AFAS software
AFAS offers a complete solution for automating business processes. It reduces manual tasks, increases efficiency, and provides real-time insights for strategic growth.
An online store integration connects your online store to your ERP, PIM, inventory, and other systems. This ensures that orders, prices, and inventory are automatically synchronized.
Orders go directly into your ERP
Inventory and prices from a single source
Integrations that keep working even if a system goes down
What business software powers an online store?
An online store typically relies on five systems: an ERP for orders and finances, a PIM for product information, a WMS or inventory module, an accounting package, and a shipping solution. The online store is the storefront, not the back office. That distinction determines where data belongs. A price you adjust in the online store but not in the ERP will, within a week, become a discrepancy that no one can explain. Every piece of data should have a single owner—a single source of truth. The integration ensures that all other systems adopt that value rather than maintaining their own version of it.
In B2B, there’s an additional layer to consider. Tiered pricing, customer-specific agreements, credit limits, and order history are almost always stored in the ERP system and not in the online store platform. That’s why a B2B online store
Which webshop integrations are most common?
ERP
The ERP integration is the most complex and usually the first to be implemented. Orders are sent from the online store to the ERP system, and product details, prices, inventory levels, customer data, and order statuses are returned. In B2B, credit limits and customer-specific pricing agreements are added to this. The pitfall lies in the direction of data flow: an order should travel in one direction and should never be overwritten by the online store again. As soon as two systems are allowed to make the same order update, conflicts arise that aren’t noticed until months later during the financial close.
PIM
A PIM manages product information: descriptions, specifications, images, variants, and translations. The integration is almost always one-way: the PIM provides the data, and the web store displays it. This has a consequence that is often underestimated. If the synchronization overwrites the product data every time, you can no longer make any changes in the web store itself, because the next synchronization will revert them. So agree in advance which fields belong in the PIM and which in the CMS.
WMS or Inventory Management
Inventory is the data stream with the shortest shelf life. An inventory level that’s just an hour old can already lead to sales you can’t fulfill during a busy week. With a single warehouse and low volume, a periodic update from the ERP is sufficient. As soon as you have multiple locations, reservations, or drop shipments, a WMS comes into play, and the question becomes: do you display the physical inventory, or the available inventory after deducting open orders? That second number is the only one that means anything to a buyer.
Accounting or Invoicing
Orders must ultimately be recorded in the accounting system: invoice, VAT rate, payment status, and any credit memos. For an online store using an ERP system, this usually happens through the ERP. Without an ERP, you connect directly to the accounting software. The key point is the reconciliation between payment and invoice: the payment provider knows that funds have been received, the accounting software knows that an invoice is outstanding, and someone has to link the two.
Shipping
The shipping integration creates shipping labels, returns tracking codes, and updates the order status. For the buyer, this is the most visible integration of all, because it’s the only one they actually notice. Practical note: calculating shipping costs on the front end and creating shipping labels on the back end are two separate integrations. They’re often handled by the same provider, but they can fail independently of one another and therefore require separate attention in your error handling.
CRM or customer portal
If you want to offer your business customers more than just an order button, connect your online store to a portal. There, contracts, quotes, invoices, service requests, and order history are all in one place. This is where e-commerce and portal functionality converge: the ordering environment becomes part of the portal rather than a standalone web store.
Why does a web store get bogged down without integrations?
Without integrations, a web store shifts work around instead of eliminating it. Orders are retyped, inventory falls behind, prices vary, and the service desk becomes the manual link between two systems. The symptoms are familiar. You sell products that are no longer in stock. An order ends up in the ERP system twice because someone wasn’t sure if the first one went through. Customer service receives the same question every day about the status of a delivery. These aren’t online store problems, they’re integration problems, and they get worse as volume grows.
Your online store, connected to the rest of your system landscape.
Magento
Magento is een e-commerce platform dat flexibiliteit, schaalbaarheid en uitgebreide aanpassingsmogelijkheden biedt. Perfect voor bedrijven die hun webshop willen laten groeien en zich willen onderscheiden in de markt.
Shopware
Shopware offers a flexible e-commerce platform specifically designed to help online stores grow. With extensive customization options, search features, and marketing tools, it is ideal for both small and large businesses.
Mollie
Mollie offers a hassle-free payment solution for online shops and apps, with various payment options and recurring payments. It provides secure, user-friendly transactions and transparent fees, making it ideal for any business.
Exact Online
Exact Online is a versatile cloud-based ERP system that optimises financial administration, accounting and business processes, enabling organisations to work more efficiently and accurately.
Microsoft Dynamics
Microsoft Dynamics streamlines business processes such as sales, marketing, and finance by providing integrated solutions. It enhances productivity and efficiency through data-driven insights and automation of daily activities.
Salesforce
Salesforce optimizes customer relationship management by efficiently managing customer data, personalizing marketing campaigns, improving sales processes, and providing customer service.
Akeneo
Akeneo is a product information management (PIM) platform that helps centralise, enrich and distribute product data across all marketing and sales channels, ensuring consistency and efficiency.
HubSpot
HubSpot centralises customer interactions, enabling businesses to deliver personalised experiences. The platform supports all stages of the customer journey, from lead generation to customer service, with deep insights and powerful tools.
What do you synchronize, and how often?
Orders
From the online store to the ERP, in real time via a webhook. Delays never help here and make it harder to answer any status inquiries.
Inventory
From ERP or WMS to the online store, in real time up to every few minutes. This is where overselling occurs as soon as the delay builds up.
Prices
From ERP to online store, preferably in real time upon login. An incorrect tiered price in B2B will later result in a credit memo.
Product Data
From PIM to online store, usually in batches overnight. Only send changes; otherwise, synchronization will take longer than overnight.
Order Status
Update the online store as soon as the status changes. Track and trace is part of this and eliminates most inquiries to your service desk.
Invoices
From ERP to portal, daily is sufficient. Specify who is authorized to view the invoice, as it’s rarely everyone within a single organization.
One platform, one integration with AFAS.
After a merger, Nou wanted a single digital platform: website, customer portal, and online store all within one architecture, integrated with AFAS. Not a separate online store platform with a connector in between, but orders that flow directly into the accounting system.
Standard connector
- For standard processes
- One webshop, one ERP and a straightforward stock structure.
- A widely used combination of webshop platform and ERP
- Live quickly, usually with a fixed licence fee
- A good fit if you have few exceptions
Custom integration
- For specific business logic
- Customer-specific pricing, bundled products, partial deliveries or multiple warehouses
- A custom ERP or a specific ERP version
- Set up around your processes and easy to extend
- A good fit if your processes call for more customisation
- Multiple systems? Middleware can act as a central layer that handles the data exchange between them
Want to calculate your ROI? Discover which integration best suits your organization.
Jarno
Business Director
Our approach
How we make your ambitions a reality.
From that first cup of coffee to the continued expansion of the digital landscape. Four clear phases that describe our collaboration and guide our growth.
01
3 weeks
Impact Session
Exploring opportunities and direction
A strategic session in which we work together to translate opportunities, trends, and optimizations into concrete impact for the digital landscape.
02
4 weeks
Kickoff
Defining the scope, business case, and prototype
A concise assessment phase in which we distill the digital requirements into a clear business case, scope, prototype, and next steps.
03
8–12 weeks
Design & Build
Design and Implementation
Here, the scope becomes a design: first UX/UI, then the technical aspects. We then build the first version of the application and deliver it.
04
Ongoing
Growth
Optimization and Further Development
Partnership agreement for continuity, further development, and optimization. We work based on our value-point model.
Our approach: versatile and tailored.
At Cube, we see ourselves not just as a vendor, but as a true software development partner. We work with you to make strategic decisions, provide technological advice, and deliver solutions that make a real impact. Our approach is always tailored to your specific needs and goals. We actively contribute ideas and ensure that the technology we deliver not only works but also genuinely contributes to the growth and efficiency of your organization. From the initial ideas to the final implementation and optimization, we ensure that the solution is a perfect fit for your organization.
We help corporations operate like startups, and startups grow into corporations.
Challenge us
Want to integrate your online store? We’d love to help.
No obligations, just insight into which systems you can integrate and which approach suits your organization. Jarno is happy to brainstorm with you about your systems, processes, and the best way to connect them.
Prefer direct contact?
Jarno
Business Director
Our team. Your team.
With boldness, a down-to-earth approach, and a focus on quality.
Amber Projectmanager
Good at padel, social and has a good dose of humor. As project manager at Cube, Amber brings technology and client together and ensures that projects run smoothly. Sporty and curious, always ready for a new challenge and to achieve great results together with the team.
Bart Developer
Whether he's on the judo mat or in the office, Bart brings energy and humor wherever he goes. Always in good spirits, quick-witted, and a colleague you can truly count on.
Bernard Developer
Tukker, lover of squash, PSV, and photography during the golden hour. Bernard has been working with code for years, paying attention not only to functionality but also to readability and testability. Quiet, precise and always focused on beautiful and well-working solutions.
Bob Test Engineer | Security & Privacy
Of course, someone has to monitor AVG, quality & security. With conviction and punctuality, our Test Engineer and Security & Privacy Officer, Bob safeguards these facets.
Demi Officemanager
With a down-to-earth outlook and organisational talent, Demi is the go-to person who makes sure everything in the office runs smoothly. Her flexibility and people-oriented approach make her indispensable as office manager.
Dennis Full Stack Developer
With his vast knowledge and perseverance, he knows how to solve complex issues, while always being committed and pragmatic. We are happy to have someone like Dennis on our team.
Guus Full Stack Developer
Genuine Twente down-to-earthness, you're going to find that with Guus. An approachable and open person, a rock for our team.
Jarno Business Director
As fanatical as Jarno is in the gym and on the tennis court, he is also committed within Cube. His strength? Thinking along with clients' business and getting to the heart of business processes.
Jarno Back-end Developer
A true professional, Jarno keeps every appointment and delivers reliable results.
Jasper Developer
With his technical background, he is the perfect link between the developers and our clients. He is a true team player: sociable, structured and therefore a top Project Manager.
Jenne Marketing Manager
With confidence and a sharp pen, Jenne powerfully conveys any message. She knows exactly how to make an impact.
Jeroen Back-end Developer
Just as in jujutsu, the sport Jeroen practices, the same applies at Cube: Jeroen thinks ahead and acts decisively.
Job CEO | Executive
As founder of the organisation, Job starts his working day full of pride. Proud of the Cube team, of what we have achieved together and full of energy to realise our ambitious goals.
Joost Tech Lead | Team Pentagon
An expert in app development, who loves to share his knowledge! With a keen interest in others and a determined attitude, Joost is an asset to any project.
Jordy Software Architect
With a good dose of (rubber duck) humour, Jordy oversees every situation perfectly. You don't have to chase anything because he always has everything under control.
Justin Tech Lead | Team Hexagon
If there is anyone you can count on within the team, it is definitely Justin! With his sense of responsibility, he radiates calmness to his colleagues.
Kevin Developer
With his cheerful attitude and fresh outlook, Kevin has become a valuable force. He possesses a lot of expert knowledge and puts it to effective use every day.
Laura Digital Designer
A creative and curious professional with a passion for design and FC Twente. Cheerful, enthusiastic and always up for a good conversation, she brings both atmosphere and quality to her work.
Maartje Content Marketeer
Whether it is a catchy image or a compelling video, Maartje combines creativity, openness and honesty to tell stories that connect.
Mans Operations Manager
With a good dose of enthusiasm, Mans focuses daily on optimising processes and working methods. Cooperation is key, with the aim of achieving great results together.
Marcus Projectmanager
Marcus brings a fine energy to the team with his social character and enthusiasm. A real matchwinner, not only within Cube but also on the tennis court!
Marleen Projectmanager | Team Lead Octagon
With her down-to-earth approach and a wealth of technical knowledge, Marleen makes every project a success. As a driven Project Manager, she continuously helps Team Octagon move forward.
Mart Front-end Developer
With genuine interest, Mart builds front-end experiences that stand out. A precise person with whom working together is always a pleasure.
Melanie Projectmanager | Team Lead Hexagon
Thanks to Melanie's process-oriented approach, nothing gets left behind and everything comes together within the projects. With her enthusiasm, she takes the team with her in this.
Mick Tech Lead | Team Nexus
Mick works as a Tech Lead and collaborates closely with colleagues and clients to develop practical and smart solutions. With a strong focus on communication and the use of AI, he contributes to increasingly efficient workflows.
Nicky Projectmanager | Team Lead Nexus
Nicky brings people together, keeps an overview and ensures that plans become reality. With her creative vision and down-to-earth approach, she steers projects smoothly to the desired result. Always eager to learn and keen on content.
Onno Business Controller
With an eye for detail and a talent for numbers, Onno makes sure every comma and decimal is correct. Structured and disciplined - both in the office and on the tennis court, where precision and strategy come together.
Remi Software Architect
With a passion for imparting his expertise to colleagues and clients, Remi is known within Cube as the team's mentor - or as many call him: 'the Padre'.
Rogier Business Consultant
Rogier speaks the language of both our clients and our developers. Understanding processes? He is an expert at that!
Rosan Manager People & Organization
Rosan is the connecting force within our team. Committed, sincere and punctual - the enquiry point that brings people together and keeps the organisation running smoothly.
Roy Full Stack Developer
Roy has made his hobby his profession, with a passion for programming and an eye for detail. A quiet, extremely thorough developer who has his work cut out perfectly.
Ruben Full Stack Developer
Enterprising and structured - Ruben is a developer with vision... and he is always up for a game of darts in the break!
Ruben Digital Designer
A Digital Designer who combines innovation and structure, where his work is not only beautiful, but above all functional and purposeful.
Sander Developer
With an impressive amount of knowledge for his age and an athletic attitude, Sander is a committed and energetic force within any project.
Stijn Front-end Developer
A social Front-end Developer who loves structure and always keeps an overview. A valuable colleague within our team - not only on the shop floor, but also at Friday afternoon drinks!
Tamara Business Consultant
Tamara knows how to turn any issue into new opportunities with her energy and creative thinking.
Thomas Back-end Developer
A skilled Back-end Developer with a social attitude. Whether it is getting to the bottom of an issue, playing ping-pong or a game of football on the square - he always plays at a high level.
Ties Tech Lead | Team Pentagon
A fine collaboration with Ties? You can count on that! An accurate Tech Lead who stands firmly on his feet and is not afraid to step outside his comfort zone.
Tom Tech Lead | Team Octagon
Think of speed? Then you think of Tom! Whether it's fast cars or racing on the go-kart track - as long as it goes fast. So the innovative technology in this industry suits him perfectly.
Wesley Projectmanager
Met zijn IT-ervaring in ERP-software als consultant en projectmanager helpt Wesley klanten graag bij het realiseren van slimme automatisering en digitalisering als waardevolle aanvulling op hun ERP- en CRM-systeem.
Questions about integrations? No problem.
The cost is determined by four factors: the number of data streams, the direction of each stream, the quality of the API on both sides, and the number of exceptions in your product range. The latter is the most underestimated factor. A catalog with clear product codes and a single VAT rate integrates faster than a product range with composite items, variants, and legacy codes that no one dares to clean up anymore. That’s why there’s no fixed price list. We first map out the data streams and APIs on both sides and then provide a substantiated cost range. You should also factor in ongoing management costs: APIs change, and a connection that no one maintains will break on its own.
We can’t determine that until the data flows have been mapped out. A one-way product feed is different from handling orders, inventory, and prices simultaneously. The quality of the API on the other end is the most critical factor in this regard.
Yes. As long as there’s an API, database access, or export option, an integration can be built. With a custom ERP, the work often lies on the ERP side: the integration interface must be in place first before the online store can be connected to it.
Messages are placed in a queue and resubmitted as soon as the system is back online. A unique key for each order prevents a repeated attempt from resulting in a duplicate order. Any subsequent failures trigger a notification.
That depends on the data stream. You want orders and inventory to be synchronized in real time, because delays can lead to overselling or lost sales. Product data can be synchronized in batches overnight, as long as you only send changes.