Microsoft Dynamics 365 CRM x Virto Commerce
Enterprises running Microsoft Dynamics 365 for sales, service, and account management need their commerce layer to reflect what CRM already knows about each buyer. When Virto Commerce connects to Dynamics 365 Customer Engagement through APIs, customer data, account structures, and commerce activity flow between both systems without duplicating the customer record across platforms.
About Microsoft Dynamics 365 CRM
Microsoft Dynamics 365 Customer Engagement is Microsoft’s enterprise CRM suite, combining sales, customer service, marketing, and field service capabilities in a single cloud-based platform. It helps organizations manage account relationships, track opportunities, automate service workflows, and deliver consistent customer experiences across teams.
For enterprises already running Dynamics 365 Finance and Operations as their ERP, Dynamics 365 Customer Engagement extends that Microsoft investment into the customer relationship layer, sharing data and workflows across the same platform ecosystem.
How Virto Integrates with Microsoft Dynamics 365 CRM
Virto Commerce connects to Dynamics 365 Customer Engagement through Microsoft’s REST APIs, keeping Dynamics as the CRM authority for account data, contact records, and sales activity while Virto handles catalog, pricing, cart, and order management.
The integration approach generally covers:
- Synchronizing customer and account data between Dynamics 365 and Virto so both systems reflect the same account structure and contact records
- Passing commerce activity — orders placed, browsing behavior, and account interactions — from Virto back to Dynamics 365 so sales and service teams have visibility into buyer behavior
- Connecting Dynamics 365 account hierarchies and contact records to Virto’s buyer account and permission model
- Keeping Dynamics 365 as the authority for customer relationships while Virto remains the authority for commerce operations
Note: The integration is built through Dynamics 365 and Virto’s APIs. Speak with a solution partner to scope the right approach for your implementation.
Implementation Approach
Virto Commerce integrates with enterprise systems through a combination of APIs, middleware, and integration accelerators — designed to reduce implementation effort while preserving the flexibility that enterprise-specific workflows require.
Key considerations: which Dynamics 365 Customer Engagement modules are in use, how customer and account data maps between Dynamics and Virto’s buyer model, whether Azure Logic Apps or other Microsoft middleware is already in place, and whether this CRM integration is being implemented alongside or separately from a Dynamics 365 Finance and Operations ERP integration.
Use Cases
Giving sales teams commerce visibility inside Dynamics 365
Sales reps managing accounts in Dynamics 365 need to know when buyers are active on the commerce platform, what they’re ordering, and how frequently. When Virto passes order and commerce activity back to Dynamics 365, that context sits inside the account record where sales teams already work, without requiring a separate login to the commerce platform.
Sales teams see buyer commerce behavior alongside account history in Dynamics 365, so conversations are informed by what buyers are actually doing on the storefront.
Connecting CRM service cases to commerce order history
Customer service teams handling cases in Dynamics 365 often need to reference order history, delivery status, or past purchases to resolve issues. When Virto’s order data flows into Dynamics 365, service agents can access relevant commerce context from within the CRM without switching systems.
Service teams resolve cases faster because order history and commerce context are available alongside the service record in Dynamics 365.
Unifying the Microsoft ecosystem around a single customer record
Enterprises running Dynamics 365 for both ERP and CRM, alongside Virto Commerce, benefit from keeping customer data consistent across all three systems. A single customer record that spans sales, operations, and commerce reduces reconciliation overhead and gives every team the same view of the account.
Sales, operations, and commerce teams work from the same account data, reducing the risk of discrepancies between what CRM, ERP, and commerce each know about a buyer.