Automatic synchronisation of an online store with a CRM system
No more manual copying of data between systems. Two-way synchronisation between the e-commerce platform and the CRM system automates order handling, updates customer data and tracks payment statuses — in real time, without human involvement. One view of the customer, order and product.
Disconnected systems and manual data transfer
The company handled sales through an e-commerce platform, while customer relationship management and order processing were carried out in a separate CRM system. Both systems operated independently — customer, product and order data did not flow between them automatically. Each new order required manual re-entry of customer data, order line items and payment status from one system to the other.
With more than 200 orders per day, manual data transfer consumed 1.5 FTEs and generated regular errors — incorrect amounts, omitted items and duplicate customers. The lack of a consistent customer view (order history, payments, preferences) made after-sales service more difficult and prevented marketing segmentation. The operations team had no tools to quickly search related records: customer ↔ order ↔ product.
An additional issue was the lack of synchronisation of the product catalogue. New products added in the store did not appear automatically in the CRM, forcing duplicate work when creating them. Payment statuses were updated with delays, which made receivables control more difficult and led to outdated data in sales reports.
Two-way real-time e-commerce and CRM integration
The implemented solution connects the e-commerce platform with the CRM system through two-way synchronisation operating in real time. Each new order placed in the store automatically creates linked records in the CRM: customer data (or an update to an existing record), order line items, payment status and links to products. The system also supports the reverse direction — changes in the CRM (e.g. correction of customer data) are propagated to the e-commerce platform.
The product catalogue is synchronised automatically. A new product added in e-commerce generates a corresponding record in the CRM with full specification, price and availability. Orders are automatically linked to products and customers, creating a complete relationship graph. The system copies key fields between records — e.g. rates from product to order, customer contact details to contract — eliminating manual completion.
The CRM panel offers dedicated modules: products, customers, orders and documents — with advanced filtering, CSV export and change history. Payment statuses update in real time, and the team receives notifications about new orders and status changes. The integration eliminated manual data transfer, reduced errors to a minimum and gave the team a complete view of each customer in one place.
Before and after implementation
Concrete automation results
Want to achieve similar results?
Book a free consultationBefore the integration, our team spent half the day manually transferring data between the store and the CRM. Now everything happens automatically — a new order in the store appears in the CRM within seconds, with all customer and product data. We saved one and a half FTEs, and errors have virtually disappeared.
Online store in the events industry, 200+ orders per day
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