Online Merchants

SOC code 13-1199 · O*NET-SOC 13-1199.06 · Considerable preparation needed · Business and finance

Bright Outlook — O*NET expects numerous job openings for this occupation

Online merchants run retail businesses through digital channels — marketplaces, their own stores, or both — handling sourcing, listings, pricing and fulfilment. There is no fixed qualification route; the occupation rewards commercial instinct and platform expertise, and earnings range from side-income to substantial businesses.

Online Merchants pay

U.S. national figures, May 2025 BLS survey · How we got this number

Median pay

$83,050

a year

Hourly

$39.93

per hour

10th$47,880Median$83,05090th$150,010

The solid band is the middle 50% of workers; the bar spans the 10th to 90th percentile.

Average pay

$93,970

$45.18 per hour

Middle 50%

$62,640 – $114,010

25th to 75th percentile

Full spread

$47,880 – $150,010

10th to 90th percentile

People employed

1,087,090

nationwide

National U.S. figure, May 2025. Local pay can be higher or lower.

These pay and employment figures are for the broader BLS group “Business Operations Specialists, All Other”, not this job alone.

10th percentile: $47,880; $23.02/hr
25th percentile: $62,640; $30.12/hr
Median percentile: $83,050; $39.93/hr
75th percentile: $114,010; $54.81/hr
90th percentile: $150,010; $72.12/hr

What does an online merchant do?

Conduct retail activities of businesses operating exclusively online. May perform duties such as preparing business strategies, buying merchandise, managing inventory, implementing marketing activities, fulfilling and shipping online orders, and balancing financial records.

The tasks that matter most day to day

Fill customer orders by packaging sold items and documentation for direct shipping or by transferring orders to manufacturers or third-party distributors.
Receive and process payments from customers, using electronic transaction services.
Create, manage, or automate orders or invoices, using order management or invoicing software.
Deliver e-mail confirmation of completed transactions and shipment.
Correspond with online customers via electronic mail, telephone, or other electronic messaging to address questions or complaints about products, policies, or shipping methods.
Purchase new or used items from online or physical sources for resale via retail or auction Web site.
Design customer interface of online storefront, using web programming or e-commerce software.
Determine and set product prices.

How to become an online merchant

Most people in this role hold bachelor's degree — 41% of workers surveyed reported it as their level of education.

Preparation level: zone 4 — Considerable preparation needed

Education: Most of these occupations require a four-year bachelor's degree, but some do not.
Experience: A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
Training: Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

See all zone 4 occupations →

Education reported by people doing this job

Bachelor's Degree41%
High School Diploma or the equivalent (such as a GED)33%
Post-Secondary Certificate12%
Some College Courses9%

Common questions

How much does an online merchant earn?

The national median is $83,050 a year. The full range runs from $47,880 at the 10th percentile to $150,010 at the 90th — entry pay sits closer to the lower figure, and experience, licensing and specialisation move you up the range.

Can you become an online merchant without a degree?

Not usually — this occupation sits in preparation zone 4, where the typical entry route is most of these occupations require a four-year bachelor's degree, but some do not. The education breakdown above shows what people in the role actually reported.

Skills and knowledge you need

Core skills

Reading Comprehension3.6/5
Active Listening3.5/5
Speaking3.5/5
Critical Thinking3.5/5
Writing3.4/5
Monitoring3.1/5

Knowledge areas

English Language4.2/5
Sales and Marketing4.0/5
Customer and Personal Service3.9/5
Communications and Media3.6/5
Administration and Management3.6/5
Computers and Electronics3.6/5
Administrative3.4/5
Mathematics3.2/5

Transferable strengths: Persuasion, Service Orientation, Judgment and Decision Making, Social Perceptiveness.