The Evolution of eCommerce Teams: Why Less Might Actually Mean More
The landscape of eCommerce teams is changing dramatically, and we're seeing it firsthand in our conversations with marketing leaders across the UK and Europe. Gone are the days of large marketing departments filled with generalists. Instead, a new, more agile model is emerging - one that's leaner, more specialised, and arguably more effective.
Why Change Now?
The shift isn't just about cost-cutting (though that's certainly a factor in today's economic climate). It's about building teams that can truly deliver in an AI-enhanced world. The traditional approach of having multiple team members who each know "a bit about a few things" is becoming less relevant as AI tools become more sophisticated at handling routine tasks.
The New Team Structure: Quality Over Quantity
What we're seeing work particularly well is a two-pronged approach:
First, there's a growing emphasis on senior generalists - experienced professionals who deeply understand business mechanics, customer behaviour, and strategic planning. These individuals excel at connecting dots across different areas of the business and making informed decisions about where to focus resources.
Second, we're seeing the rise of the specialist consultant - experts with deep, specific knowledge in areas like email marketing, SMS strategy, or customer journey optimisation. These professionals often work with multiple brands, bringing fresh perspectives and best practices from across the industry.
The Role of AI in Team Evolution
Here's what's interesting: AI isn't replacing jobs as much as it's reshaping them. The most successful teams we work with are those that have learned to leverage AI effectively. They use it to:
Handle routine tasks and data analysis
Generate initial content drafts
Identify patterns in customer behaviour
Automate basic customer interactions
However, they rely on human expertise to:
Verify AI outputs and catch potential errors
Add nuanced understanding of brand voice and customer needs
Make strategic decisions based on complex market factors
Build genuine relationships with customers and stakeholders
Making the Transition
If you're considering restructuring your team, here are some practical first steps:
Audit your current team's activities - identify what could be automated versus what requires human expertise
Invest in upskilling your existing team members in AI tools and strategic thinking
Consider where fractional expertise might benefit your business more than full-time generalists
Build relationships with specialist partners who can provide deep expertise when needed
Looking Ahead
The future of eCommerce teams isn't about having fewer capabilities - it's about being more strategic with how you access and deploy expertise. The most successful brands will be those that find the right balance between in-house talent, AI capabilities, and specialist partners.
Remember, this isn't about diminishing the value of human expertise. If anything, it's about elevating it. In a world where AI can handle the basics, human insight, creativity, and strategic thinking become more valuable than ever.
What changes are you seeing in your team structure? We'd love to hear about your experiences and challenges in navigating this evolution.