ERP and E-Commerce for SMBs: How to Connect Your Webshop and ERP

Growing order volumes, additional sales channels, and rising expectations around availability and pricing accuracy: e-commerce in the SMB sector is getting more complex. At the same time, many companies still work with separate systems for their webshop and ERP.

Orders are transferred manually, inventory levels do not match, or shop prices differ from the pricing logic in the ERP. The result: extra effort, more room for errors, and less transparency in day-to-day business.

In this guide, you'll learn how to connect ERP and e-commerce in SMBs, which data should be synchronized, and what matters when it comes to implementation.

Key Takeaways: ERP and E-Commerce for SMBs

• Connecting your webshop and ERP reduces duplicate data maintenance and manual work.
• Prices, inventory levels, customer data, and orders can be processed automatically between webshop and ERP.
• A step-by-step setup reduces the complexity of an integration project.
• dynamic commerce connects e-commerce processes closely with Microsoft Dynamics 365 Business Central.
• A centralized ERP data foundation creates the basis for additional sales channels and scalable processes.

What does ERP integration mean in e-commerce?

An ERP system (Enterprise Resource Planning) brings together core business processes such as purchasing, inventory management, financial accounting, and sales.

When the webshop is connected to the ERP, it creates an end-to-end data flow. Product data, prices, inventory levels, customer data, and orders no longer need to be maintained separately across different systems. What really matters here is the depth of integration.

A traditional interface transfers data between two separate systems, for example via APIs or middleware. With deep integration, the e-commerce solution accesses relevant data and business logic directly from the ERP system. This includes pricing logic, taxes, inventory levels, and order processing, for example.

Especially with growing product ranges, multiple sales channels, and individual terms for b2b customers, this kind of integration can significantly reduce manual effort.

Why SMBs benefit from ERP e-commerce integration

A webshop that runs independently from the ERP may work at first when order volume is still manageable. But as the business grows, coordination effort increases as well.

Typical challenges include:

• duplicate maintenance of product master data
• manual transfer of orders
• different inventory levels in webshop and ERP
• inconsistent prices and terms
• lack of transparency around order status

The more products, customers, and sales channels you add, the more these manual processes start to slow things down.

Connecting e-commerce and ERP ensures that relevant information is managed centrally and can be used across connected sales channels.

Instead of constantly reconciling data across different systems, your team can focus more on sales, customer service, and growing your e-commerce business.

Which data should be synchronized between webshop and ERP?

Which data should be integrated depends on your business model. Still, some areas often form the foundation of a seamless e-commerce integration.

Product master data and product information

Item numbers, names, descriptions, images, and other product information can be maintained centrally and then made available in the webshop.

This creates a single source of data. Changes no longer need to be made multiple times across different systems.

Prices and customer-specific terms

Sales prices, tiered pricing, discounts, and individual b2b terms can be applied directly from the ERP. This makes it possible to manage even more complex pricing structures centrally and display them in the webshop.

Inventory levels and availability

Inventory information from the ERP can be displayed in the webshop. Depending on the business model, different warehouse locations and availability rules can also be taken into account. This gives customers up-to-date information about which products are available.

Orders and customer data

Orders from the webshop can automatically be created as quotes or sales orders in the ERP. Customer data, shipping addresses, line items, and prices are then available right away for further processing. Customer data can also be managed centrally. For existing b2b customers, individual prices, assortments, and additional terms can be taken into account.

Step by step to ERP integration

An ERP e-commerce integration does not need to cover every process from day one. In many cases, it makes more sense to start with the most important data flows and then expand the solution step by step.

Step 1: Analyze existing processes

Start by documenting how data is currently exchanged between webshop and ERP. Where is information transferred manually? Which data is maintained twice? Where do errors or delays happen on a regular basis? This analysis shows which processes should be integrated first.

Step 2: Build the basic integration

A solid starting point often includes:

• product master data
• prices
• inventory levels
• orders

This already reduces a large share of manual data maintenance and creates the foundation for further automation.

Step 3: Integrate customer and pricing logic

In the next step, customer-specific prices, tiered pricing, discounts, and additional terms can be integrated. This step is especially important for b2b portals, since prices and assortments are often tailored to individual customers or customer groups.

Step 4: Expand processes

After that, the integration can be extended with additional areas, for example:

• invoices and delivery notes
• payment information
• returns and credit notes
• shipping information
• additional sales channels

This allows the integration to grow alongside your company's requirements.

What to look for in an e-commerce platform

Not every e-commerce platform offers the same level of integration. That is why you should not look at individual shop features alone when making your choice.

Depth of integration

Check how the platform connects to your ERP system. Does it simply transfer data between two independent systems, or does the e-commerce solution access relevant information and business logic directly in the ERP? The less data and fewer rules need to be maintained multiple times, the lower the coordination effort between systems.

Support for b2b and b2c

b2b and b2c commerce place different demands on a webshop. Especially in b2b, features such as individual pricing, customer-specific assortments, user permissions, and access to documents play a major role. That is why the platform should match your specific sales scenarios. 

Scalability across multiple channels

If you are planning to expand into additional markets or sales channels, your system landscape should be ready for it. Multiple languages, different currencies, marketplaces, and additional webshops increase the demands on product, pricing, and customer data. A centralized data foundation makes it easier to manage this information consistently. 

How dynamic commerce connects e-commerce and Business Central

dynamic commerce is an e-commerce platform based on Microsoft Dynamics 365 Business Central. The solution was built specifically to connect e-commerce and ERP processes closely.

Items, prices, customer data, inventory levels, and orders access data and business logic directly from Business Central.

This makes it possible to run b2c webshops and b2b portals on one centralized ERP data foundation. Additional solutions also make it possible to connect further sales channels.

Business Central serves as the central foundation for commercial processes. This helps reduce duplicate data maintenance and manual transfers between ERP and webshop.

If you are already using another shop system, dynamic connect offers an integration solution for Microsoft Dynamics 365 Business Central. Items, inventory levels, prices, and customer data can be synchronized, and orders can be transferred directly to the ERP.

ERP integration as the foundation for omnichannel commerce

E-commerce often no longer consists of a single webshop. Companies may sell through:

• b2c webshops
• b2b portals
• marketplaces
• field sales portals
• additional digital sales channels

With every additional channel, the effort required for product information, pricing, and inventory increases. If this information is maintained separately for each channel, inconsistent data quickly becomes a problem. A centralized ERP data foundation creates a shared basis here. Assortments, prices, availability, and orders can be managed centrally and used across different sales channels. This makes ERP integration an important foundation for structured omnichannel commerce.

Common mistakes in ERP e-commerce integration

Even when the technical connection works, organizational and structural issues can still arise.

Trying to integrate too much at once

If you try to automate every process right from the start, project scope and complexity quickly increase. A step-by-step approach with clearly defined priorities helps keep requirements manageable and allows you to optimize processes one after another.

Underestimating data quality

An integration can only work with the data available to it. Incomplete product master data, inconsistent price lists, or outdated customer data are not automatically fixed just because systems are technically connected. That is why you should check before the project starts which data is needed and whether it is complete and consistent. 

Involving teams too late

E-commerce and ERP affect different areas of a company. Alongside e-commerce and IT, sales, logistics, accounting, and, if needed, your ERP implementation partner should be involved early on. This makes it possible to account for requirements and technical dependencies already during planning.

Not testing processes thoroughly enough

Before go-live, the most important workflows should be tested end to end. This includes not only data transfer, but also the full process from the order in the webshop through to processing in the ERP.

Conclusion: ERP integration as the foundation for scalable e-commerce

The more your e-commerce business grows, the more important seamless processes between webshop and ERP become. Manual data transfers, inconsistent prices, or mismatched inventory levels create extra effort and make it harder to expand into new products, markets, and sales channels. That is why the key is not to integrate as many processes as possible all at once. Start with the areas where the biggest manual workload exists today, then expand the integration step by step. 

With dynamic commerce and the integration with Microsoft Dynamics 365 Business Central, e-commerce and ERP processes can be closely connected. This creates a centralized data foundation for webshops, b2b portals, and additional digital sales channels.

FAQs: ERP and E-Commerce for SMBs

What is the difference between an ERP interface and an ERP integration?

A traditional interface transfers data between separate systems, for example via APIs or middleware. With deep integration, the e-commerce platform can access relevant data and business logic of the ERP system directly. This means prices, availability, and order processes, for example, no longer need to be maintained independently in multiple systems.

Which data should be synchronized first?

A practical starting point often includes product master data, prices, inventory levels, and orders. Which data should actually be integrated first depends on where the biggest manual workload exists in your current processes.

Do I need middleware for the ERP e-commerce connection?

Not necessarily. With deeply integrated e-commerce platforms, additional middleware may not be needed. dynamic commerce is integrated directly into the business logic of Microsoft Dynamics 365 Business Central.

How do b2b companies benefit from ERP e-commerce integration?

In b2b commerce, individual pricing, assortments, availability, and access to documents play an important role. By connecting with the ERP, this information can be managed centrally and provided in the b2b portal. At the same time, the manual workload for sales and customer service is reduced.