The growing complexity of global supply chains and the rapid development of e-commerce have made automation a strategic necessity for logistics companies seeking to improve operational efficiency. This paper analyzes the impact of automation technologies including Warehouse Management Systems (WMS), Automated Guided Vehicles (AGVs), and AutoStore systems on the performance of logistics operations. The study identifies the main benefits of automation, such as shorter order fulfillment times, lower operational costs, and higher process accuracy. Data drawn from industry reports and case studies demonstrate that automation can reduce order fulfillment times by up to 30%, operational costs by 25–30%, and order errors by 40–50%. Moreover, automation supports sustainable development goals by reducing energy consumption and CO₂ emissions. However, the research also highlights key challenges, including high investment costs, infrastructure adaptation needs, and shortages of qualified personnel. The analysis confirms that automation significantly enhances logistics performance and competitiveness while requiring enterprises to adopt a holistic approach that integrates technology implementation with employee training and sustainable business strategies.