Automation in e-commerce: Explore examples of streamlining processes in online stores

Automation, the process that occurs without human intervention, undoubtedly facilitates the e-commerce industry. The data from 2023 clearly shows that 79% of users declare shopping online. The motivating factors for online shopping include 24/7 availability, no need to travel to the store, and more attractive prices compared to traditional stores [download report: Gemius, E-commerce in Poland 2023].

Interest in online shopping remains high, and consumer expectations are growing. Hence, e-commerce platforms increasingly use automated solutions that ensure quick and easy user service. Piotr Kozłowski, IT Technical Manager, and Karol Kowalik, Technical Project Manager, deal with automation on a daily basis. Based on our conversation, we will provide examples of automation in online stores that we implement for our clients.

In which areas of the e-commerce system are automation processes carried out?

Globally, we focus on integration with accompanying systems in our clients’ businesses. Often, our solutions are at the centre of the entire IT environment, being the data distributor or controlling the data flow. We typically automate connectivity with ERP systems and marketing automation systems. Many processes are so obvious to us that we no longer notice them. These include mechanisms for generating and optimizing images in various sizes and formats, feed generation mechanisms, site maps, multimedia synchronization with cloud solutions such as CDN, or the automated process of handling and flowing order statuses.

Exploring the specific areas of e-commerce system automation for our clients, let’s focus on a few examples.

Email marketing automation – we automated the handling of global email addresses. We created a tool that collects emails from the general mailbox and forwards them to the Customer Service Office for any number of operators. Besides the standard exchange of messages between customers and CSO operators, the tool can monitor handling times and overall efficiency. Additionally, it allows the launching of a survey to gather customer feedback and assess their satisfaction with the service provided.

Order handling automation – we completely rebuilt the online sales handling process. For our client, this meant transitioning from paper receipts and manual order handling to automated invoicing. We also launched an application for warehouse workers, which navigates them through the aisles of a large warehouse via the optimal route. Moreover, the worker can customize the application to their needs and capabilities. The application helps them select orders with similar parameters to streamline the picking process. In the background, the system generates labels for couriers, and after packing, the client automatically receives the sales document.

Order packing process and returns handling automation – we analyzed internal processes and then redesigned them for a client, significantly reducing their time consumption. Our software helps employees complete orders, pack them, and accept return packages. In the background, communication with the ERP system provides information about all goods movements generated by orders and returns. In case of a return or complaint, the system automatically refunds the customer after the employee processes the return.

What unusual automation mechanisms have you had the opportunity to implement?

Unusual automation mechanisms we’ve had the opportunity to implement include, for example, connectivity with banks to automatically collect information about incoming transfers to a bank account, marking payments to invoices, or issuing final VAT invoices from Pro-Forma invoices. It also includes generating a knowledge base from delivered reports in PDF format.

Read: From idea to a store. E-commerce implementation from a Project Manager’s perspective

How can e-commerce process automation be effectively implemented within the fashion industry? Can you provide examples based on our collaboration with clients?

The fashion industry is undoubtedly one of the fastest-growing in the e-commerce market. Today’s online shopping is no longer just an alternative but a necessity that complements sales in physical stores. When navigating an e-store, the user demands convenient and quick service. Therefore, automating both the purchasing process and post-sales service is essential.

Based on many years of experience with clients in the fashion industry, we can share our insights on aspects to consider when preparing for e-commerce automation.

An online fashion store is not just about selling but also about building a relationship with the customer. Therefore, it is crucial to properly manage accompanying systems. In the fashion industry, a cyclical newsletter with effectiveness monitoring and delivery control at the mail server level will be indispensable.

In the e-commerce industry, full automation is becoming increasingly common, starting from data intake from the ERP system and ending with order shipping.

Automation is increasingly implemented even at the browsing stage. For example, we equipped a service with mechanisms that select matching clothes and accessories to complement a trendy look according to the selected collection or specific products from the assortment.

For one of our clients, we designed a system that distributed the handling of packing online sales orders between the central warehouse and about 150 physical stores. The system automatically selected the optimal distribution of packages to avoid overloading employees in the stores and the central warehouse while also considering the delivery economy.

Another example involves an e-commerce client with automated communication with an external warehouse. The system automatically assigns packing and shipping tasks and provides delivery status information. The process is so autonomous that employees do not even see individual orders. The customer places an order, moments later, it is in the external warehouse managed by the logistics operator. The only thing left is to wait for the package to be picked up by the customer. The system generates statistics on how long (measured even in seconds) each order status lasted.

What are the differences between process automation in mobile applications and desktop e-commerce systems?

Process automation in mobile applications primarily aims to make the user experience easier. Generally, it focuses on simplifying the user’s purchase path, such as by auto-filling order data. An example could also be the ability to generate virtual codes, which can be helpful for using services offline or in an omnichannel approach. This simplification usually results from the smaller screen resolution of mobile devices compared to desktops.

What distinguishes e-commerce process automation in the B2B sector? What additional factors need to be considered compared to the B2C sector?

The B2B sector’s characteristics primarily include many received orders, translating into a higher complexity of system operations. Although it is not a rule, B2B often deals with larger data sets, including many products within a single order, more individual prices, or more complex sales conditions. Therefore, B2B sales automation typically requires integration with additional applications or services that are not necessary for handling retail customers, such as services verifying VAT payer status.

In our practice, we have faced many challenges with large clients. One such challenge was automating the ordering system for a lingerie manufacturer for wholesalers. The specificity of this industry includes orders that often consist of several hundred items. Our “large baskets for B2B” solution replaced endless emails, text files, and Excel sheets. After completing the purchase, the data automatically goes to the client’s ERP system, where the following order statuses can be tracked.

Read: Which e-commerce platform is right for you? Comparison of online store platforms.

From our practice, e-commerce automation is a crucial element of an effective online sales strategy today. If you want to explore more possibilities for your system, contact us to schedule a free consultation. Our specialists will gladly help you take your business to the next level!