Date of publication:
22 Apr. 25CRM system in an online store as a way to increase sales
Suppose you have opened an online store. The site is beautiful, the prices are reasonable, the traffic is there. But for some reason, each customer is like a lottery. One bought and disappeared. Another wrote and forgot what he wrote. The third seemed to want to return but got lost in a pile of letters. Do you recognize this? If so, it means you critically lack a CRM.
CRM is not just a buzzword from a digital expert handbook. It is a tool that turns scattered contacts into loyal customers. It not only stores data but also helps sell—faster, better, systematically. But here’s the nuance: integrating CRM into an online store is like installing a turbocharger in a regular engine. If everything is done correctly, you take off. If not, there’s smoke and skidding.
In this article, we will show how to integrate CRM into your store so that it really boosts sales, not headaches. We will look at cases, numbers, mishaps, and proven solutions. And no, there won’t be empty phrases or obvious truths. Only what works.
Why CRM Has Become Critical for Online Stores
Online business is no longer just a storefront and ‘nice product photo’. It’s about connection. About how quickly you respond, how accurately you remember the customer, and how personally you interact with them. Now honestly: can you recall what Kateryna P. purchased six months ago? And which orders are stuck in the ‘awaiting call’ status?
CRM is not a luxury; it’s a way to avoid business amnesia. At the same time, it is a tool that allows you not just to stay afloat but truly grow. While someone is trying to remember to whom they sent a discount, others have long automated all these stories in a CRM.
The Customer No Longer Waits — They Go to Whoever Responds Faster
Today’s buyer behaves differently than they did five years ago. If they don’t receive order confirmation within 15 minutes — they close the tab. If they don’t receive a thank-you email — they think the store is unserious. If they are not offered something else after a purchase — they will not offer themselves as a repeat customer.
To avoid being among them, it’s worth understanding: without CRM you are working in the dark. With CRM — it’s like having night vision in a dark room. You see more, react faster, and manage the process — not randomly, but consciously.
This is what having a CRM in an online store really means:
- Each client has their own profile — with orders, messages, reviews.
- The sales funnel is transparent: you can see at which stage potential customers get stuck.
- Every email, call, reminder — automated, not reliant on the manager’s memory.
- Mailings, discounts, promotions — not for everyone randomly, but personally, accurately, and timely.
This is not fiction, but a standard for those who want to play the long game. And you don’t need to be Amazon for it.
A real example: how Amazon uses CRM in daily operations
The e-commerce giant has long been more than just storing customer data — it uses it. Amazon’s CRM helps:
- create personalized product selections;
- automatically launch recommendation emails based on past purchases;
- activate trigger message chains (reminders, thank you for feedback, new arrivals, etc.).
And even though your store is not Amazon, its clients are the same people. With the same expectations.
What CRM provides for business: specific advantages
A successful business is not just about the product or price. It’s about processes. And if these processes still rely on Excel sheets and the hope that the manager remembers every customer — it’s time to sound the alarm. CRM is not just another system. It’s your business’s second heart. Without it — it’s like running a marathon barefoot.
From chaos to system: what gets automated
When CRM integrates into an online store, many routine and risky processes cease to be a ‘headache’. They become controllable. And most importantly — predictable.
Here is just a part of what CRM takes on:
- Saves and organizes all contacts and order histories — nothing gets lost.
- Automatically logs communication with clients: calls, emails, chat messages.
- Shows the stage of each application — from the first click to payment.
- Allows you to launch campaigns to segmented databases — targeted, without spam.
- Integrates with marketing tools — Facebook Ads, email marketing, Google Analytics.
And most importantly — it’s not technology for the sake of technology. It’s control. Remember hiding a phone number notepad under your mattress as a kid? CRM is that same notepad, only a hundred times smarter and always ready.
Sephora Case Study: How cosmetics learned to sell better than consultants
Sephora, the global beauty giant, integrated CRM not just for collecting contacts. They went further — connecting it to their mobile app, website, and loyalty program. Now, when you buy foundation, the system is already preparing a skincare offer based on your purchase type, past activity, and even the season.
The result? Increased customer LTV, growth in repeat purchases, and automated personalized recommendations. And all this — without losing the human face of the brand.
CRM is not just a tool. It’s a smart assistant that helps you sell as if you personally remember each of your clients. In reality, it’s the system that remembers. And you just reap the profits.
Which CRMs are best suited for online stores
And now you realize: a CRM is needed. But then it’s like being in a store with 40 types of bread. Your eyes are overwhelmed, but you need to choose one, or it won’t taste good. The same goes for CRMs: there are many systems, each promising to be “all-inclusive”, but not all are suitable. Especially if your site is on WordPress.
There are many systems on the market, each promising “all-in-one solutions”, “one-click integrations” and “automation of everything”. But in practice, it’s crucial not to chase functionality, but to select a CRM based on the real needs of the business: number of orders, logistics peculiarities, managers’ work, type of clients (B2B or B2C), integrations with mail services, payment systems, inventory, etc.
Painless integration: popular solutions
To avoid falling into the trap of “chosen – and regretted”, it’s worth focusing not only on the CRM brand but also on how it integrates with your site, how easy it is to set up, whether it supports automation, and how it adapts to your business processes.
Here are CRM solutions that have proven themselves well in e-commerce projects. Each has its strengths, and you should choose based on scale, goals, and budget:
- HubSpot CRM — perfect for small and medium-sized businesses. Offers a free version, allows tracking user activities on the website, launching email campaigns, building sales funnels, and automating communications. Integrates via API or ready-made connectors.
- Zoho CRM — a powerful system with extensive automation capabilities, suitable for companies with multiple product lines or regional teams. Features a flexible integration architecture: Zapier, API, custom modules.
- AmoCRM — a popular solution among small and medium-sized businesses in Ukraine. Its strength lies in its quick setup, messenger support, built-in IP telephony, and simple lead management. Integrates well with website forms, advertisements, and inquiry handling services.
- Bitrix24 — a true “all-in-one” platform with CRM, task manager, calendar, chats, phone system, and analytics. Ideal for those who want to manage the entire communication and project management cycle in a single interface. Integrates with many CMS and marketing platforms.
- Creatio (ex-BPM Online) — an ideal solution for those seeking deep business process automation along with CRM. Scales well, offers a range of ready-to-use integrations for e-commerce, and provides a flexible environment for expanding functionality.
Conclusion: CRM is not just “something for customers”. It is a key point for controlling orders, sales, repeat deals, and communication quality. When choosing a system, consider: will it be convenient for your team to work with? Can you automate the routine tasks? Will you be able to analyze and scale? If your CRM answers “yes” to these questions, you are on the right track.
Step-by-step CRM integration into an online store
Theoretically, everything is clear: CRM is useful, and the choice is made. But what’s next? It’s like assembling a wardrobe from IKEA: you have all the parts, there’s a manual, but initially, it feels like you might need to call an exorcist. But it’s not that scary. If you approach integration systematically, results won’t keep you waiting.
The biggest mistake entrepreneurs make is thinking CRM can be “plugged in within an hour.” Then they wonder why everything breaks down or doesn’t work at all. To prevent this, follow a plan. Let’s look at a proven algorithm that we at 6Weeks use with clients.
Define objectives
Before installing a CRM, you must clearly answer the question: what exactly do you want to improve with its help? Deal control, increasing repeat purchases, email automation, customer segmentation, or a transparent sales funnel – different goals require different functionalities. Without this clarity, it’s easy to “overpay” for features you won’t use.
Evaluate your website’s technical capabilities
Not all websites “get along” equally well with external systems. It’s important to check whether your platform has an open API, supports webhooks, how authorization is implemented, and whether there are any technical limitations on the CMS or hosting side. Otherwise, you’ll face a situation where integration is only possible through complex development.
It’s better to do this immediately than to find out after signing a contract with a CRM platform that the site doesn’t transmit data without modifications. This is not only a matter of convenience but also budget optimization for implementation. The fewer technical “obstacles,” the faster you’ll get into operational mode.
Choose the integration method
Some have an in-house developer, some have a connected outsourcing team, and some work through a constructor. Everyone has their own resources. That’s why you need to realistically assess which path to take: set up a ready-made module, configure integration via Zapier or Make, connect directly via API, or order a custom integration.
The most important thing is not “how easier,” but “how more stable and scalable.” Because today you need to store a name and email, and tomorrow — 10 more user behavior parameters. The chosen way should be flexible, otherwise, you’ll have to start from scratch every time.
Set up the data structure
CRM is, essentially, a jar of all client knowledge. But to prevent this jar from becoming chaotic, you need to decide in advance which data is important to you. Basic fields (name, phone, email) are just the beginning. Whereas “lead source,” “viewed products,” “responsible manager,” or “last promo code” are real sales impact tools.
If you set up the data structure right away — you won’t have to keep “figuring out where to record it.” It also ensures clean analytics, proper segmentation, and minimum confusion. That is, CRM not only stores — it works.
Test it
Before launching the CRM in battle mode, make a few test orders. See how the data is processed: whether the information is transmitted correctly, status changes are logged, tasks for managers are created, and whether email notifications work. One day of testing can save a week of rework in the future.
Ideally, you should run 2-3 scenarios: new client, repeat buyer, error order. This will reveal weak points in logic or synchronization. CRM is a system, and even a minor error in data entry can ruin the entire sales funnel.
Train your team
Even the best CRM will not yield results if no one uses it. The biggest fear of a manager is “I’ll press the wrong button and break everything.” Therefore, team training is a mandatory stage. Ideally, you have short guidelines, screenshots, videos — or at least half an hour for a demonstration and Q&A.
Launch and optimize
After launch, don’t relax. This is not the finish, but the start of the “battle mode.” CRM needs to be trialed: see which fields are actually filled, what is convenient, what is too complex, where automation needs to be removed or added. Everything — gradually.
Over time, you’ll see that some actions are excessive, others — insufficient. This is a normal process. The key is to respond. When CRM constantly adapts to the real process, it becomes not just a database, but a sales management center. That is where its value lies.
The bottom line
Integrating CRM is not just a technical ‘checkbox’, but a strategic decision. It is the moment when a business stops operating ‘manually’ and transitions to a new level of systematic management. Every client request, every manager action, every number in the report—all are recorded, measured, and transformed into concrete decisions. This is how growth appears, which no random promotion can provide.
But for this, a CRM must not just be ‘installed’, but implemented with understanding, tailored to your business, your team, and your goals. Because the most powerful systems do not work on their own—they work when you know why you chose them and how to use them. So, act according to a plan, not randomly — and then CRM will become not an expense, but the best investment in the growth of your store.
How CRM Affects Marketing and Sales in E-commerce
You already have a website, traffic, and products. But that’s not enough. For an online store not to turn into a beautiful but silent display, communication is needed. Direct, personalized, timely. And here, CRM is the main conductor of this orchestra.
No more mass mailings with phrases like “Dear Customer.” No more blind offers — “maybe someone will be interested.” CRM is a tool that knows who was interested in what, when they made an order, which products they viewed but didn’t purchase.
Personalization is not a luxury, but a standard
Long ago, marketers debated whether it was worth addressing a person by name in letters or not. Today, these discussions are like arguing about whether a refrigerator is needed in the kitchen. Personalization is a must-have.
With CRM, it becomes not just possible, but extremely precise:
- Creation of dynamic segments: for example, everyone who purchased summer items with more than a 20% discount.
- Launch of automatic trigger mailings: placed an item in the cart — receive a reminder email, viewed a category — learn about a promotion.
- Retargeting based on CRM events: user left contact, didn’t purchase — show them an ad for the exact product they were interested in.
- Funnel analytics: at which step do most people drop off and what to do about it.
And all this without daily manual table updates and running between platforms. Set it up once — and the system works for you.
Case IKEA: how furniture learned to talk to the customer
In IKEA, CRM not only helps keep track of orders. It is the core of the entire communication ecosystem. When a customer searches for a wardrobe in the mobile app, then visits the website and buys a table – the system “stitches” this behavior together and sends a personalized selection of products for setting up an office.
The result is that the customer doesn’t just buy. They feel understood. That the company knows what interests them. And this is what turns a one-time purchase into a long-term relationship.
Now imagine that the same can work for you — even if you sell handmade goods or sports equipment. Your CRM knows who to offer the new collection to, and who to offer additions to previous purchases. All of this — without extra advertising costs.
Typical Mistakes When Implementing a CRM and How to Avoid Them
Even the best tool can become a burden if used incorrectly. CRM is no exception. Unfortunately, many businesses make the same mistakes. It’s good if it’s just a false start. It’s bad when it’s a complete rollback, disappointment in the system, and the thought “well, CRM is not for us.” To avoid repeating others’ mistakes, here’s what to keep in mind before you start.
Not All Systems Are Equally Useful
One of the most common mistakes is focusing on a brand or price rather than real needs. CRM must solve your tasks, not force you to reconfigure your business to fit it.
The most common failures look like this:
- Choosing an overly complex system for a small team — resources are spent, functions aren’t used.
- Aiming to automate everything at once — instead of benefit, you get chaos.
- Ignoring adaptation to business processes — ‘the system is there, but no one uses it.’
- Lack of training — managers open the CRM and close it right after the first button.
And the most painful — the absence of constant analysis. CRM is not a ‘set it and forget it.’ It requires adjustments, optimization, and sometimes a complete overhaul of the structure.
If the CRM doesn’t grow with you, it’s not a failure yet, but it’s a sign. Don’t be afraid to change solutions if you feel that the chosen tool is stalling development.
Why you should integrate CRM right now with 6Weeks
If you’ve read this far — you already know more than 80% of online store owners. And most importantly — you understand that CRM is not just a ‘feature,’ but a foundation for growth.
The 6Weeks team is not just ‘plugin installers’. We help select the right CRM for your business, integrate it with your WordPress store, set up scenarios, train your team, and provide ongoing support. We have ready-made template solutions that already support CRM system integration. This means you will get a site that not only looks good but also works effectively for sales from day one.
And if your business requires something unique — we also work with Laravel, PHP, Vue, and React. This allows us to create custom solutions for any task: from complex CRM logic to complete automation of internal processes.
Conclusion: CRM is not a magic pill, but a very powerful tool
CRM is not a panacea. But if you want your store to stop being ‘just a website’ and become a systematic business, this is one of the key steps. CRM integration allows you to:
- know your clients and work with them personally;
- automate routine tasks and focus on strategy;
- increase sales without stressing your team;
- build a business that doesn’t depend on randomness.
While others pour traffic into leaky funnels, you can create a system that gathers, retains, and turns every contact into a client. And if you need a partner who has walked this path dozens of times — we’re here.
Leave a request for a consultation — and we will show you how CRM is integrated into your business.
