Contact us
  • Adobe Commerce (Magento)
  • Shopify Plus
  • Bigcommerce
  • Salesforce
  • SAP
  • Commercetools
  • Development
  • Migration
  • Dedicated Team
  • Integration
  • Optimization
  • Support & Outsourcing
  • Ecommerce Solutions
  • Business Models & Industries
  • Strategic Initiatives
Home > Projects > Distrelec

Last updated:

Shopify Plus Multi-Channel B2B2C Commerce Unification with Microsoft Dynamics 365 Integration for Distrelec

Shopify Plus B2B2C implementation, Microsoft Dynamics 365 ERP integration, and multi-channel, multi-country commerce unification for industrial and electronics distribution

Shopify Plus Multi-Channel B2B2C Commerce Unification with Microsoft Dynamics 365 Integration for Distrelec

Project Summary

Elogic Commerce partnered with Distrelec, a Switzerland-headquartered distributor of industrial and electronics products, to unify fragmented wholesale, retail, and dealer commerce operations on a single Shopify Plus B2B2C platform integrated with Microsoft Dynamics 365 ERP.

The new ERP-controlled commerce layer consolidated order flows, pricing, and inventory visibility across countries and channels. It supports localized catalogs, customer hierarchies, channel-specific pricing, and fulfillment workflows while resolving pricing disputes, dealer-channel conflict, and margin leakage.

Following the first post-launch phase, system fragmentation decreased by 70%, pricing consistency was restored through deterministic ERP synchronization, real-time inventory became available to every customer segment, and Dynamics 365 synchronization accuracy reached 99.3%.

Key Outcomes

70%

reduction in operational system fragmentation through consolidation of separate commerce stacks onto one platform

99.3%

Microsoft Dynamics 365 synchronization accuracy across customers, pricing, inventory, and orders

Restored

pricing consistency across wholesale, retail, and dealer channels and across markets, resolving long-running pricing disputes

Client

Distrelec

Industry

Industrial and electronics distribution / Multi-channel B2B2C commerce / Dealer network operations

Region

Europe (multi-country); headquartered in Switzerland

Platform

Shopify Plus B2B (multi-channel, multi-country configuration)

Project type

Multi-channel, multi-country B2B2C unification + Shopify Plus implementation + Microsoft Dynamics 365 integration + dealer network commerce

Integrations

Microsoft Dynamics 365 ERP, middleware orchestration layer, Akeneo PIM, payment gateway, tax engine, shipping carriers, dealer portal authentication

Timeframe

9 months (unification + phased rollout + stabilization), ongoing engineering partnership followed launch

About the Client

Distrelec is a Switzerland-headquartered European distributor of industrial and electronics products, serving wholesale trade customers, retail consumers, and a dealer network across multiple European countries. The company operates across distinct commercial channels and markets with different pricing models, customer hierarchies, localized catalogs, fulfillment workflows, and service expectations, requiring channel-specific and market-specific commerce experiences while maintaining unified back-office operations.

Before the engagement, Distrelec’s commerce footprint consisted of separate platforms serving channels and markets independently, creating operational duplication, pricing inconsistencies, fragmented customer data, dealer channel conflict where the same product appeared at conflicting prices across touchpoints, and limited cross-channel and cross-market visibility for both customers and internal teams. Microsoft Dynamics 365 served as the operational backbone for pricing, inventory, customer master data, and order fulfillment across all channels and countries. Leadership prioritized commerce unification as a strategic lever to reduce operational complexity, restore pricing consistency, eliminate margin leakage, and provide a foundation for cross-channel and cross-market commercial program expansion.

Project Complexity

This engagement combined multi-channel and multi-country commerce unification with Microsoft Dynamics 365 integration complexity and distinct channel-specific and market-specific commercial logic running on a single platform foundation. Real-world complexity included customers operating across multiple channels and countries, dealers who also ran retail storefronts, legacy contract pricing exceptions, localized assortments, and channel-restricted product availability, all of which had to be handled within the unified architecture.

Three-channel commerce unification

The platform had to deliver three operationally distinct channel experiences from a single Shopify Plus foundation: B2B wholesale with trade accounts, customer-specific pricing, and account-based purchasing; retail B2C with consumer-facing checkout and standard pricing; and dealer network commerce with dealer-specific pricing tiers, territory rules, and partner-program logic. Each channel required configuration without forcing platform duplication, while supporting customer overlap across channels.
Multi-country catalog complexity

Each market required localized assortments, country-specific pricing and currency, language localization, and market-level product availability, layered on top of the channel-specific logic. Catalog and pricing data had to stay consistent across both channels and countries from a single ERP source, without duplicating logic per market.
Microsoft Dynamics 365 as authoritative system of record

Dynamics 365 owned customer master data, channel-specific and market-specific pricing structures, inventory positions, payment terms, and order fulfillment. Integration had to handle bidirectional sync via Dynamics 365 Web Services and OData APIs, real-time inventory queries shared across all channel and market storefronts, pricing precedence per channel and country, and order injection validated against Dynamics rules.
Channel-specific pricing logic with exceptions

Wholesale customers operated under negotiated trade pricing, retail customers received standard published or promotional pricing, and dealer partners received tiered partner pricing with territory and program-based adjustments. Legacy contract exceptions, customer-specific overrides, country-level pricing, and dealer-retail dual-account scenarios required deterministic precedence rules to prevent pricing conflict from re-emerging post-unification.
Unified inventory across channels and markets

Real-time inventory visibility had to be consistent across all channels and countries without overselling, with shared inventory queries and cached fallback architecture handling concurrent traffic.
Migration execution constraints

Cutover required consolidating three fragmented commerce stacks into one Shopify Plus platform while keeping all channels live. Dynamics 365 OData API rate limits forced batched inventory sync with cached fallback during peak traffic. Pricing reconciliation surfaced legacy contract exceptions and dealer-retail dual-account conflicts that needed manual correction before deterministic precedence rules could take effect. Multi-country catalog sync revealed currency, tax, and assortment discrepancies requiring per-market validation before launch.

Business Challenge

01

Fragmented multi-channel and multi-country commerce systems

Separate commerce platforms serving channels and markets created operational duplication, fragmented customer data, and limited cross-channel and cross-market visibility for both customers and internal teams.

02

Pricing disputes and margin leakage

Without deterministic ERP-driven pricing synchronization, pricing displayed across channels and markets frequently drifted from Dynamics 365 source values, generating customer pricing disputes, internal reconciliation overhead, and direct margin leakage where pricing fell below intended commercial levels.

03

Dealer channel conflict

Products appeared at conflicting prices across wholesale, retail, and dealer touchpoints, generating dealer dissatisfaction, retail customer pricing complaints, and ongoing internal conflict resolution work that consumed commercial leadership attention.

04

Localization and catalog overhead

Maintaining localized assortments, multi-currency pricing, and country-specific behavior across separate systems consumed engineering and operational capacity and slowed market-level change.

05

Manual order routing cost

Orders frequently required manual routing between channel systems and Dynamics 365 due to integration gaps, consuming customer service and operations capacity that could otherwise be directed toward higher-value work.

06

Stock allocation and overselling

Inventory visibility was fragmented across channels and markets, with no unified real-time view of stock availability. This produced overselling, stock-allocation conflicts, and customer experience failures when orders could not be fulfilled.

07

Operational system overhead

Maintaining multiple commerce platforms produced disproportionate engineering, integration, and support overhead, constraining innovation velocity and inflating total cost of commerce ownership.

Elogic's Solution

Shopify Plus Multi-Channel, Multi-Country B2B2C Platform

Elogic Commerce implemented Shopify Plus with multi-channel and multi-country configuration, delivering operationally distinct channel experiences across markets from a unified platform. The wholesale channel used Shopify Plus B2B with Company Accounts, customer-specific catalogs and price lists, role-based purchasing permissions, and trade-account self-service. The retail channel used a standard Shopify Plus storefront with consumer-facing checkout, promotional pricing, and B2C flows. The dealer channel used a dedicated B2B configuration with dealer-specific pricing tiers, territory rules, partner-program logic, and authenticated dealer-portal access. Each market received localized assortments, currency, and language, and the architecture handled customers operating across channels and countries and dealer-retail dual-account scenarios.

Microsoft Dynamics 365 Integration via Middleware Orchestration

Shopify Plus served as the experience and channel layer, while all pricing, inventory, and order validation logic remained strictly governed by Microsoft Dynamics 365 through middleware enforcement. A middleware orchestration layer mediated all Dynamics 365 communication, providing bidirectional synchronization across customers, products, channel-specific and market-specific pricing, inventory, and orders through Dynamics 365 Web Services and OData APIs. The middleware handled queue management, idempotent retry semantics, dead-letter handling, and reconciliation jobs. Customer master sync operated on creation and update events with channel-aware and market-aware assignment, pricing sync handled wholesale, retail, dealer, and country pricing with precedence handling, real-time inventory polling served all storefronts concurrently, and order injection included channel and market context for routing and fulfillment. Synchronization accuracy reached 99.3%.

Channel and Market Pricing Architecture with Exception Handling

Pricing was implemented through deterministic synchronization of Dynamics 365 pricing into Shopify Plus, with channel-aware and market-aware application logic and explicit precedence rules for legacy contract exceptions, customer-specific overrides, country-level pricing, and dealer-retail dual-account cases. Wholesale customers saw trade pricing, retail customers saw standard or promotional pricing, and dealer partners saw tier and territory-adjusted pricing, all resolved correctly per market. Pricing precedence was enforced to prevent the channel conflict and margin leakage patterns that had defined the pre-engagement state.

Unified Real-Time Inventory Visibility

Real-time inventory architecture served all channels and markets concurrently from a single Dynamics 365 source of truth. High-velocity SKU inventory was polled in real time with cached fallback for catalog browsing, eliminating overselling, stock-allocation conflicts, and stock visibility inconsistency across channels and countries.

Dealer Network Commerce Foundation

The dealer channel was configured with authenticated dealer-portal access, tiered partner pricing, territory-based product availability, dealer-specific promotional programs, and order placement tied to dealer accounts in Dynamics 365. The architecture provided a foundation for dealer-program expansion across markets without platform fragmentation.

Embedded Engineering Partnership

Following launch, Elogic Commerce transitioned into a long-term embedded engineering role covering multi-channel and multi-country platform evolution, Dynamics 365 integration optimization, dealer-program and market expansion, and performance monitoring across the unified commerce ecosystem.

Results & Business Impact

Multi-channel and multi-country unification

Consolidated

separate commerce stacks into a single ERP-controlled commerce layer

70%

reduction in operational system fragmentation

Enabled

cross-channel and cross-market visibility for customer-facing and internal teams

ERP integration health

99.3%

Microsoft Dynamics 365 synchronization accuracy across all data flows, channels, and markets

Restored

pricing consistency across channels and countries through deterministic enforcement

Reduced

order injection failures through middleware validation and idempotent retry logic

Commercial impact

Resolved

pricing disputes through ERP-controlled pricing consistency

Reduced

dealer channel conflict materially through deterministic precedence rules

Effectively eliminated

margin leakage from pricing drift

Inventory and operational accuracy

Enabled

real-time ERP inventory visibility across all channels and markets

Eliminated

Overselling and stock-allocation conflicts

Restored

customer experience consistency across touchpoints

Channel and market commerce capability

+

Trade account self-service operational for wholesale customers

+

Retail B2C experience operational with promotional and standard pricing logic

+

Dealer network commerce operational with tier, territory, and partner-program logic

Capabilities Demonstrated

01

Shopify Plus multi-channel, multi-country B2B2C implementation

delivering wholesale, retail, and dealer commerce from a unified foundation

02

Microsoft Dynamics 365 integration engineering

via Web Services and OData APIs with bidirectional synchronization

03

Middleware architecture design

with queue management, idempotent retry, dead-letter handling, and reconciliation tooling

04

Channel and market pricing architecture

with exception handling, precedence rules, and dual-account scenario support

05

Real-time inventory architecture

serving multiple channels and markets concurrently with cached fallback

06

Multi-country catalog modeling

with localized assortments, currency, and language

07

Dealer network commerce design

including tiered pricing, territory rules, partner-program logic, and authenticated portals

08

Shopify Plus B2B Company Accounts implementation

including customer-specific catalogs and role-based permissions

09

Akeneo PIM integration

as canonical product master across multi-channel, multi-country catalogs

10

Embedded engineering delivery model

for long-term platform evolution

Best Fit For

multi-channel, multi-country B2B2C distributors operating wholesale, retail, and dealer networks

industrial and electronics distributors with fragmented channel-specific or market-specific commerce systems

companies running Microsoft Dynamics 365 ERP as primary system of record

organizations experiencing pricing disputes, dealer channel conflict, or margin leakage from fragmentation

B2B sellers expanding into dealer network, partner-program, or additional-market commerce

distributors prioritizing operational simplification through commerce unification

When This Solution Is a Good Fit

This approach is ideal for companies that:

01

Operate multi-channel commerce across wholesale, retail, and dealer or partner networks in multiple countries

02

Rely on Microsoft Dynamics 365 as the system of record for pricing, inventory, and orders

03

Need channel-specific and market-specific pricing logic from a unified platform foundation

04

Experience pricing disputes, channel conflict, or margin leakage from fragmented systems

05

Require real-time inventory visibility consistent across customer segments and markets

06

Want to consolidate fragmented channel and market commerce systems onto a single platform

07

Prioritize operational simplification and cross-channel, cross-market program expansion

This pattern is generally not the right fit for organizations requiring fully composable, headless commerce with extreme channel-specific frontend customization, those typically warrant commercetools or composable architectures with dedicated channel applications.

Planning a Multi-Channel or Multi-Country Commerce Unification?

If your organization is operating fragmented commerce systems across wholesale, retail, and dealer channels or multiple markets with Microsoft Dynamics 365 at the core, Elogic Commerce helps distributors and manufacturers consolidate commerce stacks, restore pricing consistency, eliminate margin leakage from channel conflict, and enable real-time ERP inventory visibility across all customer segments and countries. Reach out to discuss your current channel and market fragmentation, Dynamics 365 integration constraints, or commerce unification roadmap.

Get a free consultation