AppBuilder
Seamless Commerce–CRM Integration for Real-Time Customer Insights
A leading global e-commerce retailer unified its online store and CRM platforms through a cloud-native integration, enabling real-time, bi-directional data synchronization of customers, companies, and orders—eliminating silos, accelerating sales cycles, and ensuring a single source of truth.
The Challenge
Customer and order data lived in disconnected systems, leading to inconsistent records, delays in information sharing, and manual workarounds. Sales and marketing teams lacked real-time visibility into e-commerce activity, slowing engagement and causing missed opportunities.
The Scenario
The Solution
The Solution – Real-Time Integration Across Commerce and CRM
Comwrap Reply implemented a cloud-based integration using a serverless architecture to link the client’s e-commerce platform with its CRM in real time.
Key capabilities delivered:
- Bi-directional customer sync – profile changes in either system automatically update the other, ensuring consistency.
- Company account synchronization – B2B account data and relationships mirrored across platforms.
- Order lifecycle integration – e-commerce orders instantly appear in the CRM as deals or activities, with status updates flowing both ways.
- Embedded CRM data in commerce UI – custom widgets in the commerce admin display relevant CRM details in-context for faster decision-making.
- Extensible API-first design – accelerator model allows for field mapping changes, future object sync (e.g., wishlists), and additional third-system integrations.
The solution was designed as a reusable accelerator—upgrade-safe, scalable, and adaptable for other markets or business units.
How we did it
Agile Execution on a Tight Timeline
We built the integration on a cloud extensibility framework, using:
- Event-driven triggers from the commerce platform (customer created/updated, order placed/status change).
- Serverless functions to transform and send data via secure REST APIs to the CRM, with delta updates to minimize load.
- CRM webhooks to push updates back to commerce, keeping both systems aligned.
- Admin UI SDK to embed CRM data directly into commerce order and customer views.
- Retry and error handling to ensure no data loss during outages or API downtime.
No core modifications were made, ensuring future platform upgrades remain conflict-free. The integration went live without downtime and handled high transaction volumes from day one.
The Results
The client eliminated manual data transfers, achieving near-100% data consistency between commerce and CRM. Sales and marketing teams gained real-time visibility into orders and customer actions, enabling faster outreach and improved campaign targeting.
Customer service could respond more effectively with a complete view of customer interactions. The integration reduced operational workload, increased data trust, and provided a foundation for future connected-platform initiatives.
About the Client
A multinational e-commerce retailer operating across multiple regions, serving both B2B and B2C customers. The company manages high transaction volumes and complex customer relationships, relying on integrated digital systems to deliver exceptional customer experiences.
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