Key Summary
- Black Friday 2025 is both the biggest sales opportunity and the toughest operational challenge for e-commerce sellers.
- Common pitfalls: order surges, stockouts, pricing errors, delivery delays, and rising return volumes — all driven by poor flow management.
- Automation is the game-changer: OMS and WMS systems synchronise orders, inventory, and logistics to keep operations under control.
- Smart tools matter: dynamic repricing keeps you competitive, predictive stock management prevents overselling, and automated returns protect your margins.
- Success formula: plan early, automate key workflows, and centralise your operations with Base to turn chaos into growth.
The end of the year is a make-or-break moment for e-commerce businesses — with Black Friday (28 November 2025) as the ultimate stress test. It’s the biggest opportunity of the year to boost your revenue — but also the moment when operational errors can cost you the most.
“Website traffic can jump by over 60%, and order volumes by 20–30% during this period.” – Digital Commerce 360, 2024
“According to Shopify, the number of shoppers during the Black Friday weekend increased by 53% compared to 2023.” – Emilie Benoit-Vernay, Director of Partnerships EMEA, Shopify (December 2024)
But this rapid growth has a downside — disorganisation.Without controlled flow management — across stock, orders, pricing and logistics — the sales peak can quickly spiral into operational chaos: stockouts, late shipments, order errors, and lost margins.
In short: automated flow management turns Black Friday from a logistical nightmare into a growth opportunity.
Here’s your step-by-step roadmap to not only survive but thrive during the Shopping Season — and keep your e-commerce operations running smoothly from A to Z.
🧨 The Chaos of Black Friday: The 5 Pitfalls to Avoid
The challenges of Black Friday are interconnected — ignore one, and the entire operation is at risk.
1. Order Surge: When Quantity Destroys Quality
Handling this manually soon becomes impossible, exposing your business to data errors, duplicate orders and overselling. Lack of preparation can overload your team and increase the error rate — eroding the profitability of your sales.
2. Stock Management: Stockouts — Public Enemy No. 1 of Customer Loyalty
In an omnichannel setup, real-time visibility is essential across your e-shop, marketplaces, and ERP. Manual synchronisation is a dangerous gamble.
“From Black Friday to the end of year sales, 58% of e-retailers have faced stockouts during the rush period.” – Mintsoft, 2024
Selling products that aren’t actually in stock is a mistake customers rarely forgive.
A centralised inventory management system ensures real-time visibility and prevents costly errors.
💡 Read more: Ecommerce Inventory Management: 5 Mistakes to Avoid
3. The Price War: How to Stay Competitive Without Selling at a Loss
On marketplaces such as Amazon, Cdiscount, eBay, TikTok Shop or Etsy, prices fluctuate daily.
An automated repricing tool allows you to adjust prices in real time according to your margins and competitors — staying competitive without risking a loss.
4. Logistics Pressure: Delivery Is the Customer’s Final Impression
“The last quarter represents 30% of annual parcels shipped in Europe, with daily peaks reaching up to 3x the average volume — 7% higher than any other quarter.” – Effigy Consulting, 2025
Disorganised logistics lead to delays, errors and disappointed customers.
Optimising your shipping flows — from picking to packaging and carrier selection — is crucial to meeting delivery promises.
Efficient logistics aren’t just about speed — they’re about a flawless, profitable customer experience.
5. The Wave of Returns: A Costly Aftershock
After the sales excitement comes the returns.
Poorly managed returns can turn a successful sale into a financial and reputational loss.
“According to FedEx, an average of 30% of consumers return at least one item purchased online during the Peak Season.”
🧭 Your Strategic Roadmap for a Successful Black Friday
For every challenge, there’s a solution.
The key? Automation and centralisation.
⚙️ Automation: Your Shield Against Errors
Centralising operations with an Order Management System (OMS) and a Warehouse Management System (WMS) is the cornerstone of smooth operations.
These systems automatically synchronise orders, stock, and shipping across all your channels.
“According to McKinsey, automation reduces operational costs by 30–60% in warehouses.”
📦 Real-Time Stock Management
Modern tools can forecast demand using historical data, intelligently reallocate inventory, and prevent stockouts. Predictive flow management keeps your bestsellers available and optimises your margins.
With Base, your inventory synchronises automatically across all channels to prevent overselling.
💰 The Repricer: The Art of Staying Competitive
A well-configured pricing flow adjusts your prices based on your own rules — minimum margin, competitor positioning, or sales channel strategy.
The result? You stay competitive — without selling at a loss.
🚚 Logistics Optimisation: Speed Is Your Best Advantage
An optimised logistics flow reduces preparation times and errors.
With a WMS connected to your carriers, each order is automatically matched with the best shipping method based on weight, delivery time, and cost.
✅ Your Mini-Checklist for a Smooth Black Friday
| Step | To-Do | Base Solution |
| Audit | Evaluate your e-commerce and logistics processes. Where are the bottlenecks? | Centralised flow management |
| Automation | Implement automation for order processing and stock synchronisation. | OMS + WMS connected |
| Planning | Anticipate shipments and select the right carriers. | Smart stock allocation |
| Pricing Strategy | Set up a smart, automated pricing strategy. | Repricing tool |
| Returns Management | Prepare to handle returns proactively and turn them into a loyalty driver. | Automated returns workflow |
Black Friday Success = Operational Excellence
Black Friday and the Shopping Season aren’t just about discounts or traffic acquisition.
Success depends on how well you manage operations.
Automation and flow management are the keys to scaling efficiently, protecting your margins, and delivering a seamless customer experience.
Don’t let a surge in orders become operational chaos!
❓ FAQ
1. How can I prepare my e-commerce operations for Black Friday 2025?
Start by auditing your processes early — from stock management to shipping workflows. Identify potential bottlenecks in fulfilment and automate repetitive tasks. Using a centralised Order Management System (OMS) and Warehouse Management System (WMS) such as Base’s integrated solutions ensures real-time synchronisation of orders, stock, and shipments across all sales channels.
2. Why is automation crucial during Black Friday?
During Black Friday, order volumes can surge by 20–30%. Manual handling simply can’t keep up. Automation reduces the risk of human error, speeds up fulfilment, and maintains customer satisfaction — even under pressure. According to McKinsey, warehouse automation can lower operational costs by 30–60%.
3. How do I prevent stockouts during peak season?
Stockouts are one of the most damaging issues for customer loyalty. Use predictive inventory tools that analyse historical sales and adjust purchase orders automatically. Base’s Product Manager (WMS/PIM) syncs stock in real time across marketplaces, your e-shop, and ERP — ensuring accurate availability everywhere.
4. What’s the best way to handle dynamic pricing on marketplaces?
A smart repricing tool automatically adjusts your prices according to competitors, margins, or sales channel rules — helping you stay competitive without cutting into profits. Base’s Price Automation lets you configure these rules once and apply them across all listings.
