There are companies with an eCommerce team under the sales department. Conversely, there are companies with an eCommerce team under marketing department. Some companies have eCommerce teams as independent departments that do not belong anywhere in sales and marketing.
I think eCommerce is a mixture of sales and marketing. However, the mechanism is very different from the traditional sales and marketing. Thus, the best way to grow the brand eCommerce business is to develop an independent department consists of eCommerce professionals. When the team can handle the holistic customer shopping journey from marketing to sales, and even after sales, the brand can expect a growth in online.
It’s easy to get into trouble when online sales and marketing are not in one department. In this case, we can often find discrepancies between digital marketing and landing pages, or discrepancies between influencer marketing and website communication. Idealists may say that people can still cooperate well as they are in one company, but as long as what I experienced, that was not the case in real life.
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