In ecommerce, relying on “one size fits all” automation is a bit like grabbing a shirt out of the bargain bin – it’ll cover you in a pinch, but it’s unlikely to fit like a glove...
Of course, generic workflows can handle the basics – order confirmations, abandoned cart email and the occasional thank-you note. But when it comes to the twists and quirks of your customers’ convoluted journeys? Cookie-cutter solutions can fall a bit flat.
Custom ecommerce workflows, on the other hand, meet your shoppers exactly where they are – adding polish, for a purchase experience that keeps them coming back for more. With the right tools, you can transform automation from a checkbox task into a true growth engine that drives conversions, boosts loyalty and makes your store feel genuinely intelligent.
In this article, we’ll explore some of the ways that custom workflows go beyond generic automation, how they work in ecommerce, and some best practices when it comes to implementing them in your Shopify store.
Automation vs Custom Ecommerce Workflows – what’s the difference?
Automation in online retail can generally be divided into two types: generic and custom workflows.
Generic Automation
These are pre-built, generic workflows included in many ecommerce platforms. They might send a welcome email after signup, push a generic discount code or send a nudge to customers with abandoned carts. While easy to implement, these workflows often fail to account for the nuances of different customer segments, product types or purchase behaviors. The result? Lower engagement, missed opportunities and frustrated shoppers.
Custom Ecommerce Workflows
Custom workflows are specifically deployed for your store and your customers. They can leverage elements such as delays, repeat loops, branching logic, and conditional filters, to segment audiences, personalize messages and react dynamically to customer actions. Using a Shopify app designed for custom ecommerce workflows, such as Arigato, merchants can automate complex journeys (think post-purchase cross-sells, data export and cart recovery strategies.) All without writing a single line of code.
Why Custom Workflows Outperform Generic Automation
Let's look at five use cases where a custom approach can pay dividends...
1. Personalized Customer Engagement
Generic automation might send the same message to every new customer, ignoring individual preferences or purchase history. Arigato’s Tag customers when they purchase a specific product template allows merchants to segment customers and trigger follow-ups based on actual behavior. This targeted approach ensures communications feel personal and relevant, leading to higher engagement and conversions than generic messages ever could.
2. Dynamic Inventory Management
Standard automation rarely adapts to stock fluctuations in real-time, leaving stores vulnerable to overselling or missed sales. The Arigato Get a daily report of low-stock variants template automatically alerts merchants when inventory is low, allowing timely restocking to keep your store proactive and prevent lost revenue.
3. Streamlined Order Processing
Many one-size-fits-all workflows record orders in a basic system or spreadsheet, often requiring manual adjustments. Arigato’s Add new orders with line items to Google Sheets template automates detailed order tracking, giving real-time insights into sales. This reduces human error, saves time and provides more actionable data.
4. Enhanced Post-Purchase Experience
Generic post-purchase emails are often identical for every customer, missing opportunities to delight and retain buyers. Arigato’s Send order information to Google Sheets on payment template pulls data to a Google Sheet. You can then analyze purchasing patterns or trending products, and think about personalized follow ups – for example, if a store's data showed a spike in first-time buyers of a skin care product, they could set up automated follow up emails that shared usage tips or timed replenishment reminders, set to send a few weeks later.
5. Advanced Customization Capabilities
Most generic automation tools don’t deal with complex, condition-based triggers. With Arigato, merchants can use custom conditions, for example, checking if a product title contains a specific keyword, to create workflows that respond intelligently to precise scenarios. This level of customization ensures actions are always relevant and aligned with business goals, a clear improvement over static, generic workflows.
An Example of Generic Automation vs a Custom Workflow
Let's explore a hypothetical example of a time when a custom approach could enhance customer experience.
Example 1: Generic Automation
A growing Shopify store relied on default customer tags and basic segmentation. While every new buyer was pulled into the same list, loyal repeat customers received no special recognition. As a result, high-value shoppers were treated no differently than one-time purchasers – missing the chance to build loyalty and reward long-term engagement.
Example 2: Custom Workflows in Action
With Arigato, the store could implement the Tag customers as VIP after five orders workflow. This automatically identifies their most loyal shoppers and applies a VIP tag once they hit the milestone. Now clearly tagged, VIPs could be awarded exclusive perks, from early access to new collections, through to personalized thank-you emails or special discount codes.
By making repeat buyers feel seen and valued, stores can increase retention rates and turn occasional customers into brand advocates. This shift shows why custom ecommerce workflows outperform generic automation. Instead of treating everyone the same, you can create meaningful moments that strengthen customer relationships and drive long-term growth.
Best Practices for Implementing Custom Ecommerce Workflows
- Map Your Customer Journey: Identify key touchpoints, from landing page to post-purchase where a workflow could help with the heavy lifting.
- Segment Audiences: Think about where you could deploy workflows based on customer behavior, demographics and purchase history.
- Use Triggers: Automate emails, push notifications and in-store messages based on actions like cart abandonment, product views or wishlist additions.
- Test and Optimize: Keep an eye on which workflows are driving the best results and continuously refine them.
- Integrate Seamlessly: Make sure your workflows connect with your CRM, marketing tools and analytics to track performance across channels. You can check out existing Arigato integrations here.
With Arigato, these best practices become easy to implement, even for stores without dedicated tech teams.
Common Misconceptions About Custom Ecommerce Workflows
Myth 1: Custom Workflows Are Too Complicated
Reality: Modern Shopify apps make designing, testing and deploying custom workflows simple. Arigato’s workflow templates mean merchants can create sophisticated automation without coding skills.
Myth 2: Generic Automation Is “Good Enough”
Reality: One-size-fits-all automation may handle simple tasks, but it can miss opportunities to engage and convert customers, or to keep your back office running smoothly. This hidden cost outweighs the convenience of generic workflows.
So, what’s the verdict?
Within ecommerce, automation’s there to make your life easier. But one size fits all automation runs the risk of leaving some opportunities on the table. Custom workflows, designed to work in specific situations for your store and your customers, deliver higher engagement, smarter cart recovery, personalized post-purchase experiences and a better ROI.
With Arigato, a Shopify app that enables merchants to design and deploy these workflows, creating tailored automation has never been easier. By setting up custom workflows, your store can work (and sell) smarter – all while freeing up your team to focus on strategy instead of repetitive tasks.
For Shopify merchants serious about conversions and customer satisfaction, custom ecommerce workflows that go beyond the generic aren’t just a nice-to-have – they’re a genuine competitive advantage.