Case Study: Fellow Products scales its global wholesale business with Zapier

How Fellow scaled a global wholesale business with Zapier

Fellow Products, a fast-growing coffee equipment company, needed a way to scale its wholesale business without overloading a small team. As it expanded to selling in 50 countries and supporting everything from major retailers to small specialty coffee shops, Fellow Products used Zapier to replace manual wholesale onboarding and keep account managers focused on higher-value work.

Zapier automated the workflow from Jotform leads into Copper CRM, routed approvals, sent personalized onboarding documents and tax forms, uploaded paperwork to Google Drive, and set up customers in Shopify with the right tax settings and wholesale discounts. The results were significant: Fellow Products now supports thousands of smaller wholesale accounts in just 8–10 hours per week, about 4x faster than manual processing, while also improving order changes, inventory tracking, and cross-team access to data.

Fellow Products

Alicia Roberts

Key Account Sales Manager