Headhunting for ‘Heads of E-Commerce’ in a Competitive Market

For many retail brands, the decision to hire a Head of E-Commerce tends to come at a turning point. Online sales are no longer a side channel. Customer journeys are increasingly shaped before anyone walks into a store. And performance online has a direct impact on how the wider business is judged.

At the same time, the market for senior e-commerce talent has never been more competitive. The best people are rarely available, often well looked after where they are, and increasingly selective about the roles they consider. That’s why headhunting, rather than advertising alone, has become the route many retailers rely on when they need to get this hire right.

What makes hiring for the role challenging is that “Head of E-Commerce” can mean very different things from one business to the next. And finding someone who fits your version of the role takes much more than scanning CVs.

Why the market feels so tight

The demand for Heads of E-Commerce has grown faster than the supply. Over the past few years, retailers have accelerated digital investment, expanded online ranges, and placed greater pressure on e-commerce to deliver profitable growth.

That’s pushed experienced leaders into high demand. Many are already in-role, embedded in long-term strategies, and not actively looking. Others have been snapped up by brands willing to move quickly and pay a premium.

In this environment, traditional retail recruitment approaches often fall short. Posting a role and waiting for applications can attract interest, but rarely from the candidates who are already delivering strong results elsewhere. This is where targeted executive recruitment becomes essential.

The role itself has evolved

A Head of E-Commerce today is rarely “just” an online trading lead. The role sits at the intersection of commercial performance, digital experience, technology, and people leadership.

In some businesses, the focus is on scaling online revenue while protecting margin. In others, it’s about integrating e-commerce more closely with stores, marketing, and supply chain. For many, it’s a mix of both.

That means the best candidates are commercially minded, comfortable with data, and able to work across functions. They understand customer behaviour online, but they also understand retail realities like stock availability, fulfilment pressure, and seasonal trading.

Finding that blend is one of the reasons executive search is so effective for e-commerce leadership hires.

Looking beyond surface-level experience

When you’re hiring a Head of E-Commerce, it’s easy to be drawn to familiar markers of success. Strong online growth. Experience with major platforms. A background in performance marketing or marketplaces. On the surface, many candidates will tick similar boxes.

What really differentiates them is how they operate when conditions aren’t perfect. Some have driven results in businesses with big budgets, mature teams, and clear digital roadmaps. Others have had to make progress with limited resources, legacy systems, or competing internal priorities. Those experiences shape how they lead, how they problem-solve, and how resilient they are when things don’t go to plan.

Understanding that context matters because the environment they’re walking into will influence how effective they can be. A Head of E-Commerce who has spent their career optimising within a well-oiled machine may struggle in a business still finding its digital footing. Equally, someone used to building from scratch may find it frustrating to step into a more established setup.

This is where thoughtful retail recruitment makes a difference. The aim isn’t to judge whose background is better, but to understand whose experience aligns with the reality of your business.

The importance of alignment across the business

A Head of E-Commerce rarely succeeds in isolation. The role sits across trading, marketing, technology, operations, and often stores. When alignment is missing, the cracks show quickly.

Online teams can feel disconnected from store priorities. Marketing and e-commerce can compete rather than collaborate. Decisions slow down because ownership isn’t clear. Over time, that friction limits progress, regardless of how capable the individual is.

That’s why hiring at this level needs to focus on how someone works with others, not just what they deliver themselves. The strongest Heads of E-Commerce tend to be those who can build trust across functions, communicate clearly with non-digital stakeholders, and balance advocacy for their channel with a wider commercial view.

They’re comfortable navigating tension, explaining trade-offs, and bringing people with them rather than pushing change through. In retail, those qualities are often harder to find than technical expertise, which is why executive recruitment for e-commerce leadership requires a more considered approach than standard hiring.

Why headhunting works better than advertising

In reality, the people most retailers want to hire for Head of E-Commerce roles are rarely looking. They’re busy, delivering results, and already trusted within their businesses. They’re not scrolling job boards, and they’re unlikely to respond to a standard advert.

That’s why headhunting works so well at this level. It creates space for a proper conversation, not a rushed decision. Candidates can understand what the role really involves, how the business operates, and whether the opportunity genuinely makes sense for where they’re heading next.

From an employer’s point of view, it also changes the quality of the process. Instead of working through volume, you’re talking to a small number of people who have been approached for a reason. People whose experience, way of working, and mindset have already been thought through. That’s where executive recruitment starts to earn its keep, by bringing focus and judgement to a hire that matters.

Speed, process, and decision-making

One of the biggest risks in hiring a Head of E-Commerce is moving too slowly. In-demand candidates will not wait indefinitely, particularly if they’re already delivering results elsewhere.

Retailers who succeed in this market tend to have a clear process, aligned stakeholders, and a realistic understanding of what they can offer. That includes scope, influence, and support, not just salary.

A retail recruitment agency that understands e-commerce leadership hiring can help shape that process, sense-check expectations, and keep momentum without rushing decisions.

The long-term impact of getting it right

When the right Head of E-Commerce is in place, the benefits spread quickly. Trading decisions become clearer. Online and offline teams work more closely. Investment becomes more focused.

Over time, the role often becomes central to wider leadership conversations, influencing strategy well beyond the digital channel.

Having the right conversation

If you’re considering hiring a Head of E-Commerce for your brand, it’s worth having a chat about what you need, where your business is heading, and what kind of leader will thrive in your environment.

Talking to a retail recruitment agency with experience in executive recruitment can help you shape that thinking before you go to market. It can also open doors to candidates you won’t reach through advertising alone.

Talk to us today about headhunting for your next Head of E-Commerce.