Case Study: eCommerce & ERP Modernization

Connecting B2B and B2C Shopify Stores to a Shared Business Central Inventory

How Allgrow Technologies engineered a multi-storefront ERP architecture enabling a single Microsoft Dynamics 365 Business Central instance to power independent B2B and B2C Shopify stores with channel-specific stock buffers, ERP-governed customer onboarding, and automated tier-pricing synchronization.

Connecting B2B and B2C Shopify Stores to a Shared Business Central Inventory
Enterprise Client Multi-Channel B2B & B2C Brand
Core Technologies Business Central + Shopify Plus
Deployment Scope Dual Storefront Integration
Engineering Outcome Live Unified Inventory & Pricing
The Operational Dilemma

Two Opposing Commerce Models on One Shared ERP Inventory

The organization was already operating an established B2B Shopify store and required a new, independent B2C Shopify storefront. Both channels needed to draw stock from the same Microsoft Dynamics 365 Business Central backend while adhering to completely separate operational rules.

Wholesale Channel Rules

B2B Storefront Requirements

The B2B channel required strict gated access controls with ERP-verified customer onboarding:

  • Contract Pricing Only: Customers only see contracted pricing approved specifically for them in Business Central.
  • ERP Approval Workflow: Standard Shopify account creation bypassed in favor of ERP review and credit verification.
  • Customer Record Creation: Approved ERP customer record releases access back to Shopify for secure customer login.
  • Saved Shipping Addresses: Pre-existing corporate shipping addresses in Business Central synced directly to Shopify.
Direct-to-Consumer Rules

B2C Storefront Requirements

The B2C channel required a frictionless, open consumer shopping experience:

  • Instant Guest Checkout: Open public browsing with standard retail pricing and instant checkout.
  • Frictionless Account Creation: Rapid consumer order capture without manual account verification delays.
  • Channel Inventory Buffering: Isolated inventory buffers preventing retail flash sales from wiping out B2B contracted inventory.
  • Dedicated Tax & Promos: Separate marketing catalogs, promotion engines, and consumer tax schedules.
Engineering Solution

Tailored Multi-Storefront Integration Architecture

Allgrow Technologies designed and deployed an event-driven integration layer connecting both Shopify storefronts to Microsoft Dynamics 365 Business Central without compromising channel separation.

⚡ SYSTEM INTEGRATION BLUEPRINT
STOREFRONT A

Shopify B2B Store

Gated registration, approved account logins, customer-specific tier pricing matrices, saved corporate addresses.

INTEGRATION ENGINE

Allgrow Event Pipeline

Webhook ingestion, AL Business Central extensions, pricing matrix lookups, channel inventory buffer logic.

STOREFRONT B

Shopify B2C Store

Open retail catalog, consumer checkout, separate promotional allocation, instant order synchronization.

Microsoft Dynamics 365 Business Central (Single Master ERP)

Single Source of Truth for Live Stock, Pricing Matrices, Order Books, and Master Customer Accounts

REAL-TIME SYNC

ERP-Driven Customer Lifecycle

Registration requests are captured in Business Central for credit and compliance review before account activation, ensuring complete B2B customer governance.

Live Tier-Pricing Synchronization

Business Central sales price matrices dictate custom B2B pricing in real time, eliminating manual discount code maintenance and pricing errors.

Implementation Depth

Beyond Standard Off-the-Shelf Connectors

Standard commercial connectors assume a 1:1 relationship between an eCommerce store and an ERP instance with uniform pricing. This project required solving multi-storefront routing with contradictory business rules.

The core engineering challenge was establishing a multi-store architecture where two completely distinct Shopify environments communicate with one Business Central ERP without cross-contaminating pricing, customer visibility, or inventory reserves. Allgrow Technologies developed custom AL extensions within Business Central to handle webhook listeners, customer state machines, and channel-segmented inventory feeds.

Dynamics 365 BC AL Shopify Plus API OData REST Web Services Azure API Management Webhook Routing

Key Architectural Capabilities

  • ERP Customer State Machine: B2B onboarding requests held in staging queues for credit review.
  • Address Book Serialization: Corporate ship-to addresses dynamically mapped to Shopify customer accounts.
  • Channel Inventory Buffering: Stock calculation rules prevent retail spikes from wiping wholesale reserves.
  • Bi-Directional Order Commit: Sales orders posted with exact channel identifiers and ledger codes.
Verified Business Outcomes

Measurable Operational Impact & Scalable Infrastructure

The unified architecture eliminated manual reconciliations and laid the foundation for future international and retail channel expansions.

One Unified Backbone Single source of truth for stock counts across wholesale and retail, eliminating overselling.
Governed B2B Onboarding Automated customer verification and account release without manual ERP re-keying.
Automated Pricing Tiers Contract pricing managed exclusively within Business Central and published to B2B logins.
Multi-Store Extensibility Plug-and-play architecture enabling additional regional storefronts to connect into Business Central.
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