Fellow, an independent coffee shop equipment company, has seen rapid growth since 2019, expanding from fewer than 20 people to over 80. To support this growth, Fellow uses automation tools like Zapier to streamline processes and improve efficiency. The company's wholesale customer onboarding process was revamped with Zapier, allowing them to manage thousands of small business customers more easily. Automation also helps the team manage internal processes such as order modification, inventory management, and feature development. With Zapier, Fellow is able to provide better customer experiences, reduce manual touchpoints, and focus on key accounts and revenue growth. The company's eCommerce Product Manager uses Zapier to automate tasks such as order fulfillment data updates and support ticket prioritization, unlocking valuable insights across the organization. Overall, automation has become a crucial part of Fellow's operations, enabling them to scale their business while maintaining a strong connection with their core demographic of specialty coffee shops.