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Butterfly
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A production facility in the retail and e-commerce sector
Industries · Retail and E-Commerce

In retail, every touchpoint shapes the customer experience.

A delayed campaign, a stock inconsistency or customer records duplicated across channels can directly affect sales and the customer experience. Butterfly brings e-commerce, product information, order, campaign, customer and dealer processes together in a single orchestration layer.

Working with your existing systems, it speeds up operations, improves the customer experience and makes growing business volumes manageable.

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Organizations that trust Butterfly
VodafoneFloReebokNine WestMetro IstanbulDoğuş MediaTypekuvazNTVDiscoveryTLCKoleksiyonLumberjackGQVogueDeva Holding CompaniesKoray KimyaPuhu TVDMAX

A small improvement creates a big impact on the shopping journey.

Butterfly brings together processes that run across different channels, from the first customer touchpoint to order completion. From campaign management to customer deduplication, and from dealer operations to employee requests, it makes every flow more connected and manageable.

TodayA pending campaign rule misses a sales opportunity.
With ButterflyButterfly manages channels and campaigns in a single flow.
Campaign receipt11.11 campaign · in-store + onlineReceipt no. 2026-1111 · 23:59
TODAYWITH BUTTERFLY
Campaign rule9 days in the IT queueMarketing launched it the same day
−420.000 ₺+420.000 ₺
Customer recordSame person, 3 separate recordsOne customer, the right audience
−36.000 ₺+36.000 ₺
Chatbots1,240 requests routed to the wrong botTo the right bot, with human approval
−58.000 ₺+58.000 ₺
Stock14 orders oversoldReserved at checkout, 0 cancellations
−21.000 ₺+21.000 ₺
Total
Loss −₺535,000₺535,000 protected

Sample calculation · one campaign night

Protected with Butterfly

On campaign night,
stock is reserved at payment, not in the cart.

Marketing launches campaign rules without waiting for code. As orders pour in, Butterfly firmly reserves stock the moment checkout begins, so sold-out products are never oversold.

Campaign panelLive · 11.11 campaignStock reservation · Butterfly
Campaign rules · as data
50% off the 2nd item in cartOn
Free shipping threshold1.000 ₺750 ₺
Headphones: max 2 per customerOn

Marketing · 21:58 updated the shipping threshold · no code, no release wait

Orders / minute
3201,2401,870

Stock is firmly reserved at the start of every checkout.

Stock · live
Wireless headphones
120640
stock · net of reservationsSold out · no overselling
Thermos 750 ml
340281236
stock · net of reservationsSold out · no overselling
Running shoes
583112
stock · net of reservationsSold out · no overselling
Puffer jacket
4590
stock · net of reservationsSold out · no overselling

Keep technology from getting in the way as campaigns grow.

Traffic and order volumes rise during campaign periods. Campaign rules, shipping thresholds and storefront changes wait on software development. Stock and order management can become inconsistent.

The flow with Butterfly

  1. Campaign, pricing, shipping and order rules are managed as data instead of code.
  2. Stock is firmly reserved at the start of checkout.
  3. Marketing teams can create campaigns without waiting in the IT development queue. Stock inconsistencies and overselling risks during campaigns are kept under control.

Recognize the same customer on every channel.

The same customer exists as separate records across brands, loyalty programs and sales channels. This affects the accuracy of customer segments and campaign audiences.

With Butterfly Criteria such as email, phone, ID and name similarity are evaluated with weighted matching rules. Automatic merging, human approval and rollback mechanisms work together.

A single customer view is created. Campaign and segmentation work runs on more reliable data. Every merge is traceable.

71% score → awaiting human approval

The same customer’s records across channels are matched with weighted rules; those below the threshold go to human approval, and every merge can be rolled back. Sample data.

Let AI assistants run in the same orchestration.

AI chatbots used for different purposes run on separate systems. Routing requests to the right bot and bringing human approval into the process becomes difficult.

The flow with Butterfly

  1. An orchestration layer is placed in front of existing bots.
  2. Requests are classified and routed to the right bot, with human approval or additional automation steps added when needed.
  3. Different bots and robotic automations run under one governance model. Central control is achieved without replacing existing solutions.

Grow with your dealer network on the same system.

Dealer prices, credit limits, consignment stock and orders are managed through different channels. Data and process gaps can arise between headquarters and dealers.

The flow with Butterfly

  1. Dealer hierarchy, pricing and discount rules, the ordering portal, credit risk limits and consignment stock visibility are managed on a single platform.
  2. Dealers and headquarters work from the same data. Limit overruns become visible at the ordering stage.

Manage employee requests in a single flow.

Travel, expense, purchasing and leave requests from store and headquarters employees move through different tools.

The flow with Butterfly

  1. In a self-service employee portal, all requests are managed with defined approval flows.
  2. Expense processes apply currency conversion, domestic/international distinction and account checks.
  3. ERP integration is preserved.
  4. Employee requests are submitted, approved and closed out in a traceable way from a single point.

From shopping to operations,
all processes in one place.

Butterfly
E-commerce coreCart, payment, order, shipping; migration from legacy infrastructure
Product informationPIM; product and price integration with ERP
Dealers and architectsPrice lists, credit limits, consignment stock
Customer deduplicationMulti-source matching, campaign audiences
AI botsOrchestration and human-approved routing
Retail ERPPOS, campaign engine, e-archive, dealer network
Employee self-serviceTravel, expenses, purchasing, leave
Butterfly orchestration layer
E-commerce coreCart, payment, order, shipping; migration from legacy infrastructure
Product informationPIM; product and price integration with ERP
Dealers and architectsPrice lists, credit limits, consignment stock
Customer deduplicationMulti-source matching, campaign audiences
AI botsOrchestration and human-approved routing
Retail ERPPOS, campaign engine, e-archive, dealer network
Employee self-serviceTravel, expenses, purchasing, leave
Use case · Retail and E-Commerce30M+Butterfly üzerinden tamamlanan orders

A retail chain operating a multi-brand e-commerce platform. Problemlar, With Butterfly çözüm ve ölçülmüş sonuç.

Read the use case →
Large scale, proven performance.The customer’s name is withheld for confidentiality.
Live deployment30 million+ orders

Number of orders completed through Butterfly on a retail chain’s e-commerce platform.

Frequently asked

Quick answers about Retail and E-Commerce.

Frequently asked questions about Butterfly in retail and e-commerce processes.

Can Butterfly handle high traffic and order volumes during campaign periods?
Yes. More than 30 million orders have been completed through Butterfly on a retail chain’s e-commerce platform. For new projects, capacity is assessed with load tests based on the traffic profile.
Can an incorrect merge in customer deduplication be undone?
Yes. Matching operations are designed to be traceable and reversible. Records within a defined threshold range can be routed to human approval instead of being merged automatically.
Do we need to replace our existing chatbots and robots?
No. Butterfly can work as an orchestration layer in front of your existing bots and robots. Different solutions can then be managed under a single governance structure.

Bring the customer experience transformation to your other processes too.

Explore how Butterfly creates value across industries.

Explore All Industries

Works by the rules of your industry.

Manufacturing and Industry

Asset, maintenance, procurement and approval processes on one platform.

Retail and E-Commerce

Multi-brand e-commerce, order and product information flows.

Pharmaceuticals and Regulated Manufacturing

Quality, document and contract processes, ready for audit at any time.

Media and Publishing

High-traffic content and video publishing, channel revenue reporting.

Transportation and Logistics

Self-service reporting and field inspection from multi-source operational data.

Telecom

Infrastructure ready to scale for channel, content and operational processes.

View all industries +5

Let’s decide where to start, together.

In a discovery call, let’s talk about your existing systems and your priority process, and define the right starting area for you together.

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