E-commerce & OMS Manager

Department: OMS & E-commerce
Level: Management
Primary objective: Omnichannel strategy, sales channel configuration, operational performance, and EDI integrations

What this role does

The E-commerce & OMS Manager configures and optimises the entire sales channel infrastructure: online stores, B2B portal, EDI with retailers and distributors, external APIs. They define approval rules, discount policies, sync settings, and report channel performance to management. They are responsible for every order source running without errors and for the Order Operator having correctly configured tools.

Modules used regularly

Configuring sales channels

Where: /admin/omni_sales/omni_sales_channel

Essential settings per channel

Available channels and their configuration

WooCommerce / Shopify:

/admin/woocommerce/stores → Add store:
  → Store URL
  → Consumer Key + Consumer Secret (from WooCommerce → Settings → REST API)
  → Sync intervals:
     time2 = stock sync (e.g. 15 min)
     time3 = price sync (e.g. 60 min)
     time6 = import new orders (e.g. 5 min)
  → Webhook URL (for real-time push when order is placed)

B2B Portal:

/admin/omni_sales/setting → omni_b2b_portal_flow_enabled = 1
  → Customer logs in at /authentication/login
  → Sees catalogue with prices from assigned Price List
  → Places order → appears in OmniSales

Per customer:
  /admin/clients → edit client → Price List: [select list]
  
Per customer group:
  /admin/clients → Client Groups → assign Price List to group

Manual channel:

• Operator creates orders directly from /admin/omni_sales/order_list → Add
• Useful for phone, email, or in-person orders

Pre-order:

• Channel for orders with future delivery
• Stock not checked at placement
• Customer notified when goods become available

EDIconnect — orders from retailers and distributors

Where: /admin/edi

What EDI means in the OMS context

EDI (Electronic Data Interchange) allows large retailers and distributors to send orders directly into CRMconnect — without email, without manual entry. CRMconnect is a native EDI Provider through the EDIconnect module.

EDI orders enter the system completely automatically. Connecting a new retailer means a few activation checkboxes — technical configuration (protocols, mappings, certificates) is done by the CRMconnect team, not by you.

Supported connection protocols:

Supported EDI formats:

ERP synchronisation: EDIconnect can also be connected to the company's own ERP (SAP, Navision, Saga, WinMentor, etc.) through the same protocols — orders, invoices, and delivery notes sync bidirectionally between CRMconnect and ERP without manual intervention.

Activating a new retailer/EDI partner

What you do: contact the CRMconnect team with the partner's details → check the activation box in /admin/edi. The CRMconnect team handles technical configuration (document mappings, protocols, AS2 certificates, SKU mapping).

What happens after activation:

Retailer sends Purchase Order (X12 850 / EDIFACT ORDERS)
  ↓
EDIconnect receives and processes automatically
  ↓
Sales Order created automatically in OmniSales
  → Customer identified by partner's EDI ID
  → Products mapped per configured EDI codes
  ↓
Order Operator sees order in queue → checks → confirms
  ↓
Automatic outbound:
  Order acknowledgement (X12 855 / EDIFACT ORDRSP) → partner
  On dispatch: Delivery Note (X12 856 / EDIFACT DESADV) → partner
  On invoicing: Electronic Invoice (X12 810 / EDIFACT INVOIC) → partner

EDI monitoring

Daily: /admin/edi → audit log → check:

• Messages received in last 24h (status: received/processed/error)
• Delivery confirmation (MDN/acknowledge) received from partners
• Errors — if any appear, escalate to CRMconnect team

Warning signals:

Trade discounts — configuration

Where: /admin/omni_sales/trade_discount

Discount structure

Discount "Summer 2026 — 15% Electronics"
  → Type: percentage (formal = 1), 15%
  → Period: 01.06.2026 – 31.08.2026
  → Applicable to: Product group = Electronics
  → Applicable for: Customer group = Retail
  → Channel: all channels (channel = 0)
  → Voucher: empty = applied automatically (no code)

Discount types and when to use them

Discount journal: all discounts applied on orders are recorded in omni_log_discount — extract per period/campaign for ROI reporting.

OmniSales policies — global settings

Where: /admin/omni_sales/setting

Key settings you manage

Configuring approval rules

// Example: mandatory approval on B2B Portal for orders > 10,000 RON
{
  "channel_id": 2,
  "min_value": 10000,
  "approver_role": "sales_manager",
  "notify_email": "[email protected]"
}

Managing external API channels

Where: /admin/api/api_management

External systems (ERP, marketplaces, mobile apps) can send orders via REST API:

POST {{base_url}}omni_sales/orders
Headers: authtoken: <token>
Body: {
  "channel_id": <channel ID>,
  "client_id": <client ID>,
  "items": [{...}],
  "shipping_address": {...}
}

What to configure:

• Dedicated authentication token per external system (/admin/api/api_management)
• Dedicated sales channel per API source (for separate reporting)
• Confirmation webhook (if external system wants notification on status change)

Reporting and KPIs

Where: /admin/omni_sales/report

Monthly reports for management

Key KPIs

Workflow Automation — what to configure

Where: /admin/workflow_automation

Monthly routine

Start of month

1. Full monthly report per channel → present to management
2. Review discounts expiring this month → decide whether to extend
3. Verify sync intervals are optimised (not too frequent = server load, not too infrequent = delayed orders)

Mid-month

4. Audit diary_sync — accumulated errors and patterns (repeated errors = structural mapping problem)
5. Review orders cancelled this month → causes: stock, price, customer, back-order?

End of month

6. Export OmniSales reports → KPIs vs. previous month
7. Review active EDI partners — messages without activity > 30 days → check partnership status
8. Plan discount campaigns for next month (coordinate with Marketing)

Collaboration with other departments

Practical tips

Each channel has different behaviour — configure separately. A discount valid on B2B Portal doesn't automatically apply on WooCommerce. An approval rule configured on one channel doesn't affect others. Check per channel at every policy change.

EDI outbound is reputation. If a retailer doesn't receive the order acknowledgement (X12 855) or delivery note (X12 856) within the agreed timeframe — you risk SLA penalties. Monitor MDNs daily.

Diary sync is the first health indicator. 0 errors in diary_sync = 0 lost orders. 10 errors = 10 customer orders whose owners don't know there's a problem. Check it every morning before any report.

Price Lists are digital contracts. A B2B customer who sees wrong prices in the portal loses trust immediately. Verify Price List → customer mapping after any price changes.