RetailCRM Integration

RetailCRM Integration with Website

RetailCRM is a specialized CRM for online retail, de facto standard for medium and large Russian e-commerce. Unlike universal CRM systems, RetailCRM was built specifically for order management, customer base work, and marketing communications in e-commerce.

Integration Architecture

RetailCRM acts as operating system for managers, site — frontend for buyers. Integration is bidirectional:

Site → RetailCRM: orders, customers, payments
RetailCRM → Site: order statuses, customer data, delivery

Connection via Official SDK

composer require retailcrm/api-client-php

$client = \RetailCrm\Factory::createClient(
    'https://your-store.retailcrm.ru',
    env('RETAILCRM_API_KEY')
);

Order Transmission

When order is created on site, it's immediately sent to RetailCRM:

$order = [
    'number'        => (string)$order->id,
    'externalId'    => (string)$order->id,
    'createdAt'     => $order->created_at->format('Y-m-d H:i:s'),
    'status'        => 'new',
    'customer'      => [
        'externalId' => (string)$user->id,
        'email'      => $user->email,
        'firstName'  => $user->first_name,
        'phones'     => [['number' => $user->phone]]
    ],
    'delivery' => [
        'code'    => 'courier',
        'address' => ['text' => $order->delivery_address]
    ],
    'items' => array_map(fn($item) => [
        'offer'         => ['externalId' => $item->product_id],
        'productName'   => $item->product_name,
        'quantity'      => $item->quantity,
        'initialPrice'  => $item->price / 100
    ], $order->items->toArray()),
    'totalSumm' => $order->total / 100
];

$client->orders->create(new \RetailCrm\Api\Model\Request\Orders\OrdersCreateRequest(
    \RetailCrm\Api\Model\Entity\Orders\Order::fromArray($order)
));

Status Synchronization Back

RetailCRM sends webhook when manager changes order status. Configure endpoint:

Route::post('/webhooks/retailcrm', function (Request $request) {
    $data = json_decode($request->getContent(), true);

    if ($data['topic'] === 'order_update') {
        $order = $data['order'];
        Order::where('id', $order['externalId'])
            ->update(['status' => $this->mapStatus($order['status'])]);

        // Notify buyer of status change
        dispatch(new OrderStatusChangedJob($order['externalId'], $order['status']));
    }
});

Product Catalog

RetailCRM can be price and availability source via ICML feed:

<!-- retailcrm.xml - generated by site, imported to RetailCRM -->
<yml_catalog>
    <shop>
        <offers>
            <offer id="123" available="true">
                <price>1500</price>
                <stockCount>10</stockCount>
                <name>Blue T-shirt XL</name>
            </offer>
        </offers>
    </shop>
</yml_catalog>

Feed is generated hourly, RetailCRM imports updates.

Customer Base and History

RetailCRM stores full customer order history, segments, and tags. Via API you can get this data for site personalization: show "recommended for you" based on previous purchases, display loyalty program status.

Triggered Communications

RetailCRM can launch email/SMS/push by events: abandoned cart, N days without purchases, birthday. Configured within RetailCRM, requires only correct customer data transmission — no site code needed.

Integration time: 1–2 weeks for complete bidirectional synchronization with order transmission, webhook processing, and ICML catalog feed.