Your Business Central data deserves a real storefront

Why Business Central needs an ecommerce layer — not a replacement

Business Central is a capable ERP. It tracks inventory across warehouses, manages purchase orders, handles invoicing, and gives your finance team a single source of truth. For wholesalers and manufacturers with complex catalogues and multi-tier pricing, it does the job it was built for.

Where it falls short is the customer-facing side. Business Central has no meaningful product discovery, no responsive storefront, and no way for buyers to self-serve orders, check stock, or review their account history online. Bolt-on portals exist, but they rarely deliver the experience B2B buyers now expect — especially those who compare your ordering flow to the consumer sites they use every day.

The answer is not to rip out Business Central. It is to pair it with a dedicated ecommerce platform and connect the two cleanly. That is exactly the kind of project Nordic Web Team delivers: we help you choose the right platform, design the data flows, build the storefront, and make sure the integration holds up at scale.

Choosing the right platform for a Business Central setup

There is no single platform that fits every Business Central customer. The right choice depends on your catalogue complexity, your buyer types, your market footprint, and your internal team's capacity. Nordic Web Team works with four platforms that each bring distinct strengths to this kind of project.

Norce is a Nordic-born commerce platform built for companies with complex product data, multi-market needs, and high SKU counts. It is particularly well suited to B2B wholesalers who need fine-grained control over pricing, assortments, and customer-specific catalogues. Shopware offers deep flexibility and a strong rule engine for promotions and B2B flows, with a growing presence in the Nordics. Shopify provides speed to market and low operational overhead — a good fit when the catalogue is manageable and the priority is a fast, polished launch. Magento with Hyvä remains a strong option for teams that need full control over the frontend and have the technical resources to manage it long-term.

We discuss these tradeoffs early. Platform selection is part of the delivery, not something you need to solve before the first meeting.

What data flows between Business Central and the storefront

The integration between Business Central and an ecommerce platform is where many projects stall. Not because the connection is technically impossible, but because the data is messier than anyone expected. Product information may be incomplete. Pricing structures may rely on logic that only exists in a salesperson's head. Customer groups may not map neatly to what the platform needs.

Typical data flows include products and descriptions, inventory levels, customer-specific pricing, orders, invoices, and credit limits. In a B2B context, you often also need to sync customer hierarchies, delivery addresses per account, and payment terms. The direction matters too — some data flows from Business Central to the storefront, some flows back, and some needs to be enriched or transformed in between.

Nordic Web Team uses Junipeer as the integration layer between Business Central and the ecommerce platform. Junipeer has a live API connector for Business Central, which means the technical link can be established quickly — often within a day for the core connection. But the surrounding work is what determines whether the integration actually holds: mapping fields, cleaning product data, defining sync frequencies, handling edge cases, and testing under realistic load.

The work beyond the connector

Integration gets the most attention, but it is only one part of the delivery. A successful ecommerce launch on top of Business Central also requires platform configuration, UX and content work, data quality improvements, QA across the full order flow, and a rollout plan that accounts for your team's readiness.

For B2B companies — especially those with 40,000 or more customers — the content and UX layer is often underestimated. Your buyers need to find products quickly, see accurate stock and pricing, place orders without friction, and trust that what they see online matches what arrives. That requires structured product data, clear category navigation, and a checkout flow that respects B2B conventions like purchase order numbers, split shipments, and approval workflows.

QA is another area where shortcuts cost time. We test the full loop: product sync, price calculation, order placement, order confirmation back into Business Central, and invoice delivery. When something breaks in that chain, it erodes buyer trust fast. Nordic Web Team builds QA into every phase rather than treating it as a final gate before launch.

Working with Nordic Web Team on a Business Central ecommerce project

We work with wholesalers, manufacturers, and B2B teams across Sweden, Norway, Denmark, and Finland. Our role is advisory and hands-on — we help you make the right architectural decisions, then we build and deliver the result.

One example is Vparts, where we helped connect a complex product catalogue to a modern storefront while keeping the operational backbone intact. That project illustrates the pattern: keep what works, build what is missing, and connect the two properly.

If you are evaluating ecommerce options and already run Business Central, a good first step is an architecture review. We look at your current data, your customer expectations, and your growth plans — then recommend a platform and integration approach that fits. From there, we can move into a phased rollout that reduces risk and gives your team time to adapt.