Ecommerce Job Titles Explained: What Each Role Actually Does
9 min read · Updated 23 October 2026 · Ecommerce Jobs List
Ecommerce job titles are inconsistent. One company's Ecommerce Executive is another's Ecommerce Specialist, and a Marketplace Manager at a small brand may do more than an Ecommerce Manager at a large one. The title tells you less than the duties, the reporting line and the size of the channel.
This glossary covers the titles you will see most often on Singapore job boards. For each one: what the day looks like, who the role reports to, the typical experience level, and the Singapore angle. Two local terms matter throughout. "Marketplaces" almost always means Shopee, Lazada and TikTok Shop, sometimes Amazon.sg and Zalora. A "campaign" means a marketplace mega sale such as 9.9, 10.10, 11.11 or 12.12, or a payday or brand day event, not an advertising campaign.
Junior and executive roles
Ecommerce Executive
The day: uploading and updating listings, changing prices and stock, nominating products for campaigns, checking orders are fulfilled on time, answering some buyer queries, and preparing a weekly sales report in Excel or Sheets.
Reports to: Ecommerce Manager or, at a small brand, the founder or marketing lead.
Experience: entry level to around two years. This is the most common first ecommerce job in Singapore.
Singapore angle: at a small brand this person may run Shopee, Lazada and TikTok Shop alone. At a larger company they own a slice, such as one marketplace or one product category. See the salary page for what the role currently pays on this board.
Ecommerce Specialist
The day: similar to an Executive but usually with a defined specialism: content, campaigns, ads or a single platform. A Shopify Specialist manages the brand site. A Marketplace Content Specialist writes and optimises listings.
Reports to: Ecommerce Manager.
Experience: one to four years. Sometimes a step above Executive, sometimes just a different word. Read the duties.
Ecommerce Coordinator
The day: the administrative and operational side. Order tracking, return processing, stock updates, coordinating with the warehouse or 3PL, chasing suppliers, keeping the product master data clean.
Reports to: Ecommerce Operations Manager or Ecommerce Manager.
Experience: entry level to two years. A common route into operations management.
Marketplace Executive
The day: living inside Shopee Seller Centre, Lazada Seller Center and TikTok Shop Seller Center. Campaign nominations, voucher setup, flash deal slots, listing quality, shop ratings, penalty points, and the back-and-forth with marketplace account managers.
Reports to: Marketplace Manager or Ecommerce Manager.
Experience: entry level to three years.
Singapore angle: this role exists because the marketplaces dominate the market and each has its own rules and tooling. Someone who knows how all three seller centres work, and what each one expects before 11.11, is valuable to any brand selling here.
Customer Service Executive (marketplace chat)
The day: replying to buyers on Shopee chat, Lazada chat and TikTok Shop messages, handling returns and refund requests, escalating product or delivery issues, and keeping response time and response rate above the marketplace thresholds. Campaign days are high volume.
Reports to: Customer Service Lead or Ecommerce Operations Manager.
Experience: entry level. Often the first job in ecommerce for people coming from retail or hospitality.
Singapore angle: some employers ask for Mandarin or Malay alongside English. Chat performance affects shop ratings, which affect search placement, so this role matters more than its title suggests.
Fulfilment or Logistics Coordinator
The day: making sure orders leave on time. Printing airway bills, booking pickups, checking the pick-and-pack queue, handling failed deliveries, reconciling what the marketplace says shipped against what the warehouse says shipped, and managing returns coming back in.
Reports to: Operations Manager or Warehouse Manager.
Experience: entry level to three years. Some roles are warehouse-based and hands-on, others are desk-based and coordinate a 3PL.
Singapore angle: each marketplace has its own handover deadlines and late penalties, and they tighten during campaigns.
Mid-level roles
Marketplace Manager
The day: owning the commercial result on one or more marketplaces. Setting campaign plans, deciding which SKUs get pushed and at what price, negotiating with marketplace account managers for visibility and co-funded vouchers, managing Shopee Ads and Lazada Sponsored Solutions budgets, and reporting GMV, margin and ad spend to leadership.
Reports to: Head of Ecommerce or Ecommerce Manager, or directly to a General Manager at a distributor.
Experience: three to six years, usually after time as a Marketplace or Ecommerce Executive.
Singapore angle: at distributors managing many brands this is a senior commercial role. At single-brand companies it is often combined with Ecommerce Manager.
Ecommerce Manager
The day: running the channel. Setting targets, planning the campaign calendar months ahead, managing one or more executives, owning the brand site as well as marketplaces, coordinating with marketing, supply chain and finance, choosing and managing tools and agencies, and presenting results to leadership.
Reports to: Head of Ecommerce, Marketing Director, Commercial Director or Managing Director, depending on company size.
Experience: four to eight years. This is the role most executives are working towards. Our interview questions guide covers what the step up involves, and the ecommerce manager salary page shows current ranges.
Singapore angle: the job is heavily marketplace-led here. An Ecommerce Manager who has only run a Shopify site will find the marketplace campaign cycle, fee structures and account manager relationships new territory.
Ecommerce Operations Manager
The day: the engine room. Order flow, inventory accuracy, warehouse or 3PL performance, returns, customer service standards, system integrations between marketplaces and the order management or ERP system, and SLA compliance. This person gets the call when orders stop syncing at midnight on 11.11.
Reports to: Head of Ecommerce or Head of Operations.
Experience: four to eight years, often from a coordinator or supply chain background.
Singapore angle: multi-marketplace selling creates stock sync and fee reconciliation problems that a single-site retailer never meets. Experience with order and inventory tools that connect to Shopee, Lazada and TikTok Shop is a frequent requirement.
Ecommerce Merchandiser
The day: deciding what to show, where and at what price. Category and assortment planning, pricing and promotion plans per marketplace, bundle design, homepage and shop-front layout, product content standards, and reviewing sell-through to decide what to push or clear.
Reports to: Ecommerce Manager or Head of Ecommerce. At retailers, sometimes to a Merchandising Director.
Experience: two to six years.
Singapore angle: merchandising for campaigns means deciding which SKUs go into flash deals, which get vouchers, and how to avoid cannibalising full-price sales. Margin maths after marketplace fees is a core skill.
Performance Marketing Manager
The day: planning and running paid traffic. Meta, Google, TikTok Ads, plus on-platform ads such as Shopee Ads and Lazada Sponsored Solutions. Daily budget pacing, creative testing, audience work, landing page and listing conversion, and reporting return on ad spend against targets.
Reports to: Head of Marketing or Head of Ecommerce.
Experience: three to seven years.
Singapore angle: on-platform marketplace ads behave differently from Meta and Google, and the two often compete for the same budget. Employers increasingly want someone who can run both.
CRM or Lifecycle Manager
The day: owning the customer database and the messages sent to it. Email and SMS flows, WhatsApp broadcasts where used, loyalty programmes, segmentation, win-back campaigns, and the retention metrics that go with them.
Reports to: Head of Marketing or Head of Ecommerce.
Experience: three to six years.
Singapore angle: CRM work is mostly about the brand's own site and physical stores, since marketplace buyer data is limited. Marketplace-only brands rarely hire for it.
Ecommerce Analyst
The day: pulling, cleaning and explaining the numbers. Marketplace sales exports, ad platform data, website analytics, stock and margin reports, usually brought together in Excel, Sheets, Looker Studio or a BI tool. The best analysts tell the team what to do next, not just what happened.
Reports to: Ecommerce Manager, Head of Ecommerce or a central analytics team.
Experience: one to five years. Basic SQL is increasingly expected.
Singapore angle: every marketplace reports differently and none of them agree with the warehouse. A large part of the job is reconciliation. Browse ecommerce analyst jobs to see the tools employers name.
Key Account Manager (marketplace side)
The day: this is the mirror image of the brand roles. A KAM employed by a marketplace manages a portfolio of sellers, pushes them to join campaigns, negotiates co-funded vouchers and ad commitments, and is measured on the GMV their sellers generate.
Reports to: Category Lead or Head of Key Accounts at the marketplace.
Experience: two to six years. Brand-side marketplace executives move into this role and back again.
Singapore angle: every brand-side marketplace role involves negotiating with KAMs, so knowing how they think is useful.
Ecommerce Developer
The day: building and maintaining the brand site and its integrations. Shopify theme and app work, WooCommerce or Magento development, connecting the storefront to payment, shipping and order management systems, and fixing whatever breaks on a campaign day.
Reports to: Head of Ecommerce, Head of Technology or an agency lead.
Experience: two years and up. Not every ecommerce team has one; many use agencies or freelancers.
Senior roles
Head of Ecommerce
The day: owning the channel's P&L, the team and the strategy. Deciding which marketplaces and markets to be on, setting annual targets, negotiating with marketplaces at a senior level, choosing systems and partners, hiring and developing managers, and representing ecommerce in leadership meetings.
Reports to: Managing Director, Chief Commercial Officer or Regional Head of Ecommerce.
Experience: eight years and up, with at least a few years managing managers.
Singapore angle: many Heads of Ecommerce here have regional scope across Southeast Asia, because the same marketplaces operate in every market. Regional experience is a common requirement.
Ecommerce Director
The day: often the same as Head of Ecommerce. At larger organisations "Director" sits above "Head of" and covers multiple markets or business units.
Reports to: Chief Commercial Officer, Chief Executive or a regional President.
Experience: ten years and up.
How to use this glossary
When you read a job ad, ignore the title for a moment and look at three things: which marketplaces and tools are named, who the role reports to, and whether the duties are operational, commercial or marketing. That tells you the real level and the real job. Then check the salary pages linked above for how similar titles are currently paying on this board. If you are early in your career, the how to get into ecommerce guide covers the first steps.
Next step
Browse the full list of ecommerce jobs in Singapore and compare the duties against the roles described here. Titles differ, duties do not.