ERP-Integrated Strapi Product Content Hub for 3 Markets
Challenge
The client managed more than 2,400 SKUs and 18,000 regional content records across Dynamics 365 Business Central, a previous CMS, regional storefronts, marketplace feeds, spreadsheets, and internal tools. Product specifications, pricing, compliance files, localized copy, and media were repeatedly maintained in separate systems. This caused inconsistent listings, marketplace rejections, support requests, and publishing delays of up to two weeks. The challenge was to establish clear ownership between systems and create a scalable content layer without replacing the ERP that already controlled operational product data.
The client managed more than 2,400 SKUs and 18,000 regional content records across Dynamics 365 Business Central, a previous CMS, regional storefronts, marketplace feeds, spreadsheets, and internal tools. Product specifications, pricing, compliance files, localized copy, and media were repeatedly maintained in separate systems. This caused inconsistent listings, marketplace rejections, support requests, and publishing delays of up to two weeks. The challenge was to establish clear ownership between systems and create a scalable content layer without replacing the ERP that already controlled operational product data.
Solution
Bits Orchestra established field-level ownership: Business Central remained authoritative for SKUs, dimensions, materials, inventory, and pricing, while Strapi 5 Enterprise managed localized descriptions, media, compliance content, merchandising copy, and SEO fields. Azure Functions checked changed ERP records every 15 minutes, and Azure Service Bus handled delivery, retries, and dead-letter processing. Idempotency and version checks prevented duplicate or outdated updates. GraphQL supplied approved content to React storefronts and a .NET marketplace-feed service, while HubSpot received product taxonomy and market tags. The team also implemented SSR, localized SEO, an operations dashboard, automated testing, and an Azure OpenAI-assisted content QA workflow with mandatory editor review.
Bits Orchestra established field-level ownership: Business Central remained authoritative for SKUs, dimensions, materials, inventory, and pricing, while Strapi 5 Enterprise managed localized descriptions, media, compliance content, merchandising copy, and SEO fields. Azure Functions checked changed ERP records every 15 minutes, and Azure Service Bus handled delivery, retries, and dead-letter processing. Idempotency and version checks prevented duplicate or outdated updates. GraphQL supplied approved content to React storefronts and a .NET marketplace-feed service, while HubSpot received product taxonomy and market tags. The team also implemented SSR, localized SEO, an operations dashboard, automated testing, and an Azure OpenAI-assisted content QA workflow with mandatory editor review.
Results
Compared with the two quarters before launch, the first two post-launch quarters recorded 42% fewer product-content support tickets and 27% less time spent maintaining content. Publishing moved from delays of up to two weeks to the same business day. In a 200-SKU Azure OpenAI-assisted pilot, localization QA time fell by 31%, with editors reviewing every suggestion before publication. Only 0.4% of integration records required manual resolution through the operations dashboard. The client gained one governed content layer connecting Business Central, Strapi, three markets, HubSpot, and marketplace feeds.
Compared with the two quarters before launch, the first two post-launch quarters recorded 42% fewer product-content support tickets and 27% less time spent maintaining content. Publishing moved from delays of up to two weeks to the same business day. In a 200-SKU Azure OpenAI-assisted pilot, localization QA time fell by 31%, with editors reviewing every suggestion before publication. Only 0.4% of integration records required manual resolution through the operations dashboard. The client gained one governed content layer connecting Business Central, Strapi, three markets, HubSpot, and marketplace feeds.