Integration Considerations for eCommerce and Microsoft Dynamics 365 in Manufacturing

DynamicWeb

Real-Time Data Synchronization Across Systems

When eCommerce and ERP systems aren’t tightly integrated, or even at all, mismatches are constant and inevitable. Outdated pricing, products shown as available when out of stock, or incomplete order records. These gaps frustrate customers and drive up support costs.

Integrating eCommerce with Microsoft Dynamics 365 synchronizes pricing, inventory, and orders in real time. Customers always see up-to-date information, and sales teams can confidently fulfill their needs without second-guessing what’s in the system. There are fewer order errors, faster fulfillment, and a smoother buying experience across every channel.

Streamlined Quoting and Ordering Workflows

Quoting and ordering are critical for manufacturing eCommerce. Yet too often, these processes are slowed down by manual steps like sales reps pulling data from the ERP, customers waiting on pricing approvals, or orders being re-entered into multiple systems. These inefficiencies extend the sales cycle and create opportunities for errors that frustrate customers and erode trust.

Integrating eCommerce with Microsoft Dynamics 365 changes this dynamic. A great example comes from Subaru Norge A/S, which implemented a DynamicWeb solution to support its dealer network. Dealers and workshops now log in through individual profiles to see customer-specific prices and product catalogs, generate accurate orders, and even reorder past transactions with a single click. The system automatically calculates shipping costs based on distance, reducing errors and streamlining fulfillment. What was once a heavy, time-consuming process has become a seamless workflow, increasing efficiency for both Subaru and its partners.

Product Data Accuracy Through PIM Integration 

Streamlined orders and quotes only work if the product data behind them is accurate. In manufacturing, that’s often where challenges begin. Large catalogs with thousands of SKUs, technical specifications, and regional variations are difficult to manage manually. Spreadsheets, email approvals, and siloed updates quickly lead to errors like missing attributes, outdated prices, or inconsistent product details across sales channels.

The stakes are rising. In 2024, 96% of U.S. industrial manufacturers were using or planning to use CRM systems to improve digital customer experience, and 83% were adopting AI and machine learning to gain an edge in efficiency and personalization. These investments only deliver value if the underlying product and customer data is clean, integrated, and reliable.

That’s where a Product Information Management (PIM) system connected to Microsoft Dynamics 365 makes a difference. By serving as the single source of truth for enriched product content, PIM ensures that every channel, from web stores to dealer portals, is aligned with the operational data in Dynamics 365. For manufacturers selling into regulated markets, this consistency also simplifies compliance with EU Digital Product Passport requirements and make sure updates reach every channel simultaneously.

Scalable Dealer & Partner Portals

For most manufacturers, distributors, dealers, and franchises are a key part of their sales model. In fact, 80% of manufacturers rely on these channels, yet many struggle to meet partner satisfaction KPIs, creating friction that slows growth and erodes loyalty.

Integrated eCommerce portals connected to Microsoft Dynamics 365 give partners the tools to self-serve. Dealers can access real-time inventory, pricing, and product documents tailored to their account. They no longer need to call customer service for routine requests, and sales reps can focus on higher-value tasks instead of fielding repeat questions.

DynamicWeb’s approach allows manufacturers to run multiple portals from a single backend. Role-based access ensures each partner sees only the catalogs, terms, and documents relevant to them, while the shared infrastructure keeps management efficient as the network grows. For new dealers, this dramatically reduces onboarding time and support costs; for existing partners, it builds trust through consistent access to the information they need to sell effectively.

Alignment with Business Logic in Dynamics 365 

One of the biggest pitfalls in eCommerce projects is recreating processes already existing in the ERP. Every time workflows for taxes, discounts, or shipping get duplicated in a separate system, complexity increases and accuracy suffers. Manufacturers often discover too late that they’re maintaining two versions of the same rules, one in Dynamics 365, another in their eCommerce platform, leading to mismatched totals and frustrated customers.

DynamicWeb avoids this trap by reusing the business logic you’ve already invested in. Instead of rebuilding tax structures or discount schemes, the platform connects directly to Dynamics 365 and applies those rules in real time. When a customer requests a quote, places an order, or checks shipping costs, the calculations come straight from the ERP. No duplication, no rework, just continuity across departments.

Global Readiness: Multi-Language, Currency, and Localization

For manufacturers expanding into new markets, global readiness is non-negotiable. Customers expect to shop and transact in their own language, see prices in their local currency, and trust that tax rules and compliance requirements are applied correctly. Without an integrated system, supporting these variations often means creating parallel processes that add complexity and increase the risk of errors.

By integrating eCommerce with Microsoft Dynamics 365, manufacturers can extend the business logic already in place. DynamicWeb provides built-in support for multiple languages, currencies, and localized content, enabling companies to run international operations from a single platform without layering on unnecessary complexity.

The global focus became even stronger with SignUp Software’s 2025 acquisition of DynamicWeb. As a leading Microsoft ISV, SignUp Software brings a broad partner network and financial and operational solutions expertise, while DynamicWeb contributes its deep strengths in integrated eCommerce and PIM. Together, they offer manufacturers a unified value proposition: solutions that scale internationally while remaining tightly connected to Dynamics 365.

DynamicWeb's Integration Accelerator for Manufacturers

DynamicWeb’s Integration Accelerator gives manufacturers a head start with pre-built connectors and an open framework designed for Microsoft Dynamics 365. By reusing existing ERP logic and synchronizing in real-time, it simplifies complex projects and gets integrated commerce solutions live faster. Implementation risk lowers, costs decrease, and experiences become more consistent across channels.

Request a tailored demo to see how DynamicWeb’s Integration Accelerator can streamline your eCommerce integration with Dynamics 365.