What Do You Call Someone Who Does E-Commerce? Key Terms & Roles Explained

Ever stood at a family gathering, racing to describe what your cousin does 'selling stuff online'? We all pause, searching for the right word. You probably hear 'seller' or 'merchant' tossed out, but those are just the tip of the iceberg. E-commerce is a world swarming with job titles and unique roles—and the words people use to describe them can get tangled, even among pros. Only a decade ago, most folks pictured massive warehouses or digital shopfronts when talking about e-commerce. But now, there's a deep pool of people behind those clicks and packages. Finding the exact term? It depends on what they do, where they sell, and how deep they are in the process.

The Language of E-Commerce: Names and Nuances

The classic one-size-fits-all answer for 'someone who does e-commerce' is e-commerce specialist. It's broad and pretty safe, and you'll find it splashed across LinkedIn profiles. Dive into job boards, and you’ll see other terms like 'online retailer,' 'digital entrepreneur,' or just 'online seller.' But these aren’t just interchangeable labels; each comes with its own flavor.

Let’s break these down. If you’re running your own store—maybe flipping sneakers or curating handmade jewelry—you’re often called an 'online merchant' or 'e-commerce business owner.' It signals that you call the shots, pick the products, and handle your own shop’s look. Marketplace sellers, like those powering their shop with Etsy or Amazon, are typically called 'third-party sellers,' blending the role of entrepreneur and shopkeeper.

Then you have the experts. Some folks aren’t selling a product but are knee-deep in every pixel that makes e-commerce work—managing inventory systems or designing gorgeous product pages. They answer to titles like 'e-commerce manager,' 'product listing specialist,' and even 'digital marketer.' And don’t even get me started on people who run their business solely through dropshipping. They zigzag from 'dropshipper' to 'supply chain operator,' depending on the day (and the complexity of their hustle).

How about the fun stats? In 2024, Statista reported over 5.35 trillion U.S. dollars in retail e-commerce sales worldwide. And here's a shocker: more than 27 million people are estimated to run or work for online retail businesses globally. The U.S. Census Bureau even tracks how e-commerce jobs split by role:

Names also evolve as platforms do. Twenty years ago, nobody called themselves a 'Shopify merchant' or an 'Amazon FBA seller.' Now, people brag about these on their resumes. If you’re not sure what to call someone, peek at where and how they sell. Are they pushing big volume across global marketplaces? 'Power seller' or 'top-rated seller' is common. If they’re juggling their own marketing, logistics, and brand? Give them credit—'digital entrepreneur' fits well.

Language here isn’t just about semantics—it helps with networking or searching for jobs. Most hiring managers use the term 'e-commerce specialist' for general roles. If you’re after something more specific, try narrowing down by skill (like 'SEO manager,' 'logistics coordinator,' or 'e-commerce analyst').

Here's a handy list to spot the right term based on activity:

• E-commerce business owner: Runs their own brand/store (Shopify, WooCommerce, Squarespace, etc.)
• Marketplace seller: Sells mainly on sites like eBay, Amazon, or Etsy
• E-commerce specialist: Works in or manages areas like product setup, promotions, customer experience
• Digital entrepreneur: Builds brands or multiple stores, often ventures beyond physical goods
• Dropshipper: Runs a store but outsources product fulfillment and stocking
• Logistics coordinator: Handles the flow of goods, shipping, and warehousing for online sales
• E-commerce consultant: Advises other business owners on strategy or operations

The quick tip? If you’re unsure, start with 'e-commerce professional.' It won’t get you an eye roll, and usually starts a conversation instead of ending it.

Different Hats: The Wide Range of Roles in E-Commerce

It can get dizzying how many hats one e-commerce person wears. When Marcus (my husband) first heard the term 'e-commerce specialist,' he thought it meant someone who set up online stores for huge companies. But scratch the surface, and you find folks who specialize in all sorts of things—some never even see the products they sell! The world of e-commerce has mushroomed into a universe where you can build a successful career without ever touching a box or talking to a customer directly.

You’ve got sellers whose main superpower is scouting the right product to sell. These are the Amazon FBA ‘arbitrage’ hunters—scouring discount aisles, flipping items on marketplaces, and running analytics to snipe niche buyers. Their titles shift depending on the platform, but 'FBA seller' or 'retail arbitrageur' are common. Then there are dropshippers, who tap vendors straight from China or other hubs, listing the goods on their Shopify sites—sometimes never seeing what gets shipped.

Some people focus intensely on marketing and customer acquisition. They call themselves ‘growth hackers’ or ‘digital marketing strategists.’ These folks spend more time on Google Ads dashboards and TikTok analytics than on the products themselves. Within big brands, whole teams may only tweak product descriptions, optimize images, or plan Black Friday sales. Their job titles? 'E-commerce content manager,' 'SEO specialist,' or 'performance marketer.'

The logistics side of things? Huge. Many e-commerce businesses succeed (or flop) based on how efficiently they get your package to your doorstep. In fact, the e-commerce logistics market exploded to $569 billion in 2024 (according to MarketWatch), with thousands of people called 'warehouse managers,' 'third-party logistics (3PL) coordinators,' or 'last mile delivery specialists.' This is where those warehouse or courier jobs link up to the rest of the e-commerce chain.

Then, there are data specialists and IT pros keeping the store running. They’re the backend wizards—coders, data analysts, and inventory planners—whose titles are rarely glamorous but absolutely critical. Imagine running an online shop that can’t process an order or track inventory. Disaster, right?

Feeling overwhelmed? Here’s a snapshot of just a few distinct e-commerce job titles you’ll see in 2025:

• E-commerce Operations Manager
• Marketplace Channel Specialist
• Product Sourcing Agent
• Fulfillment Specialist
• Dropshipping Store Owner
• Influencer/Affiliate Marketer
• Paid Media Buyer
• Catalog Data Entry Clerk
• Customer Experience Manager
• E-commerce Web Developer

It’s never just 'one thing.' When companies post those vague 'e-commerce specialist' jobs, they might want someone who juggles all these roles at once—especially in small businesses. For folks thinking of diving into e-commerce as a career or side-hustle, try to figure out if you love logistics, marketing, product hunting, or tech. That’ll help you pick the role (and title) that fits like a glove.

Tips and Insider Secrets for E-Commerce Professionals

Don’t get stuck thinking that e-commerce is just for technical whizzes or people with heaps of inventory. Truth is, the space is more inclusive than ever. Social media has turned regular people into online sellers—sometimes overnight. During the pandemic peak, Shopify reported a 62% jump in new store owners, many of them stay-at-home parents, teachers, or folks switching from retail jobs. You don’t need a business degree to jump in, but a little research on titles and trends goes a long way.

Here are some insider tips and hard-won lessons I’ve gathered (and I’ve seen plenty from friends who’ve thrived—and failed—in e-commerce):

• Pick a niche, then pick a title that centers your biggest value. If you’re all about curating vintage finds, 'curated e-commerce retailer' stands out way more than 'online seller.'
• Keep your online footprint up to date. LinkedIn, Facebook, even TikTok bios—match your title to the type of customers or employers you want to find you.
• If you want to climb the career ladder, specialize. E-commerce companies love seeing focused experience, whether that’s 'Amazon SEO manager,' 'Etsy shop marketing guru,' or 'product sourcing expert.'
• Stay on top of automation tools. Hot roles right now? 'Automation specialist,' 'AI product listing manager,' and 'chatbot AI consultant.' Yes, even e-commerce is riding the AI wave.
• Watch for burnout. E-commerce work rarely has clean boundaries between 'office' and 'home.' Setting hours or using project management tools is crucial—even if you’re your own boss.
• Network with others in your space. Join forums like r/FulfillmentByAmazon or the Shopify Community—there’s always some job title you hadn’t heard before.

If your parents still ask what you do, try this: “I help products find new homes and manage everything that happens from clicking buy to the box arriving. My job title really depends on which hat I’m wearing today!” People usually get that. And if they want to know more, you can tune the answer—product-focused, marketing expert, logistics specialist—based on what actually makes you tick in your e-commerce journey.

E-commerce job titles will keep changing as tech and customer habits do. The folks who thrive keep an eye on trends so their resume, brand, or business card always feels fresh. Picking the right word to describe what you do can land new clients, jobs, or partnerships. So, the next time someone asks what you call a person in e-commerce, you’ve got an answer that fits—and a few facts in your back pocket to keep the chat rolling.