Get Dynamics GP fully integrated with your eCommerce


Custom App Connector

Microsoft Dynamics GP is an ERP solution that manages front-end operational and administrative business processes. Dynamics GP lets businesses automate and standardize recurring tasks, and makes collaboration easier throughout organizations. Integrating Dynamics GP & eCommerce with Clarity Connect™ allows organizations to better streamline their processes, and gives different departments the tools they need to easily and effectively make business decisions. Sales teams gain sales insight and can dive deep into account health and activities, businesses get better inventory management ensuring no sales are lost, customers can access order details, payment history, and shipping statuses at any time, and business stakeholders can access organizational data in real-time.



Engaging Customers Through User-Friendly B2B eCommerce Applications

Using Microsoft Dynamics CRM and an integrated sales platform, marketers can carefully curate their catalogs and customers’ eCommerce experiences. The right design not only makes it easy for customers to find the products that they want but also encourages them to buy products they didn’t know that they wanted. Well-written descriptions, multiple product images, product groupings and search filtering and sorting allow customers to search within subgroups, custom catalogs and store-within-store applications. Some of the key applications and benefits of Microsoft Dynamics CRM integration include:

  • Providing customer-specific and tiered pricing.
  • Personalizing product catalogs based on each customer.
  • Access to ordering history, shipping information, split shipping data.
  • Connecting with external marketplace platforms such as Amazon, EBay.
  • Fostering additional search capabilities with custom filters, product categories, common attributes, keywords and other criteria.
  • Encouraging cross-selling, upselling and sales of related products and accessories.
  • Automated and custom quoting for custom orders.
  • Facilitating custom orders, wish lists and product configurators.
  • Offering multiple payment options, payment in different currencies, automatic tax calculations and customs and duties calculations.


Connect Microsoft Dynamics GP and your eCommerce solution seamlessly.

Clarity Connect™ specializes in securely pushing customer transactions such as orders and payments, quote requests, and account contact information updates from the public facing storefront into an SSL secured internal ERP system. Clarity eCommerce™ integrates with Microsoft Dynamics GP to perform supply chain and inventory management, order and billing management, shipping and fulfillment, revenue recognition management, and financial planning.

Improving Customer Loyalty & Satisfaction with Microsoft Dynamics GP eCommerce Integration



Microsoft Dynamics GP eCommerce integration of back-office and B2B eCommerce features for customers facilitates using records from sales, finance, purchasing, manufacturing, inventory management and order fulfillment in new and exciting ways. The more data that the system can collect, monitor and use for actionable business purposes, the better customer satisfaction and operational efficiency will be. The best practices for integrating Dynamics GP ERP software and other business applications involve using a middleware solution, like Clarity Connect, that syncs data, provides bi-directional processing, asynchronous message queuing and streamlining labor-intensive processes by automating data collection and disseminating information in both real-time as well as batched. Staff members only need to enter data once, and the middleware layer sends the information everywhere that it’s relevant.


How Middleware Integration Works for B2B Platforms

Integrated Microsoft Dynamics GP eCommerce software can foster greater customer loyalty with business process automation that delivers consistently outstanding customer service. Order processing speeds up, customers can access a range of information about their accounts such as order history and shipping options, so that it’s easy to place complex orders. Examples of how integrating ERP software works in practical terms include the following automated processes:

  • Customers and prospects visit an eCommerce website.
  • A record of the visit is generated and converted into a format that works in Dynamics GP software (Contact record -> Activity log).
  • If a sale is made, a Customer Record and Sales Order are automatically generated.
  • Visitor behavior is tracked and recorded to build user profiles for custom displays, marketing messages, recommendations and content curation.
  • Sales Orders and Quotes are sent to the appropriate staff for review, fulfillment and shipping.
  • Shipping details are converted into readable formats and forwarded to the eCommerce store.
  • Inventory figures update in real-time.
  • Errors are detected by automated analyses such as detecting mismatched pricing.
  • Clarity eCommerce multi-tiered pricing model uses GP pricing tables to calculate prices for retail, customers, resellers, wholesales, and more.
  • Invoices are generated automatically and are sent to customers and Accounting.
  • Other benefits of integration that enhance customer experience include reducing staff needs, improving inventory counts in storefront operations, boosting sales, targeting promotional efforts, expediting deliveries, tracking shipments and enabling up-to-the-minute updates.

Customer Service Takes Its Place at the Top of the Queue with ERP Integration

The usefulness of both CRM and ERP software depends on how efficiently business process automation works, and that depends on how fully the software is integrated into operations. If customers must contact sales or customer service staff frequently to troubleshoot problems with orders, get answers to simple questions or manage other issues with their accounts, the hidden and labor costs can be tremendous. Companies routinely lose orders, fail to upsell accounts and frustrate customers when self-service eCommerce applications don’t work seamlessly with back-office data, pricing and automation. The costs of staff intervention also raise human capital costs and prevent staff from pursuing revenue-generating tasks.

Integrating your GP ERP software with Clarity eCommerce streamlines every business process such as speeding order fulfillment, monitoring and tracking customer behavior, updating stock inventory, providing dynamic customer-specific pricing and discounts and enabling customers to get real-time answers to critical questions and concerns from dynamic self-service options. Integration options for better customer service include:

  • Generating customized reports and 360-degree views of each customer’s profile and real-time actions.
  • Automating line of business applications to foster seamless connections with multiple databases and internal management systems.
  • Delivering customer-centric tools for order fulfillment, support requests and ticketing applications.
  • Generating customized email, marketing promotions and newsletter marketing.
  • Triggering custom quotes, accelerated workflows and faster management decisions.
  • Helping customers apply for credit and managing customer accounts more efficiently.
  • Providing Invoices, Orders, Quotes, Favorites, Wishlists, and Shopping Lists to provide fast and easy re-ordering.
  • Calculating duties, customs and taxes automatically.
  • Integrating shipping and freight options including bill processing, customer-specific pricing, custom quotes, etc.
  • Protecting customer security with firewalls and isolated data that travels from brick-and-mortar stores to web stores and platform-based third-party integrations.
  • Centralizing sales and account information to simplify filing business reports and taxes.
  • Personalizing the user experience for each customer.

Operational Benefits of Integrated ERP Software

Filing taxes and other government reports can become extraordinarily complicated when data must be compiled from multiple departments, web stores, brick-and-mortar locations and retail and wholesale operations. A Clarity eCommerce and Microsoft Dynamics GP integration automates data collection and dissemination throughout a given company’s stores, departments, business associates, suppliers, distributors and marketplace distributors like Amazon and other shopping platforms. Other signature operational benefits of ERP integration include:



Tracking inflows & outflows



Generating custom reports & displays on staff dashboards



Tracking ever-changing rules on sales taxes across multiple jurisdictions (integration with 3rd party tax providers like Avalara, etc.)





Managing inventory more efficiently with automated alerts, reordering, in-stock alerts and locating products across multiple warehouses / stores



Avoiding shortfalls in stock because store sales, outside sales and Internet sales update automatically in real-time



Facilitating customer check-outs by automating payment information and providing multiple payment options (credit card, PayPal, on account, ACH, e-check, and more)





Maximizing conversion rates (CRO) for customers who use mobile devices by optimizing searches and simplifying order management



Optimizing marketing metrics such as SEO (Clarity eCommerce provides SEO rich content and builds your product and category XML files for search engine registration) and content management while reducing bounce rates




42 percent of B2B decision-makers use their phones, tablets and laptops throughout the B2B buying process. In August of 2015, mobile online purchases surpassed desktop online purchases. [1] About 74 percent of B2B customers state that they’re more likely to return to mobile-friendly B2B platforms, and 52 percent won’t engage with a company that doesn’t have a mobile app or mobile-responsive website. That’s an extraordinary example of how integrated ERP software intersects with the latest buying trends and internal operations. An integrated mobile-responsive eCommerce storefront with your back-office GP ERP optimizes mobile connections with back-office data, which increases customer satisfaction, conversions and fosters greater loyalty.


Numbers Drive B2B eCommerce More Forcefully in Today’s Best Practices

In today’s market, B2B platforms succeed or fail based on small changes in numbers such as conversion rates (CRO), administrative costs, bounce rates, profit margins and total sales. That’s why statistical evidence is so critical in B2B eCommerce performance. Integrated ERP eCommerce software fosters higher engagement rates through automated content management. Social media ranks as the second most valuable channel for distributing customer-targeted content, and software integration greatly facilitates content management. [2] Clarity eCommerce integrates with your Social Media accounts in numerous places within the platform to help improve the viral sharing capabilities of an integrated media platform (sharing products, ideas, content, product ratings and customer reviews, etc.).

One organization reported that buyers and sellers face severe problems when trying to link siloed eCommerce systems and business management software. [3] Many companies only offer rudimentary options for their customers, but companies that integrate their software with a robust middleware layer, such as Clarity Connect, tend to capture larger percentages of their respective markets. The markets for B2B sales are huge--Forrester predicts that they will top $1.1 trillion by 2020 and is predicted to grow by 7.7 percent over the next five years. [4] The benefits of streamlined operations and satisfied customers can easily generate those critical percentage points that differentiate between failure and extraordinary success.


Taking the Plunge into Full Integration with a Trusted Business Partner

The benefits of integrating your eCommerce & ERP software apply to internal operations and customer experiences that generate high customer satisfaction rates. The right middleware solution requires an experienced developer that’s willing to work with your IT staff and stakeholders to train them, incorporate their suggestions and build and promote best business practices. Willingness to collaborate on engineering and development is a critical characteristic in any prospective development partner, so look for a vendor with a history of working with B2B technology, extensive catalogs and key customer-centric apps and platform features. Since Clarity has over 350 years of combined B2B development experience, we would be happy to discuss your Dynamics GP eCommerce integration project with you.





[1] 3 Reasons B2B Marketers Must Embrace Mobile… Now:

[2] Go to Market Stats compiled from Gartner, IDC, Forrester, McKinsey and ..:

[3] Integrating e-commerce systems is a big step for B2B companies:

[4] B2B Social Media Marketing Statistics 2016: