If there’s one industry that has experienced unprecedented growth from 2020 till now, it’s the eCommerce sector. Yes, we can occasionally say “thanks to” in the same sentence as “pandemic.” It’s rare, so enjoy it while it lasts.
Back in 2020, movement restrictions and lockdowns meant consumers had limited access to brick-and-mortar stores, and online retail boomed. You know what’s funny, though?
Back then, people thought that eCommerce would face a slump once the restrictions were lifted. That people would go back to shopping in brick-and-mortar shops.
Boy, were they wrong! Let’s put some data behind this snarky comment.
eCommerce is still an industry on the rise—only more mature and, honestly, more complicated. Holiday online spending in the U.S. reached a record $241.4 billion in 2024, up 8.7% YoY, with 54.5% of purchases made on smartphones.
Globally, the momentum is still there. Insider Intelligence/eMarketer expects worldwide retail eCommerce to keep expanding through the second half of the decade (a modest dip in 2025 growth thanks to China softness and trade frictions, but recovery beyond).
Translation: growth continues, even if not at 2020–2021’s sugar-rush pace. Great news for teams who’ve invested in eCommerce integration automation rather than “hope and spreadsheets.”
Brand-level context supports this claim: platform operators are still seeing strong throughput. Shopify’s GMV and revenue both grew 20%+ YoY in Q4 2024, marking multiple consecutive quarters over 20%—a sign that the ecosystem your store depends on hasn’t exactly slowed down.
So yes, eCommerce is still very much a thing. The catch: supporting sudden growth isn’t easy.
You can’t just “hire more people in the warehouse” and pray. You need better processes that are automated and integrated, with clear visibility across CRM ↔ ERP ↔ marketing automation ↔ Commerce.
That’s what separated the big winners of 2024’s record season from the refund-ridden chaos we all try to forget. Integration (to connect systems) and automation (to remove manual toil) are the levers.
Digital marketing became the instant go-to solution in 2020. That didn’t change in 2025 — it just got more demanding.
Mobile dominated holiday shopping (again), and Adobe measured record U.S. online spend with BNPL up 9.6% for the season (your payment stack had better be integrated into your order-to-cash flow, or risk delightful reconciliation weekends).
Salesforce reported $1.2T in global online sales in the 2024 season across its observed dataset—a good sanity check that demand was broad-based, not just a single-market blip.
The upshot for eCommerce integration automation: more volume, more channels, more payment methods—and zero appetite for batch-sync surprises.
If inventory in NetSuite disagrees with your Shopify storefront, or if your Mailchimp audience doesn’t reflect opt-out preferences from Salesforce in near real time, customers notice (and then post about it).
Strategy note: eCommerce growth is not just B2C; it’s global and cross-border. UNCTAD reports business eCommerce sales reaching $27T (2016–2022, 43 countries representing ~¾ of global GDP), with the digital economy continuing to expand—bringing both opportunity and operational complexity that integration is meant to reduce.
In eCommerce, things seemed simple: send more orders, get more money.
But what about import/export disruptions? Processing capacity? Data quality and compliance? Who updates which system when?
If your 2024 holiday surge taught you anything, it’s that scaling depends on low-drama data flow:
The teams that sailed through had eCommerce integration automation nailed—real-time where it matters, scheduled where it doesn’t, and observability (logs, alerts, retries) so issues don’t become Slack fires.
While most businesses that fail do so because of competition, a surprisingly large number fail because their processes aren’t streamlined.
In today’s market, automation + integration is the antidote to that “process spaghetti.” Here’s why:
Automating repetitive work—order routing, tax/shipping updates, list hygiene, RMA triggers, invoice creation, back-in-stock alerts—means your team focuses on the tasks only humans should do (merchandising, creative, partnerships).
If you survived 2024’s peaks, it’s likely because your order-to-cash workflows were automated and your CRM-to-MA segmentation didn’t require a Tuesday afternoon copy-paste ritual.
The macro data backs this: Salesforce’s SMB Trends shows that SMBs investing in AI + automation expect ROI, particularly in back-office acceleration and personalization at scale.
Translation: mundane tasks are why the robots were invented. Put them to use.
“Who changed that field?” “Why did we email people who opted out?” “Where did the inventory count come from?”
You’ll need role-based access control (RBAC), audit logs, SSO/MFA, and data-residency options—without building a security department. Lightweight governance is now table stakes, helped along by iPaaS features and your cloud apps’ native admin controls.
Trust is a feature; integration is how it ships.
For nonprofits, this is doubly important: NTEN’s 2024 report shows data systems and security rank above shiny AI projects, because clean, protected data is the foundation for everything else.
Consumers demand consistent quality and relevant experiences. That means consistent data contracts across systems (field names/values mean the same in Salesforce, NetSuite, and MA) and innovative campaigns that pull from that shared truth—without your team hand-stitching spreadsheets.
The 2024 season proved that mobile-first, AI-assisted discovery is here; your job is to connect first-party data and consent signals to your outbound personalization engine.
Businesses that are looking to grow not only their market share but their bottom line as well are increasingly adopting and deploying automation and integration solutions today.
Organizations that rely heavily on data need integration to enable them to sync their information seamlessly between departments, process it, and make it readily available to use for their digital marketing activities.
Integration eliminates countless man-hours of data entry and tracking down of employees – a resource that is now saving businesses lots of money and valuable time, especially in times when pivoting FAST is crucial.
To help you to get started on your integration and automation journey, we have put together a few tried and tested solutions that can help your business scale up. They have helped our eCommerce subscribers adapt to the new market demands and even made it possible for brick-and-mortar shops to pivot to the digital world quickly and effectively and, thus, stay in business.
While Mailchimp is the undisputed king of email marketing solutions that help to convert prospects and keep customers engaged, NetSuite on the other hand is known for its incredible CRM and marketing tools.
It doesn’t take a genius to realize the impact Mailchimp and NetSuite can have on an eCommerce business – a tag team that will enable your marketing team to deploy targeted and efficient digital marketing campaigns. Some of its key features include:
Thos.Baker is an online retailer that offers premium outdoor living products and game room furnishing. They need to see what their prospective clients, customers, and leads are clicking on or buying when they open targeted emails sent by their marketing team.
For Thos.Baker, the NetSuite and Mailchimp integration was the go-to solution since it solved their syncing issues by allowing them to know when subscribers updated their profiles in Mailchimp and operate the changes automatically in NetSuite.
Ultimately, Thos.Baker now saves hundreds of working hours with its team becoming more efficient. They can also sync their eCommerce data for products and orders from NetSuite to Mailchimp. An abandoned cart can now trigger a Mailchimp automated email series in real-time – a big plus for them, especially during the all-hands-on-deck situation during the height of the pandemic.
Seven Miles, an Australian-based business that’s committed to delivering excellent coffee and to educating the world about it, has been using NetSuite and Mailchimp separately. Obviously, in-depth targeting and personalization were out of the question for them.
This is where SyncApps by Cazoomi came in handy. As the preferred integration services provider for the Food and Beverage industry, we enabled Seven Miles to organize records through Filtering and Segmenting between its existing software.
They were now also able to monitor their supply chain to better manage the planning and control of products. Seven Miles was also able to push data to its marketing and sales teams to follow up while running integrations.
The company was now in a better position to run effective and efficient digital marketing campaigns for new product updates without the need for IT assistance.
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This is yet another feature-packed integration solution that is giving eCommerce businesses a solid platform to compete favorably and boost their productivity.
By doing so, it has significantly enhanced their chances of growing their sales without necessarily spending a fortune in the process.
Today, customer experience has become the factor that drives purchase decisions. The Mailchimp for Salesforce integration gives your sales and marketing team an opportunity to improve customer experience without breaking a sweat.
Its benefits include:
Story time: United Way is an organization that brings together the stakeholders in each community, government, NGOs, and business partners, to build a collective impact strategy that addresses the most present issues identified at the local level.
They had been using Salesforce to manage their clients and Mailchimp for email and marketing automation. But they needed these two solutions to work together to streamline communications, data sharing, and better customer engagement.
Using SyncApps, they were able to effectively manage subscriber data, import Salesforce contacts to their Mailchimp email list, and update campaign statistics.
Constant Contact and Salesforce are two of the preferred solutions for small companies in the eCommerce space. And why wouldn’t they be? They offer affordable pricing, easy scalability, and nimble interfaces that you can easily learn how to use.
This is why our Salesforce and Constant Contact integration was one of the most sought-after solutions on our platform since the debut of the pandemic. This solution has enabled many online brands to track the total number of subscribers and orders from their customers while also tracking the progress of their most recent email campaigns.
Better yet, by combining insights from both marketing and sales, their campaigns became far more effective and easy to put together.
Video remains dominant; the twist in 2024–2025 is how you automate distribution and connect first-party signals. When your MA platform and CRM know who watched what (and consented to hearing from you), you can automate next best action campaigns (post-view email, SMS, or on-site personalization).
Do this next:
Why now: Mobile purchase share hit 54.5% in 2024’s U.S. holiday season; short video + slick mobile checkout + MA follow-ups can move the needle—if the integration is tight.
The journey looks like spaghetti. That’s fine—if your system listens to events. Use webhooks/CDC to trigger journeys on real behaviors (browse → add to cart → purchase → reorder). Real-time where it matters, nightly batches where it doesn’t.
Do this next:
Email isn’t old; it’s profitable. But 2025 raises the bar: email + SMS + on-site + ads should respect one consent record. Your eCommerce integration automation must enforce a single source of truth for opt-ins, channel prefs, and profile fields.
Do this next:
Keep the AI, ditch the theater. Useful AI does three things well for lean teams: suggest field mappings, flag duplicates, and explain errors with next steps. That’s it. If the AI comes with a new dashboard you won’t open, skip it.
Do this next:
Hyper-personalization is amazing—until it burns weeks writing “just-so” logic. In 2025, use vertical templates (e.g., NetSuite order-to-Klaviyo segments, abandoned cart with ERP inventory checks). Done beats perfect.
Do this next:
The iPaaS market is mature enough that you can (and should) offload plumbing to a platform, then spend your brain cycles on offers and creative.
Check out our Top iPaaS vendors article!
Do this next:
Stores are back, but digital stayed. Tie promo codes, POS, in-store events, and geo-targeting into your CRM/ERP/MA data model. The goal isn’t omnichannel theater; it’s unified LTV and as-few-touchpoints-as-possible.
Do this next:
The eCommerce industry didn’t slow down; it matured. 2024 and 2025 proved that consumers will buy online—on their phones, in record numbers—so long as the experience is fast, relevant, and reliable.
The part nobody brags about on LinkedIn is the plumbing: eCommerce integration automation that makes CRM ↔ ERP ↔ Marketing sing in harmony. That’s where margins are saved, refunds are avoided, and donors/customers feel understood.
Need to upgrade your integrations for eCommerce? Start here for exactly $0!
