Runs a company's online store, owning website sales, merchandising, promotions, conversion and the technology that powers checkout. BLS does not publish separate figures for online merchants; it counts them within online merchant (SOC 13-1199), whose median pay is $83,050 a year (BLS OEWS, May 2025). Typical entry-level education: Bachelor's degree.
- SOC 13-1199
- Business and Financial Operations
- Last updated October 9, 2026
At a glance
E-commerce Manager in four numbers
- Median pay
- $83,050a year, or $39.93/hrBLS OEWS, May 2025Lowest 10% $48KTop 10% $150K
US median, all jobs: $50,980
- Projected growth
- +3.9%About as fast as averageBLS EP, 2025–2035This career+3.9%All jobs+3.5%
Projected employment change, 2025–2035 Item Value This career +3.9% All jobs +3.5% - Openings a year
- 98,7001,157,600 jobs todayBLS EP, 2025–2035
- Jobs in 20251.2M
- Projected 20351.2M
Employment, 2025–2035 Item Value Jobs in 2025 1.2M Projected 2035 1.2M - Typical education
- Bachelor'sneeded to enterBLS EP, 2025–2035; mix: O*NET
- High school32.7%
- Certificate12.1%
- Some college8.7%
- Associate's5.2%
- Bachelor's41.3%
Highest education held by online merchants Segment Value High school 32.7% Certificate 12.1% Some college 8.7% Associate's 5.2% Bachelor's 41.3%
Also advertised as: Ecommerce Manager, Director of E-commerce, Digital Commerce Manager, Online Store Manager, E-commerce Director.
Pay
How much do Online Merchants make?
Every e-commerce manager in the US, by percentile of annual wage
Median
$83,050
Middle half earn $62,640 to $114,010
- 10th
- $47,880
- 25th
- $62,640
- 75th
- $114,010
- 90th
- $150,010
All US occupations: $50,980
| Percentile | Value |
|---|---|
| 10th | $47,880 |
| 25th | $62,640 |
| Median | $83,050 |
| 75th | $114,010 |
| 90th | $150,010 |
| All US occupations | $50,980 |
Source: BLS OEWS, May 2025
- Median annual wage
- $83,050
- Median hourly wage
- $39.93/hr
- Mean annual wage
- $93,970
- People employed
- 1,087,090
Versus all US occupations
At $83,050, Online Merchants earn 63% above the $50,980 median across all US occupations, a difference of $32,070 a year.
Versus business and financial operations occupations
Inside the Business and Financial Operations group, where the middle occupation pays $80,730, this is 3% above the group median.
Pay range
The top 10% earn $150,010 or more while the bottom 10% earn $47,880, a gap of 3.1×. That is an unusually wide spread, which usually tracks specialisation, employer type and years of experience.
Rank in the bank
This median pays more than 63% of the 1,741 occupations in the NueCareer career bank.
Cost of living
District of Columbia posts the highest raw median ($108,160), but once local prices are taken into account Alabama leads at $112,854 in national-average dollars.
Pay by state
Which states pay Online Merchants the most?
State medians come from the same OEWS release as the national figures. The cost-of-living column divides each state median by that state's BEA Regional Price Parity, restating pay in national-average dollars so a high-cost state and a low-cost one can be compared directly.
| State | Median | COL-adjusted | Employed |
|---|---|---|---|
| 1District of Columbia | $108,160 | $98,416 | 37,790 |
| 2Maryland | $101,500 | $96,704 | 39,820 |
| 3Washington | $100,360 | $93,783 | 51,650 |
| 4Alabama | $100,240 | $112,854 | 6,990 |
| 5Delaware | $95,040 | $95,223 | 1,600 |
| 6Alaska | $94,740 | $92,557 | 2,020 |
| 7Oklahoma | $93,640 | $106,599 | 5,700 |
| 8Massachusetts | $93,270 | $88,193 | 17,910 |
| 9Hawaii | $92,620 | $84,238 | 4,030 |
| 10Colorado | $92,520 | $89,780 | 45,670 |
Job outlook
Is E-commerce Manager a growing career?
Employment change over 2025–2035, against every US occupation
About as fast as average. +3.9% projected growth vs 3.5% for all occupations.
| Item | Value |
|---|---|
| Online Merchants | +3.9% |
| All US occupations | +3.5% |
Source: BLS EP, 2025–2035
About as fast as average
BLS projects employment of Online Merchants to change 3.9% over 2025–2035, against 3.5% projected for all occupations. That is 44,700 more jobs.
Annual openings
About 98,700 openings are projected each year, 8.5% of the 1,157,600 jobs that existed in 2025. Most come from workers leaving the occupation, not from growth alone.
Getting in
How to become an E-commerce Manager
Most e-commerce managers hold a bachelor's degree in marketing, business or information systems and work their way up from e-commerce coordinator, merchandiser or digital marketing roles. Experience running a real online store, even a small one, is valued.
The National Retail Federation and its digital division provide research and events on online retail, and platforms such as Shopify and Salesforce offer certifications for their tools. A mix of analytics, merchandising instinct and project management skill is what sets strong candidates apart.
- 1
Typical entry-level education
Bachelor's degree
- 2
Work experience in a related occupation
None
- 3
Typical on-the-job training
None
- 4
Preparation needed (O*NET job zone)
Medium preparation
BLS Employment Projections, 2025–2035; job zone from O*NET 31.0 Database.
What education people in the job have
O*NET incumbent survey: the highest level of education reported by people already working as online merchants.
- Bachelor's Degree41.3%
- High School Diploma or the equivalent (such as a GED)32.7%
- Post-Secondary Certificate12.1%
- Some College Courses8.7%
- Associate's Degree or other 2-year degree5.2%
| Item | Value |
|---|---|
| Bachelor's Degree | 41.3% |
| High School Diploma or the equivalent (such as a GED) | 32.7% |
| Post-Secondary Certificate | 12.1% |
| Some College Courses | 8.7% |
| Associate's Degree or other 2-year degree | 5.2% |
Source: O*NET 31.0 Database
The work
What does an E-commerce Manager do?
E-commerce managers are responsible for a company's direct-to-consumer website as a business. They set sales goals, plan site merchandising and promotions, and work with marketing on campaigns that drive traffic. They watch conversion rates, average order value and customer behavior, and fix whatever is getting in the way of purchases.
They manage the e-commerce platform, such as Shopify, Salesforce Commerce Cloud or Adobe Commerce, and coordinate with developers, designers, fulfillment teams and customer service. They also oversee product content, site search, payments and returns. At larger companies, they lead teams of merchandisers, analysts and content specialists.
Day-to-day tasks
- Set online sales targets and track performance
- Plan site merchandising, promotions and launches
- Analyze conversion, traffic and customer behavior
- Manage the e-commerce platform and site features
- Coordinate developers, designers and fulfillment teams
- Oversee product content, search and checkout experience
- Report e-commerce results to leadership
Typical tasks, researched by NueCareer from the sources below.
Working conditions and hours
E-commerce managers work in offices or remotely, mostly at computers, with many cross-team meetings. The job peaks during holiday seasons and big promotions, when sites must perform under heavy traffic. Hours are mostly regular, with occasional late launches.
Where the work happens
Indoors, climate-controlled
NeverEvery dayIndoors, in a climate-controlled space, every day.
Outdoors in all weather
NeverEvery day
Physical demands
Sitting
NeverAlmost all the timeSeated for more than half the working day.
Standing
NeverAlmost all the timeBending or twisting
NeverAlmost all the time
Working with people
Contact with other people
NoneConstantFace-to-face discussions
NeverEvery dayFace-to-face discussions every day.
Dealing with the public
Not importantExtremely importantDealing with customers or the public is very important.
Pressure and stakes
Strict deadlines
NeverEvery dayMeeting strict deadlines at least weekly.
Conflict situations
NeverEvery dayCost of a mistake
Not seriousExtremely serious
Autonomy
Freedom to decide
NoneA lotA lot of freedom to make decisions without checking first.
Conditions: O*NET Work Context survey. Each item has its own scale, so each dot is read against the two answers that end its own line.
Core skills
O*NET importance, 1 to 5
- Reading Comprehension3.6
- Active Listening3.5
- Speaking3.5
- Critical Thinking3.5
- Writing3.4
- Monitoring3.1
- Mathematics3.0
- Active Learning2.9
| Item | Value |
|---|---|
| Reading Comprehension | 3.6 |
| Active Listening | 3.5 |
| Speaking | 3.5 |
| Critical Thinking | 3.5 |
| Writing | 3.4 |
| Monitoring | 3.1 |
| Mathematics | 3.0 |
| Active Learning | 2.9 |
Source: O*NET 31.0 Database
Transferable skills
O*NET importance, 1 to 5
- Persuasion3.4
- Service Orientation3.4
- Judgment and Decision Making3.3
- Social Perceptiveness3.1
- Negotiation3.1
- Coordination3.0
- Complex Problem Solving3.0
- Time Management2.9
| Item | Value |
|---|---|
| Persuasion | 3.4 |
| Service Orientation | 3.4 |
| Judgment and Decision Making | 3.3 |
| Social Perceptiveness | 3.1 |
| Negotiation | 3.1 |
| Coordination | 3.0 |
| Complex Problem Solving | 3.0 |
| Time Management | 2.9 |
Source: O*NET 31.0 Database
Tools and software
- Accounting software · in demand
- Data base management system software · in demand
- Data base user interface and query software · in demand
- Data mining software · in demand
- Development environment software · in demand
- Electronic mail software · in demand
- Enterprise application integration software · in demand
- Graphics or photo imaging software · in demand
- Object or component oriented development software · in demand
- Office suite software · in demand
- Operating system software · in demand
- Presentation software · in demand
“In demand” marks an O*NET Employer-Based Hot Technology, software named in real job postings for this occupation.
Personality fit
What personality type suits an E-commerce Manager?
NueCareer estimate (Holland code ECI) built on O*NET's Online Merchant profile, scored 1 to 7
| Axis | E-commerce Manager |
|---|---|
| Realistic | 2 |
| Investigative | 3 |
| Artistic | 2 |
| Social | 2 |
| Enterprising | 6 |
| Conventional | 6 |
Source: O*NET 31.0 Database
What the work is built around
Day to day this is work built around organising, following procedures and working precisely with data, combined with leading, persuading, selling and making decisions.
- Conventional6.0
- Enterprising5.8
- Investigative2.6
- Realistic2.4
- Social2.3
- Artistic1.9
Closest MBTI types
NueCareer fit scores: cosine similarity between each MBTI type's interest vector and this occupation's O*NET interest profile. Not a BLS or O*NET figure; the method is documented on our methodology page.
Explore further
Careers related to E-commerce Manager
O*NET related occupations
- Business and Financial Operations
- Management
- Management
- Business and Financial Operations
Wholesale and Retail Buyer, Except Farm Products
$77,710median a year
Most earn $48K to $129K
+6.0%Bachelor's - Business and Financial Operations
Market Research Analyst and Marketing Specialist
$78,760median a year
Most earn $43K to $155K
+7.0%Bachelor's - Sales and Related
More business and financial operations careers
Median annual pay, with online merchants highlighted
- Financial Advisor$105,070
- Accountant$83,680
- E-commerce Manager$83,050
- Insurance Underwriter$81,370
- Coroner$80,730
- Claims Adjuster, Examiner, and Investigator$78,000
- Loan Officer$76,690
- Human Resources Specialist$75,940
- Appraiser and Assessor of Real Estate$67,960
| Item | Value |
|---|---|
| Financial Advisor | $105,070 |
| Accountant | $83,680 |
| E-commerce Manager | $83,050 |
| Insurance Underwriter | $81,370 |
| Coroner | $80,730 |
| Claims Adjuster, Examiner, and Investigator | $78,000 |
| Loan Officer | $76,690 |
| Human Resources Specialist | $75,940 |
| Appraiser and Assessor of Real Estate | $67,960 |
Source: BLS OEWS, May 2025
Lists E-commerce Manager appears on
Questions
E-commerce Manager: frequently asked questions
How much do Online Merchants make?
BLS does not publish a separate wage for online merchants. It counts them within online merchant, whose median pay is $83,050 a year (BLS OEWS, May 2025). The middle half of that occupation earn between $62,640 and $114,010, and the top 10% earn $150,010 or more.
Do you need a degree to become an E-commerce Manager?
Yes. BLS reports a bachelor's degree as the typical entry-level education for Online Merchants, and O*NET rates the preparation needed as medium preparation. In O*NET's survey of people already doing the job, 41.3% hold bachelor's degree.
Is E-commerce Manager a growing career?
It is stable rather than fast-growing: employment is projected to change 3.9% over 2025–2035, about the same as the 3.5% projected across all occupations (BLS EP, 2025–2035). BLS still projects about 98,700 openings a year, mostly from workers retiring or moving to other work.
What does an E-commerce Manager do?
E-commerce managers are responsible for a company's direct-to-consumer website as a business. A typical task: set online sales targets and track performance. Employers most often ask for Accounting software, Data base management system software, Data base user interface and query software.
Which states pay Online Merchants the most?
The highest state medians for Online Merchants are District of Columbia ($108,160), Maryland ($101,500), Washington ($100,360) (BLS OEWS, May 2025). Adjusted for local prices using BEA Regional Price Parities, Alabama moves to the top at $112,854.
What personality type suits an E-commerce Manager?
O*NET scores Online Merchants highest on the Conventional and Enterprising interest areas, so the work mixes organising, following procedures and working precisely with data with leading, persuading, selling and making decisions. On NueCareer's MBTI-to-interest mapping that lines up most closely with ESTJ personalities. Personality is a fit signal, not a gate. The free NueCareer quiz scores your own profile against all 1,731 careers in the bank.