You should treat automation as a tool to serve business outcomes, not as an end in itself.
Before you invest in automation, ask yourself: what problem are we solving, and is automation really the best way to solve it? At Convergence, we work with businesses across New Zealand to design and deliver integrated systems for finance, inventory, CRM, and eCommerce, and I often see businesses pursuing automation simply because it seems like the next logical step.
It is tempting to automate anything manual. But efficiency gains only matter if they free up capacity, improve decision-making, or remove a genuine bottleneck. Automating noise just gives you faster noise.
In the B2B eCommerce space, the pressure to automate is strong because of self-service portals, complex procurement workflows, and system integration requirements.
Research shows that rushing into automation can lock in inefficiencies if the underlying processes are not well understood or designed.
Take a structured approach. Poorly scoped automation can create hidden complexity and lock your team into processes that no longer reflect how your business really works.
Automation efforts are most successful when they are driven by clear operational objectives rather than broad transformation goals. If your processes are immature or unstable, automating them usually leads to rework and frustration, particularly when your team has to work around errors the automation cannot handle.
This comes up frequently in projects involving inventory synchronisation, customer onboarding, or pricing approvals. Building automation around how things work today can bake in flaws. You are better off starting with a clear view of the outcome you want and designing back from there.
When you explore automation, take these three steps:
1. Identify bottlenecks, not irritants
Do not assume every repetitive task needs to be automated. Focus on the steps that delay delivery, cause errors, or require constant workarounds.
2. Understand the total cost of change
Automation has costs beyond setup, including maintenance, training, and vendor management. A task that takes five minutes manually may not justify a complex integration unless it delivers value at scale or reduces meaningful risk.
3. Focus on interoperability, not just automation
You do not need to automate everything. What matters is that your systems communicate clearly and reliably. Businesses with accurate, reliable data flows between systems tend to perform better than those that automate for automation’s sake.
Above all, stay focused on purpose. Automation should come after you know what matters most. Once you have that clarity, automation can help you grow and run your business more efficiently. Without it, automating your sales flow will not necessarily help you sell more.
Do you have legacy or bespoke software in your B2B or B2C eCommerce business that the experts are telling you “has to go”? The good news is you may not have to. Read our guide on how to extend the life of your legacy software here.