E-commerce emerged with the development of ICT and digitization. The combination of e-commerce and process automation can be referred to as e-commerce automation. This study aims to provide a holistic view of e-commerce automation by identifying the relevant dimensions, current maturity levels in organizations, and assumed strategic potential via an online survey and qualitative interviews. Results are summarized in a workshop canvas for e-commerce roadmap development, guiding organizations through the dimensions of data, processes, technical performance, customer experience, marketing and content, as well as organizational culture, structure, and roles.