The world of online retail is fast. Too fast to pack every order manually, write every e-mail individually or adjust prices manually. This is exactly where e-commerce automation comes in: It relieves, accelerates and scales.
But what does that mean in concrete terms? And what are the real benefits? We explain.
What is e-commerce automation?
E-commerce automation describes the use of tools, software and processes to automate recurring tasks in online trading. Target: Save time, avoid mistakes and utilise resources better.
In other words, everything that doesn't have to be creative or interpersonal is left to a digital system.
The most important areas of application (with practical examples)
Marketing automation
- Shopping basket abandonment mailsAutomatically sent after 1h or 24h. Conversion boost up to 20 % according to Klaviyo.
- Newsletter workflowsGreeting chains, product recommendations, birthday mails, all fully automated.
- Personalised contentProduct recommendations based on behaviour ("Customers who bought X were also interested in...").
You can find out more about conversion strategy in our guide: What is conversion tracking?
Order processing & warehouse logistics
- Automated dispatch processOrders automatically trigger shipping label, tracking number & invoice.
- Dropshipping processesOrdering from the manufacturer is done automatically via API.
- Warning systems for stock shortagesAutomatic info to Purchasing before bestsellers are sold out.
Maybe interesting for you: Shipping service provider for online shops | Returns management in e-commerce
Customer service automation
- Chatbots for standard questions ("Where is my order?")
- Self-service portals: Initiate returns without customer service contact.
- Ticket allocation by categoryTickets automatically end up with the right team.
Price & product management
- Dynamic price regulationPrices are automatically adjusted to demand, stock levels or competitor prices.
- Content SyncProduct texts, images, availability between shop, marketplaces and social commerce.
Read also: Comparison of payment providers for online shops
Accounting & Legal
- Invoicing & DATEV export Automated
- VAT recognition by destination country (e.g. OSS in the EU)
- Automatic legal texts for GTC updates via interface (e.g. IT law firm)
Advantages of automation in online retail
| Advantage | What it brings |
| Time saving | Fewer manual tasks = more focus on growth |
| Scalability | Process more orders without more staff |
| Error reduction | Automation eliminates copy-paste errors, forgotten mails, etc. |
| Better customer experience | Fast response, consistent communication, individualised offers |
| Competitiveness | Automation is standard in modern retail, no longer a luxury |
Frequently used tools & platforms
- Shopify FlowAutomation rules directly in the shop system
- Klaviyo: Leading e-mail automation tool for D2C
- Zapier / MakeConnects tools without code
- SendcloudAutomate shipping processes
- Xentral / Billbee / JTLERP systems with automation potential
Facts & figures on automation
- 82 % of successful e-commerce companies use automation in marketing & fulfilment (Source: Omnisend, 2024).
- Automated shopping basket abandonment emails achieve up to 5x higher conversion rates than regular mailings (Source: Klaviyo).
- According to Forrester, companies save up to 30 % in operating costs by automating workflows.
Does automation make sense for every shop?
In short: yes, but to varying degrees.
- Small shops benefit in particular from simple, free tools such as mail automation or Sendcloud.
- Growing companies should rethink processes and establish scalable workflows.
- Major brands use individual integrations, ERP systems and AI-based personalisation.
The role of web analytics and tracking
Tracking is the invisible engine behind almost every automation in e-commerce. Without a solid database, automated decisions such as product recommendations, email triggers or price regulations are not only inefficient - they can even be counterproductive.
A powerful Web analysis tool shows you what your visitors are doing, when they bounce and which pages are performing well. This data then flows directly into your automation:
- Trigger-based emails in the event of cancellations or inactivity
- A/B testing for automated offer routes
- Segmentation for personalised automation paths
Important: GDPR-compliant tracking is mandatory - tools such as Trackboxx enable you to collect data in compliance with the law without having to forego in-depth analyses.
Find out more in our article: E-commerce tracking - web analytics for online shops
Conclusion: Automate the repeatable, focus on the valuable
Automation is not an end in itself, but a means to efficiency. Those who automate cleverly gain time for the essentials: Product development, branding, customer proximity.
Whether by e-mail trigger or warehouse bot: the earlier you start, the greater your scaling advantage.
Read more:
- E-commerce trends 2025+
- Create an online shop: Your entry into e-commerce
- Shop systems in comparison
- Branding in e-commerce: How to turn your shop into a strong brand
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