E-commerce isn’t limited only to user-friendly web stores and trendy product drops. Rather, it’s more about automating daily operations to deliver an exceptional experience.
That’s why 51% of businesses in the market have adopted automation initiatives to boost operational efficiency. For your online store, automating repetitive tasks like order updates, cart recovery, and customer messaging is now essential to save time and keep shoppers coming back.
In this blog, we’ll break down major challenges of e-commerce workflow automation, trending use cases, and how to build one for your business.
Use dynamic fields and behavioral triggers in your automation tools to keep messages timely and relevant. Balance automated updates with occasional human touchpoints, like a personal email for VIP customers or issue resolutions.
What Are E-Commerce Workflows?
Ecommerce workflows are a series of tasks and processes that an ecommerce business automates to ensure smooth operations. This e-commerce process flow is designed to improve everything, starting from inventory management and order fulfillment to customer communication.
For example, when a customer places an order, the system automatically checks it, adjusts the stock, and shoots out a shipping notice without human intervention.
Therefore, ideal e-commerce workflow management is supposed to improve accuracy, speed, and please customers too.
Here is the e-commerce flowchart to help you understand the term more easily:
Challenges With E-Commerce Workflow Automation
Undeniably, e-commerce automation can drastically improve online business operations. However, it comes with its own set of challenges. Below are the major obstacles that many ecommerce companies face when automating their workflows:
1. System Sync
It can be complex to connect your automation tools with various components such as your CRM or payment gateways. The time spent managing these disconnected systems adds up quickly, which can slow down your operations.
2. Customization Requirements
All businesses are different; no two businesses operate the same way. So, generic tools may not be able to fulfill your particular e-commerce workflow management demands.
3. Data Security and Compliance
With privacy regulations such as GDPR and CCPA, it is mandatory to protect your customers’ data at any cost from the risk of cyberattacks.
4. Preserving Personalization
Striking a balance between B2B e-commerce workflow automation and personalized customer interactions can be extremely challenging for your business.
5. Picking the Best Automation Tools
There are hundreds of e-commerce customer service automation platforms out there. So, it can be tough to set up an automation system that matches your workflows.
E-Commerce Workflow Use Cases
Despite the challenges, automating workflows in e-commerce grants several operational and customer experience benefits. Here are some examples of no-code workflow automation and coordination in e-commerce:
1. Abandoned Cart Recovery Reminders
Out of 100 people who get a cart abandonment reminder by mail, 45 of them open it, 21 click through, and 11 of them make a purchase!
Indeed, abandoned cart recover reminder is one of the simplest marketing automations to win a client in e-commerce. Customers who leave an item in their cart without completing checkout can be reached through email marketing, WhatsApp messages, or SMS reminders.
Additionally, you can add a discount or a special offer to boost your conversions, win new customers, and enhance your customer engagement rate.
2. Automated Order Information
Informing customers about their order status is paramount for avoiding bad reviews due to a lack of communication. You can send them real-time purchase order tracking information via WhatsApp or SMS, or both, to keep them in the loop.
Eventually, the automated order information will help you reduce customer inquiries. All in all, you will be able to deliver a great customer experience and gain their trust.
3. AI-Powered Customer Support
Artificial Intelligence fueled customer support chatbot workflows aren’t replacing human support — they’re stepping in to take care of routine requirements. So your team can focus on high-impact conversations.
These smart bots can respond to FAQs, inform about the loyalty program, check the stock of products, and handle return or refund requests in a matter of seconds. In fact, 70% of CX leaders believe chatbots are becoming skilled architects of highly personalized customer journeys.
4. Assign High-Value Orders to Specific Agents
For an ecommerce brand processing high-value or high-risk orders, workflow automation software can identify these queries and directly divert them to senior agents who will start fulfilling orders in no time.
Eventually, this workflow automation in e-commerce cuts down on mistakes, reduces issue resolution time, and multiplies customer satisfaction.
Smarter E-Commerce Automation Starts Here!
From cart recovery to post-delivery follow-ups — automate it all with ControlHippo.
How to Create an E-Commerce Workflow with ControlHippo?
ControlHippo helps automate e-commerce tasks like order updates, inventory sync, and customer notifications. Here’s a step-by-step business process to help you set it up instantly:
Step 1: Log in to ControlHippo
Open your ControlHippo account and head straight to the Workflow Builder.
Step 2: Start a New Workflow
Click on “Create Workflow” and begin building an automation process tailored to your e-commerce operations.
Step 3: Select Your Messaging Channel
Choose the messaging channel your e-commerce business uses for sales and support — such as WhatsApp, Facebook Messenger, SMS, RCS, or Instagram. This is where ControlHippo will send messages like order updates or customer notifications.
Step 4: Design the Workflow
Add workflow steps to suit your e-commerce processes. For example:
- Send an order confirmation message.
- Update inventory status.
- Notify your logistics team.
- Trigger delivery updates or customer feedback messages.
Step 5: Set Triggers and Conditions
Define when this workflow should activate — like when a new order is placed, an item is shipped, or a cart is abandoned. Use conditional logic to control what happens next based on each situation.
Step 6: Test the Workflow
Use ControlHippo’s testing tool to simulate real customer scenarios and confirm that each action triggers correctly and that your automation works as expected.
Step 7: Activate the Workflow
Once everything’s tested and running smoothly, turn on your workflow. From now on, ControlHippo will handle these repetitive tasks automatically, saving your team hours of manual work.
Summing Up
E-commerce success isn’t just about a rich UI/UX embedded store; it’s about what happens behind the scenes. As explained in the guide, automation allows you to smoothly perform some crucial behind-the-scenes manual tasks. So you can enter new markets faster, save valuable time, and boost productivity.
Yes, challenges exist. But with e-commerce process automation tools like ControlHippo, you can build workflows that can improve efficiency, cut manual processes, drive growth, build customer loyalty, and speed up operations.
Updated : June 27, 2025
Jainy Patel is a content strategist who specializes in omnichannel communication solutions. She develops innovative marketing strategies that unify messaging across various channels, ensuring a consistent and engaging customer journey. Jainy is passionate about optimizing communication processes and crafting targeted content that resonates with audiences at every touchpoint.