Linnworks unveils Spotlight AI to cut eCommerce toil

Linnworks has launched Spotlight AI, a new product designed to analyse eCommerce operational workflows and recommend automations across the order lifecycle.

The company said Spotlight AI is the first product in its new Commerce Ops Intelligence portfolio. Linnworks sells inventory, order and warehouse management software for online retailers.

Linnworks said Spotlight AI runs across its platform and remains available to all customers. The company said the tool continuously analyses workflows and identifies manual actions. It also flags inefficiencies and prioritises which automation rules to apply next.

The company said early testing showed customers who implemented automation rules based on Spotlight AI's recommendations saved an average of more than 30 hours per month.

Spotlight AI focuses on operational processes that sit behind eCommerce growth, including order processing and fulfilment steps that often include manual checks and exception handling.

Operational focus

Linnworks positioned Spotlight AI as a response to the tension between scaling order volumes and maintaining operational control. The company said manual work can increase as brands add new sales channels, products, warehouses, delivery options and internal processes.

Linnworks said the tool identifies tasks that remain manual, and it links them to specific recommendations. The company said the system also monitors workflows on an ongoing basis, rather than relying on periodic audits by operations teams.

Companies that sell through multiple marketplaces and direct-to-consumer sites typically manage a mix of tools for listings, stock, orders and shipping. Linnworks markets its platform as a way to manage those functions through a single system. Spotlight AI sits within that environment, according to the company.

"Retailers shouldn't have to choose between growing fast and operating reliably at scale," said Jon Bahl, Chief Executive Officer, Linnworks. "Spotlight AI gives our customers visibility into where manual work is still slowing them down and provides clear, actionable guidance on what to automate next. It's a major step toward helping brands scale with confidence," added Bahl.

Recommendations engine

Linnworks described Spotlight AI as a tool that prescribes high-priority automations. It said the system diagnoses inefficiencies and highlights where manual actions can introduce risk as order volumes rise.

The company said the recommendations are intended to be measurable and specific. It framed the product as a way to surface operational "blind spots" that remain hidden inside day-to-day processes, particularly when teams assume automation already covers most activities.

Linnworks also said the system mitigates risk before issues arise. It linked that to continuous monitoring of workflows and the identification of new optimisation opportunities over time.

"Most businesses don't realise how much manual work still exists in their day-to-day operations, and each manual action introduces a risk," said Diana Nolting, Chief Product Officer, Linnworks. "Spotlight AI was built to surface those blind spots automatically and turn them into practical automation opportunities to reduce risk. By embedding continuous optimisation directly into the platform, we're making automation more accessible, measurable, and impactful for our customers," added Nolting.

The launch places Linnworks among a growing group of eCommerce software suppliers introducing AI features that focus on operational decision-making rather than consumer-facing chat or content generation. In this case, Linnworks has centred its messaging on internal workflow analysis and on recommendations that translate into automation rules.

Linnworks said Spotlight AI forms part of a longer-term plan that covers the entire order lifecycle. The company said it wants more elements of eCommerce operations to run through automated processes, while keeping accuracy and control in place as volume rises.

Linnworks said Spotlight AI is the first product within its Commerce Ops Intelligence portfolio, and it plans additional products under that banner.