If you run an online store, you’re not just a business owner-you’re part of a whole system. And the people who make that system work? They don’t all have the same title. You might hear someone called a ‘dropshipper,’ a ‘fulfillment specialist,’ or even just an ‘online seller.’ But what’s the real difference? And which term actually fits the job?
It’s Not Just One Job
There’s no single title for someone who does e-commerce. That’s because e-commerce isn’t one role-it’s a chain of tasks, and different people handle different parts. You could be selling handmade candles on Etsy, managing inventory for a Shopify store with 50,000 SKUs, or coordinating shipments from China to Toronto. Each of those roles has its own name.Think of it like baking a cake. One person mixes the batter, another bakes it, a third decorates it. You wouldn’t call all of them ‘baker’ if they only did one step. Same with e-commerce.
Online Seller
This is the most common term you’ll hear-and it’s usually the right one if you’re the person putting products up for sale. If you list items on Amazon, eBay, or your own website and handle customer questions, pricing, and marketing, you’re an online seller.It’s a broad term. It covers someone selling one product from their garage and a company with a full marketing team. But if you’re the face of the brand, managing listings, running ads, and responding to reviews, ‘online seller’ fits.
E-Commerce Manager
This title usually belongs to someone who runs the whole operation. They don’t just list products-they oversee inventory, pricing, logistics, customer service, and analytics. You’ll find this title in mid-to-large sized businesses.An e-commerce manager might work for a brand like a Canadian outdoor gear company that sells globally. They track which products sell best in Germany versus Brazil, decide when to run promotions, and make sure warehouse partners are meeting delivery deadlines. They’re the glue holding the digital store together.
Fulfillment Specialist
This person doesn’t sell the product-they make sure it gets to the customer. They work in warehouses, fulfillment centers, or third-party logistics (3PL) companies. Their job? Receive stock, pick orders, pack boxes, label shipments, and hand them off to couriers.In Toronto, companies like ShipBob or Easyship have teams of fulfillment specialists. They don’t care if the product is a yoga mat or a Bluetooth speaker. Their job is speed and accuracy. If you’re the one scanning barcodes, printing labels, or fixing mis-picks, you’re a fulfillment specialist.
Dropshipper
Dropshipping is a model where you never touch the product. You list it on your store. When someone buys it, you forward the order to a supplier-usually in China or the U.S.-who ships it directly to the customer.The person running this? They’re a dropshipper. Their job is marketing, customer service, and managing supplier relationships. They don’t handle inventory. They don’t pack boxes. But they’re still doing e-commerce. This title is common among side-hustlers and small online stores.
Buyer or Procurement Specialist
If you’re the one ordering products from manufacturers or wholesalers to stock your online store, you’re a buyer or procurement specialist. This role is critical for businesses that hold their own inventory.For example, a Toronto-based home goods store might buy 500 ceramic mugs from a supplier in Portugal. The buyer negotiates price, confirms lead times, checks quality, and tracks shipments. Without them, the shelves stay empty-even if the website looks perfect.
Customer Experience Associate
E-commerce isn’t just about moving products. It’s about keeping customers happy. That’s where customer experience associates come in. They handle returns, answer emails, process refunds, and resolve shipping delays.One study from Shopify in 2024 found that 68% of customers abandon a purchase after a bad support experience. That means someone on your team-whether it’s you or a hired rep-needs to be good at fixing problems fast. This role often overlaps with sales and logistics, especially in smaller teams.
Who’s Really Doing the Work?
Most small e-commerce businesses have one person wearing all these hats. A single owner might be the online seller, buyer, fulfillment coordinator, and customer service rep-all at once. That’s why people get confused about titles.But in bigger companies, roles split up. You’ll have:
- Marketing specialists handling ads and SEO
- Logistics coordinators managing carriers and warehouses
- Data analysts tracking conversion rates and cart abandonment
- IT staff keeping the website running
So when someone asks, ‘What do you call someone who does e-commerce?’-the answer depends on what part of the machine they’re turning.
Common Misconceptions
Some people think ‘e-commerce professional’ is a real job title. It’s not. It’s a buzzword used by recruiters and LinkedIn influencers. You won’t see it on a company org chart.Others assume ‘e-commerce entrepreneur’ means the same as ‘online seller.’ Not quite. An entrepreneur builds systems, hires teams, scales operations. An online seller might just be listing items on eBay for extra cash.
And don’t confuse ‘e-commerce’ with ‘digital marketing.’ Marketing drives traffic. E-commerce is what happens after the click-checkout, payment, shipping, returns.
What to Call Yourself
If you’re starting out, don’t stress over the title. Just describe what you do:- ‘I run an online store selling handmade jewelry.’
- ‘I manage fulfillment for a Canadian brand.’
- ‘I dropship fitness gear from U.S. suppliers.’
When applying for jobs or networking, use the title that matches your main responsibility:
- Online Seller → for marketplace platforms
- E-Commerce Manager → for team leadership roles
- Fulfillment Specialist → for warehouse or 3PL jobs
- Dropshipper → for supplier-based models
Clarity beats fancy titles. If you know what you do, you’ll attract the right people-customers, partners, or employers.
How the Industry Is Changing
In 2025, e-commerce roles are getting more specialized. Thanks to AI tools, sellers can now automate pricing and customer replies. That means the person who used to do 10 tasks now focuses on 2 or 3.For example, a small business owner might use AI to handle returns and chat support. That frees them up to focus on product sourcing and customer retention. The job is changing-but the core need stays the same: someone has to make sure the product gets from the warehouse to the customer’s door on time.
Final Thought
There’s no single title for someone who does e-commerce. But there is one truth: behind every online order, there’s a person-maybe you-making it happen. Whether you’re packing a box, replying to an email, or negotiating with a supplier, you’re part of the engine. And that’s more important than any label.Is ‘e-commerce specialist’ a real job title?
No, it’s not a standard job title used by companies. It’s a vague term often used by recruiters or content creators to sound professional. Real job titles include ‘e-commerce manager,’ ‘fulfillment specialist,’ or ‘online seller.’ Use the specific role, not the buzzword.
Can one person be both a dropshipper and an online seller?
Yes, absolutely. Most dropshippers are also online sellers. They list products on their store (online seller) and outsource fulfillment to a supplier (dropshipper). The two roles are combined by design in the dropshipping model.
Do I need a formal title if I run a small e-commerce store?
Not for day-to-day operations. But if you’re applying for grants, loans, or partnerships, using a clear title like ‘online seller’ or ‘e-commerce owner’ helps others understand your role. Clarity builds trust.
What’s the difference between an e-commerce manager and a logistics coordinator?
An e-commerce manager oversees the entire online business-sales, marketing, customer service, and logistics. A logistics coordinator only handles shipping, warehousing, and carrier relationships. One is broad; the other is focused on movement.
Are fulfillment specialists the same as warehouse workers?
Fulfillment specialists are warehouse workers-but with a specific focus. They don’t just stock shelves. They pick, pack, label, and ship customer orders. Their work is tied directly to e-commerce orders, not general inventory. That’s why the title matters.
