Occupation · SOC 13-1199.06
Online Merchants
Conduct retail activities of businesses operating exclusively online. May perform duties such as preparing business strategies, buying merchandise, managing inventory, implementing marketing activities, fulfilling and shipping online orders, and balancing financial records.
Median wage
$81,270
$46,230–$147,830
Projected growth
+3.0%
Average growth
Annual openings
3,630
per year
Employed (US)
1,128,200
Job Zone 4
Typical preparation
Considerable preparation
Stackable credential programs
2,448 mapped
Core skills
Reading ComprehensionSpeakingCritical ThinkingActive ListeningWritingService OrientationPersuasionJudgment and Decision MakingSocial PerceptivenessNegotiationMonitoringMathematicsCoordinationComplex Problem SolvingTime ManagementManagement of Financial ResourcesActive LearningManagement of Material ResourcesSystems EvaluationSystems AnalysisManagement of Personnel ResourcesProgrammingLearning StrategiesInstructingOperations AnalysisOperations MonitoringTechnology DesignQuality Control AnalysisScienceRepairingOperation and ControlEquipment SelectionTroubleshootingInstallationEquipment Maintenance
Knowledge areas
English LanguageSales and MarketingCustomer and Personal ServiceCommunications and MediaAdministration and ManagementComputers and ElectronicsAdministrativeMathematicsEconomics and AccountingProduction and ProcessingPersonnel and Human ResourcesDesignTelecommunicationsEducation and TrainingEngineering and TechnologyMechanicalPsychologyPublic Safety and SecurityTransportationFine ArtsBuilding and ConstructionPhysicsForeign LanguageGeographyLaw and GovernmentSociology and AnthropologyTherapy and CounselingChemistryHistory and ArcheologyBiologyPhilosophy and TheologyMedicine and DentistryFood Production
Technology & tools
AJAXAdobe DreamweaverAdobe PhotoshopApache SolrApache StrutsApple macOSBing AdsBing for Power BIBlogging softwareC#CCBillContent management systems CMSDrupalDynamic hypertext markup language DHTMLEnterprise JavaBeansExtensible hypertext markup language XHTMLExtensible markup language XMLFacebookFinancial accounting softwareGoogle AdsGoogle AnalyticsGoogle CheckoutHypertext markup language HTMLIBM Digital AnalyticsIBM DominoIBM InfoSphere DataStageIBM WebSphereIntuit QuickBooksIntuit QuickBoooks PaymentsInventory tracking softwareJamBoardJavaScriptLAMP StackLinuxMagento AnalyticsMicrosoft .NET FrameworkMicrosoft AccessMicrosoft DynamicsMicrosoft ExcelMicrosoft Office software
Representative tasks
Working with ComputersGetting InformationIdentifying Objects, Actions, and EventsProcessing InformationSelling or Influencing OthersMaking Decisions and Solving ProblemsEstablishing and Maintaining Interpersonal RelationshipsUpdating and Using Relevant KnowledgeDocumenting/Recording InformationCommunicating with People Outside the OrganizationCommunicating with Supervisors, Peers, or SubordinatesOrganizing, Planning, and Prioritizing WorkAnalyzing Data or InformationThinking CreativelyPerforming Administrative ActivitiesJudging the Qualities of Objects, Services, or PeopleEstimating the Quantifiable Characteristics of Products, Events, or InformationPerforming for or Working Directly with the PublicResolving Conflicts and Negotiating with OthersDeveloping Objectives and StrategiesCoordinating the Work and Activities of OthersMonitoring and Controlling ResourcesMonitoring Processes, Materials, or SurroundingsInterpreting the Meaning of Information for OthersEvaluating Information to Determine Compliance with StandardsScheduling Work and ActivitiesTraining and Teaching OthersGuiding, Directing, and Motivating SubordinatesCoaching and Developing OthersProviding Consultation and Advice to OthersAssisting and Caring for OthersDeveloping and Building TeamsInspecting Equipment, Structures, or MaterialsHandling and Moving ObjectsStaffing Organizational UnitsControlling Machines and ProcessesPerforming General Physical ActivitiesRepairing and Maintaining Electronic EquipmentDrafting, Laying Out, and Specifying Technical Devices, Parts, and EquipmentOperating Vehicles, Mechanized Devices, or Equipment
Competency framework
Skill expectations by proficiency level.
emerging
Customer orders and shipping documentation — package and prepare for direct shipment under supervisory guidance in an e-commerce fulfillment environment.Electronic payment transactions — receive and process using established transaction service platforms with close oversight from a senior merchant.Order management software — enter and track customer orders following documented protocols in a structured online retail setting.Transaction confirmation emails — compose and deliver to customers using approved templates after order completion in a digital storefront.Customer inquiries — respond to routine questions via email or messaging platforms using scripted guidelines in an online retail context.Product purchase subtotals, taxes, and shipping costs — calculate using provided formulas and submit to customers through the merchant's checkout system.Sourcing opportunities — identify new or used items from online marketplaces for resale under direction from an experienced merchant.Product listings — draft accurate descriptions and upload to a retail or auction website following brand and formatting standards.Inventory records — monitor and update using database management software to maintain stock accuracy in a small e-commerce operation.Customer complaints — escalate unresolved issues to senior staff while documenting interactions in the order management system.
developing
Customer orders and third-party distributor transfers — manage and coordinate with reduced oversight to ensure timely fulfillment in a multi-channel e-commerce environment.Electronic payment processing workflows — maintain and troubleshoot using point-of-sale and transaction service software across routine order volumes.Invoicing and order automation — configure and manage using order management or invoicing software to reduce manual processing in an established online storefront.Post-transaction communications — draft and send customized shipment confirmation and follow-up emails to maintain customer satisfaction standards.Customer correspondence — handle product, policy, and shipping questions via email, telephone, or chat with consistent tone and resolution across familiar issue types.Resale inventory — source competitively from online and physical suppliers by evaluating pricing trends and product demand in an active retail market.Product pricing — determine and adjust using market research and cost analysis to maintain margins in a competitive online sales environment.Tax and shipping cost calculations — apply relevant rate tables and carrier pricing tools accurately for diverse order types within established merchant platforms.Sales and marketing software — use to monitor listing performance metrics and identify opportunities for product promotion in a growing e-commerce business.Vendor negotiations — conduct for purchase pricing and terms using market data and prior buying history in a multi-supplier sourcing context.
proficient
Complex fulfillment workflows — design and oversee across direct-ship, drop-ship, and third-party distributor channels to optimize order accuracy and delivery speed.Payment processing systems — evaluate, integrate, and troubleshoot using enterprise application integration software to ensure transaction security and operational continuity.End-to-end order lifecycle automation — architect and refine using order management and invoicing platforms to scale throughput without proportional staffing increases.Customer communication strategy — develop and execute multi-channel correspondence protocols that address product, policy, and shipping issues and drive repeat business.High-value or complex customer disputes — resolve autonomously by applying critical thinking, service orientation, and knowledge of platform policies in a competitive online marketplace.Merchandise acquisition strategy — lead sourcing decisions across online and physical channels, balancing margin, velocity, and category mix for a mid-to-large e-commerce operation.Dynamic pricing models — build and apply using competitive intelligence and economics knowledge to maximize revenue across seasonal and market fluctuations.Financial reporting accuracy — ensure by reconciling subtotals, tax calculations, and shipping cost submissions against accounting records in a multi-jurisdiction e-commerce operation.Web platform and data mining tools — leverage to analyze customer behavior, optimize product listings, and drive conversion in a data-driven online retail environment.Cross-functional problem solving — lead resolution of non-routine operational issues spanning logistics, technology, and customer service within an autonomous merchant role.
advanced
Enterprise fulfillment strategy — define and continuously improve across direct-ship, marketplace, and wholesale channels to support organizational growth and customer experience goals.Payment infrastructure governance — set standards for transaction service selection, fraud mitigation, and compliance across all merchant platforms at an organizational level.Technology roadmap for order and invoice automation — lead evaluation and adoption of emerging software solutions that position the organization ahead of operational scale demands.Customer experience vision — establish organization-wide communication standards and escalation frameworks that translate into measurable satisfaction and retention outcomes.Sourcing and vendor partnership ecosystem — cultivate and lead a strategic supplier network that delivers competitive pricing, product exclusivity, and supply chain resilience.Pricing architecture and revenue optimization — design organization-level pricing governance frameworks that integrate market economics, promotional strategy, and margin accountability.Talent development in e-commerce operations — mentor and coach merchant teams on fulfillment, sourcing, customer service, and platform competencies to build organizational capability.Data-driven growth strategy — direct the use of data mining, analytics, and web platform intelligence to identify new market opportunities and guide investment decisions.Cross-organizational policy development — author and champion policies governing product standards, customer correspondence, taxation compliance, and platform governance across the enterprise.Executive stakeholder alignment — translate e-commerce performance metrics, market trends, and operational insights into strategic recommendations for senior leadership and business partners.
Also known as
46 alternate job titles map to this occupation.
E-Commerce Account ManagerE-Commerce AdministratorE-Commerce AnalystE-Commerce AssistantE-Commerce AssociateE-Commerce Business AnalystE-Commerce Business Channel SpecialistE-Commerce ClerkE-Commerce CoordinatorE-Commerce DeveloperE-Commerce Digital Marketing Manager (Electronic Commerce Digital Marketing Manager)E-Commerce ManagerE-Commerce Marketing ManagerE-Commerce MerchandiserE-Commerce MerchantE-Commerce Operations ManagerE-Commerce Personal ShopperE-Commerce Product ManagerE-Commerce Project ManagerE-Commerce RetailerE-Commerce Sales AnalystE-Commerce Sales AssociateE-Commerce Sales ClerkE-Commerce Sales CoordinatorE-Commerce Sales ManagerE-Commerce Sales Product ManagerE-Commerce Sales SpecialistE-Commerce SpecialistE-Commerce SupervisorE-MerchantE-tailerFulfillment AssociateInternet MerchantInternet RetailerMarketplace ManagerMerchandiserOnline MerchantOnline RetailerOnline Services ManagerPersonal Shopper