E-Merchandiser: who they are, what they do, how to become one

Becoming an E-Merchandiser is only possible through targeted training. A solid foundation in e-commerce dynamics, merchandising, digital marketing and data interpretation is essential, to be obtained through University Courses and Masters focused on these areas of interest.

In addition to proper academic training, practical experience obtained through internships or roles as Junior E-Merchandiser at companies/brands with both physical and online shops, digital marketing agencies or large retail chains on the web is also necessary. In fact, experience in the field allows the skills acquired to be applied and facilitates the creation of an initial network of useful professional contacts.

A successful E-Merchandiser must possess a combination of essential analytical, creative and technical skills, including:

• In-depth knowledge of e-commerce and merchandising dynamics: this professional must show a solid understanding of sales techniques and the mechanisms that govern the purchase of products online. They must also know how to convert users’ interest, transforming it into a purchase, attractively presenting products, optimising filters and search categories, and perfecting the site’s navigability;
• Solid foundations of User Experience (UX) and digital marketing: the E-Merchandiser must know how to utilise UX fundamentals to offer the public a pleasant and memorable shopping experience through an uncluttered catalogue and quick and intuitive purchasing procedures. They must also be able to apply the most common digital marketing strategies to promote offers and novelties, attract new users to the site and achieve greater conversions;
• Outstanding creativity: this professional must know how to create consistently compelling content, such as quality images and videos for impressive digital lookbooks and accurate text descriptions of the products on display, unleashing maximum creativity to amaze and engage the user;
• Advanced ability to interpret collected data: the E-Merchandiser must be able to monitor the user journey in the e-commerce and the number of sales made to identify current preferences and trends correctly. Thus, based on the data obtained, they can optimise site performance and sales tactics;

A propensity for continuous updating and problem-solving: the world of e-commerce is constantly evolving and always brings new challenges. This professional must, therefore, be able to keep up with the times by attending continuous training courses. In addition, they must be able to find creative solutions to the most common problems inherent in their profession.

Thanks to an innate versatility, the contexts in which the E-Merchandiser can work are varied:

• Companies/brands with traditional shops and e-commerce channels: they are responsible for integrating the physical catalogue with the online one, keeping the proposals, the company’s communication style and sales strategies consistent;
• Large online retailers: they manage the purchasing platform and product catalogue by implementing advanced sales strategies designed with the marketing, product development and customer service teams;
• Digital marketing and e-commerce consultancy agencies: they become expert consultants for the agency’s client companies, proposing suitable solutions to achieve customised and specific objectives:
• Start-ups and tech companies: they work with small teams to create tactics for improving sales performance.

To perform his activities to the best of his ability, the E-Merchandiser must rely on various advanced digital tools daily. These include e-commerce management platforms such as Magento and Shopify, which are essential for uploading products to the catalogue and organising them functionally. These platforms, together with specific analytics tools such as Google Analytics, also make it possible to monitor website traffic and conversion data to understand user behaviour.

Also essential are search engine optimisation tools such as SEMrush and Ahrefs, which help find the right keywords to describe and categorise products and improve their search engine rankings. Online marketing campaign management platforms, such as Facebook Ads and Google Ads, allow the E-Merchandiser to create, deploy and refine the advertising initiatives undertaken, while customer relationship management tools, such as Hubspot, allow them to track customer interactions and relationships.

Domus Academy Milano offers Masters of Arts, one-year Master’s, and Semester Courses that delve into various disciplines functional to the future E-Merchandiser, especially if interested in the fashion sector. We propose, in particular, the Master in Fashion Styling & Visual Merchandising. This course, enriched with frontal lessons and workshops in partnership with companies, delves into the multidisciplinary topics of e-merchandising through an innovative approach.

Guided by industry professionals, students will engage with peers during intensive group projects and receive individual coaching and mentoring sessions.

In addition to theoretical lectures and practical experience, internships in companies in the sector are an integral part of the Master’s programme. These internships enable students to establish meaningful professional relationships and gain targeted experience in the fields of e-commerce and online merchandising.