketing Manager: Oversees the overall marketing strategy, sets goals, and manages the team’s activities.
2. Digital Marketing Specialist: Executes digital marketing campaigns, including email marketing, search engine optimization (SEO), search engine marketing (SEM), and social media marketing.
3. Content Creator: Develops compelling and engaging content for various digital channels, such as website, blog, social media, and email campaigns.
4. Graphic Designer: Creates visually appealing and on-brand graphics, images, and visuals for marketing materials.
5. Customer Relationship Manager (CRM): Handles customer segmentation, database management, and email marketing automation to improve customer retention and engagement.
6. Paid Advertising Specialist: Manages paid advertising campaigns, such as Google Ads, social media ads, and affiliate marketing, to drive targeted traffic and conversions.

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