Adobe Commerce and Magento integration services
Adobe Commerce CRM Integration
Your sales team should see what a customer bought yesterday, not last month. We connect Adobe Commerce and Magento Open Source to Salesforce, HubSpot, Microsoft Dynamics 365, Zoho and other CRMs, with two-way sync that keeps running when the CRM API doesn't.
- Adobe Silver Partner
- 17+ years building commerce integrations
- Two HubSpot extensions on Adobe Commerce Marketplace
- Hyvä-ready builds
What is Adobe Commerce CRM integration?
Adobe Commerce CRM integration connects your store to a CRM such as Salesforce, HubSpot or Microsoft Dynamics 365 so customer, order and account data moves between them without manual exports. New customers become CRM contacts, orders become deals or sales history, and changes made by sales reps, such as a new account owner or credit terms, flow back to the store.
There are four ways to build it. A Marketplace extension is quickest. A custom module gives full control. Adobe App Builder with Adobe I/O Events keeps the logic outside Magento. Middleware (iPaaS) suits stores that already run one. The right choice depends on your Commerce edition, order volume and how much data has to flow back from the CRM.
In one line:
the store owns orders and prices, the CRM owns the relationship, and the integration decides which system wins for every field.
Written by the Evrig Adobe Commerce team. Last updated October 2026.
What moves between Adobe Commerce and your CRM
Most failed CRM projects never wrote this table down. We agree it with you, field by field, before any code is written.
| Data | Direction | When it syncs | System of record |
|---|---|---|---|
| Customer accounts | Commerce → CRM, edits back | On registration and account save | Commerce for login data, CRM for owner and lifecycle stage |
| Guest checkouts | Commerce → CRM | On order placement | Commerce |
| Orders and line items | Commerce → CRM | On order placement, then each status change | Commerce |
| Invoices, shipments, credit memos | Commerce → CRM | When created in Commerce | Commerce (or ERP, if you have one) |
| Newsletter consent | Two-way | On change in either system | Whichever system collected it, with a timestamp |
| Abandoned carts | Commerce → CRM | Scheduled, after an idle window you choose | Commerce |
| Products (for deal line items) | Commerce → CRM | On product save, plus a nightly delta | Commerce or PIM |
| B2B companies and buyers | Two-way | On company save in either system | Agreed per field |
| Account owner, sales rep, credit terms | CRM → Commerce | On change in the CRM | CRM |
| Quotes and negotiated prices | Two-way | On quote update | Agreed per project |
We do not sync everything just because we can. Every extra object costs API calls, storage in the CRM and one more thing to monitor.
Want this data map drawn up for your store? Contact us to start with discovery.
Four ways to integrate a CRM with Adobe Commerce
There is no single best method. Here is how we choose between them, including the cases where we tell clients not to pay for custom work.
| Approach | Best when | Watch out for | Works on |
|---|---|---|---|
| Marketplace extension | Standard objects, one store, a common CRM | Fixed field mapping; you inherit the vendor's release cycle | Adobe Commerce, Magento Open Source, Mage-OS |
| Custom Magento module | Unusual data, B2B rules, full control over mapping and retries | Code lives inside Magento and must be kept upgrade-safe | All editions |
| Adobe App Builder + Adobe I/O Events | Adobe Commerce Cloud or SaaS; you want sync logic outside Magento | Needs an Adobe App Builder entitlement and Node.js skills | Adobe Commerce (PaaS and Cloud Service) |
| Middleware or iPaaS (MuleSoft, Boomi, Celigo, Alumio and similar) | You already run one, or the CRM is one of many connected systems | Subscription cost and another place where data can get stuck | All editions |
What Adobe provides for this.
Adobe says Commerce can route more than 700 events to third-party applications, and names CRM as a target. Its integration starter kit is built for ERP, OMS and CRM connections and ships with handlers for products, customers, orders, shipments and stock. Adobe states the kit can cut development and maintenance cost by up to 50%. That is Adobe's figure, not ours.
Asynchronous by default.
With Adobe I/O Events, Commerce publishes an event and an App Builder action handles the CRM call outside the storefront. Commerce webhooks are the synchronous option. Adobe advises using them only when Commerce must wait for an answer. A CRM rarely needs that, so we keep CRM calls out of checkout.
Our position on Mage-OS and Magento Open Source.
App Builder is an Adobe product, so it is not the default on open-source stores. There we build an in-platform module that writes to Magento's message queue and syncs from consumers. You get the same separation from checkout without the Adobe entitlement.
Not sure which approach fits your store? Contact us and we'll recommend one after a short technical call.
CRMs we integrate with Adobe Commerce
Salesforce (Sales Cloud and Service Cloud)
Salesforce is the usual choice for larger B2B sellers. The first design decision is the data model. B2C stores often fit Person Accounts. B2B stores need Account and Contact records that mirror Commerce companies and buyers. We write to Salesforce with upserts on an External ID field, so a retry updates the record instead of creating a duplicate. Historic orders go in through the Bulk API, which keeps the backfill from eating your daily API allowance.
Good fit for: B2B manufacturers and distributors, field sales teams, service-heavy brands.
Microsoft Dynamics 365 Sales
Dynamics suits companies already on Microsoft 365, and especially those running Business Central or Finance and Operations as their ERP. We integrate through the Dataverse Web API and match records on alternate keys rather than display names. When Dynamics also holds ERP data, we decide early whether the CRM or the ERP owns the customer master, so the store doesn't receive two versions of one account.
Good fit for: Microsoft-first organisations, mid-market and enterprise B2B.
HubSpot
This is where we have the most public proof. Evrig publishes two extensions on Adobe Commerce Marketplace: HubSpot Customer Sync and HubSpot Product Sync. Customer Sync includes a console command to backfill customers who registered before installation. For deals, line items and company associations, we extend the setup with custom work. Full details are on our HubSpot CRM integration page.
Good fit for: D2C brands and growing B2B sellers that run marketing and sales in one tool.
Zoho CRM
Zoho is common with cost-conscious and multi-brand businesses. We use Zoho's upsert with duplicate-check fields to avoid double contacts, and plan around its API credit model so a large order backlog doesn't stop the sync partway through.
Good fit for: SMBs and mid-market stores, multi-brand groups on Zoho One.
Other CRMs
We also connect Pipedrive, SugarCRM, Freshsales and Odoo CRM, plus in-house CRMs. If it has a documented REST API, we can integrate it. If it only takes file drops, we can work with that too, though we will explain the delay it adds.
Top 10 CRMs integrated with Adobe Commerce
These ten CRMs come up most often alongside Adobe Commerce and Magento. The table shows what each maps to in Commerce and the one thing to plan for.
| # | CRM | Best for | Commerce data it usually receives | Plan for this |
|---|---|---|---|---|
| 1 | Salesforce Sales Cloud | B2B field sales, complex account hierarchies | Customers and companies as Accounts and Contacts, orders as Opportunities | Person Accounts vs Account/Contact model; daily API limits |
| 2 | Microsoft Dynamics 365 Sales | Microsoft-first companies, Dynamics ERP users | Accounts, Contacts, orders, quotes | Decide whether CRM or ERP owns the customer master |
| 3 | HubSpot | Marketing-led D2C and small B2B sales teams | Contacts, Companies, Deals, Line Items, Products | Contact email is the main key, so guest and registered shoppers must be matched |
| 4 | Zoho CRM | SMBs, multi-brand groups on Zoho One | Contacts, Accounts, Deals, Sales Orders | API credit allowance during large backfills |
| 5 | Oracle NetSuite CRM | Merchants already running NetSuite ERP | Customers, Sales Orders, cases | CRM and ERP share one record set, so one integration serves both |
| 6 | SAP Sales Cloud | Enterprises on SAP S/4HANA | Accounts, Contacts, opportunities, quotes | Usually routed through SAP Integration Suite or other middleware |
| 7 | Pipedrive | Small sales teams that live in the pipeline | Persons, Organizations, Deals | Custom fields for order totals and store; no native B2B company model |
| 8 | SugarCRM | Mid-market teams that want self-hosted or flexible CRM | Accounts, Contacts, Opportunities | Custom modules differ per instance, so map from the live schema |
| 9 | Freshsales (Freshworks) | Teams already using Freshdesk for support | Contacts, Accounts, Deals | Keep support tickets and sales records linked to the same contact |
| 10 | Odoo CRM | Businesses running Odoo for accounting or inventory | Contacts, Companies, Opportunities, Sales Orders | Odoo versions change model fields, so pin the API version |
Not on the list?
If your CRM has a documented API, the same approach applies.
Which CRM fits your store?
| If your business is… | Usually the best fit |
|---|---|
| B2B with field sales and complex account hierarchies | Salesforce |
| Running Microsoft 365 and a Dynamics ERP | Dynamics 365 Sales |
| Marketing-led D2C, or B2B with a small sales team | HubSpot |
| Cost-sensitive, or already on Zoho One | Zoho CRM |
| Already committed to a CRM | Keep it. Switching CRMs to suit the store is rarely worth it |
Still deciding? Contact us and we'll help you pick the CRM that fits your sales process.
Why CRM integrations break, and how we build ours
A broken CRM integration rarely fails loudly. It works at launch, then quietly starts dropping or duplicating records. These are the faults that cause it.
| What goes wrong | What the business notices | How we prevent it |
|---|---|---|
| CRM calls run inside checkout | Slow or failed orders when the CRM is down | Every CRM call goes through a queue. Checkout never waits for the CRM |
| Retries create new records | Duplicate contacts and deals | Upserts on a stable external ID, not "create if not found" |
| No plan for API limits | Sync stops mid-afternoon on busy days | Batching, backoff on 429 responses, Bulk APIs for backfills |
| Guest and registered customers kept apart | One shopper appears as three contacts | Matching rules agreed up front (email plus company, for example) and merge logic |
| Both systems edit the same field | Values flip back and forth | One owner per field, written down in the data map |
| Failures logged to a file nobody reads | Missing orders found weeks later by sales | Failed messages stay in a dead-letter queue, with alerts and a one-click replay in admin |
| Cron or consumers silently stop | Everything looks fine, nothing syncs | Health checks on queue depth and last successful sync time |
| Store view and currency ignored | Wrong amounts on deals in multi-currency stores | Currency and store code sent with every order, mapped to CRM currency fields |
| Consent copied without a source | Marketing emails reach people who opted out | Consent synced with source and timestamp; the most recent explicit choice wins |
| Personal data sent that the CRM doesn't need | Wider GDPR and DPDP exposure | Only mapped fields leave the store; secrets in Magento's encrypted config or a vault |
All new modules we write are compatible with Hyvä, Adobe Commerce Cloud and Mage-OS, and are tested against a CRM sandbox before go-live.
Seeing any of these problems in your current setup? Contact us for an integration audit.
CRM integration for Adobe Commerce B2B
B2B is where generic connectors fall short. Adobe Commerce B2B adds companies, company users with roles, shared catalogs, negotiable quotes and payment on account. Most off-the-shelf CRM extensions only know about individual customers.
What we map for B2B stores:
Companies to CRM accounts, with the company admin as primary contact and other buyers as related contacts.
Sales rep assignment. The account owner set in the CRM becomes the company's sales representative in Commerce, so the right rep sees quote requests.
Negotiable quotes to opportunities. A submitted quote opens or updates an opportunity, and its status follows the quote through negotiation.
Credit limits and payment terms, usually owned by the ERP, shown in the CRM as read-only fields so reps stop asking finance.
Reorder signals. Order frequency per account, so reps can spot a customer who has gone quiet.
If your ERP already holds the customer master, CRM and ERP both connect to it. We draw that three-way map in discovery. See our ERP integration page and Adobe Commerce B2B development.
How a CRM integration project runs
01
Discovery. We review your Commerce setup, the CRM's objects and API limits, and how sales and marketing use the data today. Output: a written data map and an architecture choice.
02
Fixed scope and estimate. Objects, directions, triggers and edge cases are listed before work starts, so nothing is added quietly mid-project.
03
Build in a sandbox. Code runs against a CRM sandbox or developer org, never your live CRM.
04
Historic backfill plan. We decide how far back to load customers and orders, and run it in batches that stay inside API limits.
05
UAT with your team. Sales and marketing check real records: refunds, guest orders, B2B buyers, multi-currency orders.
06
Go-live and hypercare. We watch queue depth and error rates closely in the first weeks.
07
Handover. You get the code in your repository, a runbook and admin access to the sync log. You own all of it.
Support after launch
CRMs change their APIs and Adobe ships quarterly patches. We offer support that covers API version changes, Commerce upgrades and new fields.
Ready to scope your project? Contact us for an integration estimate.
Proof and why Evrig
What we can show today:
Adobe Silver Partner.
17+ years
building integrations between commerce platforms and business systems, delivered for many clients.
Published CRM code.
Our HubSpot Customer Sync and HubSpot Product Sync extensions are listed on Adobe Commerce Marketplace and support Adobe Commerce 2.4 cloud and on-premise. Every Marketplace extension passes Adobe's technical review before it is listed.
Frequently asked questions
Connect ExpertHave a question that isn't answered here? Contact us and an integration specialist will reply.
Get your store and your CRM telling the same story
Tell us which CRM you use and what isn't syncing today. A solution architect will reply with the approach we'd take and the questions we'd need answered.
A reply from a technical architect, not a salesperson, with the approach we'd suggest and any questions we need answered.