Preparing and Training for a Career in E-Commerce

Understanding E-Commerce

E-commerce (short for electronic commerce) is a way of saying online sales and shopping. In the last 15 years, it has completely transformed the way companies do business and the way we purchase clothing, shoes, furniture, collectibles, electronics, cars, makeup, food, and more. The list is endless. If you can name it, you can buy it online.

Companies first began selling products over the web in 1994, when the Internet was still in its infancy. The following year saw the birth of two e-commerce giants, Amazon.com and eBay. Shopping has never been the same since.

Today, one in every two Americans has engaged in e-commerce. This is a staggering figure when you consider that, less than ten years ago, the vast majority of households didn't even have Internet access.

Two Faces of E-Commerce: B2B and B2C

It's important to distinguish between the two main types of e-commerce. When an online store sells products or services to other companies, it's called business-to-business, sometimes abbreviated as B2B.

When individuals shop for products online, it's called business-to-consumer, or B2C. Some of the leading B2C e-commerce sites include Amazon.com, Drugstore.com, Zappos.com, and the Web sites of stores that also have physical locations, like Sears and Banana Republic.

E-commerce Jobs and Career Training

Professionals with diverse areas of expertise--programmers, Web designers, copywriters, technicians, business managers, warehouse employees--join forces to keep e-commerce sites up and running. These are just a few of the many possible occupations within the industry. Others include:

E-Commerce Sales Manager

Responsibilities include overseeing and training customer service representatives and other workers, assigning duties, and setting goals. Employers seek out candidates with an associate's degree or a bachelor's degree in a business-related field such as management, accounting, or marketing. If you already work in sales or customer service, online education could be a convenient way to score a promotion or make the leap into e-commerce without quitting your current job.

• Mean annual salary: $79,870
• Mean hourly wage: $38.40
• Top paying states: New York, New Jersey, Minnesota

E-Commerce Merchandising Manager

This multidimensional role involves selecting and acquiring product for the website, developing online marketing programs, testing different sales strategies, and ensuring that customers have a positive shopping experience. A bachelor's degree in a business-related field is required. Since merchandising managers help design and assess the website, they need a lot of technical knowledge as well. Many online education programs offer certificates in computer science or programming, Web development, and related fields.

• Mean annual salary: $94,300
• Mean hourly wage: $45.34
• Top paying states: New Jersey, Delaware, New York

E-Commerce Traffic Analyst

At the end of the day, what makes an e-commerce Web site successful is how many people visit it--and what they do when they get there. Traffic analysts use a variety of tracking tools to monitor customer activity and gauge the effectiveness of each page, with the goal of improving shoppers' experience and encouraging them to spend more. They typically hold a bachelor's degree in computer science or a business-related field. Several online programs offer certificates in Web analytics.

• Mean annual salary: $78,830
• Mean hourly wage: $37.90
• Top paying states: Virginia, New Jersey, Massachusetts

E-Commerce Customer Service Representative

When shoppers have a problem using the Web site or a question about their order, this is whom they call. Customer service representatives in B2B companies may play a more hands-on role, promoting new offerings and working to acquire and retain new clients. These additional responsibilities often mean a higher salary. Some campus-based and online programs offer associate's degrees or certificates in customer service. The most competitive candidates hold an associate's degree or a bachelor's degree and have taken courses in sales, computer technology, business, and marketing.

• Mean annual salary: $31,790
• Mean hourly wage: $15.28
• Top paying states: Connecticut, Massachusetts, California

Other mainstays of e-commerce teams include business analysts, quality assurance professionals, developers, and product managers.

The Future of E-Commerce

Today, e-commerce is an enormous industry: in 2008, Americans spent more than $200 billion online. With each click on the "Checkout" button and new item in your shopping cart, it grows a tiny bit more. As a result, the substantial workforce behind the e-commerce machine is constantly expanding, and opportunities abound for smart, driven professionals with the right career training under their belt.