If the business is starting out small, one person may indeed be owner, general manager, webmaster and advertising manager all rolled into one. This requires Internet skills such as HTML programming, an eye for detail, and management and sales ability. Good business judgment and an abundance of confidence and energy are key assets. There are no specific educational requirements for running an online business. However, introductory computer courses and training in financing, marketing and management are certainly helpful.
Many online stores fail the first year, but the job outlook remains bright.
As e-commerce becomes more established, there will be more salaried store manager positions.