Head of Ecommerce Job Description, Salary and When to Go Fractional (2026)
A head of ecommerce and ecommerce manager job description template, US salary ranges for 2026, the KPIs to set, and when a fractional head of ecommerce makes more sense.
Below: a head of ecommerce job description you can copy, what changes for an ecommerce manager, 2026 US salary ranges, the KPIs to set, and when a fractional head of ecommerce is the smarter first step.
Head of ecommerce job description (template)
Job title: Head of Ecommerce (or Director of Ecommerce)
About the role: You’ll own our online business: revenue, profitability and growth. You’ll set the strategy, lead the team and agencies, and make sure every part of the customer journey, from ad to second order, works towards the same numbers.
Responsibilities
- Own online revenue, contribution margin and the e-commerce P&L.
- Set the strategy across acquisition (Meta, Google, email/SMS, SEO), conversion and retention.
- Run a continuous conversion rate optimisation and A/B testing programme. (What that looks like.)
- Grow average order value through product strategy, bundles and offers. (AOV playbook.)
- Own the platform: Shopify / Shopify Plus, apps, tracking, checkout. (Plus vs Advanced; why we left headless.)
- Lead and develop the e-commerce team; brief and manage agencies.
- Report weekly to the CEO on the core numbers.
Requirements
- 7+ years in e-commerce with direct ownership of revenue targets.
- Proven results across paid acquisition, CRO and retention, with numbers.
- Strong analytics and P&L understanding (CM2/CM3, MER, LTV:CAC).
- Experience leading teams and agencies.
- Shopify Plus experience preferred.
KPIs
| KPI | Why it matters |
|---|---|
| Revenue per visitor | Combines conversion and order value |
| MER vs break-even MER | Whether ads actually make money (how to find it) |
| Contribution margin after marketing (CM3) | Healthy brands sit around 20–25% |
| LTV : CAC | A common target is 3 : 1 |
| Checkout drop rate | The most painful leak (benchmarks) |
| Repeat purchase rate | The cheapest growth |
Ecommerce manager job description: what changes
An ecommerce manager runs the store day to day: product listings and merchandising, promotions, site updates, reporting, and coordination with marketing and operations. They usually report to a head of ecommerce or marketing and don’t own the P&L.
Head of ecommerce salary (US, 2026)
| Source | Title | Reported figure |
|---|---|---|
| Salary.com | Head of e-commerce | ~$266,000 average; ~$228,500–$313,800 range |
| PayScale | Director of eCommerce | ~$116,000–$140,000 average, depending on skills |
| Indeed | E-commerce manager | ~$80,600 average base |
| Jobicy (July 2026) | E-commerce manager | ~$94,300 average |
The spread is wide because titles mean different things at different company sizes. A practical working range for a US head of ecommerce in 2026 is roughly $120,000–$300,000+ base, before bonus, equity and recruiting costs.
When a fractional head of ecommerce makes more sense
Many brands between $50,000 and several million a month need senior e-commerce leadership but not a full-time executive. A fractional head of ecommerce works part-time, owns the numbers and the testing programme, and works with your existing team and agencies, at a fraction of the salary.
I bring the same experience as head of growth at Karma and Luck, a nine-figure brand, where conversion rate rose 50% in one year of testing. How fractional works.
Sources: Salary.com, PayScale, Indeed, Jobicy.
Frequently asked questions
What does a head of ecommerce do?
Owns the online store's revenue and profitability: sets strategy, manages the platform, marketing channels and team, runs conversion and AOV programmes, and reports to the CEO.
How much does a head of ecommerce earn in the US?
Estimates range from about $116,000–$140,000 for director-of-ecommerce titles (PayScale) to around $266,000 on average for head-of-e-commerce titles at larger companies (Salary.com).
What's the difference between an ecommerce manager and a head of ecommerce?
An ecommerce manager runs day-to-day operations of the store. A head of ecommerce owns strategy, budget, team and results, usually reporting to the CEO.
When should I hire a fractional head of ecommerce instead?
When you need senior strategy and ownership but can't justify, or can't yet find, a full-time executive. A fractional lead works part-time and costs a fraction of the salary.
Alexander Skibinskiy
15+ years in digital marketing and e-commerce. Former head of growth at Karma and Luck, a nine-figure brand, where conversion rate grew 50% in one year of A/B testing. Founder of a seven-figure e-commerce brand; 100+ brands helped since 2015.
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