This document provides an overview of the different departments within an ecommerce company, including branding and communications, sales and marketing, key accounts, customer service, warehouse and logistics, IT, backend support, and finance and accounts. It describes the roles and responsibilities of each department as well as some of the key terms used. It also shares the author's learnings from working in ecommerce and offers to help with processes, customer relationship management, warehouse logistics, and hiring.

1. Ecommerce – What’s and How’s

2. Worldwide Ecommerce User %

4. Conversion Funnel

5. Making a
Product
• Designing
• Production
• Merchandising
Selling It
• Branding and Communication
• Sales and Marketing
• Key Accounts
Retention and
Repeat Orders
• Customer Service
• Warehouse and Logistics
Support
• Technology
• Backend / Visual Merchandising
• Finance and Accounts
Inside an Ecommerce Company

6. Branding and Communications

7. Branding and Communications
• Usually led by a Creative Director or a Brand Manager
•The team includes, Graphic Designers , Content writers , Photographers and Stylists
• This team is essentially responsible for Brand building and Brand positioning.
• How is the Brand perceived by the consumer is taken care of by this team.
• From Quirky photoshoots, to even quirkier product stories and the awesome packaging,
everything is handled by this team.
• A few terms you’ll hear a lot from them are “Banners , Mailers , Product Stories , Posts ,
Product updates , Photo Shoots , Models etc.

8. Sales and Marketing

9. Sales and Marketing
• Usually led by a Marketing Director or A Digital Marketing Manager
•The team works closely with Branding and Communications team.
•They are the ones responsible for bringing traffic on the website and making sure that sales
happen.
• Different digital marketing tactics include Social Media marketing ( FB , Twitter linkedin ) ,
google adwords , affiliate marketing , Email Marketing etc.
•They are the ones who use Analytics a lot.
• A few terms you will hear a lot from them are UPVs , CLV , CPC , CPA , Acquisition etc.
Email Marketing Campaigns :
http://emaildbyn.com/public/read_message.jsp;jsessionid=0;apw13?sigreq=-
2014248995

10. Key Accounts

11. Key Accounts
• Usually led by a Key Accounts Manager
• This is more of a business development department. It’s more or less a 2 – 3 people team.
• The idea is to find other avenues to sell, generally B2B or B2C on commission.
•There are different kind of models in the market which can be used to sell the products.
• It involves some level of client relationship management as well.
• A few terms you will hear a lot from them are PO , PI , Listings etc.

12. Customer Service

13. Customer Service
• Usually led by a CRM Manager
• It’s basically a Multi Channel Support team, which provides Customer response on all the
channels.
• Ecommerce is very competitive space and it requires a lot of customer interaction. And in
today’s fast paced life, you just can’t rely upon one channel of support. You have to be
available for the customer wherever customer goes, for example, Chat , Email , Voice , Social
Media , SMS , and now whatsapp also.
• Taking Feedback and closing the loop also plays in important role.
• A few terms you’ll hear a lot from them are NPS Score , Ticket Closures , Volumes etc.

14. Warehouse and Logistics

15. Warehouse and Logistics
• Warehousing plays an important role in an Ecommerce Business. Not only because it
involves products, also because efficiency in warehousing leads to efficiency in distribution
and thus leads to efficiency in fulfillment.
• Forward and Reverse logistics are also important part of the whole business. Some bigger
companies have their own logistic teams , however, there are third party logistics available
who are working to ensure we don’t have to burn our pockets in logistics.
• A few terms you’ll hear a lot from them are AWB no.s , Reverse Pickups , Dispatch ,
Unfulfillable , etc.

16. I.T
• Although, I.T is a small term, but it involves a lot of things in itself.
• I.T is the biggest support factor for an Ecommerce store.
• It enables us to do a lot of things, which we otherwise can’t do on a physical store. Like, AB
testing , Accurately mapping the funnel, analytics based on customer information etc.
• From fixing bugs to doing enhancements , they do it all.
• A few terms you’ll hear a lot from them are Bugs , Pageviews , Pageload time , conversion
etc.

17. Backend Support
•Backend support involves everyone from Analytics guy to the Visual Merchandiser.
• In an Ecommerce store, Visual Merchandiser is different than in an offline store. Here the
VM guy, takes care of the sorting based on Analytics. Simply put, the products which are
doing better conversion are placed on the top.
• Taking care of the data uploading , creating categories , to updating and managing the
inventory , everything is done by Backend Support team.
• A few terms that you will hear a lot from them is sorting , category , bug , Data etc.

18. Finance and Accounts
• Well, this team doesn’t require any introduction.
•They are an integral part of any business. They keep a track of Top lines and Bottom lines.
• From managing the Statutory requirements to doing Reco , everything is handled by them.
• A few terms you’ll hear a lot from them are Reconciliation , Payments, Invoices etc.

19. My Learning
• It’s the action that matters – Not the Analytics
• Get the basics right and then move forward for other things.
• There is no Brand loyalty – It’s the value that matters
• Under Promise and Over deliver
• Ecommerce is all about Options , Value and Ease of use – Keep all these things
in mind.
•Defining your TG is must, otherwise, you’ll get lost in the internet. – You can’t
please everyone.
• Set your goals and then focus on them. It’s easier to get drifted in the online
world.
• Innovate , Innovate and Innovate , there’s no rule book, with which you have to
play.
• Competition is disguise – Internet is huge and there’s something for everyone.

20. What can I do for you?
• I can help you make processes for all the departments.
• I can manage the entire CRM, Warehouse Logistics
and Key Accounts for you.
•I can connect you with Industry and can help you hire
right people.

21. An Introduction
A Disclosure
I am not an MBA
I am not an Engineer
I am not a CA
I am not a PHD
I am not “whatever”
I am an Intrapreneur and I love solving
problems.

22. THANK YOU