Salesforce x Virto Commerce
B2B commerce teams working alongside a Salesforce CRM need customer data, account history, and sales context flowing between both systems. When a buyer logs into a Virto storefront, the commerce experience is stronger when it reflects what sales already knows about that account. Virto Commerce connects to Salesforce through its API-first architecture, keeping CRM and commerce synchronized without duplicating customer data across systems.
About Salesforce
Salesforce is a CRM platform used by enterprises across industries to manage customer relationships, sales pipelines, account data, and service interactions. Its core CRM capabilities cover account and contact management, opportunity tracking, sales forecasting, and customer service, all built on a shared data platform that connects sales, marketing, service, and commerce teams.
How Virto Integrates with Salesforce
Virto Commerce connects to Salesforce through its REST APIs, allowing customer and account data to flow between the two systems. The integration keeps Salesforce as the CRM authority for account data, contact records, and sales history, while Virto handles catalog, pricing, cart, and order management.
The integration approach generally covers:
- Synchronizing customer and account data between Salesforce and Virto so both systems reflect the same account structure
- Passing commerce activity — orders placed, catalog browsing, account interactions — from Virto back to Salesforce so sales teams have visibility into buyer behavior
- Connecting Salesforce account hierarchies and contact records to Virto’s buyer account and permission model
- Keeping Salesforce as the authority for account data while Virto remains the authority for commerce operations
Note: The integration is built through Salesforce 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 Salesforce objects need to sync with Virto (accounts, contacts, opportunities, cases), how frequently data needs to refresh between systems, whether middleware is needed to handle transformation or routing, and how Salesforce account hierarchies map to Virto’s buyer account and organization model.
Use Cases
Giving sales teams visibility into buyer commerce activity
Sales reps managing B2B accounts in Salesforce need to know when their buyers are active on the commerce platform, what they’re ordering, how frequently, and what they’re browsing. When Virto passes order and activity data back to Salesforce, that context appears in the account record without sales reps having to switch between systems.
Sales teams see commerce behavior alongside account history in Salesforce, so follow-up conversations are informed by what buyers are actually doing on the storefront.
Keeping account data consistent between CRM and commerce
Enterprises that manage account hierarchies, contact records, and organizational structures in Salesforce need those structures reflected accurately in Virto’s buyer account and permission model. An API-based sync between the two systems keeps account data consistent without manual reconciliation.
Buyer accounts in Virto reflect the same organizational structure managed in Salesforce, reducing the risk of mismatched data between the sales and commerce layers.
Supporting account-based selling alongside self-service commerce
B2B enterprises often run both a sales-led motion managed through Salesforce and a self-service digital commerce channel through Virto. Connecting the two allows sales reps to see what buyers are doing digitally, and buyers to see pricing and account terms that reflect their negotiated relationship managed in Salesforce.
Sales-led and self-service commerce channels work from the same account data, so buyers get a consistent experience regardless of which channel they use.