Customers buy in every channel, but the sales systems still work separately
Customers move between the store, the website, and the phone, expecting consistency. Disconnected sales and back-office systems only make that harder, and the cost, in margin and loyalty, is measurable.
- Sales channels work separately. The store, e-commerce, and call center on separate systems produce inconsistent prices, stock, and customer history.
- No single view of the customer and the assortment. Scattered data makes personalisation, promotions, and service harder.
- Stock invisible across channels. Without real-time visibility of inventory, it is hard to promise availability and run a 'buy online, pick up in store' model.
- The in-store salesperson has no data. A lack of quick access to product and customer information lowers sales and service quality.
- Slow product and content launches. Manual descriptions and disconnected content management delay time to market.
- B2B handled like retail. A lack of portals, branch catalogues, and trade credit management makes serving business customers harder.
One sales platform: store, online, call center, and B2B
Dynamics 365 Commerce is an ERP-class application in the finance and operations family that brings together in-store sales (POS and mobile POS), e-commerce, the call center, and B2B on a shared platform and data with Dynamics 365 Finance and Supply Chain Management. The Commerce headquarters back office is a single source of truth for products, prices, promotions, stock, and customers, and the modern POS, built on the React framework, works online and offline. Copilot and AI are built into customer service and the salesperson's work.
The value comes down to three outcomes:
- Consistent sales and a single customer view in every channel.
- Real-time stock visibility and flexible order fulfilment.
- Higher sales and loyalty through personalisation and AI.
This is what sets an integrated commerce platform apart from a set of separate sales systems.
What Dynamics 365 Commerce delivers, in terms of value
In-store sales (POS)
Store Commerce (POS and mobile POS, online and offline) with assisted selling and Copilot providing product and customer insight.
Value:
Faster service, a better-informed salesperson, and higher sales per transaction.
E-commerce and digital sales
An API-first store in a headless model, with Azure AI search and recommendations, reviews, and a full assortment (endless aisle).
Value:
Better product discovery and higher online conversion.
B2B commerce
Self-service portals, catalogues and pricing for branches, single sign-on, and built-in trade credit management.
Value:
Service for business customers matched to their process, and protected liquidity.
Assortment, pricing, and promotions
Central management of products, prices, and promotions across channels, catalogues, and customer groups, with descriptions from Copilot.
Value:
Consistent prices and promotions and faster product launches.
Order fulfilment and inventory
Order orchestration, 'buy online, pick up in store', delivery and collection, and order editing on live stock across channels.
Value:
Flexible fulfilment and reliable availability promises.
Customer, loyalty, and AI
A 360 customer view, loyalty and personalisation, chatbots in Copilot Studio, and custom agents on commerce data (agentic commerce, MCP).
Value:
Stronger relationships, higher loyalty, and more processes handled automatically.
Who Dynamics 365 Commerce is for
For retailers and store chains selling across multiple channels, for manufacturers and distributors with B2B and direct-to-customer (D2C) sales, and for organisations that want to connect sales with an ERP back office.
One sales platform: store, online, call center, and B2B
Environment analysis and diagnosis
A table-by-table analysis, carried out on a production copy, shows exactly where the weight of database usage lies. This is the first step of the engagement. On that basis we estimate the achievable gain and present a fixed-price offer, before we begin any changes.
Integration with company systems
AMOS works as a standalone application, but for full automation it integrates with CRM, ERP, finance and accounting, and DevOps systems. Goal-attainment data updates automatically, or you enter it by hand, depending on your needs.
AI analysis and intelligent product matching
Built on the GPT-4o model, the AI engine interprets the content of an enquiry, recognising products, technical parameters, and the customer's key requirements. When a customer uses their own naming instead of a warehouse item number, AGA uses semantic search and vector databases to match the colloquial name to the right product in the system.
Cleanup Jobs and index management
We configure the standard Finance and Operations cleanup mechanisms and, at a high document volume, supplement them with dedicated SQL jobs, with minimal impact on operations. Based on usage statistics, we identify and safely disable unused indexes. This operation reclaims space, does not burden production, and is easy to undo.
Importing data from many sources and repositories
OPAA retrieves data from network locations, web services, the FTP, SFTP, and FTPS protocols, SQL databases, and ESB data buses, transferring it from the client's infrastructure to the cloud and validating it in Dynamics 365. You do not build a separate system connection for every new source.
Products that help us drive change
We don't just deploy standalone applications; we implement a cohesive suite of Microsoft solutions - from Dynamics 365 and the Power Platform to advanced analytics and AI - tailored to your specific goals. Everything runs on a unified data foundation, meaning information entered once works across your entire organization, while AI supports your processes exactly where the work happens.
See how we transform tech companies
Becker Manufacturing: ERP transformation
BUUK Infrastructure: migration to Microsoft Dynamics 365
Microsoft Dynamics 365 Finance development for Eton Shirts
A central Microsoft Fabric analytics platform for CTDI
An outdoor advertising management system for Exterion Media
Microsoft Dynamics 365 Sales implementation for Georg UTZ
WPP
Westfield
TERG
S&P Reinforcement
Saller Polbau
OSTP Group
Nicols
New Yorker
NCC
Microsoft Dynamics 365 modernisation for a global advertising holding
What Dynamics 365 Commerce delivers
- Consistent sales in every channel. The same prices, stock, and customer view in the store, online, and the call center.
- Higher sales and loyalty. Personalisation, recommendations, and AI in service translate into a bigger basket and returning customers.
- Real-time stock visibility. Reliable availability promises and flexible order fulfilment.
- A better-informed salesperson. Copilot provides product and customer data right at the point of sale.
- Smooth B2B sales. Portals, branch catalogues, and trade credit management.
- Lower total cost of ownership (TCO) and a shorter time to go-live. One platform with Finance and Supply Chain Management, and the ANEGIS methodology, shorten the path to operation.
Let's see how Dynamics 365 can transform your business
We implement, develop, and maintain Microsoft systems: from finance and operations to data and AI. Let’s start with a free consultation about your current situation.
Why entrust the Dynamics 365 Commerce implementation to us
- We specialise in Dynamics 365. Commerce, operations, and finance are our specialty, not a side area.
- Sales connected to the ERP back office. We implement Commerce coherently with Finance and Supply Chain Management.
- Experience in trade and distribution. We handle retail and B2B channels.
- Polish compliance and reach in Poland and the United Kingdom. We run local implementations and rollouts spanning multiple countries.
- Proven project delivery, all the way to project recovery. We implement using a methodology based on Success by Design, with risk control, and if needed we take over and recover at-risk projects (project recovery).
FAQs
How does Dynamics 365 Commerce differ from an ordinary e-commerce platform?
Commerce is not just an online store but a full commerce platform connected to the ERP: POS, e-commerce, call center, and B2B on shared data with finance and the supply chain. It is the difference between a coherent operation and a separate store bolted onto back-office systems.
Does it support in-store and online sales at the same time (omnichannel)?
Yes. The same prices, promotions, inventory, and customer view across the store, online, and the call center, with ‚buy online, pick up in store” fulfilment.
Does Commerce support B2B sales?
Yes. Self-service portals, catalogues and pricing for branches, single sign-on, and built-in trade credit management.
What value do AI and Copilot bring in retail?
Product and customer insight for the salesperson at the point of sale, recommendations based on Azure AI, creating and enriching product descriptions, and service chatbots. An agentic commerce model is also emerging, with agents acting on commerce data. The range of AI features grows with each release wave.
Do you have to implement Commerce together with Finance and Supply Chain Management?
They run on one platform and shared data, so a coherent implementation gives a full picture of margins, inventory, and fulfilment. We match the scope to your needs.
Where do you start with Dynamics 365 Commerce?
With an assessment of sales processes and channels as part of the pre-implementation audit, which points to the scope and sequence of the implementation.
Let's talk about your project
Let us know what you're looking for: implementation, migration, system development, or a specific question you need answered. We will get back to you with a concrete next step, not a sales pitch.
