E-commerce is a system for buying and selling online. It combines several areas: IT, marketing and business modeling, design and production of goods or development of services.

The main advantage of e-commerce is that it saves time and reduces costs for business.

There are two types of e-commerce companies exist – as an independent business or as an addition to offline business. For example, ASOS (UK online-store) does not have physical sales points, so it does not have costs for maintaining the store – rent, sales consultants, additional logistics, accounting, etc.. And Carrefour in UAE, on the contrary, works offline, but with help of e-commerce created online store as additional sales channel. Thanks to that customers can order online from all over the country, get individual offers and full information about goods, which may not be avavilable in the nearest store.

However e-commerce includes not only online stores – it also promotes services. Great examples of e-commerce services are Booking.com, Dubizzle and Deliveroo. They function in internet by using electronic documents and do not have offline offices for clients.

Who works in e-commerce?

To understand how e-commerce function and which jobs exist there, imagine that you are making an online purchase. Let’s say you want to buy new shoes and have already looked at the options on two or three sites, but so far nothing has been found.

Marketing specialist

Suddenly, you see a banner in Google with a selection of shoes. This is the work of marketing specialist, who creates advertising campaigns based on your search queries and makes sure that you see this ad. Marketing specialist also analyzes your behavior on pages of online-store to send you a suitable offer by e-mail or make web-site work better.

The main task is to understand interests of the audience and make individual offers. If you need a particular product or service, marketing specialists help you to find what you are looking for.

Designers and copywriters

Designer makes lay out of web-site with convenient navigation. For that job you should not only have an artistic taste, but also understand how user perceives and interacts with your web-site and then make conclusions from this.

Copywriter helps client to make a thoughtful purchase decision. He creates useful texts (product descriptions, news, newsletters, special offers, etc.) that tell about company, products and services.


Every click that you make on web-site should lead to the right page. For this, programmers are responsible – thanks to them web-sites and applications are working the right way.

Web-developers program external shell of web-site and internal database (goods), and establish links between them. To ensure that you can buy your favorite shoes from home, developers embed safe payment systems in web-site.

Logistics specialist

Then the shoes are packed in a warehouse, and you get it on time – logistics department takes cares of it. That department accepts online-orders and processes them. Logistics specialist in e-commerce analyzes order flow, optimizes packaging and delivery processes.

E-commerce management team

Business analysts, project managers and managers are responsible for coordination of team work. They manage financial issues, oversee development of web-sites and applications, analyze demand. On the example of buying shoes, the chain of this invisible work looks like this:

  • analyst creates report on the seasonal demand for shoes,

  • manager gives report to purchasing department,

  • purchasing manager creates product categories and gives technical specifications to designers, copywriters, marketing department and developers,

  • manager controls progress and prepares reports.

Thanks to this approach, companies like Amazon and Ebay reached billions of profit.

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