Can your operation continue to grow at the pace the market demands without automating business processes? In sectors like retail and eCommerce, where volume grows faster than team capacity, the answer is increasingly clear: no.
Automating business processes is no longer a project reserved for large corporations. It is an operational condition for maintaining productivity, response times, and consistency in scenarios of high demand and fragmented omnichannel presence. And in a European context where the AI Act begins applying most of its rules from August 2026, doing it right also means doing it with governance.
In this article, we explain why it is a strategic priority, which processes should be addressed first, how it impacts retail and eCommerce, and what real results companies already implementing it are achieving.
Why did automating business processes become a strategic priority in 2026?
Because operational growth can no longer rely exclusively on adding people. Automation has shifted from being a desirable improvement to becoming a competitive necessity.
The adoption of artificial intelligence in European companies reached 19.95% in 2025, an increase of more than 6 percentage points compared to the previous year, according to data from Eurostat. But what is most revealing is where it’s headed: Gartner projects that by the end of 2026, 40% of enterprise applications will incorporate task-specific AI agents, up from less than 5% in 2025.
In retail, the pressure is clear. The INE reports that retail sales in Spain grew by 4.3% in 2025, while employment only increased by 0.8%. That gap between volume and workforce is exactly the space where automating business processes generates the greatest impact. In eCommerce, according to the Baymard Institute, the average cart abandonment rate stands at 70.22%, with actionable causes such as a checkout process that is too long or unclear return policies.
What does automating processes really mean (and what does it not)?
Automating business processes is not simply digitizing forms or replacing manual tasks with software. It means redesigning workflows so they execute with less human intervention, higher speed, and fewer errors.
It is important to distinguish concepts. Digitization is moving from paper to screen. Automation is when the process flows autonomously according to predefined rules. And intelligent automation is when the system learns, adapts, and makes decisions based on data. The current leap, as described by Forrester in its DPA Wave, is marked by the evolution from assistants to agents that execute complete tasks with less supervision.
A key point: automating does not mean eliminating people. The most effective model is hybrid, where technology handles repetitive tasks and human teams provide judgment, empathy, and creativity. Furthermore, in the context of the European AI Act, automating implies doing it with governance: transparency, decision logging, and supervision. In Spain, AESIA acts as the supervisory body for these regulations.
Which business processes should be automated first?
Those that combine high volume, high repeatability, and high cost of variability. The most practical criterion is to evaluate each process based on volume, criticality, and risk.
In retail operations, the clearest candidates include order management, returns, catalog updates, reconciliations, and ticket routing. These are processes repeated thousands of times a day, where every error is multiplied across every point of sale or channel. According to Eurostat, 31.05% of European companies using AI apply it to the organization of administrative processes, and in retail, the figure rises to 48.18% in marketing and sales.
However, not everything should be automated without second thought. Poorly documented processes, those impacting brand reputation, or those requiring complex human judgment first need redesign work. Automating a broken process only produces errors faster.
How does automation impact retail and eCommerce?
Directly on cycle times, operational costs, and customer experience.
In retail with multiple branches, pressure comes from seasonal peaks, coordination between channels, and returns management. A case documented by KPMG describes how a multinational retailer automated its in-store returns process using an AI agent, reducing resolution time from several days to minutes and eliminating manual intervention.
In eCommerce, opportunities lie in cart recovery, checkout simplification, and automated post-sales follow-up. Another KPMG case shows that an electronics retailer that integrated virtual assistants with inventory and logistics systems achieved a 20% increase in satisfaction, 40% lower response times, and a 25% cut in operational costs within six months.
For CX directors, there is an additional data point that should raise alarms: according to the Zendesk CX Trends 2026 report, 81% of consumers want the representative to pick up the conversation where they left off, 74% get frustrated repeating information, and 95% expect clear explanations when AI makes decisions. Automating business processes in customer service without ensuring continuity and transparency can worsen the experience.
How to implement an automation program without failing?
With a three-step approach: map, choose model, and measure.
The first step is mapping processes before automating: identifying friction, detecting rework, and measuring cycle times. Mercado Libre, for example, mapped over 100 business processes using AI before deciding which ones to automate. Without visibility, there is no prioritization.
The second step is choosing the operating model. Forrester warns in its DPA Wave that the “low-code for non-technical profiles” discourse is overestimated: most projects were deployed by experienced developers. For many companies, a hybrid model with an external partner providing construction and scaling capacity is more realistic than doing everything internally.
The third step is measuring with KPIs that connect operational efficiency (resolution time, cost per transaction) with customer experience (NPS, CSAT, first-contact resolution). In Spain, KPMG reports that 47% of executives point to a lack of digital capabilities as a barrier and 70% identify lack of training as an obstacle to AI governance. Including a training plan is an essential part of the business case, not an extra.
What real results are companies automating processes achieving?
Documented cases show quantifiable improvements in time, cost, and satisfaction.
In addition to the returns and virtual assistant cases mentioned earlier, the KPMG report on AI in retail shows that 74% of organizations in the sector plan to scale AI use cases in 2026 (up from 42% in 2025), and 73% of consumer and retail CEOs expect to invest between 10% and 20% of their budget in AI over the next 12 months.
At the customer experience level, Zendesk identifies that 70% of consumers perceive a clear gap between companies that use AI well in customer service and those that do not. Furthermore, 85% of CX leaders state that a single unresolved issue can be enough to lose a customer.
The automation that wins in 2026 is the one that integrates efficiency with experience: context, continuity, and trust, designed to scale with governance. If your company is looking for an ally that combines operations, technology, and human talent, at Xtendo Global we have been helping retail and eCommerce companies transform their processes for over 22 years with solutions that integrate artificial intelligence and specialized teams. Let’s talk about how to take the next step.
Frequently Asked Questions
How long does it take to implement a process automation project? It depends on the complexity and the level of integration required. Tactical projects focused on a specific flow can be implemented in 2 to 4 months, while structural programs spanning multiple processes and systems usually require 6 to 12 months.
Does automation really reduce costs or just redistribute tasks? It reduces costs by decreasing variability, rework, and errors. Additionally, it allows operations to scale without increasing the structure linearly, which is especially valuable in sectors with seasonal peaks like retail and eCommerce.
How does automation affect organizational culture? It requires training and a shift in internal roles, which tend to shift toward supervision, analysis, and continuous improvement. It also demands clear governance, especially when automation incorporates AI in customer-facing processes.
Is it possible to automate processes without using artificial intelligence? Yes, through rule-based workflows and task orchestration. However, the competitive advantage in 2026 lies in intelligent automation, which combines rules with learning capability and data-based adaptation.
How do I know if my company is ready to automate critical processes? Evaluate four key factors: the level of documentation of your current processes, the integration between your systems (CRM, ERP, OMS), the quality of your data, and the available technical capacity, whether internal or through a specialized partner.
