Insights from Directions North America

We just returned from Directions NA in Las Vegas, and the conversations we had with Microsoft VARs, ISVs, and consultants are still top of mind.

One theme came up again and again:Clients running GP, NAV, or Business Central expect a modern ecommerce experience and they want it to connect directly to their ERP.

But for many partners, the same challenge keeps surfacing:

1. “Our clients want their ERP to talk to their website, but we don’t build ecommerce solutions.”
2. “We have the backend covered, but ecommerce is not in our wheelhouse.”
3. “We need an integration partner we can trust. Someone who can do great work and will respect the relationship we have with our customer.”

If that sounds familiar, you are in good company. We heard it from VARs across the board.

Why ERP and eCommerce Integration Matters

For manufacturers, distributors, and B2B brands, Microsoft Dynamics is the heartbeat of operations. It holds critical business data:

• Inventory levels
• Customer-specific pricing
• Order workflows and fulfillment logic
• Credit rules, approvals, and terms

But when that data is trapped inside the ERP and disconnected from the website, it causes friction:

• Manual re-entry of orders
• Incorrect pricing or product availability online
• Slower shipping and customer frustration
• Lost sales and back-office inefficiencies

And here is the truth. Most VARs are looking for a trustworthy, capable solution integrator to fill the need for solutions. This is where Fusionary can help.

How Fusionary Bridges the Gap

We are not a VAR. We do not sell software and we are not here to change what is already working.

Instead, we focus on one thing: making Dynamics ERPs connect seamlessly to modern ecommerce platforms.

That includes:

• Building custom or templated storefronts
• Developing robust integrations with GP, NAV, and Business Central
• Supporting real-world logic like tiered pricing, credit limits, and multi-warehouse fulfillment

We help clients extend the value of their ERP, making them more successful and drive more service revenue for their VAR.

Our eCommerce Platform Partners

We work with a range of flexible, integration-friendly platforms. These are especially strong for B2B complexity and Microsoft compatibility:

BigCommerce

BigCommerce, a cloud-based platform with strong API support, features multi-storefront capabilities, and native B2B features like price lists, company accounts, and quote workflows. BigCommerce makes it easier to serve both B2B and B2C customers from a unified backend while staying open for custom integrations.

Znode

Znode is a .NET-native platform built for manufacturers and distributors. Znode includes native PIM, OMW, CRM, unlimited product pricing models, multi-store architecture, and full headless capabilities. It is especially well-suited for businesses that need granular control over their ecommerce data and structure.

DynamicWeb

DynamicWeb is an all-in-one DXP that combines CMS, ecommerce, and PIM tools—designed specifically for the Microsoft ecosystem. It supports deep ERP integrations and provides full control over content and commerce in a single platform.

We help clients and partners select the right platform and then make it work with their ERP.

Common ERP and eCommerce Integrations

Here is what we typically connect between ERP and website:

• Real-time product and inventory sync
• Customer-specific pricing and contract terms
• Order submission from site to GP, NAV, or Business Central
• Shipping, tracking, and invoice updates
• Custom business workflows like credit approvals or sales rep attribution

xpr365 BigCommerce Connector

The xpr365 BigCommerce Connector is purpose built to connect BigCommerce directly with Microsoft Dynamics 365 Business Central. It supports:

• Multi-store integrations (B2B and B2C)
• Real-time sync of customers, items, pricing, and inventory
• Automatic order import and invoice pushback

This connector eliminates manual entry, improves data consistency, and reduces errors across ecommerce and ERP. Fusionary partners with xpr365 to implement and optimize these integrations, helping clients maximize their Business Central investment and deliver seamless online experiences.

These integrations reduce manual work, improve accuracy, and create better online experiences for customers.

What This Could Look Like in Practice

Here are a few examples of how ERP-connected ecommerce can work in the real world. These are based on the types of challenges we hear from clients and partners:

• A NAV-based distributor could show real-time inventory and contract pricing in a BigCommerce-powered customer portal
• A GP manufacturer might route orders directly from their site into ERP, reducing manual entry and speeding up fulfillment
• A Business Central company could integrate with Znode to support complex multi-brand structures and PIM rules, without disrupting internal workflows

These are the kinds of solutions we help design and implement. The goal is not to overhaul your ERP. It is to make what is already working even more connected and customer-friendly.

Why Microsoft VARs Work with Fusionary

We are not a competitor. We are a partner.

Microsoft VARs work with us because:

• We build what you do not want to build—websites and ecommerce integrations
• We understand Dynamics data models and do not cut corners
• We make your service offering more complete without adding overhead
• We earn your trust and respect the relationships you have built with your clients

We are here to complement your work, not complicate it.

Let’s Make ERP-Connected Commerce the Standard

Your ERP holds the data that drives your business. Your customers want that data in real time—in the storefront, in their account, and throughout the buying process.

If you are a Microsoft partner looking to expand your offering, or a business leader ready to modernize your commerce experience, we are here to help.

Let’s connect your Dynamics ERP to the ecommerce tools your team and customers actually use.