CRM for online stores: how to automate orders, payments, and shipping

In this environment, a CRM for online stores helps bring customer relationship management and sales operations together in one system. The team has access to the information it needs, managers can monitor order statuses, and some repetitive tasks are handled automatically.

Let’s explore how a CRM for online retail works, which processes it can help automate, and what to consider when choosing a system.

A CRM for an online store is a system for managing customers, orders, and sales. It helps collect inquiries from multiple channels, maintain purchase histories, monitor sales representatives’ performance, and track every stage of the order fulfillment process.

However, a CRM does not replace all e-commerce tools. A fully functional online store may use three types of systems:

• CMS (Content Management System) manages the website, product catalog, pages, and checkout process.
• CRM (Customer Relationship Management) handles customer interactions, lead processing, sales management, and communications.
• ERP (Enterprise Resource Planning) helps manage company resources, including procurement, inventory, finances, and other operational processes.

These tools do not compete with one another; they complement each other. For example, a customer places an order on a website built using a CMS. The order data is transferred to the CRM, where a sales representative confirms the purchase and monitors payment. Meanwhile, inventory levels and warehouse operations are managed in an ERP system or another business management system.

By integrating a CRM with an online store, information flows between systems without the need for constant manual data entry. This creates a foundation for automating online sales.

Running an online store involves much more than simply accepting orders. Every purchase triggers a series of actions, from the customer's initial inquiry to payment confirmation and delivery arrangements. A CRM helps connect these steps into a streamlined workflow.

The key processes that can be automated in an online store include:

• Collecting orders from multiple channels. Website orders are automatically transferred to the CRM through configured integrations. Inquiries from connected messaging apps, social media platforms, and other channels can also be managed in one centralized workspace.
• Managing the customer database. Customer contact details, communication histories, and associated orders are stored in the system. Sales representatives can review previous interactions and find the information they need more quickly.
• Tracking orders. Each purchase moves through predefined stages, such as new order, confirmation, awaiting payment, preparing for shipment, and completed.
• Managing payments. Integrations with payment services make it possible to generate payment links, send them to customers, and track payment results.
• Coordinating deliveries. The CRM can store shipping addresses, delivery methods, tracking numbers, and other essential details. The extent of logistics automation depends on the system's capabilities and connected services.
• Automating sales team workflows. The system helps assign responsibilities, create tasks, set reminders, and trigger actions based on predefined conditions.
• Analyzing sales performance. Reports help businesses evaluate order volumes, sales revenue, sales representative performance, and the effectiveness of customer acquisition channels.

The main advantage of a CRM for e-commerce lies not in the number of individual features it offers, but in how those features work together. Customer information, product details, payment data, and order fulfillment records are connected. This makes it easier for the team to coordinate its work and for managers to oversee the entire sales process.

Consider an online store that sells home goods. A customer orders a desk lamp and a set of organizers. The store uses a CRM integrated with its website and payment service, along with a configured sales funnel and automated task creation.

1. Placing an order
The customer selects the desired products on the website, enters their contact information, and submits the order. The integration automatically transfers the order details to the CRM.

2. Creating a deal
A deal associated with the customer's contact record is created in the CRM. The sales representative can access the order details, including the products, quantities, and prices, provided the integration is configured to transfer this information.

3. Confirming the order
The person responsible reviews the purchase details and verifies the shipping address and delivery method. They contact the customer if necessary. Once the order is confirmed, the deal moves to the next stage.

4. Receiving payment
The sales representative creates a payment request and sends the customer a payment link. Once the payment is successful, the integrated service sends the payment status to the CRM. If the customer pays directly on the website, the verification process depends on the configured integration.

5. Preparing the order for delivery
After payment is confirmed, the deal moves to the order fulfillment stage. The responsible team member receives a task to pick and pack the products. Shipping details are stored in the relevant CRM fields.

6. Completing the sale
After the order ships, the sales representative records the tracking number and any other necessary information. Once the order has been fulfilled, the deal moves to its final status. The information remains in the CRM for future customer interactions and sales analysis.

As a result, everyone involved understands what needs to be done and which stage the order has reached. Automation reduces manual work, while a centralized sales history helps prevent missed inquiries and delays caused by miscommunication.

Choosing a CRM for e-commerce should start with an analysis of your current workflows. First, identify where your orders come from, how your team processes them, and which tasks take the most time.

When comparing systems, consider the following criteria:

• Website integrations. Check compatibility with your store’s CMS or e-commerce platform, such as WooCommerce, OpenCart, or another system used to manage online sales.
• Communication channel support. Evaluate how well the CRM supports messaging apps, social media, phone systems, and online marketplaces.
• Customization options. Find out whether you can create custom sales funnels, add fields, assign responsibilities, and configure automated workflows.
• Product and payment management. Check whether the CRM includes a product catalog, supports payment requests, and integrates with payment systems.
• Analytics and scalability. Make sure the CRM allows you to analyze sales performance and adapt workflows as order volumes grow.
• Pricing and implementation. Compare subscription plans, feature limitations, ease of use, and the costs of connecting additional services.

The best CRM for an online store is not necessarily the one with the most features. What matters most is how well it meets your business’s actual needs. It is also a good idea to test the system with several typical orders before implementing it across your entire operation.

Online sales can be managed with Uspacy, a Ukrainian platform that combines CRM, communications, tasks, automation, and analytics. This allows teams to manage orders and customers in one Workspace without constantly switching between different tools.

Uspacy offers several features for online stores:

• Online store integrations. Uspacy supports importing orders from websites built with Weblium and Wix. Depending on the integration, the system creates a customer contact and an associated deal, transfers order details, and assigns a sales representative.
• Order management. Contacts, deals, products, and sales funnels help store purchase information, record order values, and track each stage of the sales process.
• Payments in CRM. Integrations with Monobank, LiqPay, WayForPay, Portmone, and Stripe allow teams to create payments based on products in CRM records, generate payment links, and track payment statuses.
• Customer communications. The Communication hub brings together inquiries from connected channels. Sales representatives can respond to customers, clarify order details, and manage messages in one centralized workspace.
• Automation and tasks. Conditional actions and Processes help automate repetitive operations, including creating tasks when a deal changes stages, assigning responsibilities, and coordinating team workflows.
• Sales analytics. Reports and analytics dashboards help track sales representative performance, analyze deal values and sales volumes, and monitor other business metrics.

Uspacy helps businesses establish a unified workflow, from receiving an order to completing it. However, specialized warehouse and logistics operations may require additional services.

You can get started gradually by creating a Uspacy Workspace, setting up an order funnel, and connecting your website and the communication channels you need. Next, test the entire workflow with several purchases before adding payment integrations and automation. This approach allows you to implement a CRM without having to make major changes to all your existing processes at once.