At most ecommerce businesses I talk to, the biggest capacity drain isn't a big obvious problem. It's a dozen small ones that got absorbed and stayed that way.
A small recurring tasks pops up. Someone takes it on. A few months later it's just part of how they work, inherited by whoever is next in line if that person ever leaves. Rarely will someone then ask whether the process should still exist in its current form.
I've watched operators at solid $1-3M businesses spend hours per week pulling and reconciling data that a simple automated pipeline would handle in minutes. They're aware that a better process likely exists. But every week, something else was more urgent than rebuilding a thing they'd already gotten used to.
It doesn't show up as a line item anywhere. It shows up in that persistent feeling of never quite getting ahead, of always being at capacity without a clear reason why.
When did someone last ask why a recurring task exists in its current form? AI is genuinely useful here. It has no attachment to how things currently run, no years of accumulated habit making it blind to the obvious. Feed it your actual workflows before you try to build anything on top of them. You'll need that picture anyway.