Instructor: Anne Driscoll

Through Digital Marketing, customers have found your webstore. However, how do you now help them find exactly what they want? Do you present them with highlighted new and exciting additions to your assortment without scrolling through pages of products? In collaboration with the eCommerce Professionals Association, UVM is offering a 4-week, fully online Online Stores and Ecommerce Management course, where you will learn the science and techniques needed to quickly get your customers to the web store products they desire and increase their likelihood of converting to a sale.

Watch our most recent webinar

Who Should Enroll:

  • Digital marketers who want to enhance their knowledge to improve customer conversion once a potential customer reaches their website.
  • eCommerce professionals who are just starting out and need to quickly understand the industry, technology, and language of eCommerce merchandising.
  • Entrepreneurs who already have an online store or who would like to start an online store and would like to optimize their site to increase profit for their business.

What You Will Receive:

  • Instructor videos explaining weekly topics
  • Feedback on assignments
  • Access to course materials (videos, readings, workbooks)
  • Discussion boards for weekly assignments, as well as peer and instructor support
  • Bonus Module: More Marketable You
  • Certificate of Completion from UVM


  • Merchandising Foundations: Examine general concepts applicable to both in-store and online merchandising, as well as the different deliveries. Topics include: trends and knowing your market, assortment planning, margins, and P & L management.
  • Merchandising Functional Requirements: Take a deeper dive into what is needed for a successful eCommerce website. Website topics include: home page, taxonomy, cross sells and upsells, prioritizing, hero shots, searching and filtering, product descriptions, and inventory management systems.
  • Promotional Strategies and Price Management: Learn how to effortlessly guide website visitors once they have landed on your site. Topics include: pricing items competitively and attractively, promotional calendars, markdowns, seasonality, and marketing tools (Google PLA, SEO and SEM considerations).
  • Site Merchandising Reporting (onsite and offsite): Master the use of Analytics and other Business Intelligence software to determine if your merchandising activities are working and learn how to use that data to make merchandising decisions.
  • Merchandising-Related Technology: Once a customer lands on your website, what is the process that happens before an item makes it into their hands? We will look at platforms, inventory management systems, content management systems, PIM systems, order management systems, 3PL, and more to learn the technology stack that makes a website successfully function.
  • Glossary of Industry Terms: Foundational industry terms will be explained, including: MSRP, MAP, BOGO, GMV, Turn Rates, Sell-through, and more.
  • Students will develop a concept store, or use their own online retail store, to apply weekly concepts through assignments.
  • Homework assignments will also include research on competitor websites, requiring students to provide a snapshot sample of concepts in action with analysis of what the retailer has done, and how it might be improved or built upon.