What is an e-Commerce manager?

What is an ecommerce manager?


  • 1 x Person
  • 1 x Online company
  • Passion for the product/products
  • Business plan
  • Ability to analyse and problem solve
  • Skills in listening to the consumer
  • Knowledge of SEO
  • A good grasp of web design, graphics and how a business is run
  • Military organisation skills
  • Excellent interpersonal skills
  • Forward thinking, ability to identify the next up and coming thing or look
  • Inspiration
  • Drive


First of all, gather all the above ingredients together.  Measurements aren’t specified as each eCommerce manager is unique and their role tailored to their company’s individual needs. Below is the basic recipe of how you can bake your skills to become a success!

Begin by getting out your ability to foresee trends. You will need this to keep things fresh and exciting. Work this skill in with your design team to create something that will stand out to the client, you want to research your specific target market, learn what attracts them, what they want from a website and tailor it to your requirements so they actually click on your brand instead of scrolling to the next. Roll in some passion and inspiration here an extra tasty outcome.

Add a dash of listening to the consumer, for example, make the site easy to navigate even for the least techno-savvy of us, you want to enhance the customer experience, make them feel wanted, valued, which will in turn make them use your services again. Now fold in your knowledge of SEO, this seemingly basic skill can make all the difference to your end result, the more traffic you and get, the more chance you have of people using your services

Next whisk in those excellent interpersonal skills; this will help not only communication within your team, and making sure you’re all singing from the same page, but will help with customer/supplier conflict resolution, because we all know life does not run smoothly. This, combined with actively listening to your target audience will build consumer confidence, which at the end of the day means they’ll come back for more!

You can now blend in your analytical skills; what is working, what isn’t? How can you change that? What trends are standing out at the moment? Maybe look at how can you add a unique perspective that no one else is offering? You need to this to keep ahead of the game, you don’t want the same old same old because there is enough of that flooding the internet. You want to be able to keep current clients but also attract new customers to your products and site. At this point we can add a pinch of your web design skills and knowledge, utilise what you’ve learned from your research to make a stunning end product!

And now bake.

The result:

One eCommerce Manager;  a jack of all trades, the glue that holds the online presence together, the firewall between success and disaster, the engineer holding the wrench when a supposedly oiled cog breaks within the team. It’s not a role for the faint-hearted, but it is incredibly rewarding and will definitely keep you on your toes!

eComm Manager Salary Survey 2016

ecommerce manager salary survey

Whether you’re an eCommerce industry veteran or perhaps just beginning to consider a career within e-commerce as an eComm manager – ‘How much do eCommerce managers earn?’ is always a relevant question to ask. Searches on this website show it’s one of the topics that’s always top of mind. We’re all curious; are we being paid what we’re worth, or not?

Searches on this website for eComm managers show it’s one of the topics that’s always top of mind; we’re all curious; are we being paid what we’re worth, or not?

For the first time, we’re running an eComm Manager salary survey, there are 8 questions and it’ll take you just 2 minutes to complete. We’ll contact you by email to share the results.

 Thanks for taking part

Powered byTypeform

Skills that any ecommerce manager should have

Skills that any ecommerce manager should have

The eCommerce world is booming – consider the fact that 2015’s Cyber Monday in the US generated more than $3bn in sales. Whether or not you’re thinking about the kind of skills you need to develop yourself as an eCommerce manager or perhaps you’re thinking of hiring an e-commerce manager to run your online store, what type of skills should such an employee have in order for your online shop to be a success?

Analytic skills

Perhaps the most important skill an eCommerce manager needs to have is a good set of analytics skills. Running a website and selling products requires you to know exactly what’s going on – what’s selling, what’s not, and why?  That usually involved deep diving into tools like Google Analytics, Woopra or Adobe Analytics. They also needs to be creative as this job requires him to bridge the traditional and web-based sales. Leading work teams and seeing the results then applying measures to eliminate problems is very important for any such manager.

A passion for the web sales

You’ve got to be excited about the products you’re selling, and selling online. Yes, every eCommerce manager needs to be passionate about purchasing online and the technologies that come with it. In fact, a good manager like this needs to know all the tech that is needed in order to properly run an eCommerce site. Granted, one can hire professionals in order to stay away from this but the reality is that a passion for tech and proper knowledge can easily pay off.

Business intelligence

A good eCommerce manager will always need what online business management parameters are needed in order to generate good sales. Anticipating trends and being perceptive is mandatory here which is exactly what you have to focus on for the best outcome.


Obviously, the eCommerce manager needs to have some logistics expertise as well. Logistics is a crucial part of the e-commerce world so having this skill is very important. The manager can either create a dedicated logistics department or outsource it, that all depends on the experience!

Being a good leader

Leadership is one of the most important skills in the e-commerce world and the e-commerce manager needs to have plenty of that. They need to be able to take decisions and he has to work hard in order to reach progress at all times. That’s what really makes a good eCommerce manager stand out. Also, handling difficult situations properly is mandatory for a stellar manager like this, so there’s that.

There’s no denying that being an eCommerce manager does require a complex approach towards selling online. This job is not for everyone and it does come with its own set of skill demands. Some of these are very challenging as you can see but that’s what really manages to boost the experience forward.

If you want to become an eCommerce manager, then you should definitely consider acquiring these skills via learning and a lot of hard work. Granted, it will not be easy but it will provide you with great results in the long run. Don’t hesitate and check out this amazing opportunity and lead eCommerce sites to new heights, you will certainly be amazed at the huge potential that this job has to offer!

What exactly does an eCommerce manager do?

What does an ecommerce manager do?

As an online version of traditional retail, ecommerce follows almost the same processes, but not the same number of employees. Ecommerce can be a one-man show, and it can run like a shop with an army of staff, from the cashiers to the stock clerk. That one man, however, should be the owner and manager. If it follows a different business structure, it still requires that one person to act as an ecommerce manager.

What does an e-commerce manager do when there is no else or there is only a few people to manage? In the virtual marketplace, business roles can take on a totally different form. Because e-commerce is a business transaction between computer systems, a manager will be responsible for a wide range of back-end roles.

Site development

Ecommerce begins with a website where transactions take place. Whether it’s built on Magento, Shopify, WooCommerce, Zencart or Opencart, it’ll require communication between you and the vendors, or between you and the clients. There are lots of factors that make an impressive e-commerce website, but only a few may be applicable to your type of products and services. It is then your responsibility as a manager to collaborate with designers, website developers and content providers to create the most appropriate and cost-effective web system.

You must ensure that the website has all the functions visitors’ and clients’ need to select, order and pay for products and/or services. It is your job to develop a flowchart that web designers will use as a guide for design implementation.

Business strategy development

Together with the product and marketing managers, ecommerce managers develop an online strategy that takes into consideration online offers and sales, product pricing and online policies. This duty also involves monitoring costs, developing project budgets, and generating status reports to track sales.

Marketing strategy and execution

It is your job to identify your target market, so you can develop the best marketing campaign that will attract more customers and increase website traffic and online sales. Part of this process is to generate leads and convert them into paying clients. This is where customer intelligence comes into play, which will help you better understand consumer behaviour and their spending power. It is also through customer intelligence that you can create a more personalised approach to email marketing and other promotional tools.


An e-commerce manager is also responsible for protecting consumers against cybersecurity risks, such as virus, malware and data breach. Because security is critical to the success of an ecommerce business, you must work with security specialists to ensure stored customer data is protected against identity thieves and cyber criminals. You must also ensure that payment providers offer your clients a secure payment system when using credit or debit cards.

Site Maintenance

Since ecommerce is dependent on website performance, part of an ecommerce manager’s role is to regularly monitor the site content and system. This means making sure the entire website is working properly, that all functionality, especially around the shopping cart is working properly, and that the pages load quickly. Page errors and broken links are lost business. Maintenance is all about keeping things running smoothly to ensure the website is up and running at all times so you can keep selling.

Hello out there

So like any good entrepreneur I am continuing to learn new things by creating something new in this instance, it’s the eCommerce manager blog!  I want to help you become an #ecommerceboss in the big world of online selling.  My hope is that I can save you some of the ‘wheel spinning’ time and get you set up to run your own eCommerce shop!  Or possibly give you hints of wisdom to those already immersed in the world of eCommerce so you can look smart in meetings.

Who am I and how can you help you ask?  Well, you’ll just have to keep reading to find out. What I do know is that I found reading and listening to podcasts during the hours of sitting on my own trying to create something very helpful!  The world of going out on your own can be a little lonely, and the wells of creativity can sometimes dry up, so if we can help one person move forward to create something great, that is why this site is here!  I have also sat in hours of meetings while managing big eCommerce shops or brands so hoping to help keep you on your toes too.

Magento Certified Solution Specialist – #2 Omni vs Multi-Channel

Q: What is the Difference Between Omni-Channel and Multichannel Retailing?

Selling in two or more distribution channels.
The CUX can be and is often different.
Example: eCommerce vs Brick and Mortar
Company: Savannah Bee Company
Selling in two or more distribution channels
A single view of the customer
A single brand voice and CUX
Example: a gift card
Company: Wal-mart

Magento Certified Solution Specialist Exam Study Guide – #1 Overview

Finally! an exam for Business Professionals
The exam is designed to test your knowledge of:
Magento Community 1.8
Magento Enterprise 1.13 and potentially 1.14
eCommerce trends
Typical merchant issues and requests
Professional that should take the test:
Project & Account Managers, Business Analysts, QA Testers, UX and Web Designers, eCommerce consultants and even merchants.

“Front of the Line” Magento Community and Enterprise knowledge.
An digital/eCommerce professional with deep knowledge of business.
An efficiency expert.
Someone that is dedicated to learning and hones their craft.

Computer based test
66 multiple choice questions; however 6 are thrown out.
These are generally questions Magento phases in.
90 Minutes to complete the exam
Professional test taking facilities only
Versions: 1.8 and 1.13

Contents of the Exam:
General eCommerce Knowledge
Magento architecture
Elements of a Magento site
How to reach goals using Magento (within a business)

Magento 2 – Tutorial #1 – Magento 2.0 History, Overview, Feature Set

– So Magento 2 is finally arrived and it’s been a long time coming.
– Released Nov. 17th 2015
– First mention of Magento 2 was back in 2010 and the plans were to release the product by the end of 2011.
– The beta was released in Nov 2014, 4 years after the initial mention. So first, THANK YOU FOR PUSHING IT OUT.
– M2 was put on the shelf by eBay during their reign and it was stifled. I just got back from the Imagine conference a month or so ago and I have from a good source that zero lines of code were laid down during the eBay’s tenure.

Feature Set

– Open flexible architecture
– The platform is built around the API instead of in Magento 1 where they created the platform then retrofitted an API around it.
– The performance is overall better and more stable.
– Magento shipping with CSS preprocessor LESS (even though a lot of developers use SASS) and more synchronous processing speed.
– It uses modern technology like PHP 5.5+, HTML 5, CSS 3, and requires MYSQL 5.6 or higher. Now this may be an issue for most shared servers like Hostgator, Bluehost, etc to meet the required specs but a dedicated on premise machine should be able to handle anything you need.
– Similar to Magento 1 it ships with an RWD theme so you can address mobile design immediately.
– Other UX add ons are integrated video,
– new checkout that includes in window PayPal usage and quicker account creation.
– Ajax Add to Cart is a cool new feature will streamline the shopping experience
– While some of these features are available now, some will rollout with new versions
– Brand new admin panel that looks beautiful compared to M1
– This new admin allows merchants to create products more quickly and as we know time is money
– Product imports and exports are up to 4 times quicker
– Admin table filtering to show your user the information that you want to see when you want to see it.
– M2 continues to focus on scalability and performance
– Varnish cache is baked in, full page cache is baked into enterprise, and the database structure allows for many master slave duplicates.
– Not to get into the details but the new pricing structure for Magento 2 also allows for increased efficiency and speed because they don’t charge per application instance anymore, but rather one license fee for all. So you can run 10 servers and load balance across your infrastructure.
– Similar to M1 Magento has integrated payment and shipping partners.
– PayPal, Braintree, and Authorize still remain but Magento also integrates with WorldPay and Cybersource natively.
– Lastly the marketplace is growing. The last number I heard was 250+
– There are more than 228k downloads of the magento 2 community edition and enterprise edition, 800+ active sites, and 100+ trained solutions partners.

You can visit my website here to view more in depth details about Magento 2.

107 Amazing Sales Tips, Stats, and Facts

Rather just scroll through the raw data? Here you go …

1. 44% of salespeople give up after one follow-up.   [Source: Scripted]

2. The average sales person only makes 2 attempts to reach a prospect.   [Source: Sirius Decisions]

3. 80% of sales require 5 follow-up phone calls after the meeting.   [Source: The Marketing Donut]

4. Research shows that 35-50% of sales go to the vendor that responds first.   [Source:InsideSales.com]

5. If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them.   [Source: InsideSales.com]

6. 63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy.   [Source: Marketing Donut]

7. Only 25% of leads are legitimate and should advance to sales.   [Source: Gleanster Research]

8. 50% of leads are qualified but not yet ready to buy.   [Source: Gleanster Research]

9. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.   [Source: DemandGen Report]

10. Companies that excel at lead nurturing have 9% more sales reps making quota.  [Source: CSO Insights]

11. Nurtured leads make 47% larger purchases than non-nurtured leads.   [Source: The Annuitas Group]

12. At any given time, only 3% of your market is actively buying. 56% are not ready, 40% are poised to begin.   [Source: Vorsight]

13. Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.   [Source: Gartner Research]

14. Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR.   [Source: HubSpot]

15. Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts.   [Source: SilverPop/DemandGen Report]

16. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads   [Source: ANNUITAS Group]

17. Companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured leads.   [Source: Forrester Research]

18. 25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes.   [Source: Forrester Research]

19. 22% of B2B organizations touch leads with lead nurturing on a weekly basis.  [Source: MarketingSherpa]

20. 65% of B2B marketers have not established lead nurturing.   [Source: MarketingSherpa]

21. In a typical firm with 100-500 employees, an average of 7 people are involved in most buying decision.   [Source: Gartner Group]

22. Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge   [Source: Forrester Research]

23. After a presentation, 63% of attendees remember stories. Only 5% remember statistics.   [Source: Dan & Chip Heath]

24. Visuals are processed 60,000x faster in the brain than text. (Lesson: Use visuals in presentations)   [Source: Neo Mammalian Studios]

25. 70% of people make purchasing decisions to solve problems. 30% make decisions to gain something.   [Source: Impact Communications]

26. Customers believe that sales reps are 88% knowledgeable on product and only 24% on business expertise.   [Source: Corporate Visions]

27. 78% of decision makers polled have taken an appointment or attended an event that came from an email or cold call   [Source: DiscoverOrg]

28. 95% of buyers chose a solution provider that “Provided them with ample content to help navigate through each stage of the buying process”   [Source: DemandGen Report]

29. The best times to email prospects are 8am and 3pm.   [Source: GetResponse]

30. Tuesday emails have the highest open rate compared to other weekdays.   [Source: Experian]

31. Personalized emails improve click-through rates by 14%, and conversion rates by 10%.   [Source: Aberdeen Group]

32. Personalized emails including the recipient’s first name in the subject line have higher open rates.   [Source: Retention Science]

33. Relevant emails drive 18 times more revenue than broadcast emails.   [Source: Jupiter Research]

34. An average buyer gets 100+ emails a day, opens just 23%, and clicks on just 2% of them.   [Source: Tellwise]

35. 40% of emails are opened on mobile first – where the average mobile screen can only fit 4-7 words max.   [Source: ContactMonkey]

36. 33% of email recipients open emails based on subject line alone.   [Source: Convince and Convert]

37. Subject lines that create a sense of urgency and exclusivity can give a 22% higher open rate.   [Source: Email Institute]

38. For B2B companies, subject lines that contained the words “alert” and “breaking” perform well.   [Source: Adestra]

39. Subject lines with more than 3 words experience a drop in open rate by over 60%.  [Source: ContactMonkey]

40. Emails with “Free” in the subject line were opened 10% more than those without.  [Source: HubSpot]

41. Emails with “Quick” in the subject line were opened 17% less than those without.  [Source: HubSpot]

42. Emails with no subject all together were opened 8% more than those with a subject line.   [Source: HubSpot]

43. Only 2% of cold calls result in an appointment.   [Source: Leap Job]

44. In 2007 it took an average of 3.68 cold call attempts to reach a prospect. Today it takes 8 attempts.   [Source: TeleNet and Ovation Sales Group]

45. 93% of converted leads are contacted by the 6th call attempt   [Source: Velocify]

46. On the phone, tone is 86% of our communication. Words we actually use are only 14% of our communication.   [Source: ContactPoint]

47. Email marketing has 2X higher ROI than cold calling, networking or trade shows.  [Source: MarketingSherpa]

48. A team of 50 sales reps leave about 1,277 hours of voicemails per month.   [Source: RingDNA]

49. The optimal voicemail message is between 8 and 14 seconds.   [Source: The Sales Hunter]

50. 15% of every sales reps’ time simply leaving voicemails.   [Source: RingLead]

51. 80% of calls go to voicemail, and 90% of first time voicemails are never returned.  [Source: RingLead]

52. The average voicemail response rate is 4.8%.   [Source: InsideSales]

53. The best time to cold call is 4pm – 5pm. The second best time is 8am – 10am. The worst times are 11am and 2pm.   [Source: InsideSales]

54. The best days to call are Wednesdays and Thursdays from 6:45 to 9 a.m. and 4 to 6 p.m.   [Source: RingDNA]

55. The worst days to call are Mondays from 6 a.m. to noon and Fridays in the afternoon.   [Source: RingDNA]

56. Increasing customer retention rates by 5% increases profits by 25-95%   [Source: Bain & Company]

57. 91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals.  [Source: Dale Carnegie]

58. Each year, you’ll lose 14% of your customers.   [Source: BusinessBrief.com]

59. 83% of consumers are comfortable making a referral after a positive experience.  [Source: Texas Tech University]

60. Customers are 4x more likely to buy when referred by a friend.   [Source: Neilsen]

61. The lifetime value of a referred customer is 16% higher than a non-referred customer.   [Source: Journal of Marketing]

62. 65% of a company’s new business is from referrals.   [Source: New York Times]

63. A referred customer is 18% more loyal than a customer acquired through a different method.   [Source: Journal of Marketing]

64. A referred customer spends 13.2% more than a non-referred customer.   [Source: Journal of Marketing]

65. 73% of salespeople using social selling as part of their sales process outperform their sales peers and exceeded quota 23% more often.   [Source: Aberdeen]

66. You are 70% more likely to get an appointment on an unexpected sale if you join LinkedIn Groups.   [Source: Vorsight]

67. Social media has a 100% higher lead-to-close rate than outbound marketing.  [Source: Hubspot]

68. 5% of B2B sales teams consider social media a successful lead generation method.  [Source: Ken Krogue]

69. Sales reps using social selling are 50% more likely to meet or exceed their sales quota.   [Source: Liz Gelb-O’Connor]

70. The top salespeople use LinkedIn at least 6 hours per week.   [Source: The Sales Management Association]

71. 82% of buyers viewed at least 5 pieces of content from the winning vendor.   [Source: Forrester]

72. 57% of the buyer’s journey is completed before the buyer talks to sales.   [Source: Corporate Executive Board]

73. 68% of consumers feel more positive about a brand after consuming content from it.   [Source: iMedia Connection]

74. 44% of inside sales pipeline comes from marketing, and inside sales average dials are down 20% year-over-year.   [Source: Bridge Group Inc]

75. 76% of content marketers are forgetting sales enablement.   [Source: Hubspot]

76. 75% of buyers want marketers to curb the sales-speak in their content.   [Source: DemandGen Report]

77. Businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages.   [Source: Hubspot]

78. 68% of B2B businesses use landing pages to garner a new sales lead for future conversion.   [Source: MarketingSherpa]

79. 86% of B2B buyers access business-related content on mobile devices.   [Source: Genwi]

80. An outside sales call costs $308, an inside sales call costs $50.   [Source: PointClear]

81. 46% of high-growth tech companies are growing via inside sales.   [Source: Harvard Business Review]

82. Lost sales productivity and wasted marketing budget costs companies at least $1 trillion a year   [Source: The B2B Lead]

83. 50% of sales time is wasted on unproductive prospecting.   [Source: The B2B Lead]

84. 71% of sales reps say they spend too much time on data entry   [Source: Toutapp]

85. Only 33% of inside sales rep time is spent actively selling.   [Source: CSO Insights]

86. By 2020, customers will manage 85% of their interaction with the enterprise without interacting with a human.   [Source: Gartner]

87. The average sales person makes 8 dials per hour and prospects for 6.25 hours to set 1 appointment.   [Source: Ovation Sales Group]

88. Nearly 57% of B2B prospects and customers feel that their sales teams are not prepared for the first meeting.   [Source: IDC]

89. 88% of missed opportunities were caused because sales couldn’t find or leverage internal resources.   [Source: Qvidian]

90. Companies with aligned sales and marketing generated 208% more revenue from marketing   [Source: MarketingProfs]

91. When sales and marketing teams are in sync, companies became 67% better at closing deals   [Source: Marketo]

92. 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.   [Source: MarketingSherpa]

93. A whopping 68% of B2B organizations have not identified their funnel.   [Source: MarketingSherpa]

94. Alignment of sales and marketing impacts revenue growth up to 3 times   [Source: Bulldog Solutions]

95. Only 30% of CMOs have a clear process or program to make marketing and sales alignment a priority   [Source: CMO Council]

96. Companies with “dynamic, adaptable sales and marketing processes” reported an average of 10% more sales people on-quota compared to other companies   [Source: CSO Insights]

97. Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate.   [Source: CSO Insights]

98. 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads.   [Source: Forrester Research]

99. Sales reps ignore 50% of marketing leads   [Source: The B2B Lead]

100. B2B companies’ inability to align sales and marketing teams has cost them upwards of 10% or more of revenue per year.   [Source: IDC]

101. Just 56% of B2B organizations verify valid business leads before they are passed to Sales   [Source: MarketingSherpa]

102. Only 44% of companies are using any kind of lead scoring system   [Source: DecisionTree]

103. 38% of CMOs said that aligning and integrating sales and marketing was a top priority in 2014.   [Source: CMO Council]

104. Automated & enforced sales processes generate 88% quota attainment.   [Source: Velocify]

105. B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth   [Source: SiriusDecisions]

106. Organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates   [Source: MarketingProfs]

107. 57% of B2B organizations identify ‘converting qualified leads into paying customers’ as a top funnel priority.   [Source: MarketingSherpa]

How to Create Magento URL Rewrites

URL rewrites are a great tool within your Magento admin panel (and server) for a non Magento Developers to use in order to take control of their site, help a site migration or just to move a few things around. But for custom rewrites it can be a little confusing. Here is a simple guide to Creating Custom Magento URL Rewrites:

    1. Find Magento URL Rewrite Management – by going to Catalog > Rewrite Management

    1. Select Add URL Rewrite
    2. Select the custom option from the drop down
    3. Now you are faced with a few options:

ID Path: Is the unique identifier for this rewrite. This should just be custom, but is only used for admin purposes.  You can use a phrase like “ProductX” or “CategoryX”.  It isn’t used except to uniquely identify the ID path in Magento.
Request Path: Is the URL you would like to redirect towards.  If I want google.com to forward to thedigitalpm.com; Google.com is my original request.
Target Path:Is the URL you would like the Request Path directed to.  Again I want google.com to go to thedigitalpm.com;  TheDigitalPM.com is my redirect.
Redirect: You always want this to be permanent as 302 (or temporary redirects) do not pass any of the link juice to the new URL.
Description: This is an optional description field. Use this to keep notes on what and why you set this URL redirect up

  1. Fill these fields out correctly
  2. Click Save– This should be the job done. Quickly try out your redirect to make sure it’s working correctly

That is how you create a custom Magento URL Rewrite