E-Commerce & Automation for NBA Summer League

I’m Doc, a no-code problem solver who helps organizations streamline their operations, grow revenue, and create unforgettable customer experiences.

I first started working with the NBA Summer League through Sports Business Classroom. Over time, that relationship expanded into full-scale projects—most recently, building their e-commerce and automation system for NBA Summer League merchandise sales.

When I stepped in, merchandise sales were stuck in the past:

Clunky checkout processes

Manual inventory tracking

No streamlined way to manage in-arena sales

Fans frustrated with long lines and slow systems

They weren’t upgrading an existing store. They were starting completely from scratch.

I built the foundation for a modern, automated fan experience from the ground up:

Shopify POS for smooth checkout at the arena

Zapier automations to connect sales, inventory, and reporting

Constant Contact email workflows to boost fan engagement

Stripe integration for seamless payments

Custom automations for in-arena pickup, so fans could order from their seats and skip the line entirely

It was the first time NBA Summer League fans could enjoy a true “pro-level” e-commerce experience inside the arena.

As one of the organizers put it:

The transformation was immediate for both fans and staff.

200+ staff hours saved by eliminating manual inventory tracking

In-arena pickup changed the game, since fans could order right from their seats

Fan satisfaction soared, while staff could finally focus on running the event, not fighting with systems

This was more than an upgrade—it was a new standard for how live sporting events can deliver merch experiences.

This project proved that sports organizations don’t need to stick with outdated systems. With the right automations and integrations:

Fans get a faster, more enjoyable experience

Staff save hundreds of hours on manual tasks

Merchandise revenue climbs through streamlined e-commerce

Events gain a scalable system they can use season after season

The big lesson? There’s now a clear path for events to automate, sell more, and scale with confidence.

✅ Built Shopify POS from scratch

✅ Automated sales, inventory, and email flows with Zapier + Constant Contact

✅ Launched in-arena pickup for merch

✅ Saved 200+ staff hours and increased sales by 23%

✅ Delivered a seamless, scalable fan experience

Working with NBA Summer League was a chance to merge sports, tech, and fan engagement into one powerful system. By building automation and e-commerce from the ground up, we didn’t just solve old problems; we created a playbook for how live events can thrive in the digital age.