The Automation Paradox: Why 41% of Brands Still Don't Use Workflow Tools

A surprising finding from the 2025 Supply Chain Tech Stack Report reveals a puzzling contradiction in supply chain operations. Despite integration being cited as the top pain point by 60% of brands, 41% of companies still don't use any workflow automation platform. The report, which surveyed 90 supply chain leaders and included in-depth expert interviews, exposes this automation gap as a significant missed opportunity for operational efficiency.

The Integration Challenge

The survey of 90 supply chain leaders revealed that:

• 60% cite lack of integration between tools as their primary pain point
• 50% struggle with limited visibility or reporting capabilities
• Budget constraints are the primary barrier to adoption for 45% of respondents

Current Automation Landscape

Of those who do use workflow automation:

• Parabola leads with 37% adoption
• Make follows at 7%
• Other solutions make up the remainder

Why Teams Resist Automation

The reluctance stems from multiple factors:

• Budget constraints (45%)
• Complexity of implementation (17%)
• Lack of internal expertise (17%)

Keith Frymark, SVP of Supply Chain and Quality at Seed Health, explains the paradox: "They're just surviving, there are a lot of smaller ops teams where they're running a lean operation. On a small team of maybe 3 or 4 you're forced to do a lot at a fast pace, and you just don't have time to sit down and truly build out workflows."

The Cost of Waiting

Parabola CEO Alex Yaseen notes, "If you're constantly 'too busy' to evaluate the technology that could save you hours (or full team headcount), you'll never escape the hamster wheel."

The Business Case for Automation

"I'd much rather rely on someone saying 'Hey, I'm gonna use this tool and it's gonna do the job of two other people,'" says Ronak Shah, CEO of Obvi. "I think in today's climate I'm much more like, 'Let's move fast, let's go and get whatever we can use to forge ahead.'"

Coterie's Paige Zachs reinforces this view: "We're trying to grow our business by 50% this year without increasing our headcount… you do that by hiring only the best and investing in tech."

Based on a comprehensive survey of 90 supply chain and operations leaders conducted in early 2025 by Parabola and StartOps.