Over the past few years, the demand for talented e-commerce executives — whether for top marketing managers, directors of digital, social media gurus, chief growth officers or some other leader directing e-commerce activity — has exploded. Pandemic-era retail has demanded a crop of executives with diverse skills and also the ability to bridge the real world and the digital one.
Top Skills for E-commerce Pros are Even More Sought After
In a past update, we looked at some of the top skills we find when recruiting for senior leaders in the e-commerce and digital marketing space, including:
- CRM knowledge and expertise
- Growth hacking and entrepreneurial mindset
- Social skills, especially in the hottest platforms like TikTok and Instagram
As we enter the third year of the pandemic, we find that those skills are even more in demand. Why? In early 2021, the EY Future Consumer Index (Index) found that 60% of consumers visit brick-and-mortar stores less than before the pandemic, and 43% shop more often online for products they would have previously bought in stores.
Savvy organization are taking the opportunity to staff up with e-commerce leaders now.
E-commerce leadership is needed by “virtual brands” and ghost concepts
The pandemic ushered in a lot of creativity in online distribution and fulfillment, with so-called “ghost kitchens” being a prime example. These are establishments that offer delivery — and often a well thought out social media presence — without a true “bricks and mortar” profile.
Ghost kitchens are part of an overall trend in the food and beverage business to innovate around “on demand” concepts and rapid iteration and development of new brands. Euromonitor, a market research firm, recently estimated that such virtual brands could be a $1 trillion business by 2030.
And the industry will demand quick-thinking e-commerce executives that can concept and execute new brand concepts quickly.
E-commerce that Leverages Hyperlocal Products Nationally and Internationally
The takeaway for executives in all kinds of companies is that there may be potential for their products, if positioned well, in markets far afield of the local one.
Consider the following case studies:
- Goldbelly is an online retailer of delicious food products that have a strong regional following by partnering with 850 restaurant partners in all 50 states. The company achieved incredible growth since the beginning of the pandemic, including the addition of 1 million new customers and growth of 300% year-over-year. Goldbelly also received $100 million in Series C funding led by Spectrum Equity with participation from existing investor Intel Capital.
- The snack category continues to perform well among millennial and Gen-Z consumers. Speciality online retailers like Bokksu import candy from Japan to serve up to consumers all over the world.
Resources for E-Commerce in the Post-Pandemic Landscape
Don’t miss our resources which cover:
- Fine-tuning your remote office operation
- Reexamining the role of location and your workers
- How to make a position fully remote and hire for it successfully
- How various industries — from beauty to food to alcohol to retail — are innovating to keep pace with the times
- How to use free resources to develop your marketable skills as an employee