The WordPress Developer’s Guide to Selling WooCommerce to Business Central Customers

March 12, 2026byNick Hance

You’re a WordPress developer. You build WooCommerce stores. You’re good at it. But finding clients? Pitching? Closing deals? That part probably doesn’t come as naturally. This guide is going to change that by pointing you at a specific, high-value market that most WordPress developers don’t even know exists.

The market: companies running Microsoft Dynamics 365 Business Central.

These are mid-market businesses, typically $5M to $500M in revenue, that already have sophisticated back-office operations but often have outdated, underwhelming, or nonexistent ecommerce. They need WooCommerce. They just don’t know it yet. And when you show them how easily their ERP connects to a modern WordPress storefront, you become the person who solves a problem they’ve been living with for years.

Why This Opportunity Is Massive (and Why Most Developers Miss It)

Here’s what makes Business Central customers different from a typical “I need a website” lead:

💰 They have budget. Companies paying for Dynamics 365 Business Central (and the Microsoft 365 stack that comes with it) are not bootstrapping on a shoestring. A $15K–$50K WooCommerce engagement is a line item, not a stretch.

🔧 They have a real problem. Their ERP holds all their products, inventory, pricing, and customer data. Their current website (if they even have one) doesn’t talk to any of it. Someone on their team is manually entering orders, updating stock counts, or copy-pasting customer information between systems. They hate it.

🔑 They already own the tools to solve it. Every Business Central customer has access to Microsoft Power Automate. It’s included in their licensing. That means the integration layer between WooCommerce and their ERP is already paid for. They just need someone to set it up.

🏆 The competition is weak. Most agencies targeting this market are Microsoft partners pitching six-figure custom integration projects or Shopify stores that don’t connect to BC at all. You can come in with a better product at a fraction of the cost.

Step 1

Find Business Central Customers

This is where most developers get stuck. You know how to build, but how do you find these companies? Here are concrete, actionable strategies:

🔍 LinkedIn: Your Best Prospecting Tool

LinkedIn is where BC decision-makers live. Here’s how to use it:

Search for job titles: Look for “Business Central Administrator,” “BC Functional Consultant,” “Dynamics 365 Project Manager,” “ERP Manager,” or “IT Director” at mid-market companies. These are people who understand the system and feel the pain of manual processes.
Search for Microsoft Partners: Microsoft Dynamics Partners (also called VARs, or Value Added Resellers) already serve BC customers. Many of them don’t do ecommerce. You can position yourself as a subcontractor or referral partner. Search for “Dynamics 365 Business Central Partner” and reach out to their sales teams.
Join LinkedIn Groups: Groups like “Dynamics 365 Business Central Users,” “Microsoft Dynamics Community,” and “D365 Business Central” are full of potential leads and partners.
Post content about the integration: Share a short video or screenshot showing WooCommerce connected to Business Central. The people who engage with it are your prospects.

📂 Microsoft AppSource and Partner Directories

Browse Microsoft AppSource for Business Central add-ons. The companies listed as publishers often have customer bases you can partner with.
The Microsoft Partner Directory lists every certified Dynamics partner. Filter by Business Central, then filter by your region. Reach out and offer your WooCommerce expertise as a complement to their ERP practice.

🤝 Local Business Networks and Industry Events

Chambers of Commerce: Mid-market manufacturers, distributors, and wholesalers are the bread and butter of Business Central. They’re also active in local business organizations.
Industry trade shows: Manufacturing, distribution, food & beverage, and building materials trade shows are full of companies that run BC and sell (or want to sell) online.
Microsoft community events: Look for local Dynamics 365 user groups, Power Platform meetups, or Microsoft-hosted events. Show up, listen to what people are struggling with, and offer your expertise.

🎯 Spot Them in the Wild

Some telltale signs that a prospect runs Business Central:

Their job postings mention “Business Central,” “NAV,” “Navision,” or “Dynamics 365.”
Their website is outdated but their operations seem sophisticated (large product catalog, multiple warehouses, wholesale + retail).
They’re a manufacturer, distributor, or wholesale company with 20–500 employees.
They mention Microsoft 365 or Azure in their tech stack.

Step 2

Qualify the Opportunity. Is WooCommerce a Good Fit?

Not every BC customer needs WooCommerce. Before you invest time in a pitch, run through this checklist:

Green Lights (WooCommerce is a great fit)

✅ They sell physical products (inventory managed in BC).
✅ They have a product catalog (even a basic one) in Business Central.
✅ They currently take orders via phone, email, fax, or a clunky legacy webstore.
✅ Someone on their team manually enters online orders into BC.
✅ They want a B2B portal, a wholesale ordering system, or a direct-to-consumer channel.
✅ They already have a WordPress site (or are open to one).
✅ They have a Microsoft 365 / Dynamics 365 subscription (means they have Power Automate).

Yellow Lights (Possible, but dig deeper)

⚠️ They sell primarily through marketplaces (Amazon, eBay). WooCommerce might be a complement, not a replacement.
⚠️ Their product catalog has thousands of complex configurable items, so custom WooCommerce development may be needed.
⚠️ They have on-premises Business Central (not cloud). The Power Automate connector works best with BC SaaS, though on-prem is possible with a data gateway.

Red Lights (WooCommerce probably isn’t right)

🚫 They’re a pure services company with no physical products or inventory.
🚫 They’re already locked into a Shopify Plus or Magento contract they’re happy with.
🚫 Their IT team has zero interest in WordPress (rare, but it happens).

💬 Discovery Questions to Ask

When you get a conversation going, whether it’s a call, a coffee, or a LinkedIn DM, these questions will help you understand their situation and position WooCommerce as the answer:

“How do online orders get into Business Central today?” If the answer involves copying, pasting, or re-keying, you’ve found pain.
“How do you keep your website inventory in sync with what’s actually in the warehouse?” If it’s manual or batch-updated, you have a story to tell.
“When a new customer places an order on your website, how does that customer get into BC?” Manual entry = opportunity.
“How much time does your team spend on data entry between your website and your ERP each week?” Quantify the pain. This number becomes your ROI argument.
“Have you looked at connecting your ecommerce to Business Central before? What happened?” You’ll often hear “it was too expensive” or “the project never finished.” That’s your opening.

Step 3

Build Your Pitch Around the Problem, Not the Technology

Here’s the single biggest mistake developers make when pitching: they talk about WordPress, WooCommerce, PHP, APIs, and webhooks. The prospect doesn’t care about any of that. They care about:

Eliminating manual data entry.
Reducing order processing errors.
Getting a real ecommerce channel without a massive IT project.
Keeping inventory accurate across channels.
Not paying $100K+ for a custom integration.

Lead with the problem. Show the solution. Let the technology be the “how,” not the “what.”

🎤 Your 60-Second Elevator Pitch

Here’s a script you can adapt:

“I help companies running Business Central launch ecommerce stores that actually talk to their ERP. Orders flow straight into BC as Sales Orders. Inventory syncs in real time. New customers are created automatically. Everything runs on Power Automate, which you already have, so there’s no middleware subscription and nothing to maintain. Most of my clients are up and running in a few weeks, not months.”

🖥️ The Demo That Closes Deals

Nothing sells like a live demo. Here’s how to set one up:

Set up a demo WooCommerce store with the BC Woo Helper plugin installed and the Power Automate starter kit imported. Use sample product data exported from a Business Central sandbox.
Walk through the admin experience. Show the BC Helper overview page: the connection diagram, the four flow cards, the status indicators. This immediately signals “this is real, this is professional, this works.”
Place a live order. Add a product to the cart, check out, and then switch to Business Central to show the Sales Order that was just created automatically, with line items, customer data, and shipping address all mapped. This is the moment that sells the engagement.
Show the inventory sync. Change a stock quantity in Business Central and show it update in WooCommerce within seconds. This is the “wow” moment.
Emphasize what they already own. Point out that Power Automate is already included in their Microsoft licensing. The flows are free. The starter kit is free. They only need the WooCommerce connector ($299 one-time) and your services to customize and launch.

Watch the full demo video for inspiration on how to structure your walkthrough. It covers the complete flow in under 4 minutes.

Step 4

The Proposal. What to Include and How to Price It

Here’s a proposal structure that works for this type of engagement. Adapt it to the client’s size and complexity.

📋 Proposal Outline

1. Executive Summary (1 page)

Restate their pain points in their own words (from your discovery call).
Summarize the solution: a WooCommerce store connected to Business Central via Power Automate, with real-time sync of inventory, customers, and orders.
State the outcome: “Your team will stop manually entering orders and your customers will see accurate inventory, without any ongoing middleware costs.”

2. Solution Overview (1–2 pages)

WooCommerce store build (theme, product pages, checkout, payment gateway).
Product import from Business Central (CSV export → WooCommerce importer).
Power Automate integration using the BC Woo Starter Kit. Detail the four flows:
- Bulk product sync (stock & pricing from BC).
- Real-time inventory sync (automatic, triggered by BC inventory changes).
- Customer sync (WooCommerce → BC, automatic on registration).
- Order sync (WooCommerce paid orders → BC Sales Orders, automatic).
Customization of flows to match their specific Business Central configuration (environment, company, field mappings, business logic).

3. Scope & Deliverables

WordPress + WooCommerce site (hosted or on their infrastructure).
Product catalog imported and synced from Business Central.
4 Power Automate flows configured, tested, and deployed.
Training session for their team (1–2 hours, recorded).
30 days of post-launch support.

4. Timeline

Week 1–2: Discovery, BC data review, WordPress + WooCommerce setup.
Week 3–4: Product import, theme customization, payment/shipping configuration.
Week 5–6: Power Automate flow setup, connection configuration, testing.
Week 7–8: UAT (user acceptance testing), training, go-live.

💰 Investment

Here’s a realistic pricing framework for this type of engagement:

Component	Typical Range
WooCommerce store build (theme, products, checkout, shipping, payments)	$8,000 – $20,000
Business Central integration (Power Automate setup, flow customization, testing)	$5,000 – $15,000
Product data migration & cleanup	$2,000 – $5,000
Training & documentation	$1,000 – $3,000
Power Automate for WooCommerce connector license	$299 (one-time, pass-through)
Total engagement	$16,000 – $43,000

For simpler stores (smaller catalog, straightforward BC setup), you can come in at the lower end. For complex catalogs, multiple warehouses, or B2B pricing rules, price accordingly. The key thing: even at $40K, you’re a fraction of what a traditional Microsoft integrator would charge, and the client knows it.

💡 Ongoing Support (Optional but Recommended)

Monthly retainer for WooCommerce hosting, plugin updates, flow monitoring, and ad-hoc changes: $500 – $2,000/month.
This is recurring revenue. Don’t skip it. Many clients will happily pay for the peace of mind.

Step 5

Handle Objections Like a Pro

You’re going to hear objections. Here’s how to handle the most common ones:

“We were quoted $150K for a BC-to-ecommerce integration.”

Your response: “That’s because most integrators build everything custom from scratch. We use a proven starter kit with pre-built Power Automate flows that cover the four most critical sync points: inventory, pricing, customers, and orders. The hard engineering is already done. We customize it for your specific BC setup, which is why it costs a fraction of a ground-up build.”

“Why WooCommerce and not Shopify?”

Your response: “Shopify does have a first-party Business Central integration from Microsoft, and it’s a solid option for straightforward retail stores. But there are a few reasons WooCommerce is often the better fit for BC customers, especially in the mid-market.”

“First, ownership. With WooCommerce you own the entire stack. There’s no platform fee that scales with your revenue, no per-transaction surcharge on top of your payment processor, and no dependency on a third party’s pricing decisions. For companies doing real volume, that adds up fast.”

“Second, flexibility. The Shopify integration is opinionated. It syncs what it syncs, the way it syncs it. With WooCommerce and Power Automate, every flow is yours to customize. Need to check for overdue balances before creating a Sales Order? Need to handle multi-warehouse inventory routing? Need custom B2B pricing tiers that map to BC price lists? You can build exactly what the business needs, because you control the integration logic.”

“And third, the integration runs on Power Automate, which your IT team already knows and manages. It’s the same platform they use for everything else in the Microsoft stack. No separate admin console, no separate vendor relationship, no separate support contract.”

“Can we just use Zapier or Make?”

Your response: “You could, but you’d be paying a monthly subscription for a tool that sits between two systems you already have connectors for. Power Automate is included in your Microsoft licensing. The Business Central connector is first-party. The WooCommerce connector is Microsoft-certified. You get better data access, real error handling, and zero middleware cost. It’s the native path.”

“Our IT team wants to build this in-house.”

Your response: “That’s great, and the starter kit actually makes that easier. The four flows are open and editable. Your team can crack them open, see exactly how they work, and modify them. What I bring is the WooCommerce expertise and the experience of having done this before. I set it up, get it running, train your team, and hand it off. They own it from day one.”

“Is this a real integration or just a proof of concept?”

Your response: “It’s a production-ready foundation. The four flows handle real-time inventory sync, automatic customer creation, and full order-to-Sales-Order processing, including line items, addresses, and customer notes. It’s designed to be customized for your business, not thrown away after a demo. Most clients launch on this and then extend it over time.”

Step 6

Close the Deal. Tactical Tips

Always demo, never just present. A slide deck won’t close this deal. A live order flowing into Business Central will. Invest the time to set up a working demo environment.
Involve the BC administrator early. The person who manages their Business Central environment is your internal champion. They understand the pain, they can validate the technical approach, and they’ll advocate for the project internally. Get them on a call before the formal pitch.
Position the starter kit as risk reduction. You’re not building from zero. You’re starting from a proven foundation with four working flows. This reduces project risk, shortens the timeline, and means they see results faster.
Offer a paid discovery phase. If they’re hesitant to commit to a full project, offer a 2-week paid discovery ($2,000–$5,000) where you audit their BC data, set up a proof-of-concept store, and import the starter kit. This de-risks the decision and almost always converts to a full engagement.
Create urgency with a pilot. “Let’s start with your top 50 products and one sales channel. We get that live and syncing in 4 weeks. If it works (and it will) we expand from there.” Pilots close faster than big-bang proposals.
Follow up with the video. After your meeting, send them the demo walkthrough video. It reinforces everything you showed and gives them something to share with their team.

Step 7

Deliver the Project. Your Technical Game Plan

Once you close the deal, here’s the execution playbook. This is where your WordPress skills shine.

Phase 1: Data & Infrastructure

Get access to their Business Central environment (sandbox first, always).
Export the items list to CSV (Items → Share → Open in Excel → Save as CSV).
Review the data: How many products? Do they use variants? What’s the SKU structure? Are prices clean?
Set up WordPress + WooCommerce on staging.

Phase 2: Store Build & Product Import

Import products using WooCommerce’s built-in CSV importer. Map the BC fields: No. → SKU, Description → Name, Quantity on Hand → Stock, Unit Price → Regular price. Set everything else to “Do not import.”
Build out the store: theme, product pages, categories, navigation, checkout, payment gateway, shipping zones.
Install the BC Woo Helper plugin. It adds the guided admin experience and provides the Power Automate solution download.

Phase 3: Power Automate Integration

Install Power Automate for WooCommerce, the Microsoft-certified connector that bridges WooCommerce into the Power Platform.
Download the starter kit solution from the BC Woo Helper plugin.
Import the solution at make.powerautomate.com.
Configure connection references: point the WooCommerce connector to the client’s store and the Business Central connector to their BC environment and company.
Update each flow’s BC actions to reference the correct environment name and company ID.
Run the bulk sync flow first. This pushes current stock and prices from BC to all WooCommerce products. You will have requirements from the customer defining specifics on their products, you can modify this flow to bring those changes over.
Enable the automatic flows (inventory sync, customer sync, order sync) and test each one end-to-end.

Phase 4: Test, Train, Launch

Test every flow: place test orders, create test customers, adjust inventory in BC, verify everything lands correctly.
Train the client’s team: walk them through the WooCommerce admin, the BC Helper dashboard, the Power Automate flow run history, and how to troubleshoot a failed run.
Go live. Monitor the first week closely. Be available.

🛠️ The Tools You’re Working With

Here’s the technology stack at a glance, so you can speak to it confidently:

Layer	Tool	Role
Ecommerce	WooCommerce (on WordPress)	Your storefront: products, cart, checkout, customer accounts
ERP	Dynamics 365 Business Central	The client’s system of record: inventory, pricing, customers, sales orders
Integration	Microsoft Power Automate	The automation layer that runs the flows that sync data between WooCommerce and BC
WooCommerce Connector	Power Automate for WooCommerce	Microsoft-certified connector that makes the full WooCommerce API available as Power Automate actions and triggers
Starter Kit	BC Woo Helper + Solution File	Free WordPress plugin + 4 pre-built flows. Your accelerator

🚀 Grow Beyond the First Project

The first engagement opens the door. Here’s how to grow the relationship:

Extend the flows. The starter kit covers the four most common scenarios, but clients always want more: shipping tracking updates, return/refund sync, price-list-specific pricing for B2B customers, multi-warehouse inventory. Each extension is billable work.
Build a B2B portal. Many BC customers sell wholesale. WooCommerce + a B2B plugin (tiered pricing, quote requests, minimum order quantities) is a natural upsell.
Add more channels. If they sell on Amazon, eBay, or through reps, you can extend the Power Automate flows to cover those channels too.
Ongoing retainer. Plugin updates, WooCommerce version upgrades, flow monitoring, product catalog changes. These are all ongoing needs. A monthly retainer turns a one-time project into recurring revenue.
Referrals. A happy BC customer knows other BC customers. Ask for introductions to their Dynamics partner, their industry peers, and their Microsoft account manager.

Get Started Today

You already have the hardest skill: you know how to build great WooCommerce stores. The opportunity with Business Central customers is real, the tooling exists, and the market is underserved. Here’s your next step:

Download the BC Woo Helper plugin and starter kit. Install it, explore it, understand what it does.
Set up a demo store with sample products and the Power Automate flows running. This is your sales tool.
Find 5 prospects this week using LinkedIn, partner directories, or your local network. You’re looking for mid-market companies running Business Central who sell physical products.
Reach out with a specific, helpful message. Not “I build websites,” but “I noticed you’re running Business Central. I help companies like yours launch WooCommerce stores that sync inventory and orders directly with BC, no middleware, no manual data entry. Would a quick demo be useful?”

The companies are out there. The problem is real. The solution works. Go build the practice.