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Shopify Plus D2C and B2B Integration for Dorina: Unifying Commerce on Microsoft Dynamics 365
Shopify Plus D2C implementation with Microsoft Dynamics 365 ERP integration, Plytix PIM, and a Colect B2B connector for a global lingerie brand.
Project Summary
Dorina, a global lingerie brand and part of the Hop Lun Group, needed to launch a direct-to-consumer ecommerce channel without disrupting its established wholesale and B2B operations or fragmenting data across systems.
Elogic Commerce delivered Dorina’s D2C platform on Shopify Plus, with Microsoft Dynamics 365 as the operational system of record for pricing, inventory, and orders, Plytix PIM as the authoritative source for product content, and a custom connector linking Dynamics 365 to the Colect B2B platform. The result is a unified commerce ecosystem built for multi-market expansion, with D2C and B2B operating on consistent, ERP-governed data.
Key Outcomes
99.8%
data consistency across D2C and B2B channels
40%
reduction in manual product data handling
$3.7M+
in additional D2C revenue within the first 12 months
1
unified ERP system of record across all commerce channels
About the Client
Dorina is a global lingerie brand with more than 50 years of heritage, operating international wholesale, retail, and digital channels as part of the Hop Lun Group. Product data, pricing, and inventory are centrally managed through ERP-driven processes. As D2C became a strategic priority, Dorina needed a platform that could launch quickly while preserving the integrity of its existing B2B operations, and partnered with Elogic Commerce to deliver it.
Project Complexity
Product, pricing, and inventory data lived across Dynamics 365 and Plytix PIM, and needed to stay synchronized across a new D2C storefront and an existing B2B platform, without either channel drifting out of sync.
Establishing Dynamics 365 as the operational system of record meant pushing consistent SKU, pricing, and inventory data to both Shopify Plus and Colect, rather than each channel maintaining its own, while Plytix retained ownership of product content and marketing attributes.
No commercially supported connector existed between Dynamics 365 and Colect, making custom middleware essential to keep pricing, inventory, and order data synchronized across both channels.
The architecture had to support future localized catalogs, regional pricing, currencies, and language packs without a re-platform, meaning modularity was built into Shopify Plus from the start.
Business Challenge
01
Product data was distributed across ERP and PIM systems with no clear ownership
02
Pricing and inventory needed to stay synchronized across D2C and B2B without manual reconciliation
03
Dynamics 365 needed to function as the core ERP for both channels
04
The platform needed to support future multi-market rollout without a re-architecture
05
Manual product, price, and inventory management was consuming capacity that would scale poorly as D2C grew
Elogic's Solution
Shopify Plus D2C Implementation
Elogic Commerce implemented Shopify Plus as Dorina’s primary D2C platform, with a multi-language and multi-currency foundation, modular architecture for rapid market rollout, and performance-ready configuration for peak demand.
Microsoft Dynamics 365 Integration
Elogic Commerce established Dynamics 365 as the operational system of record for pricing, inventory, orders, and customer data, building native integration with Shopify Plus, plus a custom connector between Dynamics 365 and Colect. This delivered centralized SKU and price management, near-real-time inventory sync, automated order flow into the ERP, and reliable data exchange for accounting and fulfillment.
Product Information Management with Plytix
Elogic Commerce implemented Plytix PIM as the authoritative source for product content and marketing attributes, with clear ownership boundaries against Dynamics 365’s commercial data and consistent content across all sales channels.
Results & Business Impact
Data Consistency
~ 99.8%
data consistency across D2C and B2B, achieved through ERP-governed synchronization rather than channel-by-channel handling.
Operational Efficiency
Up to 40%
reduction in manual product data handling, freeing capacity for higher-value work.
Revenue Growth
> $3.7M
in additional ecommerce revenue within the D2C channel's first year.
Inventory Accuracy
Reduced
inventory discrepancies between D2C and B2B through near-real-time ERP synchronization, lowering overselling risk.
Capabilities Demonstrated
When This Solution Is a Good Fit
This approach is ideal for brands launching or scaling D2C without disrupting B2B channels, that already run an ERP like Dynamics 365 as their backbone, and that want a single source of truth for pricing and inventory before expanding into new markets.
It is generally not the right fit for smaller brands without an established ERP, or single-channel D2C launches where cross-channel governance isn’t a near-term priority, simpler standalone Shopify implementations are usually a better start there.
Planning a D2C and B2B Integration?
If your brand is weighing a D2C launch alongside existing B2B, from ERP-governed pricing to PIM-driven content to custom connectors, it's worth mapping your data architecture before committing to scope. A focused discovery conversation is usually the fastest way to find where enterprise data governance matters most for your business.