In the ever changing world of eCommerce logistics, automation is beyond a luxury, it’s a growth imperative. A landmark automation project at a major Australian online retailer Catch provides a striking example of what is possible when ambition meets the right technology. This article explores the transformation of a high-volume fulfilment centre into one of the country’s most advanced eCommerce warehouse automation success stories.
From Manual Picking to Robotic Precision
Just a few years ago, the warehouse in question relied on manual picking processes. Staff would spend up to 10 minutes packing each order and walk upwards of 10 kilometres a day, pushing trolleys across a vast floor plan. During peak periods, the warehouse was forced to slow down order intake, as human limitations created a bottleneck in fulfilment.
The turning point came with a bold decision to invest in robotics. Following extensive research across local and international automation providers, the company opted for a solution that made optimal use of vertical space while delivering high throughput with minimal human error.
Enter the AutoStore Grid
At the heart of the transformation was an AutoStore system: a dense aluminium grid containing tens of thousands of bins stacked up to 16 levels high. Above the grid, a fleet of robots moves with choreographed precision, retrieving bins and delivering them to workstations on the ground where a small team of pickers finalises each order.
The system runs on simple components—car batteries, belts, and wireless signals—and is engineered for easy maintenance. Each robot autonomously returns to its charging station when needed, and the entire process is orchestrated by software that optimises routes in real time.
Unlike other eCommerce warehouse automation robotic systems that operate alongside human pickers in shared spaces, this setup separates the robotics from personnel, adhering to strict safety standards. This made it a strong choice in the context of Australia’s regulatory environment.
Peak Season Without the Panic
Traditionally, peak seasons such as Christmas placed significant strain on manual fulfilment operations. With the new automation in place, the warehouse was able to double its capacity and process upwards of 25,000 orders per day without delays. Delivery times were halved, customer satisfaction improved, and seasonal sales growth could be accommodated without additional labour strain.
Importantly, this shift did not replace workers—it repositioned them. Automation absorbed repetitive, time-consuming tasks, while staff took on more value-adding roles. This approach supported not only operational performance but also workforce engagement.
eCommerce Warehouse Automation: Built for Scalability
A key eCommerce warehouse automation design principle was scalability. The robotic grid can be expanded within the existing warehouse footprint, offering a path to doubling the number of daily orders processed. It also enables a broader product range by allowing more SKUs to be stored and picked efficiently.
The choice of automation platform was informed by both current capacity and long-term growth ambitions. Rather than settling for incremental gains, the project team sought a solution that would remain viable for years, even under significant sales volume growth.
Supply Chain Learnings
This project stands as a case study in strategic eCommerce warehouse automation. The critical success factors included:
Leadership buy-in
High-level sponsorship enabled bold investment and sustained focus.
Thorough due diligence
Multiple systems were assessed over a 12-month period, balancing cost, complexity, safety, and performance.
Operational understanding
Automation design was grounded in real workflow challenges—from travel distance to pick path congestion.
Future orientation
Scalability was not an afterthought but a core eCommerce warehouse automation selection criterion.
Australian retailers are often slow to embrace robotics, citing cost, complexity, and cultural resistance. But as this example shows, those who take a forward-looking approach to automation can achieve step-change improvements in efficiency, customer experience, and scalability.
Warehouse automation is not just about robots—it’s about strategy. By aligning technology with business growth goals, operators can build fulfilment centres that are fast, flexible, and future-ready.
Read about the transformation in the Sydney Morning Herald.
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