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Is the e-commerce Industry Surviving because of iPaaS?


Amazon, eBay, and Walmart have become household names. Many players entered the industry with a dream to dominate the industry but not everyone could survive. Where some e-retailers have already quit, others are still struggling to make a mark.

What did e-commerce giants like Amazon, Walmart, and eBay do differently that they could cut right through the crowd and make their way straight to the customers’ hearts? Let us first start by understanding what all factors a company needs to consider to call itself a successful e-commerce company?

Here are the things that you have to take care of on a daily basis:

1)   Vendor Management

2)   Order Management

3)   Warehouse Management

4)   Timely Delivery

5)   After sales service

a) Customer support

b) Marketing and remarketing

All of the above services contribute to the actual sale of the product that is these are required for the smooth functioning of the end result. Apart from these, the e-commerce retailers require effective website management, legal compliance, and accounts management. When the business grows, it also requires efficient employee management.

How do e-commerce giants take care of these activities on a day-to-day basis? With the help of efficient staff? Definitely yes, but that’s just one part of it. The kind of business they take care of, no human being can attend to the queries as quickly as they currently do.

Here is where Business Process Automation steps in. The complicated and repeated processes are all automated with the help of iPaaS.

Now, the question is, what processes do iPaaS automate and how is the industry utilizing the technology to the fullest?

None of us is alien to online shopping anymore. Let’s not get into the detailed shopping process then. 

Have you ever observed how when you make the payment, you instantly receive the order details in your email along with an SMS? Sometimes, even before you get payment confirmation from your bank. This is just one way how integration and automation are building a solid foundation for the e-commerce industry. 

What does a workflow look like and how are processes automated? 

iPaaS vendors provide you with a platform which comes loaded with n number of connectors. Connectors are nothing but cloud-based applications like Salesforce, Gmail, Smartsheet, Google Drive, JIRA, Intercom, etc. These platforms come with two options:

1) Ready-to-use integrations

2) Make your own integrations

Let us understand this better with the help of examples:

If you go to Built.io ‘Integrations’ page, you will find a number of services listed there. Upon clicking on any of it, you will be redirected to a list of ready-to-use integrations related to that specific service. Choose the one that suits your requirement and download it. It will automatically be added to the ‘Default’ folder on your dashboard. For example, this workflow: E-Commerce Transaction Processing Using Moxtra Notifications

1. With this workflow, whenever a new order is created in Shopify, a new row will be added in Google Sheets, a new contact will be created in ActiveCampaign, and the details will be posted on Moxtra.

E-Commerce Transaction Processing Using Moxtra Notifications

2.  When a new customer is created in Shopify, create a new person in Pipedrive

With this workflow, each time a new customer is created in Shopify, add a person in Pipedrive

When a new customer is created in Shopify, create a new person in Pipedrive

These are a few examples of what you can do using Built.io Flow ready-to-use integrations, feel free to explore more

2) Make Your Own Integrations 

If you don’t find what you are looking for in our library, you can create your own integrations. How?

Always remember, there are 3 elements in a workflow without which you will not be able to create it. 

Trigger: This is the start point of your workflow. Only one service can be used as a Trigger.

Action: This is the second step in the process. This defines what you want your workflow to do. For example, send an email to a specific email id whenever a new order is created in Shopify. 

Note: Between the trigger and stop actions, you can place multiple actions, as per your requirement. 

Stop: Once you are sure that your workflow is ready, connect the last action to the stop action. 


NOTE: The icon highlighted in yellow is the ‘start' action which will help you configure the 'trigger,’ the icon highlighted in red is the ‘stop’ action, and the box highlighted in blue is the ‘action’ panel. 

Let us now move on to creating a workflow.

Click on the trigger icon and select Shopify. A box will appear. Choose the trigger, as per your requirement. Here, we will choose ‘Order Canceled.’ 


Once you select your trigger, authorize your Shopify account by following the instructions that pop on the box that appear after clicking on ‘Add New.’ 


Once you authorize the app, look for ‘Send an Email’ action in the action panel, Drag and drop it between the trigger and the stop actions. Just like the trigger, double click on the Gmail action. A box will appear. Fill in the required details like to which email ID you want to send the email when the order is canceled, in which format you want to send the email, etc. 


If you that is all you want to do, you can connect the action to stop and save the process. Now, every time an order gets canceled, you will be automatically notified via an email. If you want, you can also add another action like Post New Message on Cisco Webex Teams. This way, you can also notify your team about the order cancellation.

The above examples are simple examples of what an iPaaS can do for e-commerce, but there is more to it. As you explore the platform, you will realize that almost all the tasks you are doing manually can be automated. This will not just save your time but will also enhance customer experience which will eventually result in repeated sales and loyal customers.

Let’s assume that you received 1 lakh orders in 1 hour due to season sales but your system was not ready was so many users logging in at a time so it did not accept orders. This will certainly give you frustrated and furious customers. How do you deal with them? You will have to get in touch with them personally. Unfortunately, that will not happen immediately.

For disastrous times like these, you can set up a workflow where you send out a message each time your system fails to accept an order. This does not have to be a specific message related to system failure. It can be a general message where you apologize to the customer for not being able to accept the order followed by a message where the customer is assured that a customer care executive will soon contact them. 

If used intelligently, iPaaS can help the e-commerce industry not just with smooth functioning but also with building a loyal customer base.  Try our FREE INDIVIDUAL PLAN to understand how. 

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