How it Works: Magento and Salesforce Integration Explained

For decades, businesses have seized the opportunity to become part of the eCommerce space.
The chance to cast a wider customer net coupled with the decreased need for a storefront are two of the biggest reasons the eCommerce industry continues to grow. [Nonprofits have also realized the benefits of shopping carts, which allow them to conveniently accept donations online. (Why are you telling me this?)]

An eCommerce platform and a Customer Relationship Management (CRM) platform are two of the must-haves for serious eCommerce ventures. However, in order for an organization to have a complete picture of their business, the customer information in each system needs to mirror the other. There is no native integration between the two platforms to ensure data consistency, at least, not without a virtual middleman to assist.

PowerSync was launched in 2011. It offers a solution for bringing eCommerce giant Magento into an automated collaboration with Salesforce– the world's leading CRM. PowerSync's digital connector provides a way for the platforms to talk to each other.

Without a connector, business owners are plagued with many challenges. Working in the two systems without an integration method calls for duplicated data entry and lends itself to wasted company time and a high probability for human error.

For those who are new to the concept of integrating orders from Magento into Salesforce, it may be difficult to imagine how it works. To fully grasp the idea, one must understand the function of each.

An eCommerce platform like Magento equips those pursuing an online business endeavor with all the features necessary to be a web merchant.

A CRM platform such as Salesforce helps improve business relationships, increase customer retention and drive sales growth. In addition to managing sales and accounts, they are also used to manage a company's interaction with current and potential customers.

The CRM is also able to track and collect data from promotion campaigns and marketing efforts (such as a website, social media channels, and email). Through this process, messaging can be customized to meet the specific needs of each person.

Magento and Salesforce are global eCommerce leaders that have become a vital part of many businesses. That is why a need exists for Magento and Salesforce CRM integration.

PowerSync's step-by-step process for moving data from Magento to Salesforce

1. Installation and setup

The PowerSync integration consists of Magento extensions and Salesforce-managed packages that need to be deployed into the client's environments. This is a direct connection, reducing any data security risks.

After the client makes their purchase, they are contacted by a member of the PowerSync team to determine how they use Salesforce and discuss the business processes involved.

PowerSync works with the client to coordinate the installation and configure the integration based on the requirements. The integration can be set up to push data bi-directionally – from Magento to Salesforce, as well as from Salesforce to Magento.

2. Catalog synchronization

PowerSync is the only enterprise-level solution on the market that synchronizes catalogs of more than a million products with ease.

Products are matched based on the Magento Stock Keeping Unit (SKU) and Salesforce product code to prevent duplication. The integration supports multi-catalog Magento implementation, synchronization of native and custom data, and system of record controls at the field level.

3. Customer management

The PowerSync integration leverages Salesforce leads, contacts, accounts, and person accounts, which covers all use cases in B2B and B2C industries. Magento customers are typically matched based on the email address, but custom lookups are offered as well. The integration is smart enough to identify duplicates in Salesforce and resolve any issues automatically.

4. Opportunities and abandoned carts

As a registered customer adds products into his or her shopping cart and begins the process of checking out, the Magento-Salesforce integration captures the cart as an Opportunity in Salesforce. If the checkout process is never completed, the cart becomes abandoned and the Opportunity label gives sales teams a chance to capture consumer data and convert while the lead is hot.

5. Orders

As orders are placed in Magento, they get captured as Orders in Salesforce and linked to the Opportunities they originated from. The Order will contain products, billing and shipping addresses, and notes. As the status of the order changes, it is reflected in the other system.

6. Invoices and shipments

Another option the PowerSync integration provides is synchronizing invoices and shipments. The Magento order may have several invoices and shipments, which will be captured in Salesforce individually. Each shipment may consist of multiple boxes with different tracking numbers. All of that information gets reflected with the PowerSync extension.

An integration solution makes sense for your eCommerce business. Magento, which is owned by tech giant Adobe, moved into Magento 2 in 2015. With expanded products and features in the second version, the platform continues to grow as more customers seek CRM integration.

Because the PowerSync connector is feature-rich, flexible, and customizable, many eCommerce businesses have found it to be a convenient and refreshing integration solution between the Magento 2-Salesforce power couple.

"With PowerSync, [Salesforce] is more holistic and offers a more complete and up-to-date picture of all our customers, their purchasing behaviors, product preferences, etc. This data forms the foundation of a strong brand that can deliver a top-quality customer experience informed by data," said Stuart Keily, Mr. Keily is the director of technology and marketing at Matouk, which uses PowerSync to integrate Magento with Salesforce.

For those looking for a trusted solution to integrate their Magento 2 store with Salesforce, the team at PowerSync is available to explain its process and answer questions. Click here to request a video demo of the product in action.