Ecommerce Automation

What is Ecommerce Automation? Everything You Need to Know

Julien Marcialis
Oct 4, 2023

Table of contents

Ecommerce Automation

What is Ecommerce Automation? Everything You Need to Know

Julien Marcialis
Oct 4, 2023


  • Ecommerce automation replaces manual processes and can improve productivity and growth.
  • Automation can streamline workflows, reduce costs, and increase customer satisfaction.
  • Eight ecommerce tasks that should be automated include aspects of customer service, sales scheduling, product rollouts, fraud prevention, inventory management, email marketing, accounting, and web development.
  • Automation should be used to enhance, not replace, customer relationships.

No matter how small or large your operation is, you probably have hundreds of small tasks that only take just a few minutes out of your day. On their own, these manual tasks don’t appear to be huge time-wasters. However, when they accumulate, they may end up wasting a full hour.

What falls into these time-wasters? Well, it can be anything from small tweaks to your ecommerce platform, to running email campaigns and sending follow-up messages to your customers. All of these tasks, when taken lightly, can become dangerous. 

In fact, these small tasks can destroy your productivity and hinder the growth of your business. As Deloitte recommends, you have to avoid wasting time on insignificant tasks and focus all of your attention on fundamentally improving your operation.

That’s where automation comes into play. In this article, we’re going to talk about the following three things:

  • What automation means for ecommerce businesses
  • How you can benefit from automating tasks
  • Which tasks you need to automate

What is ecommerce automation?

Ecommerce automation is when businesses implement tools to replace manual processes. For ecommerce specifically, this might mean sending an automatic response to common questions like "where is my order," automatically generating order updates (like shipping and delivery), offering additional product suggestions at checkout, or sending a welcome email to first time customers.

Benefits of ecommerce automation

Automation can help you streamline ecommerce tasks while still maintaining a human touch. It also helps teams keep track of inventory, reduce costs, increase customer satisfaction, lower first response time, and eliminate tedious or repetetive answers for your customer support team.

1. Streamline workflows

Everyone has a routine. Your employees do too. But insignificant tasks don’t need to be a part of it. Roughly 25% of employees simply want to “do their jobs.” Use automation to give your employees an opportunity to do their jobs and improve satisfaction rates. 

2. Reduce costs

Without spending an hour or two easily-allocatable jobs, your employees can concentrate on working on their tasks and getting things done on time. That will eliminate the need for working overtime and, in turn, save your company a good amount of money. 

3. Increase customer satisfaction

Your employees won’t be the only ones feeling more satisfied than ever. More than a third of consumers feel that response time is the most important aspect of customer service. By automating customer services (including adding customer self-service options), you’ll ensure high satisfaction rates among shoppers. 

8 ecommerce tasks you need to automate

By now, you’ve hopefully realized just how useful automation can be. Regardless of the size and type of your online store, some processes need to be automated as soon as possible. 

1. Customer service

The biggest difference between traditional and automated customer service is that the latter can work 24/7, gather real-time feedback, and provide answers instantly, usually through features in your helpdesk. All of this can improve your customers’ experience immensely. 

For example, luxury shoe and garment care retailer Kirby Allison's support team was inundated with simple, repetitive questions like, “Where is my order?” or, “What kind of shoe polish do I need?” Plus, they were processing exchanges and returns manually. The time loss meant a slower response time, and limited business growth because the team had little time to tackle anything else.

Once they implemented Gorgias Automate, which resolves basic CX requests with AI and automation, they saw 23% more conversions, 46% more sales from support, and 30% of tickets deflected by automation.

“Now my support agents can focus on the most important tickets,” says Addison Debter, their Head of Customer Service. “And I can focus on developing the website, inventory management, and updating product information — growth aspects that would historically have been put on the back burner because of the heavy manual workload.”

2. Sales schedule

In the past, having a sale every few months was the standard. Now, most online stores have weekend sales almost every month. It’s no wonder why more than 60% of salespeople feel that selling is much harder today than it was just a couple of years ago. 

Now you’re forced to have frequent sales as well -- just to compete with other stores. While having a sale may seem like a simple thing to an untrained eye, you need to look beneath the surface.

You’ll realize that the automation process has a lot of moving parts:

  • Having regular social media posts about it
  • Keeping shoppers engaged until the end of it
  • Making sure shoppers are hyped with a countdown
  • Teasing low prices and items going on sales

Tools like Shop Workflow Automation and Arigato Automation, as well as Shopify Flow - which will get a few more mentions in this piece - can help you here.

3. Product rollouts

Every time you're restocking or adding a new collection of products, you have to treat it like a new product launch. You have to see what platforms you need to target, what consumers to notify, at what time, and deal with many other aspects. 

Even something simple like a product rollout requires much preparation. A lack of preparedness is the biggest problem an online store can encounter.

The promotion starts on your website. And you want people to know about new products right away, right? Then you can use a heatmap tool like Crazy Egg to get an idea of where to place ads on your site. It will help you see what’s working, what's not, and give you new ideas. 

4. Fraud prevention

Although few people today fall for “Nigerian Prince” schemes, credit card fraud is still a big problem on the Internet. The ecommerce industry loses over $12 billion every year due to fraud. And there are many types of ecommerce fraud. 

That’s why order management is a tricky task for so many employees. 

If you want to eliminate human error out of the equation, you should try Shopify’s risk analysis tools. The tool verifies every order that comes to your dashboard through address verification, IP address check, and other business processes. 

In the video below, you can hear Eric Bandholtz of Beardbrand and Brett Burns explain how they use Shopify Flow to filter out fraudulent orders:

5. Inventory management

Managing your inventory is not something many of your workers look forward to. Of course, if you don’t keep track of your stock, you won’t be able to know what items need to be restocked or to communicate effectively with your suppliers.

And the last thing you want is more supply management problems

A lack of inventory management can also lead to lower sales and lost revenue. That’s why you need to oversee products coming in and out of your company. This may be time-consuming, but you can use an inventory management platform to make things easier.

You need a platform that will help you manage the supply chain more carefully, assess your stock, and keep your suppliers in tune at every moment. 

6. Email marketing

When it comes to your ecommerce store, email is one of the most powerful tools you have. It can help you with cross-selling efforts, customer retention rates, and of course, your marketing strategy. Automating email marketing makes a lot of sense. You don’t want to spend hours writing and sending out emails to your shoppers.

But many businesses fail to realize this. 

In fact, in the United States, less than 5% of companies with more than 20 workers apparently use any marketing automation at all. You can’t allow your company to not leverage marketing automation. 

Businesses that have embraced ecommerce automation tools and improved their email strategies have managed to increase their conversion rates by up to 77%. So what should you look for in an email marketing automation tool? 

Here are a few things to consider:

  • The ability to send welcome emails to new customers
  • Behavioral triggers that lower shopping cart abandonment rates
  • Post-purchase engagement emails with order notifications

Recommended reading: Ecommerce Email Automation Series for Online Stores

7. Accounting

When you were just starting your own online business, you probably didn’t think too much about accounting. It’s one of those aspects of a business that doesn’t require too much focus in the beginning, when you’re not making too much. 

But as your business grows, that changes completely. 

Hiring an accountant is a great idea unless you’re just starting and you don’t have enough money for it. If that’s the case with you, you need an alternative solution. Fortunately, studies have shown that you can actually automate 50% of accounting-related tasks

There’s plenty of tools for you to choose from. And they can help you with everything from managing your funds to invoicing and keeping track of supplies. 

Some of the most widely used accounting platforms include: 

8. Web development

The look of your website accounts for 75% of your brand’s credibility with users. That means every aspect - from design and graphics to easy-of-use and navigation - needs to be running smoothly. And that also means that you need to have someone overlooking everything. 

Working on a tight, calculated budget can make having a 24-hour on-deck team for these kinds of problems next to impossible. However, you can still have all of the minor problems under control with the use of automation. 

Small theme changes, action-oriented visuals, and pop-up banners can all be handled without the developers’ involvement with a bit of help from Shopify Flow. You should only call in the big guns when you got a real problem on your hands.  

Automate tasks, not relationships

A little automation can go a long way but try not to overdo it, especially when it comes to ecommerce automation. You can’t use automation as an excuse to ignore customer support completely. If you start completely relying on robots to communicate with your customers, you’ll start losing them. 

Here’s what you need to keep in mind about automation:

  • There’s a ton of software out there for eliminating inconsequential tasks
  • Automation is there to help you think about the high-value aspects of your business 
  • You have a number of repetitive tasks that require automation ASAP so start with those

If you want to give your brand a human feel, you need to treat your customers right. And you can’t treat them right without the right tools. Sign up for Gorgias today and get a 7-day free trial.


What customer service tasks benefit from automation?

Customer service tasks such as order confirmation and tracking emails, FAQs, and customer surveys benefit from automation as these tasks generally remain consistent components of the overall customer journey.

What ecommerce customer service tasks should not be automated?

Tasks such as answering complaints or irate customer messages, and handling sensitive information and technical issues should be accomplished by human agents to ensure accurate and empathetic support.

How do you automate customer service tasks?

Customer service tasks can be automated with ecommerce-based helpdesk tools such as Gorgias. Gorgias is made for online businesses and includes automation features like Macros, Flows, and chatbots that allow you to automate sending emails, answering repetitive customer questions, order management actions, and many more.

Julien Marcialis
Marketer at Gorgias
Author Profile
Julien Marcialis
Marketer at Gorgias
Author Profile

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