From Spreadsheet to Strategy – The New Role of the E-commerce Manager
Marco Flapper | 04-11-2025
Digital Trends for 2026
The world of B2B e-commerce is changing faster than ever. While just a few years ago we mainly talked about omnichannel and personalization, today it’s about autonomous purchasing, AI copilots, and data as a business model.
The Digital Trends Report 2026 from Intershop shows that companies experimenting with AI today will lead the market tomorrow. Not by doing more, but by working smarter. By seeing technology not as an end in itself, but as an accelerator of value — for both the customer and the organization.
In this blog series, I’ll take you through the six most important trends that will define success in B2B commerce in the coming years. From AI taking over the buying process to managers reinventing their roles.
Each article gives you insights, concrete examples, and practical steps to get started yourself.
Whether you’re focused on growth, efficiency, or customer-centricity, these trends will help you move forward.
And believe me: the future of e-commerce isn’t something that will happen, it’s already happening today.
Trend 4: From Spreadsheet to Strategy – The New Role of the E-commerce Manager
AI doesn’t just change the tools you use — it changes your role as an e-commerce professional.
Where you once spent your days in dashboards, Excel sheets, and reports, you’re now becoming more of a strategic leader than ever. You coordinate, inspire, and experiment.
What’s changing exactly?
Operational work is being automated.
AI tools collect insights, create reports, and predict trends.Decision-making is accelerating.
You no longer have to wait for data analysts — AI provides real-time recommendations.Collaboration across teams is shifting.
You become the connecting force between IT, marketing, sales, and logistics.
That demands new skills: stakeholder management, change management, and experimentation with emerging technologies.
Your New Toolkit
Copilots that analyze and advise you
Self-learning dashboards
AI-driven A/B testing
Automatically optimized customer journeys
Example: From Data Analyst to Digital Director
An e-commerce manager at an industrial filter manufacturer used to spend hours each week collecting sales data. Now, an AI tool does that for him, complete with optimization suggestions.
His new role? Translating these signals into concrete actions for his team.
How to Develop Your Role
Get coached. Find a mentor or coach experienced in digital transformation.
Start with pilots. Small, tangible projects build confidence and proof.
Make AI tangible for your team. Let everyone experiment with it together.
Translate AI into value. Not everyone needs to understand AI, they just need to feel its benefits.
What’s in It for You?
More influence, faster decision-making, and the space to truly steer for impact.
You won’t become a technician, you’ll become a digital leader.
In part 5 of this blog series, we’ll explore how AI accelerates international growth, without needing a team on location.
Source: Intershop Digital Trends Report 2026
From strategy to success
Would you like to discuss how to prepare your team and role for this transformation?
Or are you looking for a sparring partner for your strategy?
Get in touch, I’d be happy to help.
