Complete ERP and E-commerce integration for Trixie Baby

Join in the endless imagination of children with Trixie

Trixie, a fast-growing Belgian baby and kids lifestyle brand, entrusted Sonical by Arcade with the implementation of both an ERP package and a product information management and e-commerce platform. To offer a true omnichannel shopping experience for the B2C and B2B customers of Trixie’s webshop, we partnered with Dynamicweb, which brings integrated e-commerce to Microsoft Dynamics 365 Business Central.

Inspired by the infinite imagination of a child, Trixie’s broad range of products for babies, toddlers and kids creates a playground from which your imagination can take flight. Trixie believes in a future-oriented approach, coordinating the complete design and development process in-house. A profound respect for the planet is at the core of the brand, which only uses high-quality materials and is intent on informing customers on how to prolong the lifespan of products to the maximum.

trixie baby

Growth as a key driver for integration

Based in Belgium, but in full expansion in Western Europe and beyond, Trixie doesn’t only market its products on its own website You can also find them on numerous other webshops, pressing for an omnichannel e-commerce platform supported by ERP software allowing the exchange of product information in an approachable manner. Furthermore a customer relationship management tool became crucial for the follow-up of B2B sales and leads.  

A threefold sales process optimization solution


Putting the pieces of this complex puzzle together, we came up with a future-proof

solution which comprises of three reliable and complementary software products:



Microsoft 365 Business Central

Microsoft it's all in one ERP Package


an all-in-one business platform combining content management, e-commerce, product information management and marketing capabilities


Microsoft Dynamics 365 Sales

a CRM system that integrates seamlessly with Business Central

What exactly is so future-proof about these choices, you ask?

Each of these applications work just as well apart as they do together. True to our approach of deploying systems for the purpose for which they are intended, we avoided customizing the ERP code.
After all, any customization would stand in the way of Trixie switching to other applications later if they should so choose. The flow as we’ve integrated it allows room for flexibility, meaning one adjustment won’t affect any other aspect in the process.

How does it all come together?

DynamicWeb functions as the engine of Trixie’s webshop. It makes products and online payment available as well as manages customer data and a multitude of product information: from photos and videos to available sizes and colors. All relevant information is automatically sent to Business Central, which itself holds all basic data such as the article number, name and price. The ERP will in its turn process every order and monitor and track all stocks.


As the Trixie warehouse is managed by an external partner, we’ve created an additional integration so that every time an order comes in, the warehouse gets notified. The same flow of course applies to products being sold B2B: besides DynamicWeb and Business Central connect to Trixie’s other sales channels to keep those stocks up to date. 

Complete ERP and E-commerce integration for Trixie Baby
Trixie Baby

Tracking customer interactions to boost sales

To come full circle, Dynamics 365 Sales empowers Trixie’s understanding of its customers’ needs by enabling the sales team to track interactions with (potential) customers. Conversations through phone or email, inquiries and support requests up to the customers’ purchase histories are all linked up in this CRM system – truly an indispensable tool for a company such as Trixie which strives to offer its customers a tailored offer and impeccable service.

All set to achieve omnichannel e-commerce ambitions

The employment of this complete set of tools paves the way for Trixie to further tap into omnichannel e-commerce and to scale up in a short amount of time. Thanks to the intuitive backend structure of DynamicWeb, the e-commerce team can easily get to work with and maintain its own webshop. On top of that, the platform includes a new client portal which gives customers access to additional services like order and payment information. It’s custom designed to match Trixie’s branding, adding to the overall online shopping experience at  


Trixie Baby

Learn more about...

Ready to adopt an ERP-integrated E-Commerce strategy?

Get inspired during our Events...