Smart small and medium business owners know that efficiency gains alone don’t guarantee growth. Many have already discovered that AI adoption can deliver operational and customer service gains. According to a 2025 survey by the Upwork Research Institute, small business leaders remained confident during a volatile year, evidenced by 27%  of leaders fully implementing AI in sales and marketing and 40% planning to expand their use of AI agents. For eCommerce business owners, the real challenge isn’t how to gain efficiency – it’s deciding where automation should stop and the human touch should remain.

“It’s important to recognize that customers are not all created the same way. They want to interact on their own terms,” says Stacey Schoeman, Assistant Vice President, SMB Product Marketing at Elavon, Inc. 

She encourages small business owners to seek partners who share this customer-first approach, noting that this philosophy drives how Elavon Business Solutions serves its own small and medium business customers, with 24/7 people-powered support along with DIY options if preferred. 

As eCommerce entrepreneurs weigh how to conduct their business with an eye toward efficiency and profit, they must determine which areas they can effectively automate without sacrificing valuable customer relationships. For small businesses competing against retail giants with deeper pockets, these relationships are often their strongest competitive advantage.

Finding the balance in three critical operations

Innovative eCommerce business owners are experimenting with approaches that combine automated systems for routine, high-volume tasks, while reserving human expertise for complex decisions and high-touch moments. This strategy enables customers to enjoy seamless experiences for simple needs, while feeling genuinely cared for when issues become more complex. 

Here are some suggestions for striking this balance in three operational areas.

1. Marketing and customer communication

Shoppers are accustomed to receiving timely, relevant messages that guide them through the buying journey; yet, they are more attuned than ever to authenticity, given their growing concern over online scams.

Where automation works best: Scheduled communications are ideal candidates for this approach; consider abandoned cart emails that prompt shoppers to complete a purchase and post-purchase sequences that foster connections through welcome messages and product recommendations. It’s also appropriate for activities like social media scheduling to post pre-approved content for when the audience is most engaged.

Elavon Business Solutions strikes this balance of automated efficiency with authenticity through its partnership with the Wix platform. On the platform, eCommerce owners can use Wix's AI-powered tools to quickly launch a professional online presence, with native, built-in capabilities that help them start running their business from day one. The unified platform enables them to conduct various activities directly from their site, like generating automated email marketing campaigns and sharing social media posts across multiple platforms.

Where human touch matters most: Personalized replies to comments and direct messages invite dialogue and acknowledge the importance of individual customer matters. When owners respond thoughtfully to any negative reviews, it demonstrates care and commitment to both that particular customer and all future readers, a superpower that is harder for big-box retailers to replicate.  

2. Payment processing and financial operations

Customers expect speedy, seamless transactions, while business owners need reliable systems that protect against fraud and help them maintain accurate financial records. 

Where automation works best: Automated transaction processing allows brands to seamlessly accept secure payments with embedded checkout and payment links. The goal is to reduce processing time and eliminate manual entry errors, while guarding against fraud. 

Where human touch matters most: Customers are increasingly wary these days, with one report titled “The Great Untrust” finding that 70% of respondents said they had backed out of a purchase because they were afraid of being scammed. That’s why personalized intervention is critical for payment issues and fraud disputes, so customers feel confident that a real person is troubleshooting their issue.

When you are in panic mode, you need someone to respond with empathy and help solve your problem,” Schoeman says. It’s why she feels so strongly about Elavon offering 24/7 human support to its customers. “When there’s been a catastrophic event, we have to be there to ensure business continuity.” 

3. Customer service

As one of the most visible touchpoints in an eCommerce business, customer service gives the owner a chance to show the personality behind the brand and underscore their passion. Although customers expect quick answers to simple questions, they also want to feel heard when problems arise. 

Where automation works best: Rely on chatbots to address frequently asked questions, like details on return policies or shipping timelines. Owners can also easily automate order tracking to keep customers informed with real-time updates, eliminating the need for ongoing queries about their expected delivery dates. Elavon Business Solutions users can engage customers at every touchpoint with marketing tools, social integrations and intuitive dashboards from Wix, balancing automation with meaningful support.

Where human touch matters most: Automating more predictable inquiries allows the team to focus on complex issues and customized problem-solving, like providing personalized email responses and phone support when customers are likely to experience frustration or require guidance beyond standard answers.

These moments of genuine problem-solving are where a small business owner can outshine their larger competitors. In fact, a recent report found that 54% of respondents said humans provided better customer service, compared to just 11% who preferred AI.

This human connection is foundational to the Elavon approach, both for how Elavon serves its customers and how Elavon Business Solutions customers serve their shoppers. Andy Popwell, Head of SMB Product Marketing at Elavon, Inc. explains, “Our customers need to get hold of us in a crisis, and one of our unique selling points is that somebody is available 24/7 in our customer care contact centers.”

Finding the sweet spot between automation and the human touch 

Successful eCommerce entrepreneurs recognize that automation and personalization should go hand in hand, enabling them to maintain the personal touch that attracts customers while scaling the functions that make sense.

This balanced approach should extend beyond the eCommerce owner’s customer-facing operations to the partners they choose. It’s an area that Elavon Business Solutions prioritizes, according to Schoeman. “Our goal is to help eCommerce entrepreneurs do what they do best—share their passion for their product or service with their customers—by offering the latest technology, including intuitive, self-service tools, alongside 24/7 availability to knowledgeable professionals.”

Learn more about Elavon Business Solutions, and how a human touch can positively impact your thriving eCommerce business.