Online sales channel manager


Online sales channel managers define the sales programme for e-commerces such as goods sold via e-mail, internet and social media. They also assist in planning the of the online sales strategy and identifying marketing opportunities. Online sales channel managers also analyse competitor sites, review the site performance and analytics.

Other titles

The following job titles also refer to online sales channel manager:

online sales channel supervisor
social media sales manager
digital sales manager
e-commerce manager
mail-order and internet manager
mail order manager
trainee online sales channel manager
internet order manager
senior online sales channel manager
assistant online sales channel manager
graduate online sales channel manager

Minimum qualifications

Bachelor’s degree is generally required to work as online sales channel manager. However, this requirement may differ in some countries.

ISCO skill level

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

  • the nature of the work performed in an occupation in relation to the characteristic tasks and duties
  • the level of formal education required for competent performance of the tasks and duties involved and
  • the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Online sales channel manager is a Skill level 4 occupation.

Online sales channel manager career path

Similar occupations

These occupations, although different, require a lot of knowledge and skills similar to online sales channel manager.

licensing manager
online marketer
specialised goods distribution manager
publications coordinator
airport director

Long term prospects

These occupations require some skills and knowledge of online sales channel manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of online sales channel manager with a significant experience and/or extensive training.

Essential knowledge and skills

Essential knowledge

This knowledge should be acquired through learning to fulfill the role of online sales channel manager.

Channel marketing: The strategies and practices, including channel sales, that involve distributing products directly and indirectly through partners in order to bring the products to the end consumer.

Essential skills and competences

These skills are necessary for the role of online sales channel manager.

Negotiate terms with suppliers: Identify and work with suppliers to ensure quality of supply and best price has been negotiated.
Apply social media marketing: Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities for gaining a quick overview or insight into topics and opinions in the social web and handle inbound leads or inquiries.
Identify customer’s needs: Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
Apply strategic thinking: Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.
Plan digital marketing: Develop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.
Monitor online competitors: Monitor activities of companies in the same sector offering a similar product or service in an online environment.
Develop online sales business plan: Gather relevant information and write a well-structured document providing the trajectory of a business project, adapted to an online environment.
Show diplomacy: Deal with people in a sensitive and tactful way.
Negotiate buying conditions: Negotiate terms such as price, quantity, quality, and delivery terms with vendors and suppliers in order to ensure the most beneficial buying conditions.
Perform market research: Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.

Optional knowledge and skills

Optional knowledge

This knowledge is sometimes, but not always, required for the role of online sales channel manager. However, mastering this knowledge allows you to have more opportunities for career development.

E-procurement: The functioning and methods used to manage electronic purchases.
Employment law: The law which mediates the relationship between employees and employers. It concerns employees’ rights at work which are binding by the work contract.
E-commerce systems: Basic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.

Optional skills and competences

These skills and competences are sometimes, but not always, required for the role of online sales channel manager. However, mastering these skills and competences allows you to have more opportunities for career development.

Carry out strategic research: Research long term possibilities for improvements and plan steps to achieve them.
Perform risk analysis: Identify and assess factors that may jeopardise the success of a project or threaten the organisation’s functioning. Implement procedures to avoid or minimise their impact.
Manage staff: Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
Write work-related reports: Compose work-related reports that support effective relationship management and a high standard of documentation and record keeping. Write and present results and conclusions in a clear and intelligible way so they are comprehensible to a non-expert audience.
Manage processes: Manage processes by defining, measuring, controlling and improving them with the goal to meet customer requirements profitably.
Use customer relationship management software: Use specialised software to manage company’s interactions with current and future customers. Organise, automate and synchronise sales, marketing, customer service, and technical support, to increase targeted sales.
Perform project management: Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project’s progress in order to achieve a specific goal within a set time and budget.
Build business relationships: Establish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the organisation and its objectives.

ISCO group and title

1221 – Sales and marketing managers





  1. Online sales channel manager – ESCO
Last updated on August 8, 2022