Web shop to ERP
Orders, payments and customer data from the web shop are created in ERP, and order status, stock and prices go the other way, so the customer sees the right figures.
ERP integration means that data flows automatically between the systems your business runs on: orders from the web shop to ERP, stock figures from WMS to customer service, shipments from TMS to the customer, and documents to and from trading partners. Key it in once, troubleshoot it in one place.
SublimTech builds and runs integrations as a single, combined layer on Lobster Data Platform for companies in the Nordics and the UK, so you do not have to maintain lots of separate connections. This page gives you an overview of what ERP and data integration cover, when API, files or EDI is the right route, and how we approach an integration project.

ERP integration connects your ERP system with the other systems and partners around it, so they exchange data automatically and in an agreed format, in real time or at fixed intervals. Data integration is the wider term for the same discipline, system integration looks at it from the systems’ side, and API integration is one of the methods.
The hard part is rarely the individual connection. It is that every system has its own data model. Item numbers, units, customers and prices are called different things, and the rules for what may be created where often exist only in people’s heads.
An integration platform brings translation, validation and error handling together in one place. We use Lobster Data Platform, which handles APIs, files, databases and EDI in the same tool, with visual mapping and traceability on every message.
The need arises when the number of systems grows faster than the number of people who can hold them together. It is typical of companies with ERP, WMS, a web shop, PIM, CRM and a finance system that were bought separately and now have to work as one.
We see it especially in companies growing through acquisitions, where every new company brings its own systems, and in companies changing ERP system that discover how many integrations relied on the old one. If you recognise several of these signs, it is worth looking at ERP integration:
With five systems that each need to talk to the others, there are ten connections. With ten systems there are 45. Each connection has its own code, its own error handling and its own owner, and when one system is upgraded, all of its connections have to be tested again.
It is the model most companies end up with without ever choosing it, because each integration was built as a small project when the need arose. Drag the handle and see the difference:
With an integration layer, each system talks only to the layer. New systems are connected in one place, changes are made in one place, and the monitoring covers every flow rather than just the ones somebody happens to remember to check.
The choice depends on what the systems can do and how quickly the data needs to arrive. In practice most companies use several methods at once, and that is exactly why they should be brought together in one layer rather than each having a solution of its own.
| Method | Best for | Typical use |
|---|---|---|
| REST and SOAP APIs | Modern systems with open interfaces that need real-time data | Orders from the web shop, customer data to CRM, stock status to customer service |
| File transfer (SFTP, OFTP2) | Older systems, 3PL warehouses and batch runs | Price lists, pick orders, stock reconciliation |
| Database | Internal systems without an API | Extracts for BI, synchronising master data |
| EDI (EDIFACT, X12, Peppol) | Trading partners that require standard formats | Orders, invoices, delivery notes |
| Webhooks and message queues | Event-driven flows where something has to happen straight away | Order status, payments, stock events |
That is also the difference between integration in general and pure EDI integration: EDI is one of the methods, not the whole job. Your trading partners’ documents and your internal flows should run on the same platform, so an order from a retail chain and an order from the web shop end up in the same place.
Lobster provides connectors for most common systems, and for the rest we build the connection using files, databases or web services. Typical systems include:
More important than the list is that no system ever becomes a dead end. If it cannot speak API, it speaks files or database, and then it is the integration layer’s job to translate.
Orders, payments and customer data from the web shop are created in ERP, and order status, stock and prices go the other way, so the customer sees the right figures.
Pick orders go to the warehouse, and stock movements and shipments come back. The stock figure in ERP matches what is on the shelf.
Product data is maintained in one place and published to the web shop, marketplaces, catalogues and partners in their own formats.
Customers, contacts, prices and order history are kept consistent, so sales and finance see the same customer.
Sales, stock and finance data are brought together in a single, automatically updated data foundation, so reports are not built on last week’s extracts.
Production and sensor data are read in via OPC UA and linked to orders, quality and maintenance.
Have you got a flow that runs on extracts, spreadsheets or patience today? That is usually where we start.
Get help with ERP integrationWe use Lobster Data Platform as the core of our solutions: drag-and-drop mapping, built-in validation and transformation, separate test and production environments, and dashboards that show every single message. The platform runs in the cloud or on your own servers.
The advantage is not only technical. When the integrations are documented and visible in one place, your own people can take them over, and a new colleague can read a flow without reading code.
Integration is not a project with an end date. Systems are upgraded, partners change formats and new flows come along. Someone has to keep an eye on things, and that can be you or us.
We work with both models, and you own the platform, data and documentation either way. That also means the model can be changed later.
You run the platform yourselves. We implement it, train your team and are on hand as specialists when needed.
SublimTech monitors, fixes and develops your integrations as your dedicated partner. You get the integrations as a service.
Read about managed integration services
We do not start with the whole landscape. We start with the flow where the manual work is greatest, take it live and use what we learn for the next ones.
We map systems, partners and document types and agree which flows to build first.
Each flow is modelled visually in Lobster, with validation, transformation and error handling built in from the start.
ERP, WMS, TMS and partners are connected with the protocols and certificates each party requires.
Each flow is tested end to end with real documents and signed off with each trading partner.
Flows go into production partner by partner, your people are trained, and operations are monitored closely from day one.
For each phase, it is clear what we do, what you provide and where Lobster comes in.
Along the way we document flows, mappings and business rules, so the integration layer does not become a new dependency on a single supplier. An integration layer that only the supplier understands is not a solution.
In practice the terms cover the same thing: getting systems to exchange data automatically. ERP integration puts the ERP system at the centre, system integration emphasises the link between the systems, and data integration emphasises what flows between them. All three are about making sure data only has to be keyed in once.
EDI is standardised document exchange with external trading partners. ERP integration also covers the internal flows between ERP, WMS, web shop, CRM and BI. Most companies need both, and they should sit on the same platform.
That depends on the systems and on how quickly the data needs to arrive. APIs give you real-time data and better error messages, while files are robust for large batch runs and older systems. An integration platform lets you use both without building two different solutions.
Yes. Older systems without an API can usually be integrated via the database, files or a small adapter. Lobster Bridge makes it possible to reach systems behind your firewall from a cloud installation.
It depends on the number of systems and flows and on how much business logic has to be built in. We give you an estimate after a discovery phase in which we map and prioritise the flows. The first flow typically costs the most, because the platform is set up at the same time.
An integration platform brings all connections, mappings and monitoring together in one tool, instead of every integration being a program of its own. iPaaS is the term used when the platform is delivered as a cloud service. Lobster Data Platform can run both in the cloud and on your own servers.
Tell us which systems need to talk to each other and where data is keyed in by hand today. We will get back to you with a suggestion for where best to start.