Barnes & Noble is moving the president of its Web site into the CEO position, replacing Steve Riggio.

The bookseller said Thursday that Riggio will be actively involved with the company and will stay on as vice chairman.

New CEO William Lynch, 39, has served as president of Barnes & Noble’s Web site since February 2009 and is credited with helping with the successful launch of its ebook reader, Nook.

Riggio is the brother of Chairman Leonard Riggio, the company’s biggest shareholder.

Barnes & Noble Inc. is trying to strengthen its online presence to ward off intense competition from online retailers and discounters.

The company also promoted Chief Operating Officer Mitchell Klipper to CEO of its retail group.