How to Choose and Work with an Ecommerce Sales Manager

An ecommerce sales manager is responsible for overseeing your online sales channels, managing leads and customer relationships, and driving revenue growth. They track and prioritize opportunities, follow up on quotes, and coordinate sales activities to convert website visitors into paying customers.

Why this comes up / what goes wrong

Ecommerce business owners or accountants often search for an ecommerce sales manager when they find it difficult to keep up with fast-moving online sales or lose leads due to slow or inconsistent follow-up. Managing sales communications through disconnected tools like spreadsheets, text messages, and email can cause missed opportunities and uneven customer experiences. Without a dedicated sales manager, founders may become overwhelmed by daily sales tasks, which can stall growth or reduce customer retention.

Step-by-step

1. Define your ecommerce sales goals. Decide if you want to increase average order value, improve conversion rates, enter new markets, or boost repeat purchases.

1. Identify key sales channels and communication tools. Determine which platforms (your website, Amazon, social media shops) and messaging methods (email, WhatsApp, SMS) your sales manager will handle.

1. Create a clear job description. Include responsibilities like pipeline management, lead follow-up, sales forecasting, and marketing coordination.

1. Screen candidates for ecommerce experience. Look for familiarity with online sales metrics, customer engagement, and CRM software.

1. Ask about sales process management. Candidates should explain how they track leads, manage quotes, and prioritize follow-ups to avoid losing sales.

1. Evaluate technology skills. Ensure candidates can use or quickly learn tools like HelloGrowthCRM that integrate WhatsApp, SMS, and email sequences.

1. Check references and past results. Confirm their success in increasing online sales and managing remote or distributed sales teams.

1. Set measurable KPIs. Agree on targets such as deals closed, sales cycle time, or lead response speed.

1. Provide onboarding and ongoing support. Give your sales manager access to sales data, CRM tools, and regular review meetings.

1. Monitor and adjust strategies. Use sales reports and forecasting to refine tactics and support your ecommerce sales manager’s success.

For more on managing online sales teams, see our E-commerce and online sellers guide.

Example (fictional figures)

A Columbus, Ohio-based ecommerce store selling eco-friendly home goods has $1,000,000 in annual online sales. They hire an ecommerce sales manager to improve lead follow-up and increase sales by 10% next year.

• Current annual sales: $1,000,000
• Target increase: 10%
• New sales goal: $1,000,000 × 10% = $100,000
• Total target sales: $1,000,000 + $100,000 = $1,100,000

The sales manager uses a CRM to track deals. Last week, they sent 50 quotes worth $200,000 total. By setting follow-up reminders in the CRM, they convert a portion of quotes into sales. For example, if 15% of quotes convert:

• Quotes sent: $200,000
• Conversion rate: 15%
• Sales from quotes: $200,000 × 15% = $30,000

This $30,000 contributes directly to the sales goal, showing the impact of structured sales management.

Common mistakes

• Neglecting clear sales goals. Prevent by setting specific targets before hiring.
• Hiring without ecommerce experience. Prevent by screening for relevant online sales skills.
• Using disconnected tools. Prevent by adopting integrated platforms like HelloGrowthCRM to centralize communications.
• Ignoring follow-up discipline. Prevent by enforcing pipeline management and scheduled follow-ups.
• Overloading the sales manager. Prevent by defining realistic responsibilities and providing support.
• Failing to track KPIs. Prevent by establishing measurable indicators and reviewing performance regularly.

Learn more about managing sales teams and CRM tools in the HelloGrowthCRM for the United States section.

Doing this in HelloGrowthCRM

HelloGrowthCRM helps ecommerce sales managers by providing a Deals (pipeline) feature where quotations show up at the 'quote sent' stage with follow-up dates, ensuring no lead is forgotten. For teams with field reps or distributors, Territories and field operations tools allow logging visits and managing commissions. If you lack a full sales manager, Managed RevOps support can handle weekly follow-ups and pipeline hygiene for you. Explore these features in detail at WhatsApp and SMS CRM.

Frequently asked questions

What skills should an ecommerce sales manager have? They should understand online sales metrics, be proficient with CRM and communication tools like WhatsApp and SMS, and have experience managing sales pipelines and customer follow-up.

How does an ecommerce sales manager improve sales? By tracking leads and quotes in a CRM, prioritizing follow-ups, coordinating with marketing, and analyzing sales data to optimize conversion rates.

Can a small ecommerce business afford a sales manager? If hiring a full-time manager is not feasible, consider Managed RevOps services that provide sales management support without a full-time salary.

What questions should I ask when hiring? Ask about their experience with ecommerce platforms, sales process management, CRM tools, and how they handle lead follow-up and sales forecasting.

How can technology help my ecommerce sales manager? Integrated CRM platforms like HelloGrowthCRM centralize communication, automate reminders, and provide pipeline visibility, making sales management more efficient.

Key takeaways

• An ecommerce sales manager drives online revenue by managing sales pipelines and customer follow-ups.
• Clear goals and defined responsibilities are essential before hiring.
• Use integrated CRM tools to avoid lost leads and improve sales tracking.
• Common mistakes include unclear goals, lack of ecommerce experience, and poor follow-up discipline.
• HelloGrowthCRM supports ecommerce sales management with pipeline tracking, territory tools, and Managed RevOps.

Start growing your ecommerce sales team with confidence. Start on the Free Forever plan (200 leads, no credit card) today.