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Home > Projects > Dorina D2C & B2B

Achieving 99.8% data consistency across D2C & B2B with Shopify Plus and Colect

Industry

Apparel & Fashion

Platform

ShopifyPlus + Colect + 3rd-party integrations

Model

D2C + Brand Supplier Portal (B2B elements)

ERP

Microsoft Dynamics 365

PIM

Plytix

Country

UK (multi-market expansion planned)

Timeframe

2025 – ongoing

Dorina

About Dorina

Dorina is a global lingerie brand with over 50 years of heritage and strong international wholesale, retail, and digital channels. As part of the Hop Lun Group, the brand operates within an enterprise environment where product data, pricing, and inventory are centrally managed through ERP-driven processes.

As D2C became a strategic growth focus, Dorina needed to launch a scalable ecommerce platform without disrupting existing B2B operations or fragmenting data across systems. The goal was to enable D2C and B2B commerce – built for multi-market expansion and long-term scale.

Dorina partnered with Elogic to deliver this vision on Shopify Plus, integrated with Microsoft Dynamics 365 and Plytix PIM.

What Dorina needed to scale

Launching D2C was a strategic move, but Dorina’s leadership was clear: growth should not come at the cost of operational complexity or data fragmentation. Together, we defined priorities that balanced speed-to-market with long-term scalability:

Unified commerce ecosystem

A D2C platform that works seamlessly with existing B2B operations

ERP-first governance

Microsoft Dynamics 365 as a reliable system of record across all channels

Product data clarity

One source of truth for product information across markets

Operational efficiency

Reduced manual effort for product, price, and inventory management

Multi-market readiness

Architecture ready for new countries, languages, and currencies

The challenges behind Dorina’s commerce transformation

The key challenge was not the storefront itself, but data consistency and operational scalability across multiple systems:

  • Product data distributed between ERP and PIM
  • Pricing and inventory required to stay synchronized across D2C and B2B
  • Microsoft Dynamics 365 acting as the core ERP
  • The need to support future multi-market, multi-language rollout without re-architecting the platform

Dorina needed a solution that would work today and still scale tomorrow.

What we delivered for Dorina’s commerce ecosystem

From the outset, it was clear that Dorina needed a long-term commerce architecture, not a one-off launch. We approached the project in structured phases, ensuring every technical decision supported future growth.

Key technologies:

  • Shopify Plus
  • Microsoft Dynamics 365
  • Plytix PIM
  • API-based custom integration layer

Shopify Plus D2C implementation

We implemented Shopify Plus as Dorina’s primary D2C platform, configured to reflect the brand while meeting enterprise standards.

  • Shopify Plus setup aligned with Dorina’s growth strategy
  • Multi-language and multi-currency foundation
  • Modular architecture enabling rapid market rollout
  • Performance-ready configuration for peak demand

Microsoft Dynamics 365 integration

Microsoft Dynamics 365 was established as the single system of record for products, pricing, inventory, and orders. We delivered:

  • Native integration between Shopify Plus and Dynamics 365 for D2C
  • A custom-built connector between Dynamics 365 and the COLECT B2B platform

Key capabilities included:

  • Centralised SKU and base price management
  • Near–real-time inventory synchronisation
  • Automated order flow from commerce platforms to ERP
  • Reliable data exchange for accounting and fulfillment

This ensured that D2C and B2B channels operated on consistent, ERP-governed data.

Product Information Management with Plytix

To support product complexity and scale, Plytix PIM was implemented as the single source of truth for enriched product content.

  • Structured product attributes and metadata
  • Clear attribute-level data ownership between ERP and PIM
  • Consistent product data across all sales channels
  • Reduced reliance on manual product updates

Results & Business Impact

Once the core platform went live, the impact was felt quickly across teams and operations:

Up to 40% reduction in manual product data handling

~99.8% data consistency across D2C and B2B channels

Improved inventory accuracy and reduced overselling risk

What’s Next

With the core architecture in place, Dorina is well-positioned to:

• Expand into additional EU and non-EU markets
• Introduce advanced personalisation and loyalty features
• Scale D2C and B2B operations without increasing complexity


The platform is designed to evolve alongside Dorina’s long-term digital strategy.

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