Ecommerce Merchandising Course
Designed & created by leading fashion ecommerce professionals.
The role of ecommerce merchandising in fashion online sales
E-commerce merchandising, often referred to as digital merchandising, is defined as the “mix of strategies” employed to sell products online effectively through “smart product placement, presentation and product management”.
Its primary objective is to ensure the “right product in the right place and especially… at the right time,” displayed in the most effective manner to boost sales. It requires a complex set of skills, experience, and vision.
The Role of the Digital Merchandiser
A digital merchandiser acts as a “product ambassador” within an ecommerce team. The e-commerce merchandiser plays a pivotal role bridging the gap between deep product knowledge and the technical or commercial needs.
This Ecommerce Merchandising course teaches you how to be an effective Ecommerce Merchandiser in fashion and how to maximise conversion, revenue, and customer experience.
You’ll learn how to manage categories, collections, product sorting, promotions, and storytelling using data-driven merchandising principles used by leading fashion and luxury brands.
By the end of the course, you will be able to make informed merchandising decisions that improve conversion rate, average order value, and stock performance across ecommerce channels.
Start date
⇢ Start any time: immediate access, enrol and start learning
Course duration
⇢ 2 hours
Delivery format
Online on-demand
Language: English
Subtitles: English and Italian
Course price
€ 75
Certification
Certificate of successful completion
Commitment
2 hours
Why take this ecommerce merchandising course
Ecommerce merchandising is a critical skill for fashion brands selling online. This course gives you practical, job-ready knowledge used by ecommerce teams in fashion and luxury. This ecommerce merchandising online course teaches the digital merchandising best practices, tools, and strategies applied by leading fashion and luxury brands. The course is specifically designed for professionals and entrepreneurs looking to enhance their expertise and boost e-commerce performance. The course covers key areas such as goal setting, performance measurement, technology, and emerging merchandising trends.
- Learn how to structure categories and collections for fashion ecommerce
- Understand how merchandising impacts conversion rate and revenue
- Use data and KPIs to make better product and assortment decisions
- Align merchandising with marketing, CRM, and stock availability
Ecommerce Merchandising Course Programme
Ecommerce Merchandising Learning Outcomes
- Understand the role of ecommerce merchandising in fashion businesses
- Structure categories and collections for optimal product discovery
- Apply product sorting and prioritisation strategies
- Use key merchandising KPIs to guide decisions
- Improve conversion rate and average order value
- Align merchandising with marketing, CRM, and stock management
- Introduction to Merchandising – Understand the fundamental principles and the role of merchandising within a business.
- Online Merchandising Fundamentals – Explore category management, product placement, and optimization techniques for key digital touchpoints like homepages, product listing pages, and detail pages.
- Visual Merchandising (VM) Strategies – Learn how to balance editorial storytelling with commercial goals, leveraging both manual and automated merchandising techniques.
- Performance Analysis & KPIs – Master the key metrics for measuring success and optimizing merchandising strategies.
- Industry Case Studies & Trends – Drawing from the experience of the teacher Matteo Trombetta in global fashion brands (Guess, 7 For All Mankind, Louis Vuitton) you’ll gain insights into how leading brands execute merchandising strategies and where the industry is headed.
Knowledge areas covered in this course:
- Goals: what the purpose of the function/area?
- KPIs: how do we measure success?
- Tools: what tools do we use in our job?
- Best practices: how to excel in our role?
- Case studies: what are companies doing?
- Trends: where is the market going?
Merchandising course agenda
- Introduction:
- General definition and fundamental principles of merchandising.
- How the role of merchandising fits into a broader business context.
- Key characteristics and sensitivities to succeed in the role.
- Part 1: Fundamentals of Online Merchandising
- Back to basics: what’s needed for a product to go live
- The online environment: category management & product placement
- Homepage (HP), Landing Page (LP), Product Listing Pages (PLP)
- Internal search, filters, labels
- Product Detail Page (PDP): cross-selling, size guides, fitting tools, virtual try-ons, etc.
- Part 2: Visual Merchandising (VM): Balancing Editorial and Commercial
- Basic principles & issues of online VM
- Differences between online and in-store VM
- Manual vs. automated VM: ideas and case studies.
- Local vs. global approach.
- Part 3: Performance Analysis
- How to evaluate the effectiveness of merchandising strategies.
- KPIs mainly influenced by merchandising
- Case study
Who Is eCommerce Merchandising course for?
This course is designed for professionals and aspiring specialists in the fashion and luxury industry who want to develop expertise in digital merchandising and enhance their strategic approach to online product presentation. It is particularly relevant for:
- E-commerce & Merchandising Professionals – Those looking to refine their skills in online product presentation, category management, and performance-driven merchandising.
- Fashion Buyers & Planners – Professionals who need to understand how merchandising impacts sales, conversion rates, and customer experience in a digital environment.
- Marketing & Digital Strategy Specialists – Individuals working in fashion and luxury brands who want to align merchandising efforts with broader business goals and customer engagement strategies.
- Retail & Store Managers Transitioning to E-commerce – Those moving from physical retail to digital roles and looking to adapt their merchandising expertise for online channels.
- Entrepreneurs & Brand Owners – Fashion and luxury business owners who want to optimize their online store’s merchandising strategy to drive sales and enhance the shopping experience.
- Students & Career Changers – Individuals seeking to build a career in fashion and luxury e-commerce and looking to gain practical knowledge of digital merchandising best practices.
Ecommerce Merchandising certificate
Get your certificate of attendance with this Fashion Ecommerce Merchandising course
Obtaining a fashion certificate will help you to stand out in the fashion professionals industry and will help you to improve your career. This Fashion Ecommerce Merchandising course offers you the opportunity to acquire a certificate to help you stand out and boost your career and your business.
DFA Certificates and Digital Badges are a recognition of the effort and dedication to keep your skills up to date and continuous professional development.
You can share it with the world through your social profiles and have the opportunity to showcase your involvement to potential employers, friends, and family.
About the instructor
Matteo Trombetta – Head of E-merchandising
Matteo is an experienced E-merchandising professional, currently serving as Head of E-Merchandising at Loewe. Prior to this role, he spent 5 years in digital merchandising roles within Burberry. He brings extensive expertise in optimizing online product presentation and driving e-commerce growth. His background includes experience across the online luxury and fashion arena, including key brands such as Louis Vuitton, 7 For All Mankind, and Guess. Dogs and margaritas lover!
Matteo specialises in
- Sales analysis, planning and trend forecasting
- Product visual merchandising online
- Reaching financial targets of sales and margin
Course methodology
- Data-Driven Approach: the course starts-off from Goals and Metrics to define performance goals and measure the results of the e-merchandising activity
- Hands-one, practical approach. You’ll learn practical skills and processes that you can apply in your job from day 1
- Best practices and case study: during the course we analyse real success case studies and there is a practice part at the end of the lessons that the students can carry out on their own time and receive feedback.
FAQs
What is eCommerce merchandising?
eCommerce merchandising is the practice of strategically presenting products online to guide customers, improve the shopping experience, and increase sales. It includes product ordering, category structure, storytelling, promotions, and personalization.
How is eCommerce merchandising different from traditional retail merchandising?
Traditional merchandising focuses on physical stores, while eCommerce merchandising uses data, UX, content, and algorithms to influence product discovery and purchasing online.
Is eCommerce merchandising more about creativity or data?
Both. Successful eCommerce merchandising combines creative storytelling and brand aesthetics with data-driven decision making based on performance metrics.
Who should take the Ecommerce Merchandising course?
This course is ideal for fashion and luxury professionals, ecommerce managers and assistants, digital marketers, merchandisers transitioning from offline to online, and entrepreneurs launching or scaling a fashion eCommerce business.
Do I need technical or coding skills to follow the course?
No coding skills are required. The course focuses on strategy, tools, and best practices used in modern eCommerce platforms, explained in a practical and accessible way.
Is this course specific to the fashion industry?
Yes. While the principles can be applied to other sectors, this course is designed specifically for fashion, with examples related to apparel, accessories, seasons, collections, and drops.
What skills will I gain from this course?
You will learn how to structure categories and collections, optimize product sorting, use merchandising KPIs, align merchandising with marketing and CRM, and improve conversion rate and average order value.
What tools are covered in the course?
The course introduces the tools and logic commonly used in fashion eCommerce merchandising, including ecommerce platforms, analytics, search and filtering systems, and rule-based or AI-driven merchandising.
How does eCommerce merchandising impact sales?
Effective merchandising helps customers find the right products at the right time, reducing friction and choice overload, and leading to higher conversion rates and stronger full-price sales.
What KPIs are used in eCommerce merchandising?
Key merchandising KPIs include conversion rate, average order value (AOV), revenue per visitor, sell-through rate, stock coverage, and product and category performance.
What job opportunities does this course prepare me for?
This course supports roles such as Ecommerce Merchandiser, Digital Merchandising Specialist, Ecommerce Manager, Online Category Manager, and Ecommerce Assistant or Coordinator.
Is eCommerce merchandising relevant for small fashion brands?
Yes. Merchandising is especially important for small brands, where every product, image, and category decision has a direct impact on sales and brand perception.
How does eCommerce merchandising work with marketing and CRM?
Merchandising defines what products are shown, while marketing and CRM decide who sees them and when. Strong alignment between these areas is key for promotions, launches, and personalization.
Is the course practical or theoretical?
The course is highly practical and based on real-world fashion eCommerce experience, with frameworks and methods you can apply immediately.
Is there a certification at the end of the course?
Yes. Upon successful completion, you will receive a Certificate of Attendance by Digital Fashion Academy that you can use on your CV and Social Media.
Can I start the course anytime?
Yes, access is flexible. You can start anytime and attend the course anywhere within 6 months from enrolment.
I have a busy schedule, is attendance flexible?
Yes, the course is fully on-demand and can be completed at your own pace, on your own schedule.
In which languages are the lessons available?
Lessons are available in English. Subtitles are currently available in English and Italian. Additional languages can be added upon request via the contact us form.
How can I pay for the course?
You can pay by credit card, PayPal, or bank transfer. Credit cards and PayPal may offer instalment payment options.
How can I enrol in the Ecommerce Merchandising course?
To enrol, purchase the course online. You will receive your username and password to access the course shortly after completing the payment.
Is live coaching or mentoring included?
Yes. The course includes a complimentary 30-minute mentoring session. You can choose your mentor from our mentors page.