MeUndies is a bold, beloved apparel brand known for its vibrant, comfort-first underwear and loungewear. As a direct-to-consumer leader in the Apparel, Footwear & Accessories (AFA) space, MeUndies serves a loyal customer base through its Shopify-powered storefront, supported by operations in NetSuite and logistics under 3PL. The brand’s strong focus on customer experience led to a new initiative: enabling frictionless order cancellations directly through its website AI chatbot, powered by Forethought.

The Challenge of Automating Shopify Order Cancellations at Scale

As order volumes grew, so did the number of customer support requests or customers wanting to cancel orders after purchase, usually before shipment. Without automation, this process was manual, time-consuming, and ripe for human error. MeUndies needed to move quickly. The goal was clear: allow customers to cancel orders directly through the AI chatbot on their website, without burdening the support team. And it had to be fast.

Manual Gaps in Shopify, NetSuite, and 3PL Order Workflows

Hairball identified several key technical and operational pain points:

  • Disconnected Systems: Shopify orders, NetSuite records, and 3PL shipments required cross-platform visibility.
  • Manual Reviews: Each cancellation request needed support staff to confirm order status and eligibility before processing.
  • Customer Experience Lag: Delays in handling cancellations created a frustrating experience, especially when orders shipped before support could act.

These issues not only strained internal resources but risked customer trust.

Automating Shopify Order Cancellations Using NetSuite and Forethought

Hairball engineered a fully automated order cancellation flow that connects MeUndies’ core systems: Shopify, NetSuite, 3PL, and Forethought. The solution listens for cancellation intents in Forethought and triggers a multi-system orchestration:

  • Get Forethought Cancellation intent
  • Lookup Shopify Order with the provided ID
  • Check for Order Existence in NetSuite
  • If it exists, lookup 3PL status
    – If not shipped, cancel in 3PL, then Shopify
    – If shipped, notify customer cancellation isn’t possible
  • Close NetSuite Order (when applicable)
  • Update Forethought with real-time confirmation and status

This dynamic flow ensures the cancellation is only executed if the order is truly eligible—improving accuracy, customer experience, and internal efficiency.

As a bonus, Hairball added condition-based logic to route orders differently if they hadn’t yet synced into NetSuite, or if fulfillment hadn’t started. Regardless of the outcome, the customer receives a clear, instant response through the AI chatbot interface.

This is eCommerce automation at its best, real-time, rules-based, and entirely hands-off.

Faster Shopify Cancellations and Higher Customer Satisfaction

Today, MeUndies customers can visit the website, launch the AI chatbot, and instantly access a “Cancel Order” option. After entering their email and order number, the system verifies eligibility and, if the order hasn’t shipped, cancels it in under a minute. The entire process is powered by automation with no human intervention.

This self-service workflow provides:

  • Near-instant cancellation (under 60 seconds)
  • Reduced support team workload
  • Fewer fulfillment reversals and shipping costs
  • Improved customer satisfaction

All this was implemented by Hairball in just a week.

A Foundation for Scalable, Customer-First Operations

By automating the order cancellation process across multiple systems, MeUndies now delivers a standout post-purchase experience that reflects its brand ethos: comfort, convenience, and customer-first thinking. This project shows how smart integration not only improves operations, but builds brand equity.

If you’re managing a high-volume Shopify store and still reviewing order cancellations manually, what’s the cost of waiting to automate? Let’s talk about it.