I and many others in the e-commerce platform industry use this term to refer to a group of people responsible for the aspects of an operational e-commerce platform that are not technical in nature, even though those traditionally require programmers to implement or make changes to. Product management, order processing, promotional marketing and even online customer service fall are some functions of an e-commerce platform that would ideally be completely handled and customized by non-technologists, preventing the slow demise of marketing ideas and business logic improvements due to the need to involve programmers who do nto necessarily understand these concepts.
As you can imagine, non-technologists can be people who add and update product data, pricing and promotional information, those who process orders and handle customer care, and even C-level executives.
This term is used quite often by e-commerce platform providers to demonstrate how they put the control into the hands of those with the ideas and knowledge of business processes, taking programming out of the equation as much as possible. One of the many pieces of the puzzle to achieve this is to implement tools to apply limitless conditional reasoning when carrying out many of the tasks in question. An example would be allowing promotions to be applied to products using virtually any set of product attribute conditions, e.g. all red leather shoes with more than 100 items in stock, or all accessories worth $100 or more. Ordinarily such conditions are more limited and are either fully coded or added to the list of attributes that can be used conditionally by programmers.
It is not hard to see why non-technologist platform features are so valuable to businesses as not onyl do they cut the cost of programming and development, but also they lower the time-to-market for marketing and advertising ideas that can be the difference between an increase in revenue and none.