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E-commerce manager

| Article: 3 min read | Team

An e-commerce manager is the person responsible for making an online store sell: the catalog, the website, prices, traffic, orders and numbers. It is not a separate specialty with a single standard, so people work differently under this title in different stores.

What they do, in plain words

In a small store, one person covers almost everything. In a larger one, the role narrows to management: they set tasks for others and look at the result. Typical areas of responsibility:

  • Catalog and content. Making sure products are on the site with correct specifications, prices, photos and descriptions (product page, PIM).
  • Website and conversion. Finding the places where customers leave and setting tasks to fix them (conversion, A/B test).
  • Traffic and channels. Coordinating with those who run advertising, SEO and email campaigns, and seeing what pays off (ROMI).
  • Orders and logistics. Nova Poshta, pickup, cash on delivery, returns (returns).
  • Numbers. Collecting the main indicators and explaining to the owner why they changed (key metrics).
  • Contractors. Setting tasks for developers, the agency and photographers, and accepting the work (how to work with developers).

What they are not

They don't have to be able to code or draw. They need to understand how the customer journey works and be able to turn "sales dropped" into concrete tasks. If an owner expects one person to write the code, do the design, set up advertising and run support alone, it is better to honestly count how many hours a week that is. For when to add people, read the article on the team at different stages.

What this costs on the job market

Fresh data comes only from job postings. According to Work.ua (November 2026), the median salary of an e-commerce manager in Ukraine is 55,000 UAH, ranging from 27,000 to 115,000 UAH; calculated from 87 postings over the last three months. For remote positions the median is 70,000 UAH (Work.ua). These are postings, not actual payments, and the figure depends heavily on experience and scope of responsibility.

How different sources see it

There is no single study of the e-commerce manager role for 2025–2026. Salary services describe it differently: Work.ua counts from job postings, others survey employees, so the figures differ severalfold. Go by what your own job posting says, not by the job title.

Common mistakes

  • Hiring a "manager of everything" without writing down which number they are responsible for.
  • Not giving access to data (analytics, orders, advertising) and then asking for results.
  • Confusing a manager with an executor: if they upload all the product pages themselves, there is no time left for analysis.
  • Not spelling out what they can decide on their own: discounts, prices, advertising budget.

FAQ

What does an e-commerce manager do? They are responsible for an online store's sales: the catalog, the website, traffic channels, orders and indicators. The exact set depends on the size of the store.

How is an e-commerce manager different from a marketer? A marketer is usually responsible for attracting customers; a manager is also responsible for what happens on the site and after the order. In a small store these roles often coincide.

How much does an e-commerce manager earn in Ukraine? According to Work.ua postings in November 2026, the median is 55,000 UAH, in a range of 27,000–115,000 UAH.

Does a store owner need to hire such a manager? If the owner can't spend time on the site and the numbers every day, yes. If the store is very small, contractors can do part of the work.

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