E-commerce & Marketplace Specialist
From Amazon to your own store: profitable selling on marketplaces and online.
- Level
- Beginner
- Duration
- ~35 hours
- Live
- 41/98
- Free
- 1
No credit card required. No marketing experience needed.
Program map
41
41 of 98 workouts live today
One bar per module, in program order.
- Has free workouts
- Pro
- Coming soon
From the fundamentals to your own work.
Shared foundations, a focused specialty, and projects that bring your practice together.
1The Marketing FunnelStart here1 freeThe journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.6 workouts, 35 min
- 1What is a marketing funnel?5 min5 minFree
- 2Awareness: meeting someone who has never heard of you6 min6 minPro
- 3Consideration: the "why you?" question6 min6 minPro
- 4Conversion: from click to sale6 min6 minPro
- 5Loyalty: the hidden bottom of the funnel5 min5 minPro
- 6A metric for every stage: CPM, CTR, CVR, CPA, ROAS7 min7 minPro
2Target Audience and Value PropositionNo ad works until you know who you are selling to: personas, segmentation and a clear value proposition.5 workouts, 29 min
3Marketing Metrics and KPIsKnowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.6 workouts, 37 min
- 1Metric or KPI? Numbers tied to a goal6 min6 minPro
- 2CAC, LTV and payback period7 min7 minPro
- 3ROAS is not enough: profit margin and break-even ROAS7 min7 minPro
- 4The North Star metric and the metric tree6 min6 minPro
- 5Vanity metrics: the likes and followers trap5 min5 minPro
- 6Setting realistic targets: past data, seasonality and budget6 min6 minPro
4The Digital Channel MapSearch, social media, marketplaces, email and messaging: what each channel is good for and where your customers actually spend their time.6 workouts, 34 min
- 1Paid, owned and earned media5 min5 minPro
- 2Search: capturing intent (Google, YouTube, AI assistants)6 min6 minPro
- 3Social media: creating demand6 min6 minPro
- 4Marketplaces: where many shoppers start (Amazon, Etsy, eBay)6 min6 minPro
- 5Email, SMS and WhatsApp: reaching your own audience5 min5 minPro
- 6Choosing channels on a tight budget6 min6 minPro
5Ad Copywriting BasicsCopy that grabs attention in the first line, sells a benefit and gets people to act: hook, body, CTA and formulas that work.6 workouts, 34 min
- 1The hook: stopping people in the first line6 min6 minPro
- 2Sell benefits, not features5 min5 minPro
- 3AIDA and PAS: two formulas that work6 min6 minPro
- 4Writing a call to action (CTA)5 min5 minPro
- 5Same message, different platform: Google, Meta, TikTok, marketplaces6 min6 minPro
- 6Ad policies and truth-in-advertising rules6 min6 minPro
6Building and Running an Online StoreComing soonSelling on your own site: comparing Shopify, WooCommerce, BigCommerce and Wix, plus payments, shipping, returns and key integrations.5 workouts, 29 min
- 1Shopify, WooCommerce, BigCommerce, Wix: which one is right for whom?6 min6 minComing soon
- 2Payments, digital wallets and buy now, pay later6 min6 minComing soon
- 3Shipping, delivery times and return policy6 min6 minComing soon
- 4Category structure, filters and on-site search6 min6 minComing soon
- 5Marketplace, inventory and accounting integrations5 min5 minComing soon
Portfolio project: An online store launch plan. A platform comparison table, a sitemap and an operations setup document.
7Product Page and Listing OptimizationComing soonA product page that sells on your own site and on marketplaces: title, images, description, price presentation and reviews.5 workouts, 29 min
- 1Product titles: writing for search and clicks6 min6 minComing soon
- 2Product images and video6 min6 minComing soon
- 3Product descriptions: answering questions before they are asked6 min6 minComing soon
- 4Price presentation: discounts, buy now pay later, free shipping thresholds6 min6 minComing soon
- 5Product reviews and customer questions5 min5 minComing soon
Portfolio project: Rewrite a product page from scratch. A competitor comparison, a new product page draft and 3 changes to put into an A/B test.
8Pricing, Offers and Buying PsychologyComing soonWhy people say yes: anchoring, decoy pricing, scarcity, guarantees and bundles, and how to use them without misleading anyone.6 workouts, 34 min
- 1Anchoring: the first number changes every number after it6 min6 minComing soon
- 2Decoy pricing and three-tier offers6 min6 minComing soon
- 3Scarcity and urgency without burning trust6 min6 minComing soon
- 4Guarantees, trials and risk reversal5 min5 minComing soon
- 5Bundles, price framing and "per day" math6 min6 minComing soon
- 6Where persuasion becomes a dark pattern5 min5 minComing soon
Portfolio project: Redesign a pricing page. A pricing page wireframe, a one-page rationale mapping each element to a principle, and a list of tactics you deliberately avoided.
9Marketplace Store Management: Amazon, Etsy, eBay, WalmartComing soonBeing visible and profitable on marketplaces: search ranking, the Buy Box, seller metrics, fees and marketplace promotions.6 workouts, 37 min
- 1Amazon, Etsy, eBay, Walmart Marketplace: the differences6 min6 minComing soon
- 2How does marketplace search ranking work?7 min7 minComing soon
- 3Competing sellers on the same product: how the Buy Box works6 min6 minComing soon
- 4Seller rating, shipping speed and cancellation rate6 min6 minComing soon
- 5Referral fees, fulfillment fees and category choice6 min6 minComing soon
- 6Joining marketplace promotions: lightning deals, coupons, featured deals6 min6 minComing soon
Portfolio project: An Amazon store growth plan. A store health scorecard, a prioritized list of problems and a 60-day growth plan.
10Marketplace Ads: Amazon, Walmart, EtsyComing soonMarketplace ad consoles: product and brand ads, bidding logic, managing ACoS and ROAS, and using ads to grow organic ranking.6 workouts, 37 min
- 1Marketplace ad types: product, store, brand6 min6 minComing soon
- 2Amazon Sponsored Products: the ad console and bidding logic7 min7 minComing soon
- 3Walmart and Etsy ads6 min6 minComing soon
- 4Amazon Sponsored Brands and Sponsored Display6 min6 minComing soon
- 5ACoS, TACoS and profitable marketplace advertising7 min7 minComing soon
- 6Using ads to grow organic ranking5 min5 minComing soon
Portfolio project: Optimize a marketplace ad budget. A product-level ad analysis, a target ACoS table based on profit margin and a new budget and bid plan.
11Meta Ads BasicsComing soonAdvertising on Instagram and Facebook: build your first campaign with the right objective, audiences, placements and budget.6 workouts, 36 min
- 1Choosing an objective: awareness, traffic or sales?6 min6 minComing soon
- 2Campaign, ad set, ad: how Meta is structured5 min5 minComing soon
- 3Audiences: broad targeting, custom and lookalike audiences7 min7 minComing soon
- 4Placements and formats: Reels, Stories, Feed6 min6 minComing soon
- 5The learning phase and budget: why patience pays6 min6 minComing soon
- 6Reading Ads Manager reports6 min6 minComing soon
Portfolio project: Your first $1,000-a-month Meta campaign. A campaign setup plan, a creative brief and an optimization checklist for the first 30 days.
12Seasonal Campaigns: Black Friday, Holidays, Back-to-SchoolComing soonPlanning around the retail calendar: preparing stock, pricing, ads and messaging well before the big sales seasons.6 workouts, 35 min
- 1The retail shopping calendar5 min5 minComing soon
- 2Black Friday and Cyber Monday: prep starts 8 weeks out7 min7 minComing soon
- 3The holiday season and gifting days6 min6 minComing soon
- 4Back-to-school and seasonal transitions5 min5 minComing soon
- 5Promotion mechanics: discounts, gifts, bundles, coupons6 min6 minComing soon
- 6Post-campaign analysis and keeping new customers6 min6 minComing soon
Portfolio project: A Black Friday campaign plan. An 8-week campaign calendar, a budget plan by channel, the discount setup and a table of profit scenarios.
13Marketing Automation and Customer Journey FlowsComing soonSending the right message at the right moment, automatically: welcome, abandoned cart, post-purchase and win-back flows.6 workouts, 35 min
- 1Trigger, condition, action: how automation works5 min5 minComing soon
- 2The welcome flow: first impressions6 min6 minComing soon
- 3Abandoned cart and browse abandonment flows7 min7 minComing soon
- 4After the purchase: reviews, cross-sells, repeat orders6 min6 minComing soon
- 5The win-back flow6 min6 minComing soon
- 6Choosing a CRM and automation tool: Klaviyo, HubSpot, Mailchimp and others5 min5 minComing soon
Portfolio project: An end-to-end automation map. A visual map of the 4 flows, the copy for every message and a revenue target for each flow.
14Affiliate and Partnership MarketingComing soonGrowth through other people's audiences: affiliate programs, referral partnerships, co-marketing, commission models and fraud you need to watch for.6 workouts, 34 min
- 1How affiliate marketing works: links, cookies, commissions5 min5 minComing soon
- 2Choosing a program model: networks, in-house, hybrid6 min6 minComing soon
- 3Recruiting and onboarding partners6 min6 minComing soon
- 4Co-marketing and cross-promotion deals6 min6 minComing soon
- 5Tracking, attribution and affiliate fraud6 min6 minComing soon
- 6Measuring partner ROI and paying out5 min5 minComing soon
Portfolio project: Launch an affiliate program. A program one-pager, a partner outreach list of 20, a commission and terms sheet, and a tracking checklist.
15E-commerce Profitability and Unit EconomicsComing soonProfit, not revenue: seeing contribution margin, fees, shipping, returns and ad costs per product in one table, and pricing when costs keep rising.5 workouts, 30 min
- 1Contribution margin: what is really left from an order?7 min7 minComing soon
- 2The hidden cost of returns5 min5 minComing soon
- 3Growing average order value: bundles, cross-sells, thresholds6 min6 minComing soon
- 4Pricing and price updates when costs keep rising6 min6 minComing soon
- 5Profitability by channel: your own site or a marketplace?6 min6 minComing soon
Portfolio project: A product profitability table. A product x channel profitability table (Google Sheets), a list of loss-making products and price and channel recommendations.
16AI in MarketingMake AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.6 workouts, 35 min
- 1Writing good prompts: role, context, examples, format6 min6 minPro
- 2Creating content with AI: speed, brand voice and control6 min6 minPro
- 3AI for ad images and video creative6 min6 minPro
- 4AI for data analysis: from spreadsheet to insight6 min6 minPro
- 5AI search: how ChatGPT, Gemini and AI Overviews are changing traffic6 min6 minPro
- 6Risks: hallucinations, copyright, privacy and brand safety5 min5 minPro
17Portfolio, Resume and InterviewsProve what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.6 workouts, 35 min
- 1Portfolio: turning your projects into case studies6 min6 minPro
- 2A marketing resume: write results, not duties6 min6 minPro
- 3Setting up your LinkedIn profile for recruiters5 min5 minPro
- 4The case interview: "How would you spend this budget?"7 min7 minPro
- 5Take-home assignments: structure and presentation6 min6 minPro
- 6Job offers: salary research and negotiation5 min5 minPro
41 of 98 workouts in this program are live today, across 17 modules. Workouts take 5 to 7 minutes; projects need a longer, focused session.
What you'll be able to practice
You learn store management and advertising on Amazon, Walmart Marketplace and Etsy, and how to run your own store on platforms like Shopify and WooCommerce. You practice product page optimization, big sales seasons like Black Friday and the holidays, and profitability analysis that accounts for fees, shipping and returns, all with realistic store data.
Roles it prepares you for
Job titles you'll see in listings for this work. Titles differ from company to company, so read the duties in the listing, not just the title.
- E-commerce Specialist
- Marketplace Specialist
- E-commerce Coordinator
- Amazon Account Manager
- E-commerce Operations Specialist
- Online Merchandiser
What the work looks like day to day, pay by level and country, and how the role grows: E-commerce Marketing Specialist
- Build a health scorecard for an Amazon store and prepare a 60-day growth plan.
- Rewrite a low-converting product page from its title and images to its price presentation.
- Set a target ACoS per product in marketplace ads and shift budget toward profitable products.
- Build an 8-week Black Friday plan that covers stock, pricing, ads and messaging.
- Calculate contribution margin by product and channel and spot loss-making products.
Work you can explain.
A portfolio project at the end of every module.
Example portfolio direction
Map a brand's funnel
Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.
What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.
How the project is judged
- Accuracy
- Diagnosis
- Ideas
- Clarity
A clear place to begin.
Built for complete beginners and career switchers. You don't need a client account or your own ad budget: you work with realistic, fictional-brand scenarios.
Start with one decision.
Your first workout is ready when you are.
No credit card required. No marketing experience needed.
