What Is Ecommerce Automation? The Future of Scaling

There are only three keys to growth. Save time, save money, and sell more. While most businesses focus on the third ingredient, the irony of high-volume ecommerce is that selling more can be its own worst enemy. 

The problem is dead simple: people don’t scale. Even more painful … people are costly. Neither of those statements undercut the value of people. If anything, they reinforce it.

As an organization scales, demands, complexity, and repetition mount. Systems that used to work become increasingly inefficient and — in some cases — breakdown.

To combat those breakdowns and meet the demands of growth, companies turn to new hires and piecemeal workarounds. In the absence of more people, time spent on what’s important is sacrificed for what’s urgent, even when that’s just pushing buttons.

Starting today, all that ends …

Introducing Shopify Flow

The first ecommerce automation platform that reduces manual tasks and frees your entire organization to focus on what matters.

Growing bigger, faster.

Ecommerce automation software is about giving your people and yourself the most important thing you can: time.

This is your invitation to discover …

1. What Is Ecommerce Automation?

Simply put, ecommerce automation is the combination of software, processes, and mindsets that allow multiple roles within an ecommerce organization to …

This can take a host of different forms like tagging customers for segmentation and marketing, standardizing visual merchandising, streamlining tracking and reporting, halting high-risk orders, and more.

With each, the goal is the same: to offload the demands, complexity, and repetition high-volume ecommerce inevitably creates.


Shopify Flow can also be combined with two other automation tools.

First, Launchpad for scheduling, preloading, and monitoring events like major sales campaigns, product releases, and content changes. Note: Launchpad has helped Plus brands sell more than $3 billion on autopilot. Second, Shopify Scripts, which adds automatic discounts, relevant payment options, and specialized shipping options to create a customized checkout experience for each customer.

Together, the simplicity of Flow, Launchpad, and Shopify Scripts is precisely what makes automation so powerful.

2. Where Does Ecommerce Automation Work Best?

In any organization, there are hundreds if not thousands of small tasks that take between two and five minutes to execute. Individually, they never appear to be a significant time-waster. Together, however, they devour productivity and stunt growth.

Automation simplifies these tasks, drives efficiency, and allows you to experiment.

Here’s a sampling of where ecommerce automation works best:

Automating tasks like these wins back time, energy, and thousands in expenses.

More than that, it unleashes your teams to invest where they do their best work: experimentation, creative endeavors, product iteration, sales and marketing, and personal development.

In other words, automation is really about people, so…

3. Who Does Ecommerce Automation Benefit?

Ecommerce automation works best when adopted by interconnected roles and departments within an organization. Just remember, this is far from a comprehensive picture. The following examples represent a small sample of the automations you can create with Flow.

Operations Managers

Ecommerce ops can use automation for a host of inventory, shipping, and product-related workflows. To standardize visual merchandising and make discoverability easy, products can be automatically tagged and added to collections based on their title, SKU, or type.

When stock gets low, Flow can send you alerts or be used to email a supplier to reorder. In a similar vein, out-of-stock or discontinued items can be automatically unpublished and then republished once the inventory arrives.

Customer Service

Similar to marketing automation tools, Flow lets you tag customers based on conditions like order value, acquisition channel, specific products, and more.

However, beyond simply creating segments for later marketing and retention, customer service agents can be instantly notified over Slack or email to reach out with a personalized thank you message and loyalty program invitation.

Likewise, when an item is returned, customer service teams can be prompted to follow up on whatever communication channel the customer last used — email, social, Messenger, or phone — to ensure your relationship remains strong.

Fraud Prevention

To safeguard order fulfillment, Flow can be used to augment Shopify Plus’ existing risk analysis. Already, when high-risk orders are identified — through an IP address check, address verification system (AVS), or Shopify’s own database — they’re automatically halted or flagged for review.

In addition, ecommerce automation can then be configured to notify your own security or fraud-prevention specialists for hands-on review, potentially saving you thousands of dollars in chargebacks and lost revenue.

Marketing and Advertising

When new products are added to a storefront, marketing departments can be notified, forwarded product details, and prompted to start advertising. Advertising teams can also be notified when inventory is running low on specific products to pause promotion and optimize ad spend.

Scheduling sale changes in advance allows marketing teams to better plan promotions and reduce errors and downtime. Best of all, customers may be tagged at checkout based on a host of criteria for personalized marketing.

For merchants who specialize in customized products, order specifications can be sent directly to the design team’s workflow, eliminating the need for designers to run reports or perform unnecessary administrative work.

Designers themselves can use Flow to leverage a host of marketing tactics — “back-in-stock” banners, overlays, and action-oriented visual cues like “buy now – limited quantity remaining” — all of which are published and unpublished automatically based on tags referenced by the theme.

Web Development

Next to operations managers and security, development may actually stand to gain the most from automation.

Theme changes, merchandising opportunities, email captures when an item goes out of stock, free-gifts on selected purchases, and displaying the best payment or shipping options can all be customized through ecommerce automation. Once created, these rules remove the need to code and recode repetitive updates that bog down dev’s resources and time.

Still, the question remains …

4. How Can You Automate Your Ecommerce Operation?

Automation represents the future of commerce and yet no ecommerce platform has offered a comprehensive solution. Companies that are automating have either created their own in-house processes — at great financial cost — or cobbled together mix-and-match workarounds.

Until now …

Shopify Flow lies at the heart of the automations discussed above. It follows a simple trigger, condition, and action logic created through an easy-to-use visual builder.

Powerful, behind-the-scenes workflows can be built and deployed in minutes — honestly, seconds — without ever writing a single line of code.

Two months into Flow’s beta and over 500 merchants are already leveraging its power. Even more impressive are the hard numbers behind those merchants: millions of triggers — e.g., decisions offloaded — and hundreds of thousands of actions each one eliminating a process that used to be manually operated.

Those triggers and actions run the gamut of saving time, saving money, and selling more.

Tee for the Soul has built five workflows including a “big spender” customer tag for orders over $400 that sends a Slack message to their #customers-feed channel and initiates a personal thank you email.

Shelfies, who specialize in all-over-print clothing set up multiple flows, including one that automatically briefs staff designers of incoming custom-order details and another that proactively notifies print-on-demand partners to cancel orders that are high risk.

“Flow is really powerful because it allows me to focus on growing the business I love and doing more of the things that are going to have a long-term impact.”

Nicholas Montgomery, Founder of Shelfies

Home furnishings retailer Scandis has created seven active workflows across three different Shopify storefronts, including one to track commissions from their in-store associates at 32 brick-and-mortar locations.

They’ve also created flows to …

“Flow has saved hours already in the two weeks we’ve been using it. It’s allowed us to run three Shopify stores without needing to hire an employee for each one.”

“The more you automate with tools like Flow the more money a business can make. It’s an exciting time and we see a lot of opportunity. The more we use Flow the better off we’re going to be tackling the more important parts of our business.”

Julio Giannotti, Web Manager at Interline
(Parent Company of Scandis)

Discover how automation can set you free

To find out how Shopify Flow can help you grow bigger, faster and experience the future of scaling your ecommerce organization …

About the Author

David Moellenkamp is the Director of Product at Shopify Plus, where he is focused on building products to solve the problems of Shopify’s highest volume merchants. Prior to joining Shopify, David worked at BlackBerry where he helped build mobile device management solutions for some of the world’s largest and most demanding organizations.